Class of 2025: Matt Weber

As the Chief Creative Officer and Senior Advisor to the President at the University of Virginia — not to mention a father of three — Matt Weber didn’t have much spare time to pursue a doctoral degree. But the flexibility, value, and strong reputation of UVA’s Ed.D. in higher education program made the decision irresistible. It offered him a meaningful way to deepen his expertise, explore his passion for the field, and strengthen his bond with the university he serves.

Q: What initially drew you to a career in higher education?

Higher education is a beautiful ecosystem that I greatly benefited from. I have always been trying to find ways to give back. It provides a buffet of just about everything for just about anyone: fencing and physics, chromosomes to friend zones. I was charmed by its depth and breadth as an 18-year-old and the magic has yet to fade for me now at my fourth institution.

Q: Why did you decide to enroll in the higher education Ed.D. program?

Honestly, it seemed like a lot of the cool people I was meeting at UVA had done the program, and the part-time nature fit into my busy schedule. Plus, it was the best value degree I've ever received with in-state tuition and employee assistance as a UVA employee. I just couldn't say no to this terrific opportunity and dynamic way to get to know a new school.

Q: What is the most significant thing that has shaped your time in the program?

I came into the program looking to deepen my expertise in social media as it relates to use cases with university leadership, but after COVID hit, I was challenged to come up with ways to keep the UVA community together. Part of this unusual COVID year involved me taking on the role of Cavman for all community needs outside of sports: hospital visits, nursing homes, kid parades, community picnics, etc. This experience as a very old and very tall Cavman performer in 2020-21 made me realize the power of symbols in service of the public good. My advisor, Professor Brian Pusser, was very amenable to my pivot, and I haven't looked back since my turn toward becoming an expert in the power of mascots.

Q: What is one thing you learned during your studies that surprised you?

Well, I never thought I'd be a 41-year-old fresh new voice in the dormant academic field of university “mascottery.” But seriously, there are two things: the EHD community is even more supportive and remarkable than I could've ever hoped for in this six-year journey. From a very patient registrar to a cohort who truly cares about you getting through — I have been blessed to call myself an EHD student these past few years, and I think our deans have been amazing from Bob to Stephanie.  

The second thing that surprised me was how hard it is to actually finish a doctorate when there are 50 excuses to be made about why the work can wait another day, semester, or year. As my supportive wife told me, finishing a doctorate is more about persistence than anything else. I tend to be a last-minute crammer, and that is an impossible way to approach the doctoral process. So, with a full-time job in the President's office, three kids, and teaching two classes each year — I am actually a little surprised I finished this thing. I feel very much like the person at the end of an Ironman triathlon being pulled across the finish line by everyone else, legs not working and about to barf. I am profoundly grateful for everyone's support.

Q: If you can, name one person who has made a special impact during your studies and how?

I'm grateful to God, my committee (professors Pusser, Steinmetz, and Thompson), my wife Nell, and my kids. They have all shown love and care for me in countless ways. Additionally, I wouldn't be at UVA without President Ryan, and I have appreciated his dedicated encouragement and support for me, along with Margaret Noland and my President's office colleagues.

Q: What will you be doing next?

I have a book idea, a short course concept related to mascots, and plan to start an initiative that brings mascot creation and stewardship into underserved communities and schools. Additionally, I want my 11:30 p.m. - 2:30 a.m. time period back. It has been the quiet witching hour that I have groggily used while working on this degree as my family slept. It will be nice to fill that again with stupid Netflix shows and a bit more sleep.

Q: Anything else you’d like to add?  

When I arrived on Grounds seven years ago, I knew one person and came here for a job in Madison Hall. It didn't take long for me to realize that there is a very special something happening at UVA, and I wanted in. I didn't just want to work here — I desired to be of here, as a student, and now soon to be alumnus.  

Of Virginia — for that honor of a lifetime, I am deeply grateful.