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Michigan State UniversityCommunications and Brand Strategy

Key Contacts

Heather C. Swain
Vice President
(517) 355-2262
Contact Heather C. Swain

Kent Cassella
Associate VP for Communications
and Senior PR Strategist
(517) 353-1772
Contact Kent Cassella

Todd Carter
Assistant Vice President for
Marketing Communications
(517) 355-6482
Contact Todd Carter

Susan Holloway
Director of Marketing
(517) 884-1987
Contact Susan Holloway

Jim Peck
Big Ten Network Executive
Producer and Director of
University Photography and
(517) 432-2021
Contact Jim Peck

Carmen Crist
Executive Director for
Organizational Performance
and Strategic Initiatives
(517) 884-2920
Contact Carmen Crist

Staff Directory


As the central communications office for Michigan State University, Communications and Brand Strategy (CABS) advances the Michigan State University brand through promotion and management of the university’s reputation, image, and identity.

CABS pursues its mission by:

  • Planning and implementing university-level integrated marketing and public relations programs to advance the MSU brand and key university initiatives
  • Managing issues and adversity communication
  • Providing leadership through partnership and facilitation to help align and coordinate external and internal communications across the institution
  • Providing professional marketing and communications consultation and selected services for MSU units

Key Projects

  • Purchase photo and video services
  • Subscribe to MSU Weekly News
  • Learn about filming on campus
  • View the latest Spartan Sagas and nominate a Spartan