Emsley Vázquez Colón (she/her)
Vice President of Strategic Marketing and Communications
Ponce Health Sciences University
We caught up with Emsley Vázquez Colón to discover more about her, what she’s up to, and what we can learn from her.
Briefly describe your current role.
I oversee the marketing and admissions departments for Ponce Health Sciences University, including the management of comprehensive marketing programs, branding, and enrollment strategies for the Puerto Rico locations. Also, I’m responsible for aligning marketing and communication plans with the university’s mission, enhancing PHSU’s brand across digital platforms, and fostering a strong connection with key stakeholders.
Briefly describe your career journey and what led you to institutional advancement in academic medicine.
I began my journey in higher education as a receptionist for the admissions department at a post-secondary institution dedicated to healthcare programs and soon recognized my passion for supporting the academic journey and personal development of the students I served. After 20 years in higher education, my passion has grown and extended to the development of best practices in marketing and admissions to support institutional growth and student resources designed to drive their academic development.
My master’s in integrated marketing communications from Pontifical Catholic University of Puerto Rico, mixed with my passion for information technology, inspired my professional development in data analysis for decision making. I actively incorporate trends in data to drive marketing and content customization to implement efficient and effective campaigns.
For the last eight years, I have been involved in academic medicine supporting PHSU in the process to extend the reach and impact of the institution’s projects with disadvantaged communities. I take in consideration initiatives that increase institutional awareness and recognition, supporting PHSU’s vision of educating underrepresented population while focusing on research efforts to solve health disparities.
What achievement in your current job are you proud of?
Through initiatives like brand management, digital marketing, and event organization, our admissions and marketing team has achieved 20% growth in new student admissions year over year. PHSU increased 12% in total enrollment—a historical moment as higher ed institutions are losing between 4-6% of enrollment currently. The increase of the future physician workforce aligns with the university’s mission of addressing the shortage of healthcare professionals in Puerto Rico and the Mainland for underserved communities.
What success have you achieved with limited resources?
A standout achievement in my role has been developing enrollment strategies with limited resources by leveraging data analytics and conversion optimization, making significant advancements in the student recruitment funnel for my institution.
What was a mistake you made and how did you learn from it?
In my career, I’ve learned to turn mistakes into growth opportunities. Early on, I encountered challenges in managing crisis communications but have since refined my approach, learning to navigate complex situations effectively.
What advice do you have for other institutional advancement professionals in academic medicine?
My best career advice for other institutional advancement professionals is to emphasize listening and adaptability, qualities I now prioritize in my leadership. I encourage professionals in academic medicine to embrace innovation, stay connected with industry trends, and continuously advocate for the power of strategic marketing in supporting institutional advancement.
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