The Hub exists to build the strength of, interest in and affinity for the ASU enterprise and its family of brands.
advertising | analytics | crm | design | media buying | performance marketing | photography | print and imaging lab | research | social | strategy | video | web |
About ASU and the Enterprise Marketing Hub
Arizona State University has developed a new model for the American research university, creating an institution committed to excellence, access and impact.
ASU underwent some radical changes in designing that model, including a massive reorganization of our institution, rethinking everything about how we reach and serve our communities. We have changed the relationship between ASU and the state of Arizona.
We also reevaluated the role that marketing plays in establishing an enduring brand and — in true ASU fashion — we designed and built the first-of-its-kind Enterprise Marketing Hub. The Hub is a unique hybrid of a marketing department, agency and consultancy; bringing the best solution together to accomplish each marketing and business goal. The Hub uncovers and utilizes constituent and brand insights that are at the core of all strategies. These data and insights are shared throughout the ASU enterprise in order to help others achieve their marketing objectives and collectively build ASU and its family of brands.
The Hub is described as an all-star collection of individuals who possess a unique combination of deep knowledge, a passion for experimentation, and an unrelenting dedication towards building a highly collaborative environment where talents and ideas combine to drive new innovations.
Members of the Hub are well accomplished in their fields and contribute a high level of expertise to ASU. The team builds rewarding relationships throughout the ASU enterprise by providing sound counsel, mentoring and dedication. In addition, the Hub is surrounded by unique partnerships and external support that provide additional inspiration and expertise to the enterprise. Through partnerships with Coca Cola, Starbucks, Google, Lavidge and others, the Hub is able to counsel and partner with its constituents to deliver first-of-its-kind marketing in the higher education sector.
Interim Chief Marketing Officer
Jill Andrews, chief marketing officer, joined the ASU Enterprise Marketing Hub in June 2015. She nurtures and directs a creative community that brings the ASU brand to life. In her role, she is responsible for articulating university brand standards, driving the creative featured in university advertising and marketing campaigns, producing key ASU digital experiences and leading creative production management for the Hub and providing executive oversight of the ASU Print and Imaging Lab.
She and her teams have earned regional and national recognition, including Emmys, CASE Circle of Excellence awards and multiple President's Award for Innovation honors that reflect significant contributions to ASU and higher education through the creation, development and implementation of innovative projects, programs, initiatives, services and techniques.
Andrews joined ASU in 1999 and brings a unique depth of knowledge and experience to the Hub executive team, working in a range of leadership roles across the university during a time of unprecedented growth, advancement and recognition. She has directed marketing efforts focused on branding, recruiting, student affairs, faculty and academic affairs, alumni and extended education at ASU.
Before joining ASU, she held marketing and communications positions for nonprofit organizations and national media relations and public relations firms.
An ASU alumna, Andrews holds a Master of Public Administration and a bachelor's degree in communication from the university. She lives in the Phoenix-Scottsdale Arcadia neighborhood with her husband Brian, an ASU alumnus, and two children, Kyle and Chloe.
Managing Director, Branding and Marketing
Christine Carvalho joined the ASU Enterprise Marketing Hub in August 2020 as managing director of university marketing strategy and partnerships, adding the functional areas of Constituent Insights and Analysis (data science) and Performance/Digital Marketing in December 2020. In this role, she and her teams are responsible for the positioning of the ASU brand, the brand health among targeted constituents and for the marketing strategies, insights and partnerships that increase their engagement and "brandsactions" with ASU.
Carvalho was most recently based in Toronto, where she functioned as the chief strategy officer for the newly formed, family owned, Coca-Cola Bottling of Canada. At Coke Canada, she worked with the executive team and board of directors leading commercial, process, organization design and governance strategies to accelerate the company's profitability and ensure the long-term stability of the $2B, 7,000-person, production, sales and distribution business. She continues to support Coke Canada as a member of their Board of Advisors. Across her 15-year career at Coca-Cola, she served in various strategy, marketing and general management roles, including VP of strategy and productivity and leading the global launch of Coke Zero to become a billion dollar brand. Outside of Coke, her other leadership roles include a mix of entrepreneurial startups and well-known brands: VP of marketing/CMO for FRS Healthy Beverages, VP of strategic client development at Nielsen Innovation, co-owner of a mobile marketing agency, and executive consultant specializing in innovation strategy, mergers and acquisitions, and change management for companies such as Starbucks, Mars Chocolate, and Oakley/Sunglass Hut. Carvalho is also an investor and active board member for several startup companies.
Carvalho lives in Chandler with her husband and their cat, Sir Charles. She is an Arizona native and a University of Arizona graduate. Outside of work, she enjoys food and wine (both cooking and eating out), travel (having been to 49/50 states), sports, swimming, pilates and is looking forward to relearning golf.
Vice President of Marketing, ASU Online
Nadine Berghaus, vice president of marketing for ASU Online, joined the Hub in September 2018. In her role, she is responsible for the ASU Online brand. One of her main tasks is to build a strong and differentiated profile in an increasingly competitive marketplace while ensuring the alignment with the ASU brand.
Prior to accepting this position, she spent 14 years in various international and U.S. marketing roles at the Henkel Corporation, where she had a proven track record of success.
Born and raised in Germany, Berghaus graduated from University of Essen where she received a Master of Science, business-marketing and finance. Subsequent to that she worked as the chair of marketing focused on consumer behavior, and rounded her profile with a dissertation towards a PhD in political science.
Berghaus lives with her family in Phoenix and is the only one out of four children who lives abroad in the U.S.
Associate Vice President Marketing and Strategy
Assistant Vice President of Alumni Success
Executive Director of Business and Fiscal Operations
Sr. Director Performance Marketing
Sr. Director Brand Creative (Copywriting and Video)
Sr. Marketing Director (Partnerships)
Sr. Director Digital Brand Creative
Sr. Director Brand Creative (Design, Photography and Thrive)
Sr. Director Media Planning
Connecting the marketing community
The Hub shares guidelines, best practices, training sessions, events and groups to connect communicators and to bring clarity and quality to ASU marketing.