How a General Mills Marketer Worked Her Magic for a Private Midwestern University

All in-house—and on a "scrappy" budget, too

Four years ago when Kymm Martinez landed her current post at the University of St. Thomas, she had to make a number of adjustments. Martinez had spent 20 years as a marketer for General Mills, much of that time on the vp level. She was used to managing brands that were household names and working with P&L statements in the billions of dollars—all very different from St. Thomas.