Lander University has announced the appointment of Brian Apfel – a seasoned professional with more than 20 years of experience in higher education and corporate marketing, public relations and brand development – as the University’s inaugural Vice President for Marketing and Communications.
Apfel, who begins his duties at Lander on September 16, most recently served as the director of marketing for the Hertz Corporation, one of the largest and most-recognized brands worldwide. In his role, he was responsible for developing, implementing and evaluating Hertz’s global digital strategy, including overseeing celebrity campaigns, audience testing and brand health analysis.
At Lander, Apfel will lead a division encompassing all of Lander’s communication and marketing functions, including public and media relations; print and visual communications; branding and advertising; and social media and website strategy.
“As we focus on growing Lander’s brand awareness across South Carolina and beyond, Brian’s understanding of marketing dynamics and audience engagement strategies will help us share the Lander story in new and innovative ways,” said Lander President Richard Cosentino. “His expertise will play a crucial role in driving our continued success by elevating the Lander brand to new levels of excellence.”
Apfel’s success in the corporate world was built on a solid foundation in higher education marketing, PR and social media management. After beginning his career in leadership roles with Marist College’s Admissions Office, he spent 10 years as a director in the college’s marketing and communications department. He has also served as director of marketing and communications with Florida Gulf Coast University, where he worked with the enrollment team to help drive recruitment, enhance the university’s reputation and foster meaningful connections with stakeholders.
“I am excited to return to higher education. Nothing beats the sense of community, passion for learning and self-exploration you experience on a college campus, and that is especially true of Lander,” Apfel said. “I am passionate about storytelling, and Lander University has an extraordinary story and rich history that spans over 150 years. I am honored to be joining this amazing team and to be a part of elevating our story.”
He also wants to dive into how the University communicates with prospective students and families. “Lander is the fastest-growing, four-year, public university in South Carolina, and we plan to foster that momentum. We are going to tell the Lander story in innovative ways that get prospective students excited about the University and proud of their decision to join our community,” he said. “We want to incorporate all of the elements – PR, social media, web and print – to get our story out there in a really impactful, positive way.”
Apfel holds a bachelor’s degree in business marketing and two master’s degrees in integrated marketing communication and information systems management. He is the recipient of PR News’ Social Media Icon Award, as well as the Dutchess County Regional Chamber of Commerce’s 40 Under 40 Award, honoring young professionals in the Hudson Valley (NY) area.
An inductee of the Marist College Theatre Hall of Fame and an active member of the community theatre scene, Apfel said his experience on the stage has significantly shaped the way he markets.
“Theatre is all about being able to put yourself into someone else’s shoes to understand the way they think and make decisions,” he said. “I believe in empathy-based marketing – understanding how students and parents feel, and knowing how to acknowledge and address their excitement or concerns. That is what makes your communications and marketing authentic, honest and powerful.”
Apfel said he was excited to be joining Lander during a period of significant growth.
“I was very impressed with President Cosentino’s vision for Lander. He has built a strong culture of success through teamwork, and you can tell that the faculty and staff share his excitement and passion,” he said. “I am looking forward to being a part of this team. There are remarkable things happening every day at Lander, and I can’t wait to shout those accomplishments from the rooftops.”