The Brad Effect

There's a special energy on the Marshall University campus these days. An optimism many who work there say they haven't felt before. One could call it "the Brad effect," as in Brad D. Smith, who became the university's 38th president in 2022.

"There's a good feeling in the air," said Marcie Simms, Marshall's vice president of student affairs. "It's an exciting time."

"I've been working at Marshall for about 14 or 15 years now and I went to school at Marshall as well," said Ginny Painter, chief of staff. "By far, this is the most optimistic I've seen the entire campus community."

The numbers help tell the story. Marshall's enrollment grew by nearly 12% from 2022 to 2024, reversing a decade-plus enrollment decline. Online enrollment has increased by nearly 30% over the past two years. Marshall's website traffic is up 33% year over year, at a time when many in higher education are seeing declines. The university's social media presence has also surged with 128% audience growth and 85% more video views.

"These aren't just numbers, they're proof that Brad's vision is working," said Dave Traube, chief marketing and communications officer. "He's also been a powerful partner as we tell our story nationally, positioning Marshall as both an economic engine and a prosperity platform for the region. It's made our brand more visible, more consistent and more compelling to students, families and supporters alike."

But "the Brad effect" goes beyond enrollment numbers and digital statistics. It also touches those who work with him, as it's clear that the experience is like taking a master class in leadership from a man who spent years in executive positions in Silicon Valley, including 11 years as the CEO at Intuit.

"Brad's definition of leadership is the ability to inspire others to achieve shared objectives," said Toney Stroud, chief legal officer and vice president for strategic initiatives and corporate relations. "He lives that every day. It makes people want to be successful."

"Working closely with Brad has been the most formative professional experience of my life," Traube said. "Brad has the rare ability to lead with vision and courage while never losing sight of empathy and understanding."

Simms had been at her previous university for 17 years and wasn't entirely convinced she was ready to make a move. And then she met Smith.

"He has this true desire not to help Brad Smith, but to make a difference with every single student he encounters," Simms said.

"He creates a culture of collaboration and teamwork," said Ginny T. Lee, a member of the Marshall University Board of Governors. "He is an exemplar of leadership."

After building an impressive career in Silicon Valley, one might wonder why the Kenova, West Virginia, native would want to come home to serve as Marshall's president. Simms said it had nothing to do with having the title.

"He wanted this position, not because of the title. It just happens to have that title," Simms said. "He wanted to be at Marshall University. He just wanted to help. He doesn't call himself the president. He's just Brad from Kenova. It's so refreshing."

Simms believes Smith having a business background rather than one in higher education is exactly what Marshall needed.

"His ability to have a meeting that produces action items and solutions is the most amazing thing," she said. "He considers feedback a gift."

"I feel like I'm getting a doctorate in business administration," Stroud said. "His vision and the way he empowers you. His thoughtfulness and his ability to encourage. You don't have to spend a lot of time with him to see that he's on a whole other level."

For Smith, being president is not just a job, it's a calling.

"When I transitioned from industry to return home, I traded a profession for a purpose," Smith said. "My wife, Alys, and I saw this as a chance to pay forward the gift I was given by creating pathways for others to realize their own potential."

But Smith's leadership is not the only way he is helping create those pathways. He and First Lady Alys Smith recently made a $50 million donation to the university. The generous gift will help advance the dream of Marshall For All, Marshall Forever, ensuring students access to an affordable, flexible and achievement- oriented education with no student loan debt.

"Everything I've had the opportunity to achieve in life can be attributed to the upbringing and education I received in West Virginia," Smith said. "We want to invest in making that same opportunity available to others for generations to come."

But while leadership and financial investments are extremely important, the biggest key to the university's current success may be something else Smith brings to the entire Marshall community - hope.

"He really does believe that Marshall can be more than anyone has imagined up until now and he's teaching us the strategy to get us there," Painter said. "I'm able to see that shift in culture that's happening, as we're moving from being a university that's pretty much been underestimated its entire history to one that's now confidently charting our own course."

In June, Smith agreed to a contract extension, ensuring his continued leadership until Dec. 31, 2029.

"We've set a big vision for Marshall's future and I want to be a part of the team who sees it through," Smith said. "I've always believed in finishing what you start and I don't want to step away until we've reached our destination."

As an alum, Painter is extremely proud and grateful to have Smith as her alma mater's president now and for the future. "I think that when people look back on his tenure in the generations to come, it's going to be seen as the turning point in Marshall's history."