By Cole Strzelecki
What comes to mind when one thinks of someone with a marketing job? A person designing and handing out promotional pamphlets and fliers? Perhaps the image of someone analyzing an organization or company’s finances arises. When it comes to Western New England University’s (WNE’s) Vice President for Marketing and External Affairs, Mercedes Maskalik, she is much more than these generic images of a person in the marketing field.
Maskalik joined the upper ranks of Western New England University’s administrative structure in August 2021 as the University’s Assistant Vice President for Marketing and External Affairs. About a year and five months later, in January 2023, she was promoted to Vice President for Marketing and External Affairs. Her energetic and ambitious outlook on her career and strong leadership skills have earned her this spot in the upper ranks of WNE.
“I aim to further develop my skills in digital transformation and leadership, contributing to the advancement of educational institutions in a rapidly changing global landscape,” Maskalik explained. She hopes to continue evolving as a marketing leader and provide innovative strategies that exceed Western New England University’s goals. However, Maskalik has already gone through many significant and valuable leadership experiences to reach the point where she is currently.
Maskalik’s story in marketing begins in her college years. She attended Southern Connecticut State University and earned a Bachelor of Arts in English. A little later, she continued her education at Central Connecticut State University and received a Master of Science in Organizational Communications.
Maskalik’s bachelor’s degree in English helped her understand that marketing was her destined profession. “My passion for storytelling, creativity, and data-driven decision-making led me to a career in marketing,” she said. If it weren’t for what she learned in her English-based studies, those storytelling and creativity aspects wouldn’t be there to drive her and combine with her knowledge of Organizational Communications, leading to the outstanding marketing leader our University knows today.
Once out of college and searching to apply her skills, Maskalik worked in several marketing-based jobs, most of which involved education and school systems. The most notable were her positions as Content Editor/Writer and Social Media Manager at Loomis Chaffee School from 2007 to 2012, Director of Marketing and Communications at Renbrook School from 2012 to 2015, and Director of Marketing at The American School in England from 2015 to 2017 and then at CUE Inc from 2019 to 2021. After all of those careers and leadership experiences, Maskalik eventually brought the knowledge she gained from them to Western New England University.
“I wanted to contribute to an institution that provides young adults the opportunity to develop a full range of skills, to stretch themselves, and to expand their sense of possibility,” Maskalik began. “I was drawn to WNE by its commitment to excellence in education and the opportunity to leverage my background in strategic marketing and communications to make a tangible impact.” Her role at WNE is perfect because she can implement innovative marketing strategies to promote growth and community engagement.
While working at Western New England University, Maskalik has shaped the University’s brand, fostered meaningful connections, and drove engagement within and beyond WNE’s vibrant community. She has redesigned and constantly manages WNE’s website to ensure that all information conveyed through it is continuously up-to-date and accurate. On top of that, she leads a large group of skilled marketing faculty who work together to capture the essence of WNE in writing, photography, and more manners of documentation.
“Collaborating with a team of creative and talented individuals to develop and execute strategies that achieve meaningful results is my favorite part of working in the marketing department,” Maskalik said. “I thrive on the creative process, and the satisfaction of seeing our collective efforts translate into increased engagement, visibility, and impact for our institution.” Maskalik ensures that she and her staff contribute to improving WNE.
Anyone who works with Maskalik will explain how great of a leader she is. They’ll describe many moments where she’s come to their aid with a marketing project, made sure they feel their ideas are being properly represented in a larger group, or even brightened up their day with a quick conversation. Even people who no longer work under her leadership will continue to praise her skills and feel the impact she left on their lives afterward. Chief of Staff Margaret Boyle is one of those people.
Before her new position as Chief of Staff, Boyle worked as the Assistant Vice President for Government Affairs and Public Relations under Maskalik’s leadership. In that time, she often worked with Maskalik on campus projects, experiencing her expertise first-hand. Looking back on her experience, Boyle can describe Maskalik as dynamic, creative, energetic, collaborative, and a storyteller.
“Anyone who has met Mercedes knows the fantastic energy she brings into any space,” Boyle began. “She’s so energetic about the work she does, and with that energy, she can find stories that may not have been found otherwise.” From the second Boyle began her career at WNE, Maskalik ensured she enjoyed every moment. Maskalik was the first person she met after President Robert E. Johnson of WNE when she joined the staff in January 2023.
“She welcomed me with open arms and made me feel like I had been working there for years,” Boyle said about her first day as a part of the marketing team. Boyle truly felt like a marketing team member from that day until her last as she worked with Maskalik’s close-knit, skilled team. “There could not have been a better mentor for me, and I still consider her one,” Boyle said. “Her leadership style is one I hope to achieve someday.”
As for her future, Maskalik plans to continue leading and innovating in marketing within the education sector and expanding her influence through speaking engagements, authorship, or consultancy. Maskalik explained, “My goal is to stay at the forefront of marketing trends and technologies, applying them to advance educational institutions and their missions.”
Maskalik has had quite a life so far, experiencing multiple careers and environments and impacting many people. Though she has big plans for her future, she enjoys her present as a friend to many and a leader to even more. She is WNE’s marketing department, organizing it all and leading it towards greatness. She is Mercedes Maskalik, a genuine person who is passionate about what she does.
