Strategic Communications and Marketing
Nancy Paton, a senior marketing and communications executive with experience in higher education, healthcare and telecommunications industries, leads the strategic communications and marketing organization of the University of Florida, the 8th ranked public university in the United States.
Paton is a metrics-oriented brand architect who has helped transform organizations, identifying distinctive positioning to drive reputation and market growth. A catalyst in repositioning organizations for competitive advantage, her expertise lies in engaging strategic internal and external advocates.
She was named the Higher Education Marketer of the Year by the American Marketing Association in 2017 while she was at the University at Buffalo, a flagship institution in the State University of New York system, where she served as the inaugural vice president for communications.
At the University at Buffalo — the largest and most comprehensive campus in the SUNY system — Paton oversaw the university’s first comprehensive brand and identity strategy, co-led by a committee of more than 60 faculty, administrators, students, alumni leaders and volunteers. As the institution’s chief public relations officer, she elevated the university presence in national and international media by 518% and doubled equivalent ad value to $65M. She established issues management and crisis communication preparedness structures, aligned digital and social media messaging, and successfully migrated more than 100 administrative and academic units into an integrated web content system while directly overseeing the University Communications division of 41 professionals and integrating strategy among more than 200 communicators and marketers supporting schools and units across the university.
Prior to the University at Buffalo, Paton served in executive positions leading communications and marketing for large healthcare organizations. Paton served as Kaiser Permanente’s chief public affairs officer for the Ohio region, where she was the executive leader for consumer and business-to-business marketing, strategic communications, brand management and governmental relations. Paton also established a consulting firm after serving as University Hospitals’ chief marketing and communications officer.
A nationally recognized speaker in her field, Paton earned a bachelor’s degree in mass media and communications from the University of Akron and a Master of Science in management from Purdue University.