Heather Ducote, who has served as director of marketing and communications for the Moss Arts Center at Virginia Tech since 2010, has been named the university’s director of marketing.

In her new position, Ducote will oversee Virginia Tech’s brand and initiatives that support the university’s strategic priorities and will further raise the visibility and awareness of the university regionally and nationally. Ducote will work with Advancement teams across the university to promote Virginia Tech to a broad array of audiences.

She will also oversee the university’s licensing and trademarks programs.

As the founding director of marketing and communications for the Moss Arts Center, Ducote helped launch the performing arts center from its groundbreaking through its fifth anniversary season. In that time, she developed branding, advertising, and patron loyalty strategies that led to growth in ticket revenue and contributed to higher student engagement rates that exceed similar institutions. She oversaw marketing, communications, creative services, and patron services for the center.

In addition, Ducote supported the communications and marketing needs of Virginia Tech’s Institute for Creativity, Arts, and Technology and Arts@VirginiaTech, two initiatives closely aligned to the Moss Arts Center.

“Heather has had tremendous success building the Moss Arts Center brand and raising its profile as a leading performing arts center in Virginia,” said Tracy Vosburgh, senior associate vice president for university relations. “The success she has achieved there, combined with the strong relationships she has made across the university, positions her well to further advance the Virginia Tech brand.”

From 2004 to 2010, Ducote served in similar roles in Virginia Tech’s College of Architecture and Urban Studies and Division of Student Affairs. Before coming to Virginia Tech, she operated a marketing and communications business specializing in nonprofits and held positions at the Atlanta History Center and Peachtree Publishers in Atlanta, among others.

Ducote received her bachelor’s degree in journalism from the University of Georgia and received a graduate certificate from the University of Denver Publishing Institute.