One of the first things Jennifer Riekert did when she joined New York Medical College (NYMC) four years ago was a publications audit. Noticing that the school had disparate materials, Riekert spearheaded a branding overhaul and developed a cohesive identity for the 158-year-old institution. She says she joined NYMC because she knew she “could make an impact.”
Riekert is not only a marketing whiz, she also looks for ways to expedite efficiencies while cutting costs. Under her leadership, the college shifted from a monthly newsletter to a weekly e-newsletter. She also oversaw a total makeover of the college’s website, which increased traffic to the site by 72 percent within the first year. These two initiatives saved the school more than $600,000 and allowed her department to hire more employees and expand their scope of work.
“I want women to know you can change paths and come back stronger.”
The past few years have seen significant changes at the college. The opening of a biotechnology incubator on campus and the first dental school to open in New York State in 50 years were all key events for which Riekert played a pivotal communications role. Riekert welcomed leading these projects, and her hard work paid off when she was recently named NYMC’s first female vice president of strategic initiatives.
Equally impressive is that Riekert has been able to achieve all this despite a five-year career hiatus after her third child was born. “It is incredibly daunting to go back at that level, but I want women to know you can change paths and come back stronger.”