Martha Sales

In Higher Education (HE), fostering a sense of belonging and supporting students’ holistic development are essential to creating a thriving campus environment. At Western Kentucky University (WKU), these principles are championed by Dr. Martha Sales, Vice President of Student Experience and Dean of Students. A proud alumna who has spent nearly three decades dedicated to HE, Dr. Sales combines her personal connection to WKU with her professional expertise to support students academically, personally, and socially.

In this interview, Dr. Sales speaks with Jack Eagle, Co-host of The Interview, about her journey into student affairs, WKU’s initiatives to promote inclusivity and wellness, and her strategies for fostering a supportive and engaged campus community.

Martha’s Journey

Jack: Let’s begin with an introduction to yourself and your institution…

I am Dr. Martha Sales. I’ve been in higher education for almost 28 years. I was a student here at Western Kentucky University, and I’ve been in love with this place since 1987. I earned all four of my degrees here, and I’ve been fortunate to be hired and promoted over the years. Today, I serve as the Vice President of Student Experience and Dean of Students at WKU.

Jack: What was it about this institution that kept you there and made you passionate about this work?

It’s the opportunities and the people who invested in me and encouraged me. I never would have imagined becoming a Dean of Students or a VP, but here I am. WKU is where I found myself and my voice. I grew personally, professionally, and academically here – that’s what has kept me rooted and passionate about this institution.

Jack: How did you get into Student Affairs?

My bachelor's degree is in social work, so I’ve always been passionate about helping people, especially students of color and those from low-income backgrounds. Social work was a great starting point for me. My master’s is in mental health counseling, which also focuses on helping others. Then, my specialist degree was in student affairs. Even now, I use my social work background in my role. I think my experience is especially helpful with the rising mental health challenges students face today.

When I was completing my master’s degree, I saw a sign that said, “If you love college, why leave?” That’s how student affairs first caught my attention. It’s been a rewarding journey ever since.

Jack: How was the transition into your VP role?

I was drawn to the Dean and VP positions because my president encouraged me to shape these roles in a way that resonated with me. From the outside, they seem overwhelming, but I always say that people make the job easier. When you approach others with kindness and aren’t afraid to ask for help, you’ll find that support is there.

Jack: What are your key focus areas in terms of holistic development for students?

I believe that students often have the answers – they just need guidance in finding them. While academic pursuits are critical, non-academic experiences are equally important for balance and success.

In my role, I oversee areas like campus wellness, sustainability, student organizations, volunteering, and diversity affairs. I always encourage students to get involved. If we don’t already have a group or initiative that resonates with them, I challenge them to create one. These experiences help keep students grounded and healthy, complementing their academic journey.

Jack: How do you go about creating a safe and unified campus?

Listening is key – not just to what students say, but to what they don’t say. Often, their actions and emotions reveal whether they feel like they belong. Communication is central.

When students come to my office feeling hurt or excluded, I remind them that these challenges can help us grow. That said, it’s our job to create a safe space where everyone can learn and live together. Education can’t happen in isolation. We need to encourage students to show up, engage, and sit at the table – even when it’s uncomfortable.

Jack: What sort of work have you been doing regarding civil discourse?

Diversity affairs report to me, and we intentionally look for ways to create engagement across the board. For instance, instead of having separate cultural centers for different groups, we have the Intercultural Student Engagement Center. It’s a space for all students to connect and learn from one another.

We also host university-wide initiatives for students, staff, and faculty because everyone on campus needs to be informed and engaged. 

These conversations also work best when they’re organic – students often learn the most from one another.

Jack: How do you go about engaging time-poor students with important topics like this?

Hosting speakers on campus is one way. As a free-speech campus, we sometimes welcome speakers who challenge our students’ views. When students question why certain speakers are allowed, it becomes an opportunity to educate them about free speech. I explain that restricting one person’s free speech would mean restricting theirs too. These discussions help them understand the broader importance of equal freedoms.

Jack: What is the best piece of advice you’ve received in your career?

My best advice came in the form of a question. It was from my dissertation tutor, who asked me: When you become Dr Sales, what do you want to do? And when I answered, she said: And what would you do if you weren’t afraid? – that was the best advice I received.