As part of a plan to improve its branding during a new strategic planning phase, The University of Texas at Tyler has created a new position to guide the overhaul.
Lucas Roebuck has been appointed vice president of marketing, brand strategy and community engagement for The University of Texas at Tyler, President Michael Tidwell announced.
Roebuck has been the chief communications officer and director of government affairs for an independent university in Arkansas since 2015. Prior to that, he served as that university’s director of university communication for six years.
He will begin his position at UT Tyler on Aug. 1.
“Lucas has proven himself by leading a number of critical university projects, including several website redesigns, introducing metrics-based marketing, logo redesigns, social media campaigns, video production and much more,” Tidwell said. “His expertise and experience will be essential as we finalize plans for the future of the university.”
The University of Texas at Tyler is currently developing a strategic plan to guide its growth and expand its impact over the next 10 years.
“I am excited to help tell the great stories of student success at The University of Texas at Tyler. I’m even more excited about the university's potential for even greater positive impact in the East Texas region. President Tidwell has a clear, outstanding vision for the university and I am honored to join his leadership team,” Roebuck said.
Having led brand development for the past eight years, Roebuck developed the marketing communications and branding for two successful capital campaigns totaling $110 million and $125 million, respectively.
Roebuck holds a master of arts and bachelor of science degrees. Past experience includes managing editor of three newspapers, director of communications for a hospital and assistant professor appointments in journalism and communications.