Carrie Marcinkevage, Ph.D., is the Constituent Relationship Management (CRM) Strategy Director at the Smeal College of Business at the Pennsylvania State University. Following a corporate career in management consulting, she led the Smeal residential MBA and graduate programs. Seeing a need for deeper stakeholder engagement in those programs, she experimented with CRM processes and systems before they were widely used in higher education. Her experience with and interest in the field led to a Ph.D. focused on higher education CRM strategy and adoption. She now leads the strategy for aligning people, processes, and technology to create valuable relationships with Smeal’s many constituents. Carrie received her M.S. in Organizational Dynamics at the University of Pennsylvania and a dual bachelor’s degree in policy and Management Studies and Philosophy from Dickinson College.