In the small world of higher education, Karina Kogan and I know many of the same people. An introduction from one of these colleagues got Karina and me talking, and out of those conversations came this Q&A. I asked if Karina would be willing to share some thoughts about her company, EducationDynamics; her role (VP of partnership development); and her career advice for other aspiring leaders in her industry.
Q: How does EducationDynamics work with colleges and universities for online and other academic programs? Where does EducationDynamics fit into the ecosystem of companies that partner with universities?
A: That’s a great question and one I love answering, because this space is full of players, but not all of them are moving higher education forward. At EducationDynamics, we focus on the institutions that are ready to take bold steps forward. Not just in marketing or enrollment, but in how they grow strategically, strengthen their brand and generate revenue in a way that’s built to last.
We want to help institutions stop doing what they’ve always done. We need to serve modern learners, which takes a fundamentally different approach. These students are focused on cost, convenience and career outcomes. They’re not influenced by tradition alone and they don’t respond to disconnected efforts that don’t reflect who they are or where they’re headed.
That’s why we start with research. We don’t push a standard playbook or a prebuilt product. We look at the market, the student behavior, the school’s position, and we use those insights to build strategy that aligns with their enrollment priorities while also reinforcing the institution’s brand and reputation. Because those things are not separate anymore. A school’s ability to grow its revenue is directly connected to how it is perceived in the market. If your brand lacks clarity or credibility, students move on.
Over the past few years, we’ve seen how much student expectations have changed. They’re more in control of their academic path than ever and they defy outdated categories like traditional or nontraditional. At the same time, reputation has become a major factor in their decision-making. That’s why, in 2024, we brought the RW Jones Agency into the EDDY family. They’ve built a national reputation for helping institutions shape perception, elevate their voice and lead through complexity. Bringing that expertise into our ecosystem has allowed us to connect performance with purpose in a way that’s truly differentiated.
And we don’t just build the plan. We execute. We run the campaigns, manage enrollment outreach and support student engagement. It’s a full life cycle approach from awareness to enrollment to retention with everything working together and accountable to outcomes. That’s what it takes to grow in today’s market. It’s not about lead volume alone. It’s about attracting the right students, setting the right expectations and making sure the institution delivers on its promise.
As for where we fit in the ecosystem? Well … honestly, we don’t fit the mold and we’re not trying to and that’s intentional. Most institutions are still working with a handful of disconnected partners, each focused on one piece of the puzzle. That model no longer works. We bring brand, communications, marketing and enrollment strategy together, because when those areas are aligned, the institution grows in a way that’s both measurable and meaningful.
I’ve been in higher ed for more than 20 years, and this moment feels different. There’s real urgency, but also real openness to change. Our new CEO, Brent Ramdin, has brought a clear and future-facing vision that’s aligned our team and elevated our work. He understands where this sector is headed and what it will take to succeed there.
Q: Tell us about your role at EducationDynamics. What are your primary responsibilities and accountabilities? What career path brought you to your current leadership position within the company?
A: I serve as vice president of partnerships at EducationDynamics, and in many ways, it’s the role I’ve spent my entire career building toward. My focus is on developing strong, strategic relationships with colleges and universities across the country where I work closely with institutional leaders and our internal teams to craft unique solutions that help schools not only meet but exceed their enrollment goals.
It’s a highly collaborative role and one that demands both strategic insight and real operational follow-through. Every institution is different, so the work is never one-size-fits-all. I spend my time listening deeply, understanding the nuances of each partner’s challenges and helping shape the path forward, always with the modern learner in mind.
My career in higher ed started more than 20 years ago at the University of Phoenix, where I held several leadership roles over the course of more than a decade while simultaneously expanding my leadership development through structured curriculum. That experience gave me a strong foundation in enrollment strategy, team leadership and cross-functional execution. From there, I served as chief partnerships officer at a division of Excelsior University, where I helped institutions launch and scale their first online programs.
That’s what ultimately led me to EducationDynamics, and the transition from the institutional side to the partner side has been both natural and energizing. I understand what it feels like to be inside an institution navigating change, and that perspective helps me show up as a true partner to the schools we work with today.
Q: What advice do you have for early and midcareer professionals interested in eventually moving into a leadership role in a for-profit company in the higher education and digital marketing spaces?
A: I always tell people to be deliberately curious. So, one of the biggest pieces of advice I can offer is this: Develop a deep understanding of both the mission of higher ed and the mechanics of the business side of institutions. The sweet spot in this space, especially in leadership, is being able to translate institutional goals into scalable, market-responsive strategies. That takes more than just technical skill. It takes empathy, agility and a strong sense of purpose.
If you’re coming from the university side, spend time learning how businesses that serve higher ed operate—how they measure success, how they use data, how decisions get made. And if you’re coming from the corporate side, take the time to understand the culture, values and pace of higher education. The people who lead effectively in this space are the ones who can bridge those two worlds with credibility and clarity.
Also, be proactive about expanding your perspective. Step outside your job function. Learn the language of marketing, enrollment, analytics, finance, because in a leadership role, you’ll need to connect all those dots. What’s key for me is I don’t focus on being the expert in the room; I focus on being useful.
I’ve also found that relationships are everything. Build your network early, nurture it often and don’t be afraid to show up for others before you need anything in return. Platforms like LinkedIn have made that easier than ever, but the real value is in the follow-up, the conversations and the genuine connections.
And finally: Get close to the work. The best leaders I know are the ones who stay connected to the impact their work has on students, on institutions and on outcomes that actually matter. That connection is what makes the hard work worth it, and it’s what keeps your leadership grounded in purpose.
So, if I had to sum it up: Keep learning, look for ways to be of service and stay connected. That mindset opens doors, builds trust and prepares you for leadership in any space, especially in one as dynamic as this one.
