CANTON -- St. Lawrence University has named Melissa Farmer Richards vice president for University Communications. She will begin her duties at St. Lawrence on Jan. 28, 2015, the school said.

Richards most recently worked as the assistant vice president for marketing and publications at Virginia Tech, where she was first hired in 2009 as the director of marketing and strategic communications before being promoted in July 2010 to lead a unit of 19 professional administrators and staff, SLU said.

Among her many relevant responsibilities at Virginia Tech, Richards supervises the editorial and graphic design teams that produce the quarterly Virginia Tech Magazine, plus over 300 print materials for marketing purposes. She directs the Virginia Tech Brand Ambassador Certification Program, conducts market research and collaborates widely with academic and administrative departments. She wrote Virginia Tech’s first social media guidelines and oversees its Visitor Center. In 2012, she helped launch TEDxVirginiaTech and has served as an executive co-chair for its three major events, SLU said

From 2012 to 2014, Richards worked on the programming committee for the Council for Advancement and Support of Education (CASE) District III conference and as co-chair for the marketing and communications track. She served on the board for the College Communicators Association (CCA) of Virginia and the District of Columbia from 2011 to 2014 and as membership secretary for two years. She also is one of the founding members of a children’s museum that opened in Blacksburg, Va., in March. Before working at Virginia Tech, Richards managed public relations for 10 years for several technology and global software companies. She frequently presents at national, regional, and local events, SLU said.

Richards replaces Tom Evelyn, who left St. Lawrence in May to become the associate vice president for strategic communications and marketing at the University of Florida.

A graduate of the University of Virginia, Richards is completing her master of public administration degree at Virginia Tech this month. Melissa will be joined in Canton by her husband and two daughters, SLU said.