In this episode, Rustam Irani sits down with longtime colleague Charlie (Vice Chancellor of Enrollment Management & CMO at Kaiser University) to unpack what it means to be a “modern CMO” in higher ed. They trace the shift from old-school, performance-first tactics to a brand-and-trust-led approach where authenticity, earned media, and mid-funnel experience matter more than ever. Along the way, they dig into how AI is changing research and decisioning, why attribution and yield tracking are still a major gap for many institutions, and what young marketers need to do to grow into real leadership.Resources Mentioned

Chat with Charlie:https://www.youtube.com/@ChatWithCharlieAndFriends/featured

Charlie Linkedin: https://www.linkedin.com/in/charlie-parker-94989b7/


00:01–02:24 — Welcome + “OG in the industry”: Rustam introduces Charlie and frames the episode around marketing + enrollment leadership.
02:24–06:24 — What a “modern CMO” means now: From standing out to staying a student of the game; the evolution from old media buys to today’s landscape.
06:24–13:40 — Earned media, mid-funnel, and the authenticity challenge: Why organic trust-building is the new “tip of the spear,” and how paid/organic has blurred (especially in social).
12:44–14:44 — The brand vs. performance flip: Charlie’s “triangle” view—performance as the tip, brand as the base; budgeting for reputation and the long game.
15:06–16:39 — AI as a modern CMO toolset: Charlie’s example of using Claude to generate a market study; tools without losing culture and human connection.
16:39–18:35 — Yield over volume + the attribution gap: “More inquiries isn’t the metric”; tracking marketing investment to enrollments is still missing at many institutions.
18:53–21:12 — Brand radius, zoning, and smarter geo strategy: Rustam’s “brand has a radius” idea and Charlie’s story about finding an unexpected out-of-state sweet spot by reverse-engineering graduates.
22:10–25:37 — Bringing the art back: Marketing as science + art; storytelling, belonging, and avoiding becoming a “widget creator in a human business.”
26:05–32:19 — Advice for young marketers: Put in the extra work, understand the full ecosystem, and bring solutions (not just problems—especially in the AI era).
32:42–36:02 — Enrollment isn’t just marketing + admissions: Charlie’s push to elevate financial aid training and soft skills; Rustam’s “FAM framework” alignment (finance/admissions/marketing).
37:02–38:18 — Close + how to connect: Charlie points listeners to LinkedIn; Rustam signs off with the show’s closing line.

The Modern CMO

In this episode, Rustam Irani challenges the assumption that affiliate partners are low-quality, fraudulent, or ineffective for higher-ed marketing. Drawing from firsthand attribution analysis, he reveals how more than 20% of prospective students engaged with a school through affiliate or directory sites before ever landing on the institution’s website. Rustam breaks down five key factors for evaluating affiliate partnerships—lead quality, compliance, partner selection, performance tracking, and brand reputation—while reframing affiliates not as a risky expense, but as a hidden pipeline and awareness layer that can meaningfully impact enrollment outcomes.

Resources Mentioned

 * LeadID (later Jornaya, then Verisk, now acquired by ActiveProspect)

Timestamps

 * 00:01 – The Affiliate Myth: Why many higher-ed marketers dismiss affiliates as fraud or low-intent traffic.
 * 00:38 – Attribution Discovery: The 20% insight that changed Rustam’s perspective on affiliate value.
 * 01:53 – Tracking the Ecosystem: How LeadID/Jornaya enabled cross-site visibility and anonymous user tracking.
 * 06:04 – Factor #1: Lead Quality & Qualification: Evaluating intent, demographics, custom questions, and lead scoring.
 * 08:06 – Factor #2: Compliance & Ethical Practices: FTC guidelines, traffic sources, and the risks of co-registration.
 * 10:35 – Factor #3: Partner Selection: Vetting affiliates through checklists, traffic sources, and longevity.
 * 12:03 – Factor #4: Performance Tracking & ROI Models: CPC vs. CPL, cost expectations, and enrollment targets.
 * 14:05 – Factor #5: Brand Reputation & Placement Transparency: Protecting brand standards while gaining exposure.
 * 17:08 – Reframing the Channel: Why cutting affiliates may shrink your pipeline and assisted conversions.

Affiliate Myth

In this episode, Rustam Irani welcomes AI marketing consultant and podcast host Dan Sanchez to dive deep into the role of AI in higher ed marketing. Together, they unpack the difference between AI hype and real, actionable strategies marketers can use today. Dan shares his journey into marketing, why AI has become his favorite tool, and how it empowers teams to move faster and smarter. From addressing security concerns to demystifying tools like OpenClaw and custom GPTs, this conversation offers valuable insights for higher ed leaders looking to thoughtfully integrate AI into their workflow.

Resources Mentioned:

 * AI Driven Marketer Podcast - https://www.aidrivenmarketer.com/
 * Dan Sanchez's Free Course - https://www.danchez.com/courses

Timestamps:

 * 00:00 – Rustam introduces the theme: cutting through the AI hype in higher ed marketing
 * 01:06 – Dan shares his marketing background and early adoption of AI tools
 * 03:29 – Efficiency vs. shiny object syndrome: where AI offers real value
 * 04:57 – The AI adoption curve and the dangers of lagging behind
 * 06:32 – Exploring the risks of OpenClaw and agentic AI tools
 * 10:28 – Why security is a top concern for higher ed institutions
 * 13:47 – Where to start: focusing on one core AI tool like Copilot or Gemini
 * 18:24 – What to avoid: automation tools and AI app-building traps
 * 20:27 – Power of custom GPTs and how to build secure, scalable AI workflows
 * 24:13 – AI-powered outbound: promising use cases and ethical considerations
 * 28:04 – Using mascots as AI voices for fun and authentic user experience
 * 31:36 – Dan's final advice: create dedicated AI project folders in ChatGPT

AI Hype?

In this episode, Rustam Irani shares a powerful personal experience from his time as a higher ed CMO, highlighting the hidden dangers of over communication in student marketing and admissions. He walks through a pivotal project where his team audited every piece of communication sent to students from inquiry to graduation and uncovered an overwhelming and chaotic messaging environment. Through this eye opening exercise, Rustam emphasizes the importance of aligning teams, reducing overlap, and crafting a streamlined, student centered communication strategy.

Resources Mentioned:• 

Miro Student Journey Framework - https://miro.com/app/board/uXjVK7WgQac=/?share_link_id=90885879347

Timestamps:• 00:00 – The disconnect between campaign performance and enrollment rates
• 01:30 – The chaos of overlapping campaigns across departments
• 03:00 – Launching a full audit of student communications
• 04:15 – Mapping communications in a giant conference room
• 06:30 – Realizing the sheer volume and redundancy of messaging
• 08:00 – How cross-team alignment sparked real change
• 09:20 – Rebuilding automations and streamlining messaging
• 11:00 – Navigating tough interdepartmental conversations
• 12:15 – Introducing a Miro-based framework for auditing communications
• 13:20 – Final challenge: take the first step to uncover your own opportunities

Invisible Problem

In this episode, Rustam Irani unpacks a leadership moment that blindsided him—a silent, frustrated team member and two words on a whiteboard that changed his entire approach to leading marketers. Through this story, Rustam breaks down how purpose, identity, and challenge drive performance, and why conversations always beat assumptions.

Resources Mentioned

 * AdRoll — https://www.adroll.com

Timestamps

 * 00:00–01:15 — The gut‑punch moment: Setting the stage with the harshest feedback Rustam ever received.
 * 01:15–03:41 — The silent treatment: A team member withdraws, creating tension and confusion.
 * 03:41–05:26 — Leadership crossroads: Choosing between ignoring the issue or addressing it head‑on.
 * 05:26–07:32 — The whiteboard moment: "Analyst" vs. "Scientist" — identity becomes the root issue.
 * 07:32–10:52 — Reframing the role: Rustam explores new challenges and hands over a high‑impact project involving DSP remarketing.
 * 10:52–14:11 — Lessons learned: Purpose, identity, challenging work, and the power of real conversations.
 * 14:11–16:25 — Final reflections: Encouragement for leaders to rethink how they engage team members and handle tension.

When I Got Schooled

In this episode, Rustam Irani unpacks one of the biggest wake-up calls in his marketing career—the campaign that looked flawless on every dashboard but failed to deliver real-world results. He shares the story of a “perfect” set of ads that hit every metric yet missed a critical human insight: students couldn’t physically get to class. Through the now-famous Bus Route Story, Rustam shows how collaboration across finance, admissions, and marketing (the FAM framework) uncovered the truth and led to more empathetic, student-centered solutions.

Timestamps

 * 00:00 – 01:00 | When perfect dashboards deceive: the illusion of success
 * 01:00 – 03:30 | The setup: campaigns, demographics, and the ideal healthcare student
 * 03:30 – 06:00 | Data looks perfect—but something deeper isn’t adding up
 * 06:00 – 08:00 | Enter the FAM Framework: connecting marketing, admissions, and finance
 * 08:00 – 10:30 | The aha moment: transportation barriers behind the enrollment drop
 * 10:30 – 13:30 | Turning insights into action: rethinking schedules, hybrid options, and messaging
 * 13:30 – 16:00 | Lessons learned: what data can’t tell you about your students
 * 16:00 – 17:45 | Rustam’s final reflection: where true ROI really lives



Blinded By Data

In this episode, Rustam Irani introduces the FAM framework—Finance, Admissions, and Marketing—and explains how aligning these three departments can dramatically improve enrollment outcomes for higher education institutions. Drawing from his extensive experience in higher ed marketing and leadership, Rustam shares real-world examples, practical tips, and insights on how to dismantle silos, streamline communication, and build cohesive strategies that serve a common goal.

Timestamps:

• 00:00 – The misalignment problem in higher ed despite individual KPIs being met
• 00:28 – Introduction to the FAM Framework: Finance, Admissions, and Marketing
• 01:49 – Rustam's background and experience in higher ed marketing
• 02:36 – Real-world success through alignment at a high-growth institution
• 03:53 – Why shared budgeting and top-down alignment matter
• 05:31 – Understanding lead volume and internal operational needs
• 06:37 – Why treating FAM like a family drives performance
• 07:10 – The power of cross-departmental training and collaboration
• 09:08 – Transparent campaign communication with admissions and finance
• 10:13 – Joint planning for budget, targets, and performance
• 11:47 – Importance of having one integrated system for tracking
• 13:26 – Creating a cohesive message and student experience
• 14:41 – Shared goals, systems, and data across FAM
• 16:01 – Daily dashboard visibility as a unifying tool
• 17:29 – Pushing for better tracking and accountability
• 18:22 – Final takeaway: Don’t start with ads, start with alignment

The FAM Framework

In this episode, Rustam Irani challenges higher-ed marketers to stop “playing it safe,” sharing how an early-career DIY innovation project sparked a career-long commitment to testing, multi-channel strategy, and culture change. He connects lessons from building a waterproof GPS rig to the realities of rising CPCs, AI-driven shifts in search, and the internal politics of getting buy-in for new ideas—culminating in a practical weekly challenge to run one brave test.

Resources Mentioned

• TikTok  - https://www.tiktok.com/

• Snapchat  - https://www.snapchat.com/

• Reddit  - https://www.reddit.com/

• Spotify  - https://www.spotify.com/

• Pandora  - https://www.pandora.com/

• YouTube  - https://www.youtube.com/

• Google Ads – Performance Max (PMax)  - https://ads.google.com/intl/en/home/campaigns/performance-max/

• Meta Advantage+  - https://www.facebook.com/business/advantage

• Facebook Lead Ads  - https://www.facebook.com/business/ads/lead-ads

Timestamps

• 00:03 — Why “playing it safe” is risky + how to apply an innovation mindset to higher-ed marketing (AI/AEO, shifting channels)

• 01:18 — Origin story: building a waterproof GPS (IMAP) and the power of constraints-driven creativity

• 06:17 — Rising CPCs and why you must go truly multi-channel (CTV, Spotify/Pandora/YouTube); from 7 to 11–12 brand impressions

• 07:49 — Fund experimentation: carve out a 5–10% R&D budget; lessons from Facebook Lead Ads

• 10:38 — What to test now: TikTok, Reddit, Google PMax, Meta Advantage+—and the guardrails you’ll need

• 12:46 — Put students first: authenticity and outcomes-driven messaging across every channel

• 14:32 — Getting buy-in: navigating internal politics and proving ROI; the inbound-test playbook

• 19:39 — Weekly challenge: pick one “best practice” to break, run a test, and build a culture of innovation

Think Different

In this episode, Rustam Irani unpacks one of the biggest misconceptions in higher-ed marketing: most schools don’t have a lead problem, they have a leak problem. He explains how institutions can identify hidden leaks in their enrollment funnel, why “speed to lead” matters, and how data modeling can transform student engagement. Along the way, Rustam shares personal stories about standing firm with leadership, building smarter communication strategies, and even rethinking how to keep talented team members engaged. The result is a blueprint for plugging leaks, improving conversion rates, and leading with both data and empathy.

Timestamps

 * 00:02 – Why schools don’t have a lead problem, they have a leak problem
 * 01:14 – Generating tens of thousands of leads but not seeing results
 * 02:16 – Identifying leaks: weekend response times & “speed to lead”
 * 03:34 – Different engagement preferences: phone, email, chat, SMS
 * 04:20 – Building data models to identify ideal student segments
 * 07:14 – How AI has simplified lead scoring today
 * 08:10 – Standing up for marketing with data in tough leadership meetings
 * 12:17 – Empathy in student communication and persona buckets
 * 14:37 – Internal leaks: keeping your own team motivated and engaged
 * 16:21 – Action steps to plug leaks and transform enrollment funnels



The Hidden Leak

In this episode, Rustam Irani introduces the “5% Rule”—a simple but powerful approach to enrollment growth that leverages small, consistent improvements across every step of the student journey. He shares a real story about how sending branded scrubs to healthcare students reduced melt, boosted retention, and set the stage for his compound growth formula. Rustam then walks through the funnel step by step—from impressions to enrollment to retention—showing how incremental gains add up to transformational outcomes for both institutions and students.

Timestamps

 * 00:02 – Introducing the 5% Rule as the hidden growth lever in enrollment.
 * 01:01 – A real story: solving student melt by sending branded scrubs.
 * 03:26 – Looking at the entire funnel for incremental improvements.
 * 04:27 – Breaking down the compound growth formula.
 * 05:18 – Funnel stage 1: Improving impressions and brand awareness.
 * 06:12 – Funnel stage 2: Increasing clicks and website engagement.
 * 07:00 – Funnel stage 3: Boosting inquiries and conversion rates.
 * 07:26 – Funnel stage 4: Improving admissions contact and engagement.
 * 07:53 – Funnel stage 5: Making enrollment easier through support and messaging.
 * 08:26 – Funnel stage 6: Creating a great student experience after enrollment.
 * 09:10 – Why 5% improvements compound into 27%+ enrollment gains.
 * 09:32 – Internal factors: building teams, setting benchmarks, and aligning messaging.
 * 11:07 – Why there are no silver bullets, just testing, learning, and small wins.
 * 11:49 – Closing encouragement: find micro-touchpoints, make 5% gains, and watch the compounding effect.



Why 5% Wins Can 5X Your Enrollment Funnel

ROI University is the podcast for higher-ed marketers ready to lead meaningful change. Hosted by Rustam Irani, this solo series helps you unlock higher enrollment, deeper student connection, and the internal clarity to do your boldest work. It’s not just about tactics, it’s about becoming the kind of leader your institution needs. Get ready to raise outcomes across the board: for your students, your team, and yourself.

ROI University: A Higher Ed Marketing Show