Tom Kartelias is the Senior Vice President of Education Affiliates, a national network of 53 campuses — under the Fortis College brand — that trains students for careers in healthcare, skilled trades, and business. Having been with the organization for more than a dozen years, he’s seen seismic shifts in the higher education community. Most recently, Tom has been charged with spearheading the company’s digital transformation efforts.

Question 1: How do you define ‘digital strategy’?

“My definition is in the context of how it affects my primary three constituencies at Fortis, which are students, instructors, and senior administrators. With that in mind, ‘digital strategy’ is the process of evaluating, selecting, implementing and optimizing web-based techniques and technologies that help Fortis attract quality new students, contribute to their success while attending our schools, and create efficiencies across our campuses. I need to make sure that our decisions balance the needs and requirements of these diverse audience groups, who engage with the internet and digital tools in dramatically different ways.”

Question 2: As the senior executive in charge of the organization’s digital transformation, what are your biggest challenges?

“Strategic prioritization and talent management. The pace of digital evolution is so fast, which makes figuring out where to allocate money and resources an ongoing challenge. We’re constantly evaluating where and how to invest. The same is true with staffing. For example, we’re currently recruiting a digital marketing manager, and while we have a lot of great candidates, determining who will be successful in such a high-paced environment is tricky.”

Question 3: Which three digital trends have affected Fortis most acutely over the past year?  

“Social media, mobile, and big data. Might sound cliche, but it’s true. One of our core audience demographics is the 18-24 year old cluster, and no group has embraced social media or mobile more aggressively. And today we know more about our students than ever before because our ability to collect and analyze data has improved so dramatically.”

Question 4: Why should people care about Fortis?  

“The higher education industry in the U.S. is in the midst as a massive transformation, where influential business leaders and academics alike are seriously questioning the value and cost associated with the traditional four-year degree structure. Distance learning — facilitated by the growth of the internet — is no longer taboo. Because Fortis has relied on a hybrid ground / online educational model for many years now, and the nature of our programs are practical and appealing, we will continue to benefit from these trends for many years to come.”

Question 5: Outside of work, have digital trends affected your life much? 

“My kids, who are in college, mostly communicate with me by text messaging these days. No phone calls. My friends tell me it is typical with their kids, too. But I would appreciate the occasional call every once in awhile!”

For more information about Tom, Fortis College, and career opportunities there, checked out his LinkedIn profile, company website, and job board.