Pamela Abbazia is the executive director of marketing and digital strategy at Rider University. She leads the development of strategically-aligned branding, marketing and digital campaigns for the University and its colleges that help raise Rider’s profile and cultivate student enrollment.
In her role as executive director, Abbazia expanded awareness and lead generation efforts for the University and its academic programs to reach prospective students from specific populations, geographic locations and organizational affiliations. Additionally, she demonstrated Rider’s value proposition through campaigns for Lifting Barriers, an initiative designed to help students break through significant obstacles they face in obtaining a college education and a successful career, as well as the University’s signature Engaged Learning program and other strategic priorities.
In 2020, she successfully oversaw the development and launch of a fully redesigned institutional website, including a user-friendly academic program finder tool, 360° virtual tour and multilingual translation. The site also features updated photography, content, and design and interactive elements that reflect the University’s brand identity.
In recognition of these and other efforts, the Office of University Marketing and Communications received 16 awards in the 2021-22 academic year, including two first-place finishes, for its marketing and communications work.
Prior to joining Rider, Abbazia served as the global digital community and paid media manager for ASR Group, consulting on the B2B and B2C marketing strategies for North American and European operations. She holds a master's degree in communication and media from Rutgers University, and a bachelor's degree in communication from Rowan University.
Having worked on a diverse portfolio of brands on both the agency and client sides, Abbazia has expertise in leveraging creative, data and technology to deliver consumer-centric experiences and omnichannel campaigns that deliver business results. She brings to her role more than 15 years’ experience planning and executing website optimization, advertising and social media marketing initiatives for organizations including The Associated Press, Century 21, Consorzio del Formaggio Parmigiano-Reggiano, CSL Behring, Domino Foods, Inc., Johnson & Johnson, Meredith Corporation, Serta, Inc., and Sanofi.