Episode at a glance: Taylor and Kelly sit down with Diane Hageman to trace her path from healthcare marketing at St. Cloud Hospital, to media relations at the College of St. Benedict, to fundraising leadership at the YMCA. The conversation covers encore careers, women in leadership, community impact, and flexible work. The most useful takeaway: when you feel restless in your career, treat it as a signal to learn, grow, or pivot.
Listen to Episode 039 of Behind the Brand
If you’ve ever wondered what a meaningful “Act Two” looks like, meet Diane Hageman—a Central Minnesota powerhouse whose career arc proves you can evolve, lead, and stay true to your values at every stage.
On a recent episode of Behind the Brand, Moxie Creative’s Taylor and Kelly sat down with Diane to unpack her path: from early healthcare marketing at St. Cloud Hospital and CentraCare, to media relations at the College of St. Benedict, to purpose-driven fundraising leadership at the YMCA of St. Cloud. Along the way, she helped shape major service lines, pitched national media, navigated digital transformations, raised money during a pandemic, and found new ways to serve her community.
This recap explores the episode’s biggest themes—encore careers, women in leadership, community impact, and flexible work—and shares lessons you can apply to your own career or business journey.
How did Diane Hageman build a foundation in healthcare marketing?
Diane began her career at St. Cloud Hospital while finishing her communications degree at St. Cloud State in the 1980s. It was a period of transformation: local hospitals were evolving into regional systems, and healthcare marketing was still uncharted territory.
Diane helped brand and promote services like the Heart Center, Family Birthing Center, and cancer care—showing how strategic storytelling could connect patients to life-changing programs. Her early work laid the foundation for modern healthcare marketing in the region.
Lesson: When your industry is shifting, own the narrative. Be the first to communicate change clearly and consistently.
How did Diane Hageman spot great stories before everyone else?
During her years supporting senior care and working alongside visionary leaders like Sister Rita, Diane developed a skill that became her hallmark: recognizing a great story before it hits the headlines.
Her ability to identify local innovation and connect it to national trends earned coverage from outlets like the New York Times and major Minnesota networks—elevating both her organization and the region she served.
Lesson: Media moments don’t happen by accident. Great stories come from pattern recognition and bold pitching.
How can a career “itch” guide your next move?
Throughout her career, Diane noticed a rhythm—every five to seven years, she felt “itchy” for change. Rather than ignore it, she treated that restlessness as a signal to learn, grow, or pivot. That mindset moved her through new industries and roles, from healthcare to higher ed to community fundraising.
Lesson: If you feel stuck, take it as a cue for reflection. Sometimes, career longevity is built on knowing when to evolve.
Re-Entering During a Digital Shift
In 2007, Diane joined the College of St. Benedict just as social media and digital platforms were reshaping communications. She embraced the challenge—helping the college secure national placements while guiding leaders and students through a new media landscape.
Her success showed how adaptability—and a willingness to learn alongside younger peers—keeps a career relevant in changing times.
Lesson: Transformation rarely feels comfortable. Learn publicly, stay curious, and share what you discover.
How did a fellowship help Diane Hageman reframe what’s next?
After decades in marketing, Diane enrolled in the University of Minnesota Advanced Careers Fellowship (U-MAC) in 2018—a program for professionals in their 50s and 60s exploring their “encore adulthood.” Through coursework, speakers, and mentorship, she re-examined her skills, values, and purpose.
The experience gave her clarity on her next step: a pivot toward mission-driven work and community service.
Lesson: Reflection is powerful. Whether through a program, mentorship, or sabbatical, intentionally step back to assess where you can make the most impact.
How did Diane Hageman keep YMCA fundraising going during the pandemic?
Soon after her fellowship, Diane joined the YMCA of Central Minnesota as Director of Fundraising—just in time for the pandemic. Overnight, in-person events turned virtual. Diane led creative solutions like “Promenade Party Packs” and digital campaigns that kept donations flowing when families needed the Y most.
Her leadership not only sustained vital programs but redefined what flexible, mission-driven work could look like.
Lesson: During crisis, creativity and empathy are your best tools. Lead with purpose, and generosity will follow.
The Sandwich Generation, Reimagined
In her “Act Two,” Diane balanced work, family, and caregiving—supporting her mother and spending time with her grandchildren while maintaining part-time freelance work. Instead of stepping away, she redefined what meaningful work looked like.
Lesson: Flexibility isn’t a perk—it’s a sustainable strategy that keeps skilled professionals engaged through life’s changing seasons.
Women in Leadership: Then vs. Now
The conversation also explored how workplace culture for women has evolved—from the strict expectations of the 1980s to the more open, flexible environments many leaders now champion. As Kelly and Taylor noted, today’s small businesses can thrive by prioritizing balance and empathy without sacrificing results.
Lesson: Modern leadership is built on systems, not sacrifices. Plan ahead, respect boundaries, and empower results-driven flexibility.
Five Practical Takeaways for Your Brand or Career
- Name your season. If you’re feeling restless, use that energy to realign your career with your purpose.
- Curate your stories. Keep track of the human outcomes and milestones that define your impact.
- Design flexible systems. Structure work around projects and deliverables—not hours.
- Build long-term community partnerships. Consistency breeds trust, and trust fuels growth.
- Invest in reflection. Periodically pause to reassess your goals and measure progress beyond metrics.
Tune In and Get Inspired
At Moxie Creative, we help small businesses, nonprofits, and entrepreneurs start strong, stand out, and stay bold.
Diane’s encore career is a living example of that philosophy—blending passion, purpose, and perseverance across decades and disciplines.
Whether you’re considering a career pivot, building a legacy brand, or exploring how to keep your work meaningful through life’s transitions, her story reminds us that reinvention is always possible.
Frequently Asked Questions
What is an encore career?
In Diane Hageman’s episode, an encore career is a meaningful “Act Two” later in your working life. After decades in marketing, Diane joined the University of Minnesota Advanced Careers Fellowship, a program for professionals in their 50s and 60s, which led her toward mission-driven work and community service.
What did Diane Hageman do at the College of St. Benedict?
Diane Hageman joined the College of St. Benedict in 2007, just as social media and digital platforms were reshaping communications. She helped the college secure national placements while guiding leaders and students through a new media landscape.
What was Diane Hageman’s role at the YMCA?
Diane Hageman joined the YMCA of Central Minnesota as Director of Fundraising just before the pandemic. When in-person events turned virtual, she led creative solutions like “Promenade Party Packs” and digital campaigns that kept donations flowing.
How often does Diane Hageman say she felt ready for a career change?
Diane Hageman noticed that every five to seven years she felt “itchy” for change. Rather than ignore it, she treated that restlessness as a signal to learn, grow, or pivot, which moved her from healthcare to higher education to community fundraising.
