Marketing and Brand Management is responsible for building the power of the University of Arizona brand to generate support and attract talent. It supports the University's ambitious goals by crafting and advancing UA's market position, increasing the University's visibility among key audiences, and coordinating marketing efforts across campus. brand.arizona.edu is the online resource for marketers on campus. It provides a comprehensive set of tools that enable the university community to express the University brand clearly and consistently.
The Interim Vice President of Marketing and Brand Management serves on the UA President's Cabinet and is responsible for all activities that promote the UA, especially those that involve the UA and media, government officials, UA friends, supporters, and neighbors. Cohesive efforts between the chief marketing officer and leaders of the UA Alumni Association, the UA Foundation, and the University of Arizona Health Sciences enable a galvanized effort to advance the UA in the state and beyond.
Melinda Burke '75 '81 also leads the Alumni Association in engaging and connecting alumni to the University of Arizona and celebrates a strong community of alumni and friends. In March 2016, Burke was named Interim Vice President of Marketing and Brand Management, where she oversees internal and external communications; marketing; Arizona Public Media; and special events.
As Vice President of Alumni Relations and President of the Alumni Association, Burke collaborates with UA colleges and campus partners to align the Alumni Association and university’s mission of serving UA graduates and connecting constituents through communications, career networking, and alumni outreach. As a liaison to the association’s board of directors — composed of a diverse group of alumni volunteers from around the country — she listens carefully to alumni needs and serves to strengthen alumni networks regionally and nationally.
A dedicated alumna and former UA professor, Burke’s UA student and alumni connections are far reaching. She enjoys meeting alumni, making vital connections, and embodying the Wildcat spirit intrinsic to the UA experience as a Wildcat for Life. She launched the Alumni Career Services and Professional Development Lab to strengthen professional networking and alumni engagement. She also led an expansion of alumni communications through a revisioning of the Arizona Alumni magazine and the integration of digital communications and social media.
Previously, Burke served as the director of the UA Terry J. Lundgren Center for Retailing in the Norton School of Family and Consumer Sciences, where she was a Petsmart Professor of Practice and built corporate partnerships with industry leaders to expand the educational opportunities for retail students. In 2010, she established the Terry J. Lundgren Center for Retailing Endowment for Excellence with a $1.3 million gift from the retailing and fashion industries to support students in the Retailing and Consumer Sciences academic program.
Burke earned a bachelor’s of science degree from the UA College of Agriculture and Life Sciences, majoring in textiles and clothing, and a master’s of science degree from the UA graduate college.
She is the recipient of several awards, including the 2010 College of Agriculture and Life Sciences Award for Outstanding Effort in Development and a 2008 Professional Achievement Award from the Alumni Association.
A native Arizonan, Burke is married with three daughters and three grandchildren. Her husband Bruce Burke '71 '75 is a Tucson lawyer and graduate from the UA College of Agriculture and Life Sciences and the James E. Rogers College of Law.
Tony Proudfoot, Associate Vice President, Marketing and Brand Management
Tony Proudfoot is a veteran brand-builder who joined UA’s University Relations team in January 2015. With two decades of experience in higher education, he has enthusiastically led efforts to shape overall strategic and creative direction at fine institutions. Specifically, Proudfoot co-led brand integration at the Indiana University seven-campus system, which is comprised of more than 110,000 students, more than 140 colleges and programs, and more than 100 majors offered. More recently, he co-authored the 2012–2017 Strategic Plan and executed the repositioning of Ball State University in Muncie, Indiana during a transformative time in the university’s history. This repositioning helped support subsequent record enrollment, record applications, record giving, and elevated quality of incoming students.
Proudfoot frequently speaks on a national level and volunteers regularly with the American Marketing Association. He recently served a three-year term on the Conference Committee for the AMA Symposium for the Marketing of Higher Education—the largest gathering of higher education marketing professionals in the nation. At the University of Arizona, he will enhance the University’s world-class brand equity and visibility, and build collaboration with marketing communication professionals across colleges, schools, and administrative units to ensure an integrated and cohesive marketing strategy. Proudfoot earned his bachelor’s degree in psychology from Ball State University, and he is an avid volunteer with Habitat for Humanity.