Leading Forward: Francesca Parodi

Shapes how the world sees McCombs

In an era defined by 15-second videos and constant algorithm shifts, building a lasting brand takes both agility and depth. Say hello to Francesca Parodi.

Francesca Parodi, Chief Marketing and Communications Officer, leads the teams responsible for communications, digital strategy, enrollment marketing, creative services and brand development — all with a focus on balancing agility and authenticity.

Title: Chief Marketing and Communications Officer
Works closely with: Marketing and communications teams, digital strategy, enrollment marketing, creative services, and brand development units
Years at UT: 3
Hometown: Lima, Peru
Education: B.Eng. ’01, Universidad de Lima; MBA ’10, University of Virginia Darden School of Business
First job: Marketing at 3M managing the Scotch brand (where I learned that even the most “standard” product needs a sticky brand story)

Describe the biggest challenge in building and sustaining a strong brand in today’s rapidly changing digital and higher education landscape.

The biggest challenge is moving at the speed of the “scroll” while maintaining the depth of an academic institution. In a world of 15-second videos and constant algorithm shifts, we have to fight for attention without losing our soul. Higher education is no longer just competing with other universities; we are competing for “mindshare” against every other digital distraction. My goal is to move McCombs from being a “considered choice” to an “emotional connection.” We have to be agile enough to pivot our tactics — whether that’s leveraging artificial intelligence in our marketing automation or shifting our social strategy — while ensuring our core brand identity remains steady.

How do you ensure McCombs’ messaging stays relevant and visible to prospective students, alumni, and partners?

Relevance is driven by data, but visibility is driven by storytelling. We use a multichannel approach to ensure we are meeting our audiences where they already live — whether that’s LinkedIn for our professional partners or Instagram for our prospective students. I believe in a “content-first” strategy: We don’t just broadcast messages; we share stories of impact. By highlighting our alumni’s career pivots and our students’ ventures, we provide social proof of the McCombs value proposition. It’s about delivering the right message at the right time in the right format.

What’s your philosophy for integrating marketing and communications across departments to amplify faculty research and student success?

I view my team as the connective tissue of the school. My philosophy is rooted in my engineering background: I look for the most efficient way to scale a great idea. A groundbreaking piece of faculty research shouldn’t just live in a journal; it should be a LinkedIn article, a press release, a podcast segment, and a classroom case study. We act as a central hub that translates complex academic findings into digestible, high-impact stories. When we all speak with one voice, we don’t just share news; we build a reputation that benefits every department.

• Hidden campus gem: Edgar O. and Melanie A. Weller Tennis Center. It’s technically off campus, but it’s where the UT tennis teams often train and compete. It’s my favorite place to play a match and watch the Longhorns win!

• Favorite Austin hangout: Cho Sushi in Steiner Ranch. It’s our go-to spot for a great family dinner and catching up.

• Burnt orange gear: My McCombs-branded T-shirt — it’s a classic and always shows my school pride.