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

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

a photo of Latanya Daniels singing into a mic
With three degrees from St. Thomas, Latanya Daniels, now a school district assistant superintendent, is a "triple Tommy" holding down her own TV spot. University of St. Thomas

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.

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@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.