Lindsay Groth
Executive Director of Marketing and Communications @University Of Michigan College Of Pharmacy
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WORK HISTORY
Executive Director of Marketing and Communications @University Of Michigan College Of Pharmacy
In two years, we have built a solid foundation for a sophisticated marketing program. From establishing branding and messaging, hiring a team, and redesigning a website within 18 months of joining, my team and I have been building the car as we drive it. The results speak for themselves, with strong SEO increasing our number of key phrases that rank on page one and earning featured snippets and other organic SERP features, running paid digital (paid search and social) to support our recruiting efforts, we increased applications by 30% in FY26, when applications are down nationally by 20%. In only the first three months of the recruiting season (25/26), we surpassed last year\'s total number of applicants, despite an environment where pharmacy schools are reporting declines in applications. As our team continues to build a marketing program, we are now focusing on internal communications to do our part in establishing a community-based culture. In addition, we are running deliberate recruiting and development campaigns to support the pipeline, utilizing creativity (Pharmacists are Like Superheroes) and directness (The Time Is Now) in our calls to action.My role continues to serve as a senior leader at the College of Pharmacy and a marketing and communications lead across campus.
EDUCATION
Central Michigan University
Bachelor of Science in Business Administration, Marketing and Logistics Management
Wayne State University
MBA
SKILLS
ABOUT LINDSAY GROTH
I have worked with some of the brightest minds and leaders at startups, non-profits, and Fortune 500, B2B and B2C companies across a diverse range of industry verticals, from life sciences innovation, technology, and automotive, to higher education, food service, financial services, and retail marketing. I help the C-suite, business leaders, and boards make big decisions simpler, generate leads and customers more efficiently, and increase pipeline quality and velocity with the common goals of revenue and customer growth to help you take your company to the next level.A strategic and critical thinker to the core, whether long-term visioning or digging into tactical strategies, I keep a customer and data-centric focus to improve marketing programs and deliver proof that your investment (in marketing) did work. An empathetic people leader creating high-functioning teams and mentoring the professional growth of each individual so they can create their personal career paths. At the same time, as a member of the leadership team, we strive to continuously improve the organizational culture for everyone.On any given day, I may be strategically guiding business leaders on building a brand, developing a go-to-market strategy, launching a company or product, researching voice of the customer data, optimizing digital marketing efforts, or reporting on the ROI of the marketing investment. Finally, I bring a classically trained marketing foundation (and MBA) plus deep experience in digital marketing and a curiosity for learning, deploying new models (generative AI) for greater team efficiency and business growth.
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