Roger Degerman, a higher education communications and marketing leader with more than 17 years of experience in a private college setting, will become Guilford’s first vice president of marketing beginning Sept. 1, President Jane K. Fernandes announced.
Since November 2001, Roger has served at the cabinet level at Concordia College in Moorhead, Minn., as senior director of communications and marketing. He was communications director and news bureau director in his first three years at the college, 1998-2001, and has worked under four presidents.
A 1984 graduate of Concordia with a bachelor’s degree in communications, Roger earned his master’s degree in organizational leadership from the University of Denver in 2013. His master’s thesis focused on the urgent need for private higher education institutions to re-imagine and retool their marketing strategies based on research.
“Roger understands repositioning private higher education as a result of profound paradigm shifts in public perception,” Jane said. “His experience at Concordia, along with his timely research and master’s work, position him perfectly to build an integrated marketing program at Guilford that enhances our ability to recruit and retain students and raise funds to support our mission.”
As a vice president at Guilford, Roger will be the chief administrator responsible for planning, organizing, staffing, training and managing all marketing and communication functions in order to achieve Guilford’s objectives for enrollment, institutional growth and visibility.
He will manage five full-time staff members and oversee the development, management and promotion of Guilford through advertising, creative production, media relations, crisis management, digital media, promotional events, internal and external communication, and market research.
At Concordia, Roger championed major repositioning initiatives to elevate the college’s brand and developed marketing communication strategies that contributed to 4 percent gains in the freshmen academic profile and first- to second-year student retention. His leadership has also included brand development for Concordia’s recently launched Offutt School of Business and co-founding a new employee brand orientation program.
Roger also has developed and restructured an agile, digitally proactive team recognized for its work in leveraging social media and enhancing Concordia’s web presence. Concordia’s most recent website renovation, created in partnership with Fastspot, was honored by Edustyle as one of five finalists for Best Overall Website Design in 2014. In 2010, he conceived and helped produce an award-winning video virtual tour created by Sundog that attracted website visitors from 50 states and 30 countries in eight weeks.
In addition to his work in higher education, Roger was sports director and anchor at KXJB-TV in Fargo, N.D., 1991-98.