Maggie
Hurlbut
Creative leader driving brand, marketing, and content from concept to impact
Case Studies:
Driving Growth Through Brand, Marketing, and Systems Design
As Senior Director of Creative Services, I led the transformation of the Leavey School of Business’ marketing and brand ecosystem - spanning growth marketing, lifecycle strategy, content, and design systems. These case studies highlight how that work translated into measurable impact across enrollment, brand clarity, and cross-channel consistency.
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Transformed enrollment marketing into a conversion-focused engine - rebuilding CRM infrastructure, refining targeting, and driving +29% revenue growth across a graduate portfolio.
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Led a year-long, multi-channel campaign celebrating a 100-year milestone - reengaging the community, elevating brand perception, and delivering flagship moments at scale.
Built a centralized editorial platform from the ground up - establishing a consistent voice, scalable content system, and a monthly publication reaching 36,000+ stakeholders.
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Implemented a unified brand system across a complex organization - aligning stakeholders, standardizing assets, and translating guidelines into scalable, real-world application.
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Life in Motion
Scenes from the everyday - captured and shaped into story-driven content. Instinctive, intentional, and visually led.
