Marketing & Enrollment Growth Leader · Phoenix, Arizona

Make the complicated useful.

Senior marketing judgment. Practical systems. A persistent habit of asking the next useful question.

25+ years across higher education, acquisition, inquiry-to-enrollment operations, multi-location marketing and the systems that hold them together.

Lisa Ramirez

I don’t go looking for unnecessary complication. I just find it very difficult to watch people live with it.

Then the questions start.
Why I do this

I like things to work properly.

If the same information is being entered three times, nobody quite owns the next step, or the customer has to work far too hard to do something simple, I struggle to just walk past it.

Why are we doing this? Who actually needs it? Where does it break? What happens next? Who owns that bit? Could we enter it once instead of four times?

That instinct has followed me through higher education, contact centers, multi-school marketing, travel, community organizations, websites, email, events, signage and automation.

Six Sigma gave structure to something I was already inclined to do: define the problem, remove what adds no value, improve the process, then keep testing.

There’s usually a better way. The useful part is finding it.

Selected proof

Eventually, the work has to show up in the numbers.

$30MManaged and reforecasted annual media budget.
800+Additional student starts versus the prior year while cost per start fell 9%.
161Schools supported across 30+ education brands.
35Employees in the centralized inquiry contact center I built and scaled.
15%Enrollment conversion increase in the first year of contact-center operations.
84% / 50%Appointment show rate / enrollment rate in a multi-school pilot.
Career evolution

The work changed. The questions compounded.

I don’t think of my career as a stack of job descriptions. Each chapter added another part of the problem I wanted to understand.

Collins College

Start with demand.

Marketing, media, inquiry goals, rebrand, second campus.

Creative and media decisions only matter if they connect to people actually raising their hands.

Apollo College

Then follow the inquiry.

Five locations became 21.

Web chat, rapid routing and a centralized contact-center concept moved the work beyond advertising into what happened next.

Carrington College Group

Build the operation behind the promise.

18 campuses + online · 8 states · $30M media · 35-person inquiry center.

Acquisition, routing, contact, conversion and student starts became one connected system.

Cadence Education

Scale without losing the local reality.

161 schools · 30+ brands · parents and families.

Central strategy had to work for individual schools, school leaders, local markets and actual families.

Colling Media

Pressure-test from the outside.

Performance acquisition and inquiry optimization.

Agency-side work sharpened the habit of connecting media spend and inquiry quality to downstream enrollment.

University of Advancing Technology

Make strategy usable.

Enrollment · programs · brand · institutional priorities.

Strategy only matters when people can actually execute it. Partnering with senior leadership means translating institutional priorities into clear positioning, communications, campaigns, systems and decisions that move the work forward.

Intentional proving grounds

One owner. One plan. Strategy through execution.

Some of this work is volunteer. Some is something I wanted to build for myself. Some is helping friends or work I’ve taken on pro bono.

What it has in common is end-to-end ownership: define the problem, make the plan, build it, run it and find out what happened.

No department to hand the awkward bit to. No convenient gap between the idea and the result.

Scottsdale Elks Lodge #2148 project overviewAmerican Legion Post 44 project overviewEP!C Travel Agents project overviewRocky Point Bar Crawl project overviewDipped & Twisted project overviewChandler Arizona Adventures project overview
In their words

The people I’ve worked with can take it from here.

The world could use more leaders like Lisa.

“She didn’t make excuses or blame others when we were behind on goals. She simply doubled down and worked harder to achieve.”

Jeffrey Berris · Account Manager · former direct report

I grew more under Lisa than in any comparable stretch of my career.

“Lisa set a clear direction, gave us real decision-making authority, and trusted us to execute — then backed us when it counted.”

Jeff Dempsey · SVP, Head of Web Strategy & Conversion Rate Optimization · former direct report

Lisa definitely gets it.

“Analytical and insightful and, most importantly, intuitive on not only what moves consumers but why consumers are moved to engage with a brand.”

Peter Capper · Co-Founder & President · agency partner
Perspective

Useful beats hype.

Technology

I’ve lived through one “this changes everything” already.

My early career included Unipalm in Cambridge, the company behind PIPEX, the UK’s first commercial internet service provider. The internet did, in fact, change everything. Eventually.

Which is probably why I’m less interested in whether AI is impressive than whether it is useful: does it solve a real problem, improve the experience or help people work better?

How I work

Scrappy when it helps. Structured when it matters.

I’m comfortable starting with imperfect information, limited resources and a problem that still needs defining. The trick is knowing what has to be right now, what can improve later, and what never needed to be complicated in the first place.

The Sunday Supplement

I was raised on Sunday papers, not personal brands.

Practical notes on marketing, systems, AI and the occasional thing that should have been simpler.

Published when there’s something worth saying. Occasionally G&T-assisted. After work, obviously.

Published · September 13, 2026

Higher Education Doesn’t Have a Content Problem. It Has an Ownership Problem.

Publishing faster is useful. Knowing which answer is true is rather more important.

Difficulty ★★★★☆   G&T ★★★☆☆

Read the edition →

The Reckoning: what I used, what annoyed me, what I learned, whether a G&T was required, and whether I’d do it again.

See The Sunday Supplement →

ARSENAL · ENGLAND

Arsenal supporter. England supporter. Consequently rather good at separating optimism from forecasting.

Or, put another way: hope is not a strategy.