Tony Proudfoot 2024

Tony Proudfoot

Vice President for Marketing and Strategic Communications
Western Michigan University
Speaker

Bio

At Western Michigan University, Tony is leading the implementation of the $550 million Empowering Futures Gift (EFG), the largest single gift for any public university in American history. The gift is instrumental in the creation of a holistic education built on Experience Driven Learning. propelling the university toward a top-three Michigan University for student success. Since Tony’s arrival in 2018, Western has set institutional records for total undergraduate application volume four of the last six years and grown 50%. 

Tony focuses his advancement leadership at the intersection of brand and organizational strategy. He led the naming of the Ball State BOLD capital campaign at Ball State University, his alma mater, where he served as Associate Vice President for Marketing and Communications. At the time, the campaign was the largest in BSU history and achieved its goal early despite being launched during the Great Recession. 

Tony has served more than half his 28-year career at AAU, flagship Universities, starting at Indiana University where he led marketing research for the eight-campus system. He also led Marketing and Brand Management for the University of Arizona in Tucson, AZ. 

Tony is proud to serve as a CASE trustee, advocating for the integrated advancement profession around the world.