About

TRICIA BORCHERDING

Talented professional with 20+ years of progressive experience leading marketing and communication efforts and managing complex projects and people. My work includes implementing branding and strategic initiatives through web and graphic design, managing multiple full-time employees, and developing award-winning designs that exceed goals. I am an artist who is able to generate exceptional results through compelling design and user experience, and I am a leader in website design and development. As an efficient, effective, and results-oriented problem-solver, I take pride in my ability to collaborate with my colleagues on major initiatives where my strong work ethic is an asset.

HIGHLIGHTS 

  • Creator and manager of multi-million dollar advertising campaigns that had strong ROI and led to a 6.5% enrollment growth and increased engagement.
  • Strong leader who has managed people and complex projects in higher education and who is deadline-oriented and multi-tasked with exceptional organizational skills.
  • Chief brand officer for the University of Michigan-Flint, overseeing all aspects of brand and identity for the university.
  • Known collaborator with units across the University of Michigan and the regional campuses with expertise in graphic and web design and digital asset management systems.
  • Oversaw dramatic growth of website traffic through strategic digital advertising initiatives. 
  • Transitioned over 130 websites from Drupal to WordPress within nine months. 
  • Award-winning graphic designer for university work and work in the non-profit sector. 
  • Managed executive leadership communications and maintains a high level of professionalism and confidentiality.

EDUCATION

BACHELOR OF FINE ARTS • 2001
Emphasis in Graphic Design
Saginaw Valley State University • Saginaw, MI

SKILLS

  • Leadership: Team and Project Management, Strategic Marketing Plans, Budget Oversight, Executive Communications
  • Digital: WordPress, SEO/SEM Strategy, Google Analytics 4, UX/UI Design, Accessibility (ADA/WCAG), Google Ads
  • Brand: Chief Brand Officer, Identity Systems, Digital Asset Management, Photography and Video Art Direction
  • Technical: Adobe Creative Suite, Figma, Salesforce, Mailchimp, Asana, MS Office Suite

PROFESSIONAL EXPERIENCE

PENNY W. STAMPS SCHOOL OF ART & DESIGN, Ann Arbor, MI
Associate Director of Web & Graphic Design
Office of Communications & Marketing — 01/2023 to Present

  • Departmental Management: Manage the performance and development of full-time staff and serve as a dedicated mentor for students.
  • Digital Transformation: Spearheaded the creation of the first Stamps Intranet and Digital Asset Collection (DAC) system, improving school-wide resource accessibility and ADA compliance.
  • Strategic Communication: Revitalized internal/external outreach by auditing and relaunching the Mailchimp email system; established new accessibility guidelines and templates.
  • Operational Leadership: Implemented a new project submission and creative oversight system, streamlining workflow for all department marketing requests.
  • Brand Stewardship: Manage and approve all branded materials to ensure strict adherence to University of Michigan standards; provide creative direction for professional photo shoots and student exhibitions.

UNIVERSITY OF MICHIGAN-FLINT, Flint, MI
Interim Director of Marketing & Communications
Office of Marketing & Communications — 01/2004 to 01/2023

  • Departmental Management: Oversaw five full-time staff members along with student workers and handled all administrative functions, including budgeting, hiring, and performance evaluations.
  • Enrollment Growth: Developed and managed a multi-million dollar omni-channel marketing plan (Print, Web, TV, SEO) that yielded a 6.5% enrollment increase and significantly boosted engagement over three years.
  • Massive Scale Migration: Led the transition of 130+ departmental websites from Drupal to WordPress within a 9-month window, including comprehensive content rewriting and navigation architecture.
  • Brand Leadership: Served as Chief Brand Officer, overseeing all aspects of identity for the Flint campus and leading two major brand redesigns based on extensive institutional research.
  • Digital Innovation: Implemented the university’s first AI chatbot (“Maizey”) and co-led the Salesforce implementation for student recruitment and retention communications.
  • Executive Support: Managed sensitive executive communications for leadership, including annual reports, accreditation materials, and commencement collateral.

AFFILIATIONS & AWARDS

  • Owner/Designer, TBorch Design (2015–Present): Award-winning work for non-profits (Humane Society, Miracle League).
  • Board Member: Served on the Marq (Lucidpress) Higher Education Board of Directors.
  • Awards: Multiple “Addy” Awards and CASE recognition for excellence in Higher Education graphic design.

 5136 Barnes Road, Millington, MI 48746 • (989) 882-5733 • triciaborch@gmail.com