Luther College names new vice president for communications and marketing

Aimee Viniard-Weideman to serve on President Carlson's Leadership Cabinet

Luther College President Paula J. Carlson has announced the appointment of Aimee Viniard-Weideman as vice president for communications and marketing at Luther. She will begin her new duties Sept. 5.

"Ms. Viniard-Weideman has a passion for Luther's values and mission, and she has experience and expertise to lead innovation and strategic change in order to share the Luther story in new, creative, and compelling ways," said President Carlson. "As vice president for communications and marketing, she will build on the strong foundation Rob Larson built as the college's first vice president for communications and marketing."

Viniard-Weideman served the University of Minnesota Extension for nearly a decade as the assistant dean and director of communications and public relations, creating and establishing a successful brand platform, uniting more than 400 diverse programs and 800 statewide employees under one Extension brand aligned with the University.

In 2015, Viniard-Weideman was promoted to the assistant dean and director of strategic communications and organizational development for the University of Minnesota Extension. In that senior leadership position, she worked with statewide Extension boards and University of Minnesota leaders, leading organizational change initiatives and external relations programs.

Over the past year, Viniard-Weideman advised and led communications efforts for the non-profit Tayo Consulting Group and Ecumen, a senior housing and services company.

Since 2003 she has facilitated strategic and communications plans for non-profits, and provided individual and team coaching as part of AVW Communications, LLC, her own consulting/coaching firm.

Prior to her time in higher education, Viniard-Weideman worked in public relations within the medical community for Franciscan Skemp Healthcare as part of the Mayo Health System in La Crosse, Wisconsin; St. Agnes Hospital in Fond du Lac, Wisconsin; and Trinity Regional Hospital in Fort Dodge, Iowa. She also held news reporting and photography positions for "The Messenger" in Fort Dodge.

Viniard-Weideman received her bachelor's degree in journalism and mass communication, and sociology from the University of Iowa and her master's in human development from St. Mary's University in Minneapolis.

As vice president for communications and marketing at Luther, Viniard-Weideman will lead and direct Luther's media, web, publications, music marketing and sports information teams, and advise the president on the communications and marketing operations of the college. Within those six areas she will oversee approximately 20 employees.

"This is an exciting and challenging time for private liberal arts colleges," said Viniard-Weideman. "Luther College has much to offer to prospective students and I am looking forward to working with the Luther team to advance the visibility, brand awareness and strategic goals of Luther College through dynamic marketing and communications."

The vice president for communications and marketing develops programs to enhance and promote the image of Luther College, and communicate Luther's key messages with primary audiences. Reporting directly to the president, Viniard-Weideman will work closely with the other lead members of administration.

A national liberal arts college with an enrollment of 2,000, Luther offers an academic curriculum that leads to the Bachelor of Arts degree in 60 majors and pre-professional programs. For more information about Luther visit the college's website:

Aimee Viniard-Weideman, Luther College vice president for communications and marketing