Global Campus Names Xie to Direct Marketing, Communications Team

The Global Campus at the U of A has named Roxie Xie its new director of the Marketing and Communications Team, effective Sept. 8. She leads strategy, creative and media partnerships to expand access to online, professional and workforce education.

She brings more than a decade of marketing experience across governments, financial services, tech, energy, health care, automotive and consumer sectors.

"We are excited to welcome Roxie to this role," said Patty Milner, assistant vice provost for innovation and the online student experience. "Roxie brings deep marketing experience, a data-driven approach and a unique creative spark to the Global Campus team. She will help the U of A stand out in the increasingly competitive online, professional and workforce education landscape."  

Most recently, Xie was associate director of Global Strategy & Integrated Marketing at Bloomberg in New York, where she led the B2B and Lifestyle sector. At Bloomberg, she built audience-informed marketing and sales strategies for Fortune 500 and government clients that drove more than $25 million in advertising revenue. She developed positioning and messaging for a state economic development agency that helped it secure more than $3 billion in investment deals.

She wrote executive narratives, keynotes and discussion guides for CEOs and CMOs at global forums including Davos and Cannes Lions. Her thought leadership work reached more than 25.5 million media decision makers and B2B executives.

Before Bloomberg, Xie worked at New York agencies as a brand and creative strategist, specializing in brand positioning, go-to-market strategy and messaging frameworks. She has won a One Show Silver Pencil, one of the advertising industry's top creative honors, and served as a guest lecturer in the MFA Visual Narrative program at the School of Visual Arts.

"My whole career has been about understanding how people make decisions," Xie said. "Choosing to go back to school is one of the most transformative decisions a person can make, and I want to make that choice clearer and easier for every learner we serve."

The U of A's land-grant mission is about opening doors, Xie said.

"Global Campus does that for working adults and people across Arkansas who can't put their lives on hold to be in a classroom, and I'm proud to help amplify that story," she said.

Xie plans to bring an audience-first approach to marketing.

"This means using data and market insight to reach the right learners with the right message, whether they're looking for a degree, a certificate or new workforce skills," she said. "Online and workforce education is growing fast, and so is the competition. My goal is to sharpen how we position Global Campus so more people see the U of A as their path to career growth, and so our marketing efforts turn into enrollment results."

Xie graduated from New York University with a Bachelor of Arts in economics and earned a Master of Professional Studies in branding and integrated communications from The City College of New York.

Xie relocated to Fayetteville with her husband, their son and their rescue dog. The move is a homecoming of sorts for the family, as her husband is a two-time U of A graduate.