spotlight on marketing alumni - smeal …...than a mentor, as a sponsor is someone who will endorse...

MARKETING

D i g i t a l M a r k e t i n g

B r a n d / P r o d u c t M a n a g e m e n t

S p o r t s M a r k e t i n g

M a r k e t i n g A n a l y t i c s

R e s e a r c h

G r a d u a t e S c h o o l

E X P L O R E

SPOTLIGHT ON MARKETING ALUMNI

R e t a i l a n d M e r c h a n d i s e M a n a g e m e n t

C o n s u l t a t i v e S e l l i n g

Table of Contents Brand/Product Management Carl Asher (’01), Associate Marketing Director, Kimberly-Clark. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Brendon O'Donovan (’05),Senior Manager, Product Marketing, Clarabridge . . . . . . . . . . . . . . . . . . . 2 Christina Mahally (’08), Global Product Line Manager, The Dow Chemical Company . . . . . . . . . . . . 3 Frank Macinsky (’09), Director of Marketing, Thread . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Greg Robinson (’12), Head of Media Strategy, College Ave Student Loans . . . . . . . . . . . . . . . . . . . . 5 Melanie Versaw (’12), Marketing Specialist, Ingersoll Rand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Devin Weakland (’13), Associate Brand Manager, Unilever. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 Hillary Riden (’13), Product Specialist, Alpha Wire. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Rachel Saslaw (’14), Marketing/Customer Development Management Trainee, Unilever . . . . . . . . 9 Ashley Tarriff Veli (’14), Senior Analyst, Market EMERGE Rotational Program, Cardinal Health . . 10 Ashlynn Eidemiller (’14), Assistant Brand Manager, Johnson & Johnson . . . . . . . . . . . . . . . . . . . . .11

Digital Marketing Heather Estes (’04), Director of Creative Strategy, Deeplocal . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . .12 David Clavens (’10), Product Marketing Manager, Google. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Ally Greer (’12), Content Marketing Manager, 6sense Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Kara Jewell (’14), Strategy & Analytics Consultant for Interactive Experience and Mobile, IBM . . 14 Megan Leen (’15), Assistant Digital Media Planner, ZenithOptimedia . . . . . . . . . . . . . . . . . . . . . . . 15

Marketing Analytics Andy James (’03), Sustainability Manager, New Pig. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Melissa Schipke (’09), Co-founder, Tassl. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Stephanie Phillips (’11), Senior Digital Analyst, Moxie. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Brandy Cohn (’13), Business Analyst, Deloitte Consulting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19

Retail and Merchandise Management Kesha Mejeritski (’09), Merchandise Planner, Dick’s Sporting Goods . . . . . . . . . . . . . . . . . . . . . . . .20 Stephen Kingsbury (’12), Store Manager, Kohl's Department Stores. . . . . . . . . . . . . . . . . . . . . . . . . 21 Emily Jaroszewski (’12), Senior Allocation Analyst, TJX Companies. . . . . . . . . . . . . . . . . . . . . . . . . . 22 Caroline Fitzgerald (’12), Sales Promotion Marketing Coordinator, Kohl’s Department Stores . . . 23 Quamayne Rocky Collins (’14), Assistant Buyer, American Eagle Outfitters . . . . . . . . . . . . . . . . . . .24

Consultative Selling Nakeia Drummond (’04), Business Owner, Blanc Blouse and NLD Strategic . . . . . . . . . . . . . . . . . . 25 Bobby McConnell(’11), Account Executive, Memorable Entertainment Television . . . . . . . . . . . . . 26 Patrick Ryan(’12), Owner, Ryan Media Works. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Ruby Yip (’14), Advertising Sales Assistant, Discovery Communications . . . . . . . . . . . . . . . . . . . . . 28 Katherine Evans(’14), Senior Sales Service Representative, Mondelez International . . . . . . . . . . . 28

Sports Marketing Adam Brown (’12), Associate, Sports Marketing and Sponsorships, KPMG. . . . . . . . . . . . . . . . . . . .29 Missy Ripepi (’12), Senior Account Executive, St. Louis Rams . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30 Christina Kehoe (’14), Coordinator, Sponsorship Strategies, Team Epic . . . . . . . . . . . . . . . . . . . . . . 31 Allyson Zimmerman (’14), Account Executive, Octagon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

Graduate School Zach Koslap (’03), Law Student, Stanford Law School. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Ryann Reynolds-McIlnay (’04), Marketing Ph.D. Candidate, Temple University . . . . . . . . . . . . . . . . 33 Sara Dommer (’05), Assistant Professor of Marketing, Georgia Institute of Technology. . . . . . . . . 34

Carl Asher (’01) Associate Marketing Director

Kimberly-Clark Atlanta, GA Brand/Product Management

WhatmyjobentailsBrandStrategy&Positioning,IntegratedMarketingPlanning,BusinessStrategyDevelopment,Innovation&ProductPortfolioManagement,P&LManagement,ChannelStrategy,Sales&OperationsPlanning,TradeFund&A&PPlanningandAllocation

My irstjoboutofcollegeInsideSalesExecutive,PostNewsweekTechMedia—adandeventsalesforamediacompanyfocusedonthegovernmentITindustry

HowIfoundmy irstjobThroughonlineapplications.Rightafterschool,Iworkedoddjobsfortwoyearsafterreturninghome.

HowIgottomycurrentpositionIswitchedfromAdvertisingtoMarketing,facilitatedbygettingmyMBAatPennStateandembarkedonaBrandManagementcareerpathwhichexposedmetotheCPGindustryandspeci icallyalotofretailexperience,whichmademeastrongcandidateformycurrentjob.

InternshipsUndergraduate‐Hecht's/MayCompany‐Arlington,VA;Bozell,NewYork,NY;McCann‐Erickson,NewYork,NYMBA‐Diageo,NewYork,NY

Professional Life

College Life AdditionalMajorAdvertising

ExtracurricularActivitiesandLeadershipRolesBoxingClub,AfricanStudentsAssociation

MemorableorhelpfulMarketingcoursesAlotofgoodAdvertisingclasses,alsosomegoodMediaclasseslookingattheaffectsofmediaonculture.MarketingAnalyticsclasses‐Ishouldhavepaidmoreattention,it'sabig ieldnow.MarketingResearchclasswasawesome,itmademeconsideraConsumerInsightscareerpath,verysociologicalinitsapproach.

BeingaMarketingmajorwas…AgreatbalancetothemorecreativecoursesIwastakingintheCollegeofCommunications.Thecorecoursesmademefeelmoresecureaboutmyfuturecareerasitfeltsoundandgrounded.

OnethingIwishIknewwhenIwasaMarketingmajor…PaymoreattentiontotheFinancecourses,nomatterwhatanyonetellsyou,ifyouwanttoadvanceinyourcareer,youhavetoknowthisstuff!TakemorethanjusttherequiredFinancecourses,what'smostimportantatthisstageisexposure,notnecessarilyyourperformanceincourses.

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Brand/Product Management

Brendon O'Donovan(’05) Senior Manager, Product Marketing

Clarabridge Washington D.C. Brand/Product Management

WhatmyjobentailsSalesenablement,strategicproductmessagingandpositioning,competitiveanalysis,salestraining,analystrelations,productpricingandpro itability,go‐to‐marketstrategyandexecution.

My irstjoboutofcollegeSalesConsultant,FergusonEnterprise.FergusonisaBathandKitchenwholesalerwithaglobalpresence.IwasrecruitedintotheWashingtonD.C.regionstraightfromPSU.Asaconsultant,Iwasresponsibleforspecifyingmaterialsforhigh‐endresidentialnewconstructionandremodels.Afterspecifying,Ihadsalesquotastomeetandwouldsellmaterialseitherdirectlytohome‐ownersortotradeprofessionals(contractors,plumbers,etc.).

HowIfoundmy irstjobMy irstjobwasfoundthroughPSMA.IwasinvolvedwiththeFergusonrecruitmentteamtoholdeventsoncampusforthePSMAmembers.Throughthisrelationship,Iwasinvitedtoaninterviewandeventuallyacceptedtheposition.

HowIgottomycurrentpositionAfterFerguson,ImovedintosoftwaresalesatVocus,aproviderofPublicRelationssoftwaretomid‐marketorganizationsglobally.ItookapositionasanAccountExecutivewhereImanagedabookofabout100accountsandwasresponsibleforrenewingtheirsoftwaresubscriptionandup‐selling/cross‐sellingcarryingaquotaforbothrenewaldollarsandup‐sellvalue.ImaintainedthispositionforaboutfouryearsandIwasabletoleveragemyknowledgeofthecompany,product,marketplaceandcustomersandmovedintoProductMarketingatVocus.AstheProductMarketingManageratVocus,Isetupandownedthemessaging

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frameworksforourproducts,managedcross‐functionallaunchteams,andsalesenablement.Whileatthisposition,IcompletedmyMBAfromDukeUniversityandwassubsequentlypromotedtoSeniorManager.ImovedtoClarabridgein2014andcurrentlyownPricingandPro itabilityofourcompleteproductlines,allmarketaspectsofoursocialandcontentproductsandallcompetitiveintelligence.

InternshipsPNCBank‐summerinternshipTeller/GroundForce(Smallautomotiveaftermarketcompany)‐Newproductdevelopmentinternship

WhatIlookforwhenrecruitingAptitude.I'mmostconcernedwithhowyouthink,andyourapplicationofwhatyou'velearnedinmarketingtowhatwedo.Forinstance,howdoyouapplywhatyoulearnedfromconsumerbehaviorandmarketingstrategytolaunchacampaignoraproduct?Howwouldyouovercomeobstaclesthatareinyourway?Iwanttoseethatyouhaveaninterestinwhatwedoandthatyou'rehungry.

College Life MinorInternationalBusiness

MyinvolvementinPSMAIwasveryactiveinPSMAandheldtheDirectorofProfessionalDevelopmentboardpositionfrom2004‐2005.

MemorableorhelpfulMarketingcoursesConsumerBehavior,MarketingResearchandMarketingStrategy.

EveryMarketingmajorshould…Network,network,andnetwork.Alumniareyourconnectiontoinformationandexperience.Findwhereyourskillsmeetyourinterests.Findtheindustriesthatyou indinteresting.LookoutsidetheFortune500.Activelyseekoutopportunitiestoexpandyourfunctionalskillsetindigital:playwithsomecoding,masterExcel,learndesignfundamentals,andmostofall‐payattentioninFinanceandAccounting...marketingisallaboutnumbersitcan,andwillhelpyoudifferentiateyourself.

OnethingIwishIknewwhenIwasaMarketingmajor…Marketingismorethanbrandmanagementormerchandising.Salesgivesyouinvaluableinsightintocustomerneeds,messagingand irmoperations.IwishIwouldhaveunderstoodhowvariedmarketingcanbeacrossindustries,organizationsandevenindividualcompanies.


2

Christina Mahally (’08) Global Product Line Manager

The Dow Chemical Company Philadelphia, PA Brand/Product Management

WhatmyjobentailsAsaGlobalProductLineManagerforDow’sPharma&FoodSolutionsBusiness,myjobistomaximizethetwocorevaluecenterswithinthebusiness,METHOCEL™andPOLYOX™.IworkactivelywithourglobalmarketsegmentteamsacrossthePharma,FoodandIndustrialsegmentstounderstandourbusinessstrategywithineachsegmentandensurethatwearewellalignedtodeliverourbusinessgoals.

My irstjoboutofcollegeAsabusinesstobusinessaccountmanagerlaunchedthroughDow’sCommercialDevelopProgram(CDP).AsanaccountmanagerIworkedcloselywithcustomersinvariousmarkets(FlavorandFragrances,Paints,Coatings,Adhesivesamongothers)tounderstandtheirbusinessgoals,applicationrequirements,andmarketenvironment.Inturn,IwouldbringDowsolutionstomycustomerstoaddvaluetotheiroperationswithanexistingproducttechnologyorforanewoffering.Iauthoredanaccountplanforeachofmycustomersandinterfacedwiththevariousfunctionsthatmadeupmyaccountteam:,Marketing,SupplyChain,Finance,LegalandCustomerService.

HowIfoundmy irstjobIfoundmy irstjobthroughatailgatethatPSMAhadorganizedwithacorporatepartner–nowmycurrentemployer–Dow.IsigneduptohelpcoordinatewiththerecruiterswhowerevisitingfromDow.Iknewnothingaboutthecompanybuthadrecentlybeeninvolvedwithaprojectrelatedtothelearningfactorywiththeengineeringcollege.Ihadabriefdiscussionwithoneoftherecruiterswho,asitturnedout,waslookingforprospectiveundergradswitheitheraMarketingorEngineeringdisciplineandwasveryknowledgeableabouttheLearningFactory.SundayafterthegameIhadanemailfromtherecruiteraskingmetolunchwhich

Professional Life

turnedintothreeroundsofinterviewsandmejoiningDowfull‐timethroughtheirCommercialDevelopmentProgram(CDP)onemonthaftergraduation.

HowIgottomycurrentpositionIlandedmycurrentpositionbyestablishingasolidbrandatDowwithinpreviousrolesandutilizingmyprofessionalsponsornetworkwithinDow.Asyoustartyourcareerpostgraduationyouaredevelopingyourpersonalbrand24/7.Thatbrandwillgrowasyougrowandestablishyourprofessionalcredibilityaswellasexpandasyougainadditionalskillsets.Thisiscriticaltokeepinmindandcanhelpimmenselyasyouarelookingtogrowwithinyourcurrentroleorlookforadditionalopportunities.Ihavealsofoundtheinvaluablepowerofasponsor.Thisisdifferentthanamentor,asasponsorissomeonewhowillendorseyourbrandandwillhelpyouachieveyourcareergoals–proactively.EachoftherolesI’vegottenwithinDowareduetomyprofessionalsponsorsandnetworking.

WhatIlookforwhenrecruitingIlookforwell‐rounded,self‐motivatedstudentswithstronginterpersonalskillswhomodelDow’scorevalues,andwhoIthinkwouldbesuccessfulrepresentingourcompanyandmanagingcustomerrelationships.Ilookatacademicperformance,experiencegainedthroughpastinternshipsandtheirleadershipexperiencethroughextracurricularactivities.

College Life ExtracurricularactivitiesandleadershipRolesIwasveryinvolvedwithPSMAandTHON.IwasonvariouscommitteesforPSMAfromfreshmanthroughjunioryear.Duringmyjunioryear,IwasfortunatetolandaplaceontheboardleadingPSMA’sMarketingResearchandConsultingCommittee.IfollowedasimilarroutineforTHONbeinginvolvedwithRulesandRegulationsandHospitalityfreshmanthrough‐junioryearandthenhadtheopportunitytoleadaHospitalityTeamasaCaptainmysenioryear.IwasalsoinvolvedwiththemarketingdepartmentatPennStateandheldaTApositionmysenioryearforaformerprofessorforMarketingResearch.

OnethingIwishIknewwhenIwasaMarketingmajor…YouwillnotlandtheBrandMarketingroleimmediatelyoutofschool.Mostopportunitiesaresalesrelatedbutmorecompaniesarealsocreatingsmaller,moretargetedmarketingrolesaswell.Thiswasarudeawakeningforme,butitledmetoanopportunitythatIneverthoughtIwouldloveandenjoyasmuchasIdid.


3

Frank Macinsky (’09) Director of Marketing

Thread Pittsburgh, PA and Port-au-Prince, Haiti Brand/Product Management

WhatmyjobentailsManagingcompanybrand,marketingandcommunicationactivities/budget,creativedirector,businessdevelopment.

My irstjoboutofcollegeBusinessDevelopmentAssociateataboutiqueadagencyinPittsburgh

HowIgottomycurrentpositionIhelpedmakeit.IwasunsureofwhichindustryIwantedtobeingmycareer,Ifoundajobatasmalladvertisingagency.Thevarietyofclientsallowedmetoexperiencethemarketingandcommunicationschallengeswithinanumberofindustries.Thesmallsizeoftheagencyexposedmetomost,ifnotall,oftheworkloadneededtocompleteagencywork.Afterafewyears,aco‐workerandIassembledateamtocreateabusinessthatturnsplastictrashinHaitiintofabric.Myworkatastartuphasbeenheavilyin luencedbythebroadindustryknowledgeandholisticadvertisingskill‐setsdevelopedearlyinmycareer.

InternshipsMarketingIntern,PennStateBasketball(2007‐2008)Accounting&AccountsReceivableIntern,HealthcareStaf ing(2008)

WhatIlookforwhenrecruitingSomeonewhomeasurestheirworkexperiencebygoal‐orientedresultsandaccomplishments,notresponsibilities.Forinstance,aresumethatsays"GrewcompanyFacebookaccount20%in3monthsaspartofXteam."ismuchbetterthanonthatsays"Responsibleforcompanysocialmediaactivity".Evenifarecruithasfallenshortofgoals,theawarenessoffailureisabuildingblocktowardssuccess.

Professional Life

College Life ExtracurricularActivitiesandLeadershipRolesPSUSnowboardClub,PennStateMarketingAssociation,LionAmbassadorsandSeniorHonorsSociety

EveryMarketingmajorshould…Takeoneortworeallydif icultcoursesinanotherbusinessield(400‐levelSupplyChainorFinance).Takeoneortworeallydif icultcoursesinanothercollege(300‐levelHistory,Astrophysics,whatever).Dovaluablethingsoutsideoftheclassroom.

MemorableorhelpfulMarketingcoursesMKTG330ConsumerBehavior,MKTG342MarketingResearch,MKTG445GlobalMarketing

OnethingIwishIknewwhenIwasaMarketingmajor…Marketingisadisciplinethatevolvesasquicklyashumansevolve,onlyfaster.Buildasolidfoundationintheprinciplesthatdon't(orrarely)changeandlearnhowtospotandimmerseyourselfintrends,whileweedingoutfads.


OtheradviceforcurrentMarketingmajorsDostuff.Startasmallbusinessonesummerandseehowitgoes.Designyourownwebsite.Volunteersomewhereanddomarketresearch.Failatsomething.Failagain.Themorereal‐lifeexperienceyoucanaddtoyourclassroomknowledge,thebetter.

AnythingelseaboutmeBeinggluedtoacomputerhassolidi iedmylovetotravelandchallengemyselftophysicalchallenges.Recently,IhavespenttimeinafewNordiccountries(theexactoppositeofHaiti)and,astheweatherwarmsup,I'llbetrainingforafewdistanceraces.Ialsospendatonoftimewithmydog,Winnie.Plus,Idoalittlefreelancedesign/webdevelopmenttokeepmyskillssharpandmymindopen.

4

Greg Robinson (’12) Head of Media Strategy

College Ave Student Loans Philadelphia, PA Brand/Product Management

WhatmyjobentailsThebestwaytoexplainmyjobismarketingstrategy,withspeci icfocusonbrandandproduct.I'minastart‐upenvironment,soit'scommontogetpulledinmanydifferentdirectionsdependingonwhatdayitis.

My irstjoboutofcollegeMy irstjoboutofcollegewasan18‐monthleadershipdevelopmentprogramwitheBay.Duringthisprogram,Irotatedthroughthreedifferentdepartments,takingondifferentresponsibilitiesandlearningallsidesofthebusiness.Mythreerotationswereperformancemarketing,projectmanagement,andmarketinganalytics.Uponcompletionoftheprogram,Istayedintheanalyticsdepartmentinamarketinganalyticsandstrategyrole.Withinthisrole,Ianalyzeddigitalmarketingportfoliostodeterminetheoptimalinvestmentstrategies.Havingtheopportunitytogothroughadevelopmentprogramwasextremelybene icial,andIwouldhighlyrecommendundergradsexploresimilarprograms.

HowIfoundmy irstjobIfoundmy irstjobthroughNittanyLionCareerNetwork,butafterextensivenetworking.Evenonceyoulandajobyoushouldneverstopnetworking.

HowIgottomycurrentpositionItsoundscliche,butIgottomycurrentpositionbyworkinghardandputtinginthetimerightfromthestart.Themostimportantthingwhenstartingoutistoactlikeasponge.Takeeveryexperienceasanopportunitytosoakupknowledgeandskills.Bydoingso,youcanestablishareallystrongfoundationandcontinuetobuildasyougainmoreandmoreexperience.Iattributealotofthistothe

Professional Life

developmentprogramIwentthroughbecauseduringmythreerotationsIwasthrownintothe ireandlearnedalotinashortamountoftimebeforegoingontomynextrotation.Inadditiontoconstantlylearning,youalsocannotbeafraidtomakeanimpact.Justbecauseyouareyoungand/ornewdoesn'tmeanyoucan'tmakesigni icantcontributions.You'llsetyourselfupforgreateropportunitiesbydoingso.Lastbutnotleast,neverstopnetworking;it'sasmallworld.

InternshipsKwikGoal‐MarketingPennStateAthleticsBasketball/Baseball‐MarketingBryceJordanCenter‐SponsorshipsCollegeIQ(start‐up)‐LeadMarketingManager


MemorableorhelpfulMarketingcoursesConsumerBehavior,MarketingStrategy(case‐studycourse),Capstone(businesssimulation)

ExtracurricularactivitiesandleadershiprolesMortarBoardNationalHonorSocietyMediaResearchProjectAssistantPennStateMarketingAssociationTri‐StateThonGroupPSUClubSoccerLeagueBeingaMarketingmajorwas…Anexcellentdecision.ThecourseworkassociatedwithabusinessdegreeatPennStateisverydiverse,soyoustillbuildasolidfoundationinbusinesswhileconcentratingonmarketing.Therearesomanydifferentavenuesyoucantakewithamarketingdegree,especiallywhenyouhaveanoverallunderstandingofbusiness.

OtheradviceforcurrentmarketingmajorsNeverstoplearning.Courseworkisonlyonesmallpieceoftheequation.Studytheindustry.Network.Talktopeople.Exploreopportunities.Exposeyourself.Butalsodon'tforgetaboutcoursework.Somepeoplesay"it'snotaboutwhatyouknowbutwhoyouknow."There'sde initelysomevaliditytothat,butwhenpushcomestoshove,youbetterknowwhatyou'redoing.


5

Melanie Versaw (’12) Marketing Specialist

Ingersoll Rand Charlotte, NC Brand/Product Management

WhatmyjobentailsAlittlebitofeverything.AtthispointIaminarolethathasmeasa"jackofalltrades"asfarasmarketinggoes.HereareafewofthethingsIhaveworkedoninthisposition: Createbusinesscases,guidelines,andcontentfortwomajordistributor

promotions Createengagingcontenttosupportproductlaunches,including:website

updates,brochures,advertisements,andcontests GenerateandmanagethedigitalexperiencebyconductingSEOupdatesvia

BrightEdgetechnology,managingPPCcampaignsacrossseveralproductlines Organizeandexecuteyearlyadvertisingplanbyselectingtargetedmediums,

collaboratingwithcreativeagencytochoosecampaigntheme,managingallrelationshipswiththepublications,andtrackingtheeffectivenessofeachmedium

Enhancebrandawarenessbyproducingdisplaystandfordistributors’productshowcases,sendingoutweeklycommunications,andcreatingcustomerchallenge

My irstjoboutofcollegeIwentintoIngersollRand'sAcceleratedDevelopmentProgram.IworkedinCarmel,INforayearasamarketingspecialistandthenmoveddowntoDavidson,NCforaportfoliomanagementrole.ThesedevelopmentprogramsareAWESOMEfor iguringoutwhatpartofmarketingyouwanttopursue.Forexample,IlearnedthatIenjoymarketingrolesmorethanproductmanagementroles.IalsolearnedthatIhaveapassionfordigitalmarketing,soIamfocusingonpursuingmoreofadigitalroleformynextmovewithinthecompany.

Professional Life

HowIfoundmy irstjobIplacedmyresumeonSmealConnectinmysophomoreyearandwascontactedbyanIngersollRandrecruiter.Iacceptedtheinternshipmysophomoreyear,didasecondinternshipmyjunioryear,andthenhadmyfull‐timeofferbeforemysenioryearstarted.

WhatIlookforwhenrecruitingLEADERSHIP.Ifyouparticipateinclubsbutdon'tholdanyleadershiproles,Iamgoingtoquestionyourlegitimacy.Also,pleasebepreparedwhencomingtotalktome.IrealizeIngersollRandisn'taspopularassomeoftheotherwell‐knowncompaniesthatcometoPennStatetorecruit,butifIaskyouwhatmycompanydoes,pleasetellmeSOMETHING(ex:"Idon'tknoweverythingaboutIngersollRand,butIknowyouarealargemanufacturingcompanythatmakespowertools&aircompressors).


MyinvolvementinPSMAIstartedoutgoingtoeachcommitteemeetingmyfreshman&sophomoreyear.IworkedmywayuptobetheEntertainmentCommitteeManagermyjunioryear,andILOVEDit.IalsoservedasCIOforasemestermyjunioryearwhileIwasabroad.

BeingaMarketingmajorwas…AgreatopportunityatPennState.Therearesomanypeoplewhoarewillingtohelpyougettowhereyouwanttobe.Marketingisagreatmajorforthoseofyouwhoneedacreativeoutlet,butstillenjoytheideaofworkinginacorporateenvironment.

EveryMarketingmajorshould…Trytogetaninternshipyoursophomoreyear.Evenifyouhavetoapproachalocalbusinessand"makeup"yourownmarketinginternshipbyintegratingasocialmediaplanforthemorcoordinatinglocalevents.It'sallaboutgettingexperience,soputyourselfoutthere!

OnethingIwishIknewwhenIwasaMarketingmajor…EXCEL,MOREEXCEL.Pleaselearnhowtomakepivottablesanddov‐lookups,soyoudon'tenduplookinglikeacompleteidiotyour irstdayonthejob!

OtheradviceforcurrentMarketingmajorsHavefun!Thesearethebestyearsofyourlife.Iknowthatsoundssocliche,butitis150%true.Spendtimewithyourfriends.Getsomegoodworkexperience.EnjoyeverythingPennStatehastooffer!


6

Devin Weakland (’13) Associate Brand Manager

Unilever Englewood Cliffs, NJ Brand/Product Management

WhatmyjobentailsDevelopbrandgo‐to‐marketstrategiesbylaunchinginnovativeproducts,creatingengagingmarketingcampaigns,andanalyzingin‐markettrends.

HowIfoundmy irstjobThroughPennStateFallCareerDays

HowIgottomycurrentpositionBrandManagementIntern,Altria—IcompletedthisinternshipduringthesummerbeforemysenioryearatPennState,andisthereasonthatIamworkingwiththeworld'sgreatestbrandsatUnilevertoday.Thisinternshipexposedmetothecreative,yetanalyticalworldofbrandmanagement,andiswhatmademyresumerelevanttotheUnileverrecruitersatthePennStateFallCareerDays.Undergraduatebrandmanagementexperiencesaresomewhatrare,soItookadvantageofthisopportunity,andithasde initelypaidoff.

FieldSalesAnalyst,ValueTeamatUnilever—Thiswasmy irstroleoutofcollegeanditwasgreatbecause,asasalesanalyst,IgainedadeepunderstandingofthefoundationofUnilever'sbusiness‐‐retailchannels.IsupportedourValueTeam,whichcoversFamilyDollar&DollarGeneral.Ilearnedthevalueofquicklyanalyzingsalestrendstocoursecorrectbusinesstacticsinrealtimeandwininthemarketplaceagainstcompetitors.Ialsocompletedashort ieldsalesrepresentativestint,whereIcalledon30+storesinthemetro‐Charlottearea,implementingon‐shelfavailabilityandexecutingin‐storecommunications.Whilethiswasn'tmy'dreamjob,'it'soneofthebestdecisionsI'vemadeformycareerbecause ieldsalesexperienceisincrediblyvaluedinbrandmarketingbecauseitmakesyourbrandplanssupersharp,executableandsuccessful.Itwasalsofuntoliveinandexploreanewcity!Biggestpiecesofadvice:Getdiversemarketing

Professional Life

experienceearly,whetherthat'sthefunctionyouworkin( ieldsales,internalsales,marketinginsights,brandmanagement,etc.),thecityyoulivein,orthetypeofprojectsyouworkon.Thiswillopenlimitlessopportunitiesforyouasyoumovethroughyourcareerandbecomequali iedforawealthofroles.Also,beopentodifferentpossibilitiesthatyoumightnothaveconsideredforyourselfprofessionally.AsaPAnativeinterestedinlivingintheNYCarea,IneversawmyselflivinginCharlotte,NCworkinginsales.Butthisroleenabledmetoshortlybepromoted,movetoUnilever'sNorthAmericaheadquarters,andworkingonsomeofthemostamazingbrands,likeDove!

InternshipsBrandManagementIntern,MarlboroRedTeam,Altria(Richmond,VA):Examinedbrandpersonalityofportfoliothroughconsumerresearchtore‐positionthebrandtobetterresonatewithtargetconsumer.Developednewproductpackagingdesignsthat itwithnewpositioning.Analyzedhistoricalsalesdatatodevelopatargetedlaunchstrategy.

UndergraduateAdmissionsOf iceSocialNetworkingIntern(UniversityPark):Collaboratedwiththemarketingandrecruitmentteamtoproducetext,photoandvideocontentforFacebook,Twitter,YouTubeandstudentblogs.

College Life AdditionalMajorandMinorB.A.JournalismandInternationalBusinessminor

ExtracurricularactivitiesandleadershipRolesPresident,SchreyerHonorsCollegeStudentCouncil3rdPlaceChampions;USCMarshallInternationalCaseCompetition;Spring ieldTHON;PublicRelationsChair,PennStateMarketingAssociation

MemorableorhelpfulMarketingcoursesIntegratedCommunications,ConsumerBehavior,andGlobalMarketing

EveryMarketingmajorshould…Landagoodsummerinternship.Thiswillprepareyouforrealworldmarketing.Evenifitdoesn'tturnouttobeyourdreamjob,it'llshowyouwhatyoulikeanddon'tlike,and,therefore,you'llleadamoreinformedfull‐timesearchsenioryear.

OnethingIwishIknewwhenIwasaMarketingmajor…Optionsaretrulylimitless.Youcanchooseacareerthatitsyourinterests,personality,andgoals...anythingfrommarketingresearch,tobrandmanagement,toadvertisingtoconsulting.


7

Hillary Riden (’13) Product Specialist

Alpha Wire New York City, NY Brand/Product Management

WhatmyjobentailsProductlinemanagement,producttraining,marketresearch,newproductlaunches,andsalestoolcreation.

My irstjoboutofcollegeIwasaMarketingSpecialistinchargeofB2BOutboundMarketingatBeldeninIndianapolis,IN.Imanagedblogs,socialmediaandcreatedaniPadapplicationforoursalesteam.

HowIfoundmy irstjobThroughCareerFair!

HowIgottomycurrentpositionIhadtwoB2BinternshipsduringmytimeatPSUwhichIfoundatthecareerfairsoncampus.Gotothem!IstartedasaMarketingCommunicationsinternatGEwhereIworkedonSEOandcatalogcreation.ThisroleleadmetoanotherB2BinternshipworkingforBelden(oneoftheoldestcompaniesinAmerica).DuringthisMarketinginternshipIworkedforBelden'ssub‐division,AlphaWire,intheproductmanagementdepartment.Afterpresentingmyworktotheseniorleadershipteam,IwasofferedapositioninIndianapolis,INdoingOutboundMarketingfortheIndustrialdivision.Ispentabout9monthsinthisrole,whichwasmoreonthedigitalmarketingsideofthings,beforecomingbacktoAlphaWireinproductmanagementtoroundoffmymarketingskills.ThenextroleinmydevelopmentplanisMarketingCommunicationsManager.Internshipswerecriticaltomysuccessthusfar.IknowB2Bmarketingmaynotsoundasprestigiousorcool,butIloveit.I'malwayschallengedtolearnaboutthemarkets/productsandhavetobemorecreativewhenitcomestoadvertisingtothecustomer(distributors).

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I'drecommendforanyoneenteringamarketingcareertohonetheirMicrosoftExcelskills,keepuptodateonmarketingtrends(especiallywithdigitalmarketing),andtopushyouremployertochallengeyouandgiveyouadiversesetofprojects.Ibelievethekeytosuccessinmarketingistobeascross‐functionalaspossible.Learnasmuchasyoucanabouthoweachdepartmentfunctionsandbefriendyoursalesteam!

InternshipsMarketingCommunicationsInternatGEInspectionTechnologies;Lewistown,PAMarketingInternatBelden;Elizabeth,NJ

WhatIlookforwhenrecruitingSomeonewhoischarismaticandself‐motivatedtolearn.

College Life CampusIstartedatAltoona

ExtracurricularactivitiesandleadershiprolesSkiClubandamemberofindependentTHONorganization.IwasnotanactivememberofPSMA,butattendedasmanyeventsaspossibleforPSMAandWomeninBusiness.

MemorableorhelpfulMarketingcoursesConsumerBehaviorandAdvertising&Promotions

BeingaMarketingmajorwas…Thebestofbothworlds.Whichworldsdoyouask?Thebusinessworldandthecreativeworld.

EveryMarketingmajorshould…LearnMicrosoftExcelandkeepup‐to‐dateondigitalmarketingtrendslikesocialmedia,GoogleAdwords,etc.

OnethingIwishIknewwhenIwasaMarketingmajor…IwishIknewhowmuchIwouldneedtoknowMicrosoftExcelsoIcouldhavemadeitaprioritytoimprovemyskills.

OtheradviceforcurrentMarketingmajorsInternships!Getatleastone!Additionally,keepanopenmindtocompaniesthatdon'thavehugelinesatthecareerfair.Sometimesyoucangetmoreattentionandamorediversesetofprojectsatsmallercompanies.

AnythingelseaboutmeOutsideofthedaily9‐5Ienjoycooking,painting,andwriting.Istayactivebyparticipatinginlocalclubsportslikekickball.It'simportanttohaveagoodwork/lifebalance.


8

Rachel Saslaw (’14) Marketing/Customer Development Management Trainee

Unilever Chicago, IL Brand/Product Management

WhatmyjobentailsOrganization,strategicplanning,posingnewwaystoseethesameidea,collaboration,biasforaction,andleadership.

My irstjoboutofcollegeArotationalprogramwithinUnileverasaMarketing/CustomerDevelopmentManagementTrainee.Forthreeyears,IrotatefunctionallyandgeographicallytolearnabreadthofknowledgeabouttheopportunitiesinmarketingandsalesthatUnileveroffers.Igetglobalexperienceandachancetofeeloutdifferentroles,sincethe ieldI'minisverybroad.Afterthreeyears,Iameligibleforamanagementpositionwithinthecompany.Itisanacceleratedprogramthatallowsmetomoveatarapidpace,learnquickly,andpositionmyselfforaleadershiprole.

HowIfoundmy irstjobIhadafewinternshipsbeforeIlandedmyfull‐timejob.Theyrangedfromamerchandising/procurementinternshipwithDylan'sCandyBar,toa inanceinternshipwithAmeriprise,toabrandstrategyinternshipwithasmall irminNYCcalledSiegel+Gale.AlloftheseinternshipswerecrucialinmygrowthandknowledgeofwhatIdidanddidnotwanttodopost‐graduation.Itwashelpfultotryoutindustriesand irmsthatIcouldcon identlysayIcouldn'tseemyselfdoingfull‐time.Internshipswerecrucialinexploringshort‐termwhatwasoutthereandwhatmyoptionswerewithabusinessdegree.

WhatIlookforwhenrecruitingFirstandforemost,Ilookforsomeonewhoisrealanddowntoearth.Itisarealturn‐offwhenIamapproachedbyarobotwhohasapitchcompletelymemorized.Havinga30‐secondpitchisimportantintermsofknowingyourselfandbeingable

Professional Life

torespondwhensomeonesays"tellmeaboutyourself,"butitisatoolthatdoesn'tneedtobe iredawayuponmeetingarecruiter.IlovetospeaktocandidatesthatIcouldseemyselfworkingwith.Theyalsoneedtohighlightsomeoftheirpersonalachievementsandaspectsthatsetthemfromtheirpeers.Ilovetoknowaboutglobalexperiencesthatpeoplehave.Also,makesureyouknowthecompanywell!ThebestadviceIwouldgiveistoresearchthecompanyaheadoftimeandunderstandtheirvaluesuponspeakingtoarecruiter.Itisalwayssoimpressivewhenastudentbringsupsomethingthatwasrecentlyinthenewsaboutmycompany.Theyalreadyseeminvestedinthecompany.Iwanttomakesurethatastudentwouldbeagood itandourvaluesarealigneduponmeetinghimorher.

College Life MinorsInternationalBusinessandSpanish

BeingaMarketingmajorwas...Open‐ended.Itgavemeasolidfoundationtobuildmycareerandexploremanyoptionsmovingintomy irstfulltimeposition.Marketingneverpigeon‐holedme,andIfoundittobeeffortlesstocatermylearningsfrommydegreetoanyjobIwasapplyingto.Ihadastrategicmindsetwithacreativeedge,whichisveryattractiveforemployers.

OnethingIwishIknewwhenIwasaMarketingmajor…wasthatyourdegreedoesnotde ineyourcareerpath.Yourdegreegivesyouatoolkittopositionyourselfto itbusinessneedsinanysetting.Marketingisalsoaverylargespectrum,andtherearemanyavenueswithinmarketingworthexploringthroughinternshipsandco‐ops.Iencourageanyundergraduatetoreachouttorecentgradsandconductinformationalinterviewsabouttheircorporateexperiences.Itwillpaintafullerpictureastohowmarketingrolesvaryandwhereyourinterestsandskillslie.

OtheradviceforcurrentMarketingmajorsFeelfreetobranchoutduringyourinternshipexperiences.Mydiversebackgroundsetmeapartfrommypeerswhomayhavestuckwithinthemarketingworldduringtheirinternships.Internshipsaretheonlytimeyoucanessentially"test‐drive"acareer.Itisacriticaltimeforyoutoexploreand igureoutwhatyoudon'twantasmuchaswhatyouDOwant.Iwasabletoapplymy inanceandmerchandisinglearningstoabrandrole.We'realwayslookingforsomeonewhoisuniqueandsomeonewhocouldbringsomethingnewtothetable.


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Ashley Tarriff Veli (’14) Senior Analyst, Market EMERGE Rotational Program

Cardinal Health Columbus, OH Brand/Product Management

WhatmyjobentailsLeadershipdevelopmentprogramwhichentailsthreeone‐yearrolesinvariousareasofMarketingatCardinalHealth.

HowIfoundmy irstjobIknewIwasinterestedinworkinginHealthcare,soinadditiontoattendingthePennStateCareerFair,IalsoappliedonmyownforavarietyofinternshipsduringmyJunioryear.IwasinvitedtojoinCardinalHealthasaCommunicationsandMarketingintern.Ireallyenjoyedmysummerwiththecompany,soIappliedandinterviewedforaspotintheEMERGEMarketingprogram.Ireceivedmyofferatthebeginningofmysenioryear.My irstrotationwasinCorporateBrandStrategy,whereIwasinvolvedinmanagingbrandperceptionsandthelaunchofanewenterprise‐widebrandstrategy.MysecondrotationwasinourSpecialtySolutionsdivision,whichspecializesinsolutionsformanufacturersofcomplexdiseasesandtheproviderswhocareforthesepatients.Iamnearthehalfwaypointonmysecondrotation.Aftercompletingmythirdand inalrotation,Iwillbeinvitedtointerviewforavarietyofavailablepositionsthroughoutthecompany.

HowIgottomycurrentpositionMycurrentpositionismy irstjoboutofcollege.IjoinedtheprogramatCardinalHealthimmediatelyaftergraduation.ThebestthingabouttheprogramisthatIgettorotateeachyearforthreeyearstoadifferentpartofthecompany,allwhilefocusingonMarketingasaspecialty.BecauseCardinalHealthissuchalargecompanywithadiversesetofsolutions,eachrotationinthisprogramistrulyunique.Iamcurrentlyinmysecondrotationwithintheprogram.

Professional Life

InternshipsDigitalMarketingInternatColumbiaRecordsinNYC,2012;CommunicationsandMarketingInternatCardinalHealthinColumbus,2013

College Life MinorLegalEnvironmentofBusiness

ExtracurricularactivitiesandleadershiprolesPennStateMockTrialAssociationSmealInnovationandQualityTeamGlobalBusinessBrigades

AnythingelseaboutmeDespitelivingintheheartofBuckeyecountry,IstillmanagetocomebacktoStateCollegeforasmanyfootballgamesasIcan.

MemorableorhelpfulMarketingcoursesConsumerBehavior‐Inmy irstroleoutofcollege,Iwasapartofateamthatwasimplementinganewbrandstrategy.ThiscoursewasendlesslyhelpfulBusinessMarketing‐CardinalHealthismostlyaB2Bcompany,whichcreatesMarketingcomplexities.ThiscoursehelpedmetounderstandhowtheapproachtoB2BMarketingactivitiesshoulddifferfromthoseinaB2Cspace.MarketingStrategy‐BecauseMarketingisn'tjustartsandcraftsandPowerPoints!Marketingisastrategicareaof

focus,notonlyshapingcustomerperceptionsbutalsoillingthesalespipelinewithquali iedleadsandguidingthestrategyofa irm'sofferings.Astrategically‐focusedMarketingorganizationwillutilizetheconceptslearnedinthisclasseverysingleday.

EveryMarketingmajorshould…Findasmanyinternshipopportunitiesastheycan.Notonlyisitinvaluableexperienceandagoldstaronyourresume,butitalsohelpsyoudeterminewhatyouwanttodowithyourcareer.Sometimes,themostvaluableinternshipexperienceisonewhereyoucomeawaysaying"That'snotexactlysomethingI'dliketodointhefuture."Thesetypesofexperienceshelpyounarrowdownyourinterests,pushingyouonestepclosertoyourdreamcareer.

OnethingIwishIknewwhenIwasaMarketingmajor…Marketingisanincrediblydiverse ield!YoucouldworkinMarketingyourwholelifebuthave30differentcareers.Notonlyistherediversityinthetypeofcompanyorindustry,butinthetypeofworkaswell.Withinasingleirmyoucouldbeinvolvedincraftingabrandstrategy,managingaproductportfolio,redesigningthecompanywebsite,marketinganalyticstodeterminetheROIofsalesactivities,managingtradeshowandconferenceactivities,etc.Andwitheachofthesedifferentroles,youwouldstillbeinMarketing!


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Ashlynn Eidemiller (’14) Assistant Brand Manager

Johnson & Johnson Arkansas Brand/Product Management

WhatmyjobentailsAnalytics,strategy,marketingresearch,presentations,negotiations,crossfunctionalcommunication

HowIfoundmy irstjobCareerfairs‐IwenttoeverysingleoneofthemeversinceIwasafreshman.GotasmuchexperienceasIcouldwhenIwasyoungerwhenIwasn'tlookingforanythingelsethantopracticenetworkingandbymysenioryearIgraduatedwithivejoboffers.

HowIgottomycurrentpositionIworkedinPRandMarketingforTurkeyHillDairywhichinvolvedtraveling,consumerinterfacing,andbuildingminisamplingcampaigns;butultimatelyitwasalotofdaytodaybusinessacumenandwasnotwhatIwaslookingfor.Next,IworkedatFongStrategy,amarketingresearch irmnearPSU.Ididalotofrawresearch,coding,assemblingpresentations,environmentalscans,anddatacompilation.Again,wasn'tmydreamtobechainedtoadeskwithalmostnopeopleinteraction.My inaljobwasworkingforJ&Jthroughamarketingco‐op.ItwasthemostamazingexperienceandgavemefaithagaintheIchosetherightcareerpath(whichiswhyIamstillhere).Mybiggestpieceofadviceistryasmanythingsasyoupossiblycanforbetterorforworsebecauseeventhroughmynegativeexperiences,I iguredoutwhoIwasandwhatwasimportanttome.IrealizedIdidn'twanttobeinaplanetravelingallthetimebeingreallyfarawayfrommyfamily;IknewIloveworkingwithpeopleandbeingaleader;Ilovedpresentingandtellingstoriestogetpeopleexcited;Ilikedbuildingstrategiesandmovingallthepiecesaroundtogetafullpictureexcitedmeandbroughtoutmypassion;IalsoknewIlovednumbersbutinthesensethatIlikeunderstandingthe

Professional Life

numbersandagaintellingastoryfromit;IalsoknowIamalittlemessyandIcouldn'thaveajobwhereifImadeatinymistakeIwouldthrowthewholesystemoffandinally;IalsoknewIwantedtobeamentortootherpeopleandhavethatopportunity;andFINALLYIlovedtheideaof"thewin"or"thekill"asinIenjoyedthepsychologybehindbusiness.Iwantedtounderstandpeople,whatmotivatesthemandadaptmyapproachtosellsomethingin.Itwaslikegettingagoalinsportsorahavingbigperformanceinaplay.IknewthatIwasthekindofpersonwhoneededanadrenalinrushandthat'swhyIlovemyjob.Longstoryshortisthatyouneedtotakenotesthroughoutyourlifeandyouneedtotaketimetothinkbeforeyoudecideonapath.Thinkaboutwhoyouareandwhatmotivatesyouanditwillhelpyouunderstandwhatyourcallingis.Minehappenedtobemarketing.IgotmyjobbecauseIcametoworkeverydaypassionateaboutwhatIdid,whoIwasworkingwithandhowIgotitdone(asinhowIchosetointeractwithpeople).PeoplecouldseehowmuchIwasenjoyingmyselfbutalsothatIwaswillingtogoaboveandbeyondforthisjobandothersaroundme.Mypersonalityjustlinesupwithwhatthiscompanystandsforanditwasjusttheright itforme.

College Life AdditionalMajorPsychology

MemorableorhelpfulMarketingcoursesConsumerBehaviorwasprobablymymostimpactfulclassandIalsoreallylikedPsychologycourses.Duetoschedulingnightmaresbecauseofmyco‐opIendedupinalotofclassesthatIwouldn'thaveotherwisechosenbutitwasallthatwasleft.IthinkmybestlearningexperienceshappenedonthejobandthroughmyleadershippositionsinvariousgroupsIwasin.

BeingaMarketingmajorwas…TobehonestmyexperiencewasreallyinterestingbecauseIwasn'tinagreatpositiontochoosewhatIwantedinMarketingbecauseofmyco‐op.Ifellafullsemesterbehindwhichwasunfortunate.Tobefair,mybestmarketingexperiencewasthroughmyco‐opsoitallworkedout.IwillsaythefewclassesIdidtakereallychallengedmythinking,Ienjoyedgroupprojectwork,andIenjoyedpresentations.

OnethingIwishIknewwhenIwasaMarketingmajor…IwishIknewthedifferencebetweenBrandManagement,Sales(B2Bvs.B2C),AgencyJobsandMarketingResearch.Ididn'tfeellikeIgotthefullpictureofeverythingagainbecauseofhowmyclassespannedout.IamthekindofpersonwholikestoknowallmyoptionsbeforeImakeachoice.


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Heather Estes (’04) Director of Creative Strategy

Deeplocal Pittsburgh, PA Digital Marketing

WhatmyjobentailsNewBusiness,Marketing,Strategy,Creative,Copywriting

My irstjoboutofcollegeOutsideSalesatNielsenMediaResearch,Pittsburgh,PA.MyjobwastotraveltoandsignupthehomesthatwereselectedtobeinNielsen'snationaltelevisionratingssample.MyterritoryincludedpartsofPennsylvania,Ohio,andWestVirginia.ItwasapositionIneverdreamedIwouldbeinandwhileIknewitwouldn’tbemylife’scareer,Ididlearnalot.Iworkedfromhomeandmanagedmyownschedule,soIlearnedtobeindependentlymotivated;noonewascheckinginonmedaily.Ilearnedhowtoadaptmysalesmessagetoawidevarietyofpeopleandtothinkonmyfeet.Imovedupquicklywithintheorganization—fromsalesreptotrainerwithinayear,andinmysecondyear,Iwasupforapromotiontoregionalsalesmanager.Ultimately,Iwasofferedaposition(whichIaccepted)ataCarnegieUniversityspin‐outpublishingstart‐upcalledCollegeProwler(nowNiche.com)tobecometheirDirectorofNewBusiness.

HowIfoundmy irstjobMonster.com...IhadtoGoogleitjustnowtoseeifitevenstillexists(itdoes).

HowIgottomycurrentpositionIwasproactivelycontactedbyCollegeProwler’sCEO,whohadcomeacrossmyresumeinPennState’sResumeBook.AcceptingthepositionatCollegeProwlerwasagreatdecisionforme.Workingatasmallstart‐upaffordedmeopportunitiesthatIneverwouldhavereceivedatalargercorporation.Forexample,IcreatedaprogramtoselladvertisingspaceonCollegeProwler’swebsiteandworkedwiththeCEOtoreshapetheirbusinessplan.Itwasenormouslyrewardingtopositively

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impacttheirbusiness.IleftCollegeProwlertojoinateamoffourengineersatDeeplocal,whichiswhereIcurrentlywork.Inmy irstyearatDeeplocal,ourcompanywentfrombeingatinyPittsburgh‐knownstart‐uptoagloballyrecognizedproductioncompany.Weearnedthisglobalrecognitionwhenwecreateda irst‐of‐itskindadvertisingcampaigncalledNikeChalkbot.TheNikeChalkbotwasatweet‐fed,chalk‐sprayingrobotthattookmessagesofhopeandinspirationaboutcancersurvival(submittedbypeopleacrosstheglobe)andprintedthemontheroadsoftheTourdeFrance,infrontoftheriders.TheChalkbotthentookaphotooftheindividualmessage,attachedGPScoordinatesofwhereitprintedinFrance,andsentthecompositeimagebacktotheoriginalsubmitter.NikeChalkbotsweptadvertisingindustryawardshows,winningtheGrandPrixatCannesLions,andbeingnamedoneoftheTop10DigitalCampaignsoftheDecade.Deeplocalnowworksdirectlywithsomeofthebestbrandsintheworld,includingNike,Net lix,Google,andOldNavy.I’montheexecutiveteamandruntheAccountandStrategydepartments.WhatIlookforwhenrecruitingForentry‐level:Anauthentic,well‐writtencoverletter;AstrongGPA;Goodinternshipexperience;Activeinvolvementinextracurricularactivities.

College Life MinorEnglish

BeingaMarketingmajorwas...Agoodchoiceforme.Beingactiveinextracurricularactivities,maintainingastrongGPA,andenteringSchreyerHonorsCollegewerealsofactorsthatcontributedtolatersuccess.Combiningitwithawriting‐intensiveEnglishminorwasalsooneofthebestdecisionsImadeduringcollege.Regardlesswhatjobyouendupdoingaftercollege,it'llprobablyincludesomewriting.

OtheradviceforcurrentMarketingmajorsDon'tsubmitgenericcoverletterstoemployers.Researchthecompanyandtheposition.Knowwhyyouwanttoworkthereandwhatmakesyouunique.Writeanauthenticcoverletterinyourowntoneofvoice.Ifyoureallywantthejob,writeeachcoverletterfromscratch.

OnethingIwishIknewwhenIwasaMarketingmajor…IwishIknewaboutopportunitiesatstart‐upcompanies.

Digital Marketing

12

David Clavens (’10) Product Marketing Manager

Google Mountain View, CA Digital Marketing

WhatmyjobentailsProductMarketingforGoogleDomains

My irstjoboutofcollegeIfoundmy irstjobbeinganAdSalesatGooglethroughpersonalnetworking.AndIlatertransitionedintoMarketing.

InternshipsAmericanEagle,GlobalStrategiesInc.

EveryMarketingmajorshould…Getagroundingindigitalmarketing.

Beingamarketingmajorwas…A lexiblewaytodabbleinallaspectsofbusinesswhilestayingtruetomyentrepreneurialandcreativeleanings.

OnethingIwishIknewwhenIwasaMarketingmajor…DeeperinsightsintohowactualmarketingwasdoneacrossTechandCPG.

OtheradviceforcurrentmarketingstudentsGetinvolvedwithmarketingoutsideoftheclassroom.Makesureitisreallyyourcallingbeforeyoucommittoit.Thejobmarketistoocompetitivetobe50%intowhatyou'redoing.

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College Life

Digital Marketing

Ally Greer (’12) Content Marketing Manager

6sense Insights San Francisco, CA Digital Marketing

WhatmyjobentailsContentmarketingstrategyandimplementation.

My irstjoboutofcollegeMy irstjoboutofcollegewasacommunitymanagerpositionatScoop.it,aSanFrancisco‐basedstartupwithwhomIinternedduringmysenioryearthroughaprogramcalledIntrax.Thepositionentailedalotofsocialmediawork,aswellascustomersupportandcontentmarketingactivities.ImovedtoSanFranciscoforthispositionaboutthreeweeksaftergraduating,notknowinganyoneatall.IendedupstayingatScoop.itforthreemoreyearsbeforeIdecidedtomoveonto6sense.ItwasanextremelyuniqueexperiencetobeapartofacompanyattheverybottomandtrulymakeanimpactwitheverythingIdideachday.

HowIfoundmy irstjobIfoundmy irstjobthroughaninternshipthatIsecuredviaIntrax,anagencythatIdiscoveredataSmealStudyAbroadfair.

HowIgottomycurrentpositionDuringmythreeyearsatScoop.itaftercollege,Iwaspromotedfromcommunitymanagertodirectorofcommunity&content.IthelpedthatIwasapartofaverysmallteamandverydedicatedtotakinginitiativeandlearningnewthingsonmyownthatwouldhelpmewithmyjob.Afterbuildingsomewhatofanameformyselfinthecommunityandcontentindustries,Iendedupbeingapproachedbyothercompanieswhenitwastimetomakeachange,ratherthanhavingtosearch.Itfeltkindofgreat!

Professional Life

13

Kara Jewell (’14) Strategy & Analytics Consultant for Interactive Experience and Mobile

IBM New York City, NY Digital Marketing

WhatmyjobentailsAdvisingclientsonstrategyandtransformationintheinteractiveexperienceandmobilespace.

HowIgottomycurrentpositionIbeganacareerinconsultingonOctober2014.Mypastworkexperiencesprimarilypertaintotheretailindustry,management,andmediaandentertainment.TheseincludeworkingatNordstromandMacy's,anOrthopedicpractice,ClearChannelCommunications,andRiveraOneduringtheCannesFilmFestival.TheseinternshipsandjobshavebeenenrichedthroughmanyleadershipopportunitieswhilebeingastudentatPennsylvaniaStateUniversity.

WhatIlearnedaboutapplyingforjobsGettingtheinterviewBespeci icwhentalkingtorecruiters.Knowtheopportunitiesthattheyarerecruitingspeci icallyandspeaktowhyyouarea itforTHATrole.Iftheyarenotrecruitingforaroleyouwant,youcanmentionaninterestinthisroleandaskiftheyrecruitorcouldreferyoutoappropriaterecruiter.

TheinterviewWhengivenabehavioralinterview,don'tforgettoanswerthequestionFULLYusingtheSTARRModel(Situation,Task,Action,Result,Re lect).Youshouldknowwhat'sgoingonatthecompany....maybetheCEOjustdidtheQ4reporttoshareholders.IalwaysdoaGooglenewssearchforthecompanyandtheindustryasawhole.Behonestandspeaktotheskillsandexperiencesyouhavethatarerelevanttotherolebutalsowhatyoucouldbringthatisdifferent.Listentotheinterviewerandpickuponcontextclues.IrecentlyhelpedwithinterviewshereatIBMandsomeofthefeedbackwasthatwhenintervieweeswereaskedtowalkthroughtheirresumes,theywentonway

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toolong.Thinkofawalkthroughlikeanextendedelevatorpitch.Becon ident,butnotarrogant.Amanagerofminegavemegreatadviceonbeingnervousduringaninterview.HetoldmethattheinterviewerWANTStolikeyouandseeyouasa it.ItmakesTHEIRjobthatmucheasier.Goingintoaninterviewwiththatmindsetisalotlessintimidating.Granted,theystillwilltestyourknowledgesobeover‐prepared.

"Askforthejob"Noonegetsanythingwithoutexpressinginterest.Makethemknowthatyouwantthisjob,thatyou'recommittedtothecompaniesvaluesandtotheposition.Companiesoftengetratedontheiracceptanceratefromrecruits,sothemknowingyouareveryinterestedincreasesthechancesofanoffer.

AftertheinterviewAlwaysaskforbusinesscardorattheleasthowtobestcontacttheminthefuture.Saythankyou!Thisiscritical.Don'twaitmorethantwodays.Thethankyounoteshouldincluderelevantdetailsaboutyourinterview.REMINDthemwhyyouarea itandanyconversationthatwasadifferentiator.Sometimesformethismayincludeaskill,reasonIama itandthensomethingmorepersonalthatcameupduringtheinterview.Also,IthinkabestpracticeistohaveanExceldocumentwitheachcompanyyouhavespokenwith,therole,keycontactsandatrackerforyourcommunicationwiththem.Youneverknowwherelifewilltakeyousomaintaingoodrelationshipswitheveryrecruiter.

IngeneralBerealistic...your irstjobmaynotbeyourdreamjobbutyouhavetostartsomewhere.Focusonwhatyoudowellanddoitbetter.Identifylearninggapsandteachyourselfnecessaryskills.BehappythatyouchoseMarketing!Itisagreat ieldtobeinwithmanyopportunities.Also,payingattentiontoyour ieldofinterestmaybehelpfulwheninterviewingwithcompaniesastheyallarealsopayingattentiontothisareaofgrowth.

College Life AdditionalMajorPublicRelations

HowImetmyclosestfriendsatPennStateThroughAlphaPhiSororityandTHONCommittee.

MemorableorhelpfulMarketingcoursesMarketing330andMarketing445.

OnethingIwishIknewwhenIwasaMarketingmajor…ThereisSOmuchopportunityinthemajor.Ialmostchangedto inanceatapointnotbecauseofpassion,butbecauseof'perception'.Thisiswrong.Bethepersonwhochangesthisperception.Followwhatcompaniesaredoingwithmarketing‐innovation,transformation,digital,mobile,salesandthinkthroughwhatisgoingwell,whatcouldbeimprovedandwhereindustry/trendsaregoing.

Digital Marketing

14

Megan Leen (’15) Assistant Digital Media Planner

ZenithOptimediaNew York City, NY Digital Marketing

WhatmyjobentailsPlanningandbuyingdigitalmediaforJPMorganChase

HowIgottomycurrentpositionIledgroupprojects,heldapositioninmysorority,andwenttoallrelevantjobfairs.IfoundthisjobattheSuccessintheCityeventheldeveryyearinNewYorkCitywiththeCollegeofCommunications.Thisismy irstjoboutofcollege.

Professional Life

College Life MinorInternationalBusiness

BeingaMarketingmajorwas…Challengingbecauseofthegroupprojects.However,throughoutyourcareeryouwillworkonteamscontinuouslysothisisimportantexperience.

EveryMarketingmajorshould…Alsoattendthecommunicationschoolcareerfairs.Sinceourmarketingfairsfocusonsalesandhavenoadvertisingcompanies,youcouldmissanopportunity.IfIhadn'tgonetotheSuccessintheCityevent,IwouldnothavethejobIhavetoday.

OtheradviceforcurrentMarketingmajorsDon'tbeafraidtoreachouttoanyoneyouknowtosecureaninterview(withtasteofcourse).Thatcouldbethedifferenceofyouhavingajob.Itisveryimportanttoputyourselfoutthereinanywaypossible.Donotrelyononlineapplications!Havinganinpersonopportunityatajobfairisgolden.

Digital Marketing

15

Andy James (’03) Sustainability Manager

New Pig Course Author and Instructor

Penn State University Warriors Mark, PA Marketing Analytics

WhatmyjobentailsVersatilityanddrive.Therearetremendousopportunitiesforgrowthandinnovationrightnow.Itrequiresaveryentrepreneurial/intrepreneurialslantandbeingwillingtocreateanddestroysomethinginthesameweekforthesakeoflearning.AsIwritethis,IamactivelyworkinginAdobeIllustrator,AfterEffects,Photoshop,aCSScodepanel,aGISsuite,amicrosite,andGoogleAdwords.Why?Alltobeabletoquicklytestaconceptinthemarketandadaptquickly.

My irstjoboutofcollegeAsaResearchAnalystwithOlsonZaltmanAssociates,asmall,cutting‐edgeresearchconsultancybasedoutofBoston.Iwasoneoftheir irsthiresatthetime,andhadtheprivilegeofworkingwithJerryOlson(ProfessorEmeritus,PennStateUniversity)andGeraldZaltman(ProfessorEmeritus,HarvardUniversity).Couldnothaveaskedfortwomorethoughtful,innovativementors.Inanygivenmonth,Icouldhavebeendoing ieldworktounderstanddoctors'thoughtsandfeelingsonahealthyheart,'breakingapartthecuesforaSuperBowladanimatic,orcreatinganewvisualizationofatopic.Iwasthereforsevenyears,andworkeddirectlywithsomeoftheworld'sforemostbrands,includingAudi,Harley‐Davidson,PepperidgeFarm,MillerBrewing...andalittleindustrialbrandwithacultfollowing,NewPig.MylastrolewouldbeasSeniorResearchManagerandDirectorofConceptDevelopment.

HowIgottomycurrentpositionIleftOlsonZaltmantobecomeNewPig's irstBrandManager,whichisabituniquefora25yearoldcompanywithaverypowerfulbrand(Iwasleadresearcherandanalystfortheirprojects,soIknew irst‐hand!).Iheldthatrolefor5years,anddideverythingfromrebuildingthemessagingandtaxonomyfor4,200products,to

Professional Life

reworkingthecatalog,tohelpingarchitectin‐housework lowsoftwaretocontrolcustomer‐facingassetsandmessagesef iciently.Icametotherealizationthatsustainabilitywasatremendousopportunityforbothourcompanyandourbrand,andItookonthepositionofSustainabilityManager,aswellasPublisheroftheWasteMinimizationForumandhelpingtoleadournewsustainabilitygrantinitiative.Itgavemeagreatopportunitytodigin,researchandhelpframenewinitiativesandventuresfromliterallythegroundup.TakingablankpageandcreatinganewbusinessconceptissomethingIgreatlyenjoy.That'salsowhyIamalsowritingBA850,SustainabilityDrivenInnovation,hereatPennState.Ilovesustainability,Ilovebrandingandmarketing,andIloveeducation…andwherethosethreelovesconvergeisinthiscourseandwhatIdoeverydayatNewPig.

College Life

EveryMarketingmajorshould...Pushthemselvestobecometheirownmarketingunit,tounderstandnotonlythe"whats"ofmarketing,butthe"whys"andthe"hows."Forexample,todotheirjob,everyBrandManagershouldbeabletodesignandwriteads.Untilyougothroughtheentireprocessyourself,you'renotgoingtobeaseffectiveworkingwithpartnersoradagencies.Itwillnotonlygiveyouagreaterappreciationfortheentireprocess,butitwillallowyoutocreateandmanagemoreeffectively.

OnethingIwishIknewwhenIwasaMarketingmajor…Howincrediblydiversethe ieldis.Therearemany,manyfacetswithinMarketing,andyoucanmakealivingspecializinginanygiventinyniche.Or,youcandowhatIlove,whichiscombiningpiecesofitalltobecomesomewhatofaroguemarketer/designer/brandmanager/entrepreneur,allinone!

OtheradviceforcurrentMarketingmajorsDon'teventhinkabouta"dreamjob"untilyou'vegottena"job"...I'veknownmanypeoplewhothoughttheyweregoingintoa"temporary"positionwhohaveloveditandprogressedtremendously,andviceversa.Getintoanorganization,lookforopportunity,listen,and indamentor.

CampusIstartedatAltoona

MyinvolvementinPSMAIwasamemberasastudent,andwasinvitedbackquiteafewtimestospeakonmyroleasabrandresearcheratthetime.LittledidIknowthatIwouldmeetthewomanwhowouldlaterbecomemywifeataPSMAmeeting!

Marketing Analytics

16

Melissa Schipke (’09) Co-founder

Tassl Camden, NJ Marketing Analytics

WhatmyjobentailsIamcurrentlyrunningmyowntechnologycompany.Weareindevelopment,soIspendmostofmytimedevelopingourproductsandgotomarketstrategies.

HowIgottomycurrentpositionInMayof2014,IleftAltria, inishedmyMBAfromRowanandstartedmyowntechnologycompanydevelopingmobileappsandsoftwarethatmeasureuserengagement.

My irstjoboutofcollegeIstartedmycareerwithAltriaGroupasaTerritorySalesManagerlearningtheinsandoutsofB2Bmarketingandsales.Ifoundmy irstjobthroughnetworkingwithPSMAandtheCorporateAssociates.

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MyinvolvementinPSMAIwasactivelyinvolvedasamemberduringfreshmanandsophomoreyearsasapartofmanyofthedifferentdivisions.IalsoworkedontheAMATradeShowexhibitallfouryearsofcollege.DuringmyjunioryearIwastheVicePresidentofPSMA,andPresidentduringmysenioryear.

EveryMarketingmajorshould...Mastersales!Personalsellingandsellingproductsandservices.Understandhowtoadjustyoursellingstyletomeettheneedsofthecustomers.

Marketing Analytics

17

Stephanie H. Phillips (’11) Senior Digital Analyst

Moxie Atlanta, GA Marketing Analytics

WhatmyjobentailsPullingdatafrommultipledatasourcesandcompiling/cleaningittobeusedinformatively.Fromthedatacollection,Ithencreatevisualizationsandcreatestoriesofperformance.Ireportouttomyclientonwhatworked,whatdidn'twork,whileprovidingactionableinsightsonhowtoimprovemovingforwardacrossallcampaignsandsite‐sideexperiences.

My irstjoboutofcollegeMy irstjobwasaninternshipforLivingSocialinWashington,DC.Ithinkthisisagreatoptionforgraduatingstudentsiftheyarelookingtobreakintoanyindustrytheymaynothavedirectexperiencein.Additionally,itwastheintroductiontoanalytics,acareerpathIfoundIreallyenjoyedandessentiallywasthebuildingblockformycareerpathtothisday.Iwouldnothaveknownaboutthesetypesofroleshaditnotbeenforthisposition.ItwasnotthetraditionalmarketingroutethatIthoughtIhadtotakeandwhilescarysigningupforonlyaninternship,butIwasabletohaveitrollintofulltimeandgotexperiencesandinsightsthatIcan'tputadollarpriceto.Iwouldsaytoanygraduatingseniorsthatthereisnoshameintakinganinternshipfollowinggraduation.Itisverydif icultto indafulltimeroleupongradating,andsometimeswhenadoorisclosed,youmustgothroughawindow!

HowIgottomycurrentpositionAsthesayinggoes‐itis"allwhoyouknow."FollowingmyjobatLivingSocialpostgraduation,Iwaslaidoffaboutayearintotheroleasthecompanywasastartup.However,IsetthefoundationforthecareerpathIwasinterestedin.IgotmytoeswetinanalyticsduringthattimeandknewIwasreallypassionateaboutit.Also,knowingIwasverycuriousabouttheadvertisingindustry,Ipursuedarolewithinanalyticsandtheadvertisingindustry.IleverageLinkedInandlandedmy irstreal

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entrylevelpositioninanalyticsforanadvertisingagencycalled22squared.IgottheinterviewsimplybymessagingthehiringdirectorthroughLinkedInwithasimplebutsweetmessage"IthinkI'dbeperfectfortherole!"andwiththat,grantedtheinterviewandeventuallyhired.TherolerequiredmetomovetoAtlanta,anditendedupbeingthebestdecisionIevermade.Duringmytimeat22Squared,IbecameveryclosewithmyVicePresidentofanalyticsinadditiontomydirectboss.Fastforwardtwoyears,myVicePresidentofanalyticstookaroleastheSeniorVicepresidentofAnalyticsatMoxie,wheremycurrentroleiswith.Followinghermove,shequicklyrecruitedandhiredmeatMoxieknowingmyworkandhavinggottentoknowmepersonallyforafewyearsprior.Youjustneverknowwhatdoorswillbeopenedtoyouorhow"whoyouknow"or"whoyoumeet"willchangethedirectionofyourcareerpathorlife.Takeallopportunitiesseriously‐anduseLinkedIn!

College Life MinorsInternationalBusinessandEngineeringEntrepreneurship

ExtracurricularactivitiesandleadershiprolesWomeninBusiness;THONcommitteememberforall4years;Studyabroadexperience

BeingaMarketingmajorwas...Awesome!Havingagoodknowledgebaseinbusinesshasreallyhelpedmenavigatethroughmycareerandthefundamentalsofhowcompanieswork.Additionally,Igotexposuretootherfacetsofbusinessthroughthismajor( inance,accounting,supplychain,etc.)inadditiontolearninghowtomarketbrands.Ithinkthisisuniqueforthemarketingmajorespeciallywhen indingjobsbecauseessentially,thepracticeoflookingforjobsisallhowyoumarketyourself!Fundamentally,youaresellingyourindividualbrand.Lastbutnotleast,marketingencompassessomanydifferenttypesofmarketingareas.Thereisalotyoucandowithyourdegreeversusbesegmentedintoonlyoneaspectofbusiness.

OnethingIwishIknewwhenIwasaMarketingmajor…TherearevirtuallySOmanydifferentdirectionsyoucantake.Youjusthavetoexplore.ButIwishIknewjusthowmanydifferentoptionstherewerewithmydegree.IalsowishIknewpriortomygraduatingwhichcareerpathsviamarketingareconsidered"hot"orgrowing.Ithinkitisalsoimportantwhenchoosingmajorstonotonly indonethatyouenjoy,butonethatisalsoindemandwithnumerousopportunitiesavailable.MarketinganalyticsistheoneIhavefound,butthereisneveralackofcareeroptions!

Marketing Analytics

18

Brandy Cohn (’13) Business Analyst

Deloitte Consulting Philadelphia, PA Marketing Analytics

WhatmyjobentailsGeneralManagementConsulting.Iamabusinessanalyst,whichistheentrylevelroleforDeloitteConsulting'sStrategyandOperationspractice.

HowIfoundmy irstjobAppliedonNittanyLionCareerNetwork!

HowIgottomycurrentpositionWhilethisismy irstrolepost‐graduation,my irmconsidersinternships/co‐opstobeofgreatimportanceindevelopingstudentsprofessionally.De initelytakeonthoserolesifyouwantagreatjoboutofcollege.Also,makesureyouare indingleadershipopportunitiesinyourextracurricularactivities,aswellaskeepingupwithyourschoolwork.GPAisthe irstthingweconsiderduringrecruiting‐ifyoudon'tmeetthethreshold,youlikelywon'tgetaninterview.

InternshipsGfKCustomResearch,MarketResearchIntern,Johnson&Johnson;AveenoGFOBrandManagementCo‐op;AdvertisingIntern,SignatureCommunications;MarketingandSpecialEventsIntern,PhiladelphiaMagazine

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College Life AdditionalmajorandminorAdvertisingmajor,InternationalStudiesminor

ExtracurricularactivitiesandleadershiprolesPhiGammaNuProfessionalBusinessFraternity,TheDailyCollegianBusinessDivision—CreativeDept.PennStateHillel

BeingaMarketingmajorwas…Greatforpracticingcreativityandgaininggroupprojectexperience.

EveryMarketingmajorshould...LookoutsidethosejobsonlyofferedattheMarketingcareerfair.Therearemanyother,notstrictly"marketing"opportunitiesoutthere,likeconsulting,thatstillutilizestheskillsyou'velearned.

OnethingIwishIknewwhenIwasaMarketingmajor…Youneedwaymoretechnicalskillsoutintherealworld.Doublemajoringorminoringinsomethingtechnology‐relatedlikeISTwouldhavebeenextremelybene icial.

OtheradviceforcurrentMarketingmajorsDon'tgetinyourownwaybyignoringtherolesthatyoudon'tknowabout.Anddon'tbeafraidtogainexperienceatsmallercompanies.

Marketing Analytics

19

Kesha Mejeritski (’09) Merchandise Planner

Dick’s Sporting Goods Pittsburgh, PA Retail and Merchandise Management

WhatmyjobentailsFinancialpartnerofthebuyerfocusedonmanagingopen‐to‐buyandpre‐seasonplansforaccessoriesbusiness.

HowIfoundmy irstjobThroughSmealCareerCorporateServicesandPSMAcorporatepartners

HowIgottomycurrentpositionIcompletedMerchandiseTraineeprogramafterIspenttwoyearsindifferentAssistantBuyerrolesandthenwaspromoteddirectlytoplanner.First18monthsasplannerIfocusedonstrategic/locationplanningfornewNikeshopdoors,thenImadealateralmovetothecurrentMerchandisePlanningposition.

InternshipsSophomoreYear‐LogisticsAnalystAlleghanyTechnologiesInternJuniorYear–Allocation&ReplenishmentAnalystInternatDick’sSportingGoods

Professional Life

College Life MinorSupplyChain,BusinessLaw

MyinvolvementinPSMADirectorofSportsMarketingDivisioninjunioryearandVicePresidentinsenioryear

Retail and Merchandise Management

20

Stephen Kingsbury (’12) Store Manager

Kohl's Department Stores Doylestown, PA Retail and Merchandise Management

WhatmyjobentailsIamresponsibleformanagingastaffofover100associates.Ihavethreeassistantmanagersthatreporttomeandmymainresponsibilitiesaretooverseeandmanagestoreworkloadincludingmerchandisepresentationandsets,customerservice,associateengagementandretention,andsalesofallstoredepartments.MyfavoritepartofmyjobisthepeopleIgettoworkwith.Everyonehassuchdiversebackgroundsandexperiences,anditisalwaysfunto igureouthowtomotivatemyteamtocontinuetodrivegreatresults.Iamalsoresponsibleformaintainingacleanandsafeworkenvironmentforcustomerstoshopinandforemployeestoworkin.

My irstjoboutofcollegeManagerinTrainingatKohl'sDepartmentStores

HowIfoundmy irstjobIutilizedeverytoolthatPennStateandtheSmealCollegeofBusinessofferedmeinordertoobtainmy irstjob.IwenttotheSmealandPennStateCareerServicesCentertomeetwithcounselorstodiscussmyfutureandpersonalcareeraspirations.Ialsotookadvantageofresumeworkshops,andcontinuedtonetworkwithprofessorsandcompanyexecutivesthatIhadbeenexposedtothroughclassroomvisits,aswellasPennStatesponsoredeventsanddiscussions.

HowIgottomycurrentpositionAfterIgraduatedfromSmealandtheSchreyerHonorsCollege,my irstrolewaswithKohl’sDepartmentStoresasaManagerinTraining.Ibeganinastoreclosetomyhomeandtrainedfor15weekstolearneveryaspectofbecominganAssistantStoreManager.IthenwaspromotedtotheroleofAssistantStoreManageroftheChildren’sClothing,Footwear,andHomedepartmentsintheKohl’slocatedin

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Lansdale,PA.Iworkedinthatroleforapproximatelyayearandahalf.IwasthenpromotedtotheroleofAssistantStoreManagerofHumanResourcesandOperationsinFlemington,NJ.Iworkedinthatroleforayearandthreemonths,whenIwasthenpromotedtotheStoreManageroftheKohl’sinDoylestown,PA.ThroughoutmyentirecareerwithKohl’s,Ihavealwayscontinuedtonetworkwithupperlevelmanagersandexecutivesandcontinuedtotakeadvantageofeverydevelopmentalopportunitygiventome.IalsoenjoycomingbacktoPennStatetorecruitnewinternsandfulltimeexecutivesforKohl’s.IbelievethatoneofthebiggestfactorsofmycontinuedgrowthwithinKohl’shasbeenthefocusthatIhaveputonpersonalgrowthanddevelopment,andmywillingnesstolearnfromeverypersonIhavecomeincontactwith,whetherthatbeaparttimeassociate,mymanager,oracustomer.

WhatIlookforwhenrecruitingIlookforacandidatethatiswellspokenandiscon identintheirownexperiencesandabilities.IalsolookforthecandidatetoaskmequestionsaboutmypersonalexperiencesandwhyIliketheroleIaminorformoreinformationaboutthepositionthecandidateisapplyingfor.Candidatesmustshowknowledgeofthepositiontheyareapplyingforbutmustalsogotheextrasteptoconnecttheirpersonalexperiencesandabilitieswiththejobquali icationsandarticulatehowtheyfeeltheywouldbeagood itfortherole.

College Life MinorPsychology

EveryMarketingmajorshould…Takethetimetogettoknoweachoftheirprofessorsonapersonallevel.IhadtheopportunitytogettoknowmanydifferentfacultymemberswhileatPennState.Takingtheextratimetogettoknowthemduringtheirof icehoursallowedmetodobetteracademicallyonmycourseworkaswellasbuildaprofessionalnetworkoffacultymembersthatIcouldconsultandgainadvicefromduringmyfulltimejobsearch.

OtheradviceforcurrentMarketingmajorsBecon identinyourabilitiesinexperiences.SomanystudentsItalktotodayfeelthatthereissomuchcompetitioninthejobmarketandfeeldefeatedbeforeevenstartingtheprocess.Also,asaPennStateAlumnus,IunderstandhowtheSmealeducationexperiencepreparesyoutosucceedintheprofessionalworld.Doyourresearch.Takethetimetolookforandapplyforajobyoutrulywant.Itisveryeasyforanemployertotellifyoureallywantaroleornot.Also,practiceinterviewing,alot!Themorepracticingyoudo,theeasieritwillbeandthemorecon identyouwillfeelwhenhavingtointerviewwhenthepressureison.


21

Emily Jaroszewski (’12) Senior Allocation Analyst

TJX Companies Boston, Massachusetts Retail and Merchandise Management

WhatmyjobentailsAnalyzesalesdataandmarkettrendstodevelopshippingstrategiesthatwillbuildpro itablesales.

My irstjoboutofcollegeDirectlyoutofcollege,IworkedforTargetasanExecutiveTeamLeader.IwasworkingasanassistantmanagerinoneofTarget'sretailstoresinthePittsburgharea.Mydailyresponsibilitiesincludedmanaging20‐60teammembers,ensuringdaytodayoperationswerecompleted.Ialsodirectlysupervised5teamleadersthateachoversaw5‐10teammembers.Everydaywasalwaysanewchallenge,andInevergotbored!Itwasateamenvironmentandgreatbeingabletointeractwithcustomersdirectly.

HowIfoundmy irstjobItookatwocreditcareerplanningclass,andthroughthisclasshadamockinterviewwithTarget.Afterthisinterview,TargetaskedifIwasinterestedinthepositioninreality.Iagreedtocontinueinterviewingfortheinternshipandlaterwashired!AftermysummerinternshipIwasofferedafulltimepositionwithTarget,andIaccepted.

HowIgottomycurrentpositionAfter18monthsatTargetIdecidedthatretailmanagementwasn'tthecareerIwanted.Istilllovedtheretailindustrybutwantedacareerthatwasmorebehindthescenesanddealtwithplanningthecompanyonmoreofamacrolevel.IsearchedontheAlumniCareerboardsandfoundanopeningatTJX.Afterreadingaboutthemerchandisingprogram,whichisbuilttodevelopbuyers,Ibecameveryinterestedinthepositionandinaroleinplanning/buying.Althoughthejobwasfarawayfrom

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homeinPittsburgh,IdecidedtomakethemovetoBostonandstartanewchallenge.I'mgladItooktherisk!

InternshipsExecutiveTeamLeaderInternshipatTarget

WhatIlookforwhenrecruitingPositiveattitudeandcon idenceinspeakingtoyourresume.

College Life MinorPsychology

OtherMajorsIconsideredAdvertising,PublicRelations

ExtracurricularactivitiesandleadershiprolesIwasaSmealStudentMentorandIalsoparticipatedinseveralactivitiesandfundraisersatPSMA.

HowImetmyclosestfriendsatPennStateImetmyclosestfriendsatPennStatebytakingadvantageofnewopportunitiesbeingopentomeetingnewpeople.

MemorableorhelpfulMarketingcoursesAdvertising

BeingaMarketingmajorwas…Challengingbutfunthroughmanyteamexercisesandcreativeprojects.Itwasgreathavingsmallerclasseswithfamiliarclassmatesthatwerefacedwiththesamechallenges.

EveryMarketingmajorshould…Beopentonewpeopleandnewideas.Also,alwaysspeakupanddon'tbeafraidtovoiceyouropinion!

OnethingIwishIknewwhenIwasaMarketingmajor…Networkingisveryimportant;notonlyincreatingnewrelationships,butalsoinmaintainingthem.

OtheradviceforcurrentMarketingmajorsDon'tpigeonholeyourselfintoonecareerpath‐beopentonewideas.


22

Caroline Fitzgerald (’12) Sales Promotion Marketing Coordinator

Kohl’s Department Stores Menomonee Falls, WI Retail and Merchandise Management

WhatmyjobentailsCreatingcompany‐widemarketingplansforkeysaleseventsandpromotions.

My irstjoboutofcollegeIstartedmycareerwithKohl'srightoutofundergradintheirManagerInTraining(MIT)program.Thisprogramtaughtmetheinsandoutsofrunningamajordepartmentstoreandpreparedmeforastoreleadershiprole.Overthenextfewyears,IheldtwoprogressivemanagementrolesintwoKohl’slocationsinPittsburgh.Ioversawbusinessesthatamountedto12milliondollarsinsalesannually,whileleading7directreportsandateamofover100+associates.Theseroleshonedmyleadershipandmanagementskillsandgavemeaveryadvancedlevelofexperienceveryquicklyinmycareer.

HowIfoundmy irstjobIwasfortunateenoughtoconnectwithKohl'sthroughPennState,throughnetworkingandattendingKohl'ssponsored‐eventsatSmeal.ItwasbecauseoftheKohl's—SmealpartnershipthatIwasabletoinquireabouttheKohl'sStoreManagementInternship,andultimatelyjointheKohl'steam.

HowIgottomycurrentpositionAspartoftheMITprogramatKohl’s,IparticipatedinaprojectcompetitionwhereIwastaskedwithcomingupwithanideathatwouldimproveanyaspectofKohl’s.KnowingthatIwasultimatelyinterestedinamarketingcareer,IchosetodevelopastrategyforimprovingKohl'ssocialmediaeffortsthroughthewebsitePinterest.Iadvancedthroughtheranksofthecompetitionandindoingsohadtheopportunitytopresentmyideasfortop‐levelKohl'sexecutives.AfewmonthslaterwhenanopportunitybecameavailableintheKohl'sMarketingDepartment,the

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leadersthatImetthroughthiscompetitionwentaboveandbeyondtosupportmydesiredcareermovetotheCorporateOf iceinWisconsin.BecauseIsawtheprojectcompetitionasanopportunityratherthanaburden,Iwasabletobuildrelationshipsthatwouldultimatelyenablemycareerswitchfromstoremanagementtopromotionalmarketing.

College Life AdditionalMajorWomen’sStudies

ExtracurricularactivitiesandleadershiprolesMerchandiseOverallChairperson,2011;PennStateDanceMarathon,LionAmbassadors,Women'sClubBasketball,ResidentAssistant,Triota,Women'sStudiesHonorSociety

MemorableorhelpfulMarketingcoursesMKTG422‐AdvertisingandSalesPromotionManagementMKTG301H‐PrinciplesofMarketingMKTG450W‐MarketingStrategy

BeinganMarketingmajorwas...…inretrospect,anaccuraterepresentationofwhatit’sliketobeaMarketingprofessional.The4yearsofrigorousMarketingclassesItookwhileatSmealmaketheMarketingplansandpromotionsIworkoneverydayseemlikesecondnaturetome.

OnethingIwishIknewwhenIwasaMarketingmajor……justhowimportantitistogroundmarketingdecisionsinanalyticsandcustomerinsights.Therealityisthatinthebeginningofyourcareer,youprettymuchknownothing.Oratleast,that’showyourleaderswillseeyou.Whentaskedwithyour irstproject,makesureyouarebackingupyourrecommendationsandideaswithfactsand igures.Getinthehabitofdoingthisnow,andcarryitwithyourthroughoutyourentirecareer.Itisaskillthatwillalwaysberelevant.

OtheradviceforcurrentMarketingmajorsDosomeprofessional“soul‐searching”nowtodeterminewhatkindofmarketingyouwanttodo,andwhatkindofcompanyyouwanttoworkfor.AreyouinterestedinEventMarketing?CommunityOutreach?BrandManagement?MarketingAnalytics?Doyouwanttoworkforapubliclytradedcompany?Anon‐pro it?Whataboutbigorsmall?Thesearequestionstoasknowsoyoucannarrowdownyourjobandinternshipsearch.Askthesequestionsearly,andaskthemoften,becausemarketingisdifferentforeverypersonandeverycompany,andisconstantlyevolvingforboth.Thesooneryou igureoutwhatitmeanstoyou,thesooneryoucanstartmakinganimpact.


23

Quamayne Rocky Collins (’14) Assistant Buyer

American Eagle Outfitters New York, NY Retail and Merchandise Management

WhatmyjobentailsSelectinganddevelopingproductsandstylesthatwewillsellinourstoreswithintheU.S.,Canada,andalsoontheInternet.

HowIfoundmy irstjobCareerfairandnetworking

HowIgottomycurrentpositionTheismy irstjoboutofcollege.AndIgotthispositionbecauseItookamerchandisinginternshipthesummerbeforemysenioryear.

InternshipsMerchandisingatAmericanEagleOut itters;MarketingatOwens&Minor;andCommunicationsatPennStateAthleticCommunications

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College Life


AdditionalMajorB.A.PublicRelations

ExtracurricularactivitiesandleadershipRolesKappaAlphaPsiFraternityandasaProjectManagerinPSMA

OnethingIwishIknewwhenIwasaMarketingmajor…Thatit'snotgoodenoughtohaveexcellentgrades.Youneedasmuchhands‐onexperienceaspossiblethroughinternships,campusorgs,personalpassionprojects,etc.Don'tbeafraidtotakecoursesthataretotallyunrelatedtomarketing/business.Explore!Becomewell‐roundedwithyourpassions.

24

Nakeia Drummond (’04) Business Owner

Blanc Blouse and NLD Strategic Baltimore, MD Consultative Selling

WhatmyjobentailsDaytodayprojectmanagement,strategicplanningandimplementation,sales,advertising,marketing,businesswriting

My irstjoboutofcollegeAnalystatAccenture(technologyandbusinessconsulting)inPhiladelphia.IfounditthroughPSUoncampusinterviews‐therewasanonlinesystemwherecompanypro ileswerelistedandstudentscouldresearchcompaniesandsignupforoncampusinterviews.

HowIgottomycurrentpositionAfterAccentureIdecidedtoteach.IenteredanalternativecertprogramsimilartoateachforAmericabutforcareerchangers.Itaughtfor2yearsandthenbeganworkingonthebusinesssideofeducationfortheschoolboardinseveralroleswhereIwasabletocombinethebusinessskillsIhadacquiredwithpedagogy.Afterseveralyearsintheschooldistrict,Idecidedtoleavetobeginmyownconsultingpracticewhichhasfreeduptimeformetoworkonmyblouseline.TheblouselineIbeganbecauseIhavealwayshadaloveforfashionandbusiness.So,I'mfollowingmypassionandusingtheskillsI'velearnedalongthewaytogrowmyline.Projectmanagementhasbeenthebiggestassettomycareerthusfar.

Professional Life

College Life EverythingMarketingmajorshould…Havea10yearplanandunderstandthatitwillprobablytakeaboutthatlongandmaybeadditionalschoolingtolandintheplacetheyareenvisioningnow.

Consultative Selling

25

Bobby McConnell (’11) Account Executive

Memorable Entertainment Television New York City, NY Consultative Selling

WhatmyjobentailsTVAdvertisingSales,managingthesalescyclefromstrategy,prospecting,andcreatingpresentationstopresentingtobuildingmediaplanstoexecutingmediabuys,deliveringpost‐salesserviceandgrowingaccountsandagencybusiness.

My irstjoboutofcollegeAccountServicesRepresentative,ESPN(TheWaltDisneyCompany),NewYorkCity,Sports/TVAdSales.MyjobwastohelpexecuteallpostsalesserviceandaccountmaintenanceforESPN'sadvertisers.ResponsibilitiesincludedbookingTVinventory,daytodaycommunicationwithadvertisingagencies,andhandlingallgeneralrequestsfromassignedagencies.Additionalbene itsincludedticketsonoccasion,entertainingclients(dinner/lunch/events),Disneybene itsincludedParksPass+3,discountsatamusementparks,etc.

HowIgottomycurrentpositionIgotmycurrentpositionthroughnetworkingandhardwork.IgotmyjobatESPNthroughEricJohnson,EVPAdSalesatESPN.IgotincontactwithhimthroughPSMAandaSportsSpeakerConferencewewerehostingin2009.Iwasabletonetworkandgeta30minutemeetingwithhimSophomoreyearinNYCwhereIlearnedalotaboutESPNandtheiradsalesinitiatives.IcontinuedtostayintouchwithhimwhileinterningforasportsradiostationinBostonandthePhiladelphiaEagles(bothappliedonthewebsitewithnoconnections).Aftergraduationin2011,ImonitoredESPN'sjobsiteandwhenIfoundanAccountServicesRepjob,Iemailedhimandaskedifheknewthehiringmanager.HeputmeintouchwiththeHMandIhadaninterviewwithinaweekandanofferwithin2weeks.AtESPN,Iworkedhardtobuildrelationshipswithinmydivisionandoutside.Whilesetting

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upinformationalsessionstolearnmoreaboutdifferentdivisions,aSeniorDirectorrecruitedmetoMeTVasanAccountExecutiveandInowworkforhiminNYforMeTV(basedinChicago).

InternshipsWEEI,anEntercomStation;PhiladelphiaEagles

WhatIlookforwhenrecruitingSomeonethatknowswhathardworkis,genuinelycaresaboutthebusiness,andhasatruedesiretolearn.DaveThomasoncesaid:“tostartabusinessyouneedtoknowyourcustomer,knowyourproductbetterthananyone,andhaveaburningdesiretosucceed.”ThatistheemployeeIwant.

College Life MinorSociology,InternationalBusiness

ExtracurricularactivitiesandleadershiprolesPSMA,projectleadforSportsspeakerconferencePennStateSkiTeam

MemorableorhelpfulMarketingcoursesConsumerBehavior,SportsMarketing,IntroductiontoSportsIndustry(aCommunicationsclass)

BeinganMarketingmajorwas...Agreatdecision.Itgavemeopportunitiestonetworkandmeetmanystudentsthatarenowworkinginthesameindustryasme.

OnethingIwishIknewwhenIwasaMarketingmajor…MoreaboutMedia.Mediaisakeypartofmarketingandalargeportionofjobs.Currentlymediafallsundercommunicationsbecausethereisaproductionandcommaspect,butthereisalsoabigbusinessandmarketingaspect,thatismorenumbersfocused,andlesscreativelyfocused.

OtheradviceforcurrentMarketingmajorsJoinPSMA,beactiveinPSMA,andnetworkwithanyoneandeveryoneyoucanmeet.Collectbusinesscards,reachout,sendthankyounotes,andFOLLOWUP.Makeiteasyforacontacttobeanasset.Sendthemopenjobs,askthempointedquestionsthatshowyouhaveanobjective,notjustbroadquestionsandaskingtosendaresumeincaseajobopensup.Findthejob,sendtheresume,askforhelpthen.

OtheradviceforcurrentMarketingmajorsYoucreateyourownluck.Opportunitiesandbigbreakswillcomeoutofhardwork.


26

Patrick Ryan (’12) Owner

Ryan Media Works Denver, CO Consultative Selling

WhatmyjobentailsSales,management,programming,accounting,networkingandcontentcreation.

My irstjoboutofcollegeSalesandMarketingforClipboard+,aKickstarterprojectwesuccessfullyfundedin2012.

HowIfoundmy irstjobIcreatedmyown irstjob.

HowIgottomycurrentpositionIdecidedtostartmyowncompany,RyanMediaWorksin2012.Ihavebeenapartoffourdifferentstartupsinthepastsixyears.The irstwasPlasticLogic,theycreatedatabletproductrunningonWindowstocompetewithApple.ThesecondwasClipboard+theKickstartercompanyIwasapartofwiththreeotherSmealstudents.Weraisedabout$10,000andsuccessfullydeliveredourproduct.Clipboard+isnowbeingsoldonAmazon.ThethirdisRyanMediaWorks,anS‐Corporationwiththeabilitytobuildanysoftwareastartuporsmallbusinessmightneed.ThefourthisCollegeGymTracker,afacilitymanagementsoftwareforuniversitiestotracktheirattendance.WealsohappentobethesoftwarethatenablesthePennStateStrengthandFitnessapponiOSandAndroid.

InternshipsCATASalesandMarketingInternPlasticLogicSalesandResearchIntern

Professional Life

WhatIlookforwhenrecruitingApassionatestudentwhotakesownershipoftheirtasksandishungryformore.A"hustler"mentality.

College Life AdditionalMajorCommunication,ArtsandSciences

ExtracurricularactivitiesandleadershiprolesAltiraSLDP,2010;NintendoCaseCompetitionLeader,2011;FTCAPAmbassador,2011;SystemaSalesSeminar,2012

MyinvolvementinPSMAPresident,2012

HowImetmyclosestfriendsatPennStateMyclosestfriendsatPennStateweremetthroughdoingthingsthatwereoutofmycomfortzone.Putyourselfoutthereandlive!Don'tjustpartywiththesamepeopleeveryweekend.Exploreyourboundariesandtalktoindividualsthatseemquirky.Chancesaretheyareincrediblyinteresting.Youareonlyincollegeonce.Makeitcountbyactivelycreatingstoriesandmemoriesforyourself!Thereisnorightwaytoenjoycollege,thisincludesTHON.DowhatYOUwanttodo,ifitisTHONthatisgreat,butthereareplentyofotherwonderfulopportunitiestoservetheStateCollegecommunity.For

example,duringmysenioryearwecreatedacoalitionofstudentstopickuptrashafterStatePatty'sday.

BeingaMarketingmajorwas...A ineexperience,butIbelievethatifyoucan'tgetintotheSmealmarketingmajoritisnottheendoftheworld.Communications,ArtsandSciencesisawonderfulalternativeforthosethatareunabletogetintoSmeal.

EveryMarketingmajorshould…Learntospeakinapublicsettingandbecomfortablewiththesoundoftheirownvoice.Thisskillrequiresacounterskill,listening.Ifyoudon'tknowyouraudience,howcanyouspeaktothem?

OnethingIwishIknewwhenIwasaMarketingmajor…Thereisnorightwaytodothings.Manyprofessorsspendalotoftimethinking,butnotdoing.Experienceisthebestteacher.Philosophyisonlyhalfoftheanswer.

OtheradviceforcurrentMarketingmajorsGetcomfortablewiththelanguageoftheengineer.Marketersaretheexactoppositeofengineers,theyaretheyintoyouryang.Ifyoucancommunicatewithaprogrammer,youcancommunicatewithanyone.Additionally,itneverhurtstolearntoprogramyourself.Ifyouknowhow,youcandemandrespectfromtheengineersyouareworkingalongside.


27

Ruby Yip (’14) Advertising Sales Assistant

Discovery Communications New York City, NY Consultative Selling

WhatmyjobentailsEstablishingstrongbusinessrelationshipsandactasaliaisonwithadvertisingagencycounterpartsandinternalDiscoverydepartmentsaswellasrespondingtoallclientrequestsandexecutingallclientorders.

HowIgottomycurrentpositionIrealizedallthejobsattheMarketingcareerfairsweremainlygearedtowardsieldsales.Ididnotwanttobeinsales,soIdecidedtoreachouttotheCommunicationdepartmentandsignedupfortheirannualSuccessintheCitycareerfairinNYC.That'swhereImetaDiscoveryHRemployeeandlearnedabouttheadsalesposition.Althoughadsalesistechnicallysales,intheentrylevelpositionyouarenotresponsibleforanyactualselling.Youareresponsibleforcommunicatingwiththeadvertisingagencycounterpartsandmakingsureeverythingisinputtedintooursystemscorrectlyandthattheircommercialsoraddedvalueruncorrectly.Thisismy irstjoboutofcollege.Asanadsalesassistant,it'syourresponsibilitytoassistyourAEorDirectorinwhatevertheyneedtoexecuteclientorders.Beinginthemediaindustry,therearesomegreatperkswhengoingoutandmeetingwithclients.Thejobcanbecomemonotonousafterayearorso,butbythen,youshouldbereadytomoveuptothenextposition.

Professional Life

College Life ExtracurricularactivitiesandleadershiprolesBusinessManagerofTheDailyCollegian,AccountExecutiveatTheDailyCollegian,THON2014Independencedancer,THON2012Moraler,PublicRelationschairofDeltaGammasorority.

Katherine Evans (’14) Senior Sales Service Representative

Mondelez International Central Pennsylvania Consultative Selling

My irstjoboutofcollegeIMGLear ieldTicketSolutionsatthePennStateproperty.Imade80‐100outboundcallsperdaytopastandcurrentPennStatefans.Isoldseasonaltickets,grouptickets,partialplansandsinglegameticketstoninevarsitysportsoncampus.

HowIfoundmy irstjobIfoundmy irstjobthroughtheSportsMarketingcourseatPennState.MyprofessorhadasalesprojectwithIMGLear ieldTicketSolutionswerewesoldrecentgradseasonticketstoalumni.Iwasofferedajobaftercompletingtheproject.

InternshipsThroughoutmycollegecareer,Ihad iveinternships,whichwereallinsports:FrontOf iceInternattheAltoonaCurve,GameDayInternattheHarrisburgSenators,MarketingInternatPennStateMen'sBasketballandMen'sBaseballandBrandActivatoratScholasticSportsMarketing.

Professional Life

College Life MinorMediaStudies

MemorableorhelpfulMarketingcoursesSportsMarketingandGlobalMarketing

EveryMarketingmajorshould...Understandthatmostjobsstartinsales,andit'sagreatwaytostartout.Don'tbeafraidoftheword"selling."


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Adam Brown (’12) Associate, Sports Marketing and Sponsorships

KPMG Woodcliff Lake, NJ Sports Marketing

WhatmyjobentailsActivatingKPMG'sgolfsponsorships:PhilMickelson,StacyLewis,andtheKPMGWomen'sPGAChampionship.

My irstjoboutofcollegeGraduateInternatMadisonSquareGarden

HowIgottomycurrentpositionInternships,internships,andinternships!I irstgotinvolvedwiththePennStateMarketingAssociationwhereIjoinedthesportsdivisionasaFreshman.Iworkedonnumerouson‐campusevents,mostnotablytheFootLockerCollegeHoopstour‐agrassrootsbasketballeventforstudents.ThatwasthemaindriveronmyresumeanditgotmeajobasaninternwiththeNewYorkRedBullsinthesummer.Duringsophomoreyear,IgotinvolvedwiththebasketballandbaseballteamsatPennStateathletics.Thenextthreeyearsthebasketballteamandmarketingstaffhelpedmedevelopandlearnonthe lyandcreatereal‐lifemarketingprograms.TheRedBullsaskedmebackforasecondsummerastheymovedintoabrand‐newstadium.MyconnectionsatPennStatealsoallowedmetovolunteeratSuperBowlXLVIinIndianapoliswhereIassistedtheNFLMediateam.ThesummerbeforemysenioryearIinternedatMLBNetworkafterhavingmultipleinternshipofferswithinMLB.Finally,duringmysenioryear,Itookonanexpandedrolewiththebasketballteamandledthegroupstudentinterns.PennStatealsogotmemy irstrealjobafteracolleagueIworkedwithinAthleticstextedmeonedaysayingtheyhadanopeningintheirdepartmentatMadisonSquareGarden.Knowinghowdif iculttheindustrywas,andhowstrongtheMadisonSquareGardenbrandwouldbeonmyresume,ItookachanceandtookANOTHERinternship.Ihadagreatexperiencethereandtheyaskedmetostayon

Professional Life

anotheryearasoneofthe irsttwomembersoftheirbrandnewassociateprogram.AfteralmosttwoyearsatMSGworkingonalloftheirSportsPropertiessuchastheNCAABasketballtournament,Boxing,Tennis,WWE,CollegeHockey,etc.,IwasofferedtheopportunitytocometoKPMGtoworkontheinauguralKPMGWomen'sPGAChampionship,andassistwiththePhilMickelsonandStacyLewisgolfsponsorships.Afteranamazing irstyear,Iamlookingtoexpandmyroleevenfurtherwiththeteam.Eventhoughthesportsindustryisverysmall,andalotoftimes"it'snotwhatyouknow,it'swhoyouknow,"IcanstillsaythatthemajorityofjobsIgottothispointwasbasedsolelyonmyresume,andthenmyinterview.Gettingdifferentexperiencesandbeingabletoarticulatethosewellonyourresumeishuge.PennStatehassomanyopportunities,butyouhavetoputyourselfoutthereandgogetthem.Useyournetwork,takeadvantageoftheopportunitiesatPSUandbewillingtoworkfor$0.Youwillnotgetpaidmuchforyourinternshipsandyouwilllikelygetpaidwellbelowmarketvalueforyour irstfewjobs.99%ofyourfriendswillgetpaidmorethanyou.Youwillwork18hourdaysandthenbeexpectedtocomeintoworkat9a.m.thenextmorning.Youwillwork20eventsin23days(likeIdidatMSGfromThanksgivingtoChristmas!).Ifyoudon'ttakethejob,someoneelsewillgladlystepinrightbehindyouandseizetheopportunity!YouhavetoWANTit...

College Life MyinvolvementinPSMAIjoinedtheSportsDivisionmyfreshmanyear,havingnoideaaboutwhatIwanttodowhenIgraduate.Iwasluckytohaveagreatdivisionleaderwhowashighlymotivatedandallowedmetoworkonsomegreateventson‐campus.JoiningPSMAdrovemetoworkinthesportsindustryandhelpedmegetmy irstinternship.

MemorableorhelpfulMarketingcoursesAllofthesportsmarketingcoursespairedwiththegeneralbusinesscourses!

BeingaMarketingmajorwas…Agreatbaseformyeducation.NoteveryonewillmakeitworkinginSports,soit'sgoodtohaveageneralbusinessdegreefromoneofthebestbusinessschoolsinthecountry.

OtheradviceforcurrentMarketingmajorsGetinvolved,andGETINTERNSHIPS.Internships,especiallyduringtheschoolyear,willhelpyouimmenselywhengoingforhighlycompetitivesummerinternships.

Sports Marketing

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Missy Ripepi (’12) Senior Account Executive

St. Louis Rams St. Louis, MO Sports Marketing

WhatmyjobentailsContactingandconnectingwithlocalbusinessesandindividualstogeneraterevenuethroughseasontickets,partialplans,groupprograms,andpremiumproducts.Iamalsoinchargeofrecruiting,training,andmanagingourentrylevelsalesteam.

My irstjoboutofcollegeInsideSalesRepresentativewiththePittsburghPirates;entry‐levelseasonalpositionat irst(stayedtherearound8months).At irstitwashardtograsptheideaofbeinganhourlycollegegraduate,butthenIrealizeditwastherouteIneededtotaketobecomesuccessfulinthesportsindustry.

HowIfoundmy irstjobInmysportsmarketingclass,wehadateamprojectwhereweworkedwithIMGticketingtomakesalescallsforwomen'sbasketball.Thisgavememy irstsalesexperience.IkeptintouchwithIMG'sGM,BradSexton,andhegavemesomeadviceonwhereIshouldlookforsalespositionsinsports.Fromthere,IattendedaCareerFairinPittsburgh(hostedbythePirates)thathadseveralrepresentativesfromprofessionalsportsteamsthere.Imetmysoon‐to‐bemanagerofthePiratesthereandheofferedmeaninterview.Networkingandbuildingyourpersonalbrandisveryimportant!

HowIgottomycurrentpositionUponenteringmy inalmonthsasanInsideSalesRepresentativewiththePirates,Ihadprovenmyselftobeoneoftheirtopsellers,buttherewerenofull‐timepositionsavailable.Notonlywasatthetopofthesalesboard,butIwasalsooneofthehardestworkers(producedthemostcalls,phonetime,andface‐to‐facemeets

Professional Life

ortours).Mymanageratthetimestartedreachingouttohisothercolleaguesinthesportsindustryatotherteams.TheyconnectedmewiththeSt.LouisRams,whotheyhadmetatasalescombine/networkingeventandtheRamshadanopenAccountExecutiveposition.Fromthere,IgotthejobwiththeRamsandheldthatpositionforthe irstyearandhalfworkinghere.InDecember,IwaspromotedtoSeniorAccountExecutive,whereIholdalotofthesameduties,buthavetheadditionalresponsibilityofrecruiting,training,andmanagingourInsideSalesteam,orourentry‐levelsalesteam.

WhatIlookforwhenrecruitingSpeci icallyforsports,Idonotlikewhencandidatesusethesentence"I'mjusttryingtogetmyfootinthedoor",whentheytalkaboutwhytheywantentrylevelsalesjobs.Forsalesespecially,youhavetobepassionateaboutwhatyouaresellingandhardworkingbecauseitisverytoughstartingout.Ifyoualreadyhavethemindsetthatitisonlygoingtobeatemporaryjob,thenIamnotinterestedinhiringyouortakingachanceonyouifyouaren't100%intothejob.Also,Ilookforalotofsportsexperiencethroughschool.Internshipsareveryimportantbecauseitshowsthatyouwerededicatedtoworkinghardtogainexperiencewhileyouwerestillinschool.

College Life MyinvolvementinPSMAIwasveryinvolvedmyfreshmanandsophomoreyears.Ienteredcollegeasanundecidedmajor,andbyjoiningPSMA,IreallyfoundamajorthatIwaspassionateabout.IwasreallyinvolvedintheSportsdivision,andthathelpedme indmyinternshipopportunities.

OnethingIwishIknewwhenIwasaMarketingmajor…Salesisveryimportant!Salesisn'ta"sexy"coursetotake,butIwishIwouldhaveknownthatitisimportanttohaveasalesbackgroundforanypositioninyourfuture.AlotofmyMarketingfriendscurrentlyhavesalespositionslikemyself.Evenifyoudon'tgodirectlyintosales,itisvitaltoallbusinessesandimportanttounderstandthebasics.I'mgladItookontheticketsalesprojectinmysportsmarketingclass,soIwasintroducedtosales.

OtheradviceforcurrentMarketingmajorsAlwayskeepintouchwithprofessorsandotherstudentsinyourmajors.Weareallconnected(hencewhyPennStatehasthelargestAlumniAssociation).Youneverknowwhenyou'llrunintoaPennStatealumthatwillhelpyououtalongtheway!

Sports Marketing

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Christina Kehoe (’14) Coordinator, Sponsorship Strategies

Team Epic Norwalk, CT Sports Marketing

WhatmyjobentailsAdvisingclientsonhowtobestleveragetheirsponsorshipsinthesportsandentertainmentindustries.

My irstjoboutofcollegeMy irstjobismycurrentjobatTeamEpicinNorwalk,CT.IwenttoEpicforsports,butendeduplovingalloftheentertainmentworkIdoaswell.Iwaslookingtoworkinsportsasanundergradandthoughtthatteamsandleaguesweretheonlywayintothesportsindustry.Atanagency,Ihaveacquired(inmyopinion)SOmuchmoreexperiencethanIhadinmypriorpositionsatteams(PSUathleticsandataminorleaguebaseballteam),nottomentiontheperksarenice!ThisallowsmetoworkwithMANYdifferentproperties(manyleagues,teams,musicians,andotheragencies),clients,andindustries.

HowIgottomycurrentpositionIinternedataminorleaguebaseballteamforonesummer(aftersophomoreyear)andwasheavilyinvolvedwithinPSUathletics.Ithinkmyexperiencehelpedgetmyfootinthedoorandbetterunderstandthesportsindustry.Inallhonesty,thesportsmarketingclasstaughtmeaTONaboutthesportsindustry,andspeci icallyaboutsponsorships,whichhelpedmebeveryknowledgeablenotonlyinmyinterview,butalsoonthejob.AlotofmycolleaguescamefromaSportsManagementbackgroundandknowalotmorethanIdidabouttheinsandoutsofsponsorshipsinthesportsindustry.

InternshipsPSUAthletics(Basketball,BaseballandFootball),Fall,2012—Spring,2014MarketingInternatSelectiveInsurance,Summer,2013CustomerServiceInternattheHudsonValleyRenegades,Summer,2012

Professional Life

Allyson Zimmerman (’14) Account Executive

Octagon Norwalk, CT Sports Marketing

WhatmyjobentailsIampartoftheEventsandHospitalityatOctagon,aglobalmarketing irmspecializinginsports.Irepresentaluxuryautomotiveclientthroughtheirnationalcharitygolfprogram.Myday‐to‐dayinvolvesanextensivetravelschedule,localandnationalclient‐facinginteractions,aswellasplanningawide‐scale,year‐endevent.

My irstjoboutofcollegeMy irstjobwasatOctagonasalimited‐termAccountTraineeontheaccountIcurrentlyworkon.Octagon'sheadquartersisinNorwalk,CT,butIspentasigni icanttimetravelingtovariouslocationsacrossthecountryforeventsonmyaccount.Asanaccounttraineeyouareabletolearnfrommultiplelevelsofleadershipandgetanunderstandingformultipleaccountsthroughoutthe irm.

HowIfoundmy irstjobIfoundmy irstjobthroughpersonalnetworking.IthinkLinkedInisaveryunderusedassetbyaspiringcollegegraduates.IusedLinkedInandreachedouttoconnectionsIhadinordertoobtainaninternshipandmycurrentposition.

HowIgottomycurrentpositionIstartedasalimited‐termAccountTraineebeforeIwasabletoholdmycurrentpositionofAccountExecutive.AlthoughanAEisalsoconsideredanentry‐levelposition,AT'sareallrecentcollegegradslookingtobreakintothebusinessandarepositionsheldpriortoreachingtheAElevel.

InternshipsExcelSportsManagement,2013;AnnLiguoriFoundation,2012&2013

Professional Life

Sports Marketing

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Zach Koslap (’03) Law Student

Stanford Law School Palo Alto, California Graduate School

WhatmyjobentailsStudent

My irstjoboutofcollegeBusinessandSocialEntrepreneurshipVolunteer,PeaceCorpsGeorgia.

HowIfoundmy irstjobPennStatedoesanexcellentjobinprovidingcareeropportunitiesforitsstudents.Atthetime,thePeaceCorpshadarepresentativeoncampus,andafterdiscussingopportunitieswithher,IappliedtobeaPeaceCorpsVolunteer.

HowIgottomycurrentpositionAftergraduatingfromPennState,IappliedwhatIlearnedasaMarketingmajorinthepublicserviceandnonpro itsectors.IwasaPeaceCorpsVolunteerintheRepublicofGeorgia,asabusinessandsocialentrepreneurshipvolunteer.Unfortunately,duetoregionalunrest,theprogramhadtoevacuate.ItransitionedtobecomeanAmeriCorpsVolunteer.IvolunteeredfortheNewYorkCityBusinessSolutionsCenterinLowerManhattan,andImanagedthecenter'svolunteerincometaxassistanceprogram.Additionally,Iworkedwithpeoplelookingtostartasmallbusiness.Afterward,IreenrolledinthePeaceCorps,andwassenttotheRepublicofMacedonia,whereIwasacommunitydevelopmentvolunteer.Iworkedwithasmall‐townmunicipalityoncommunityprojects,andhelpedlocalbusinesseswithmarketingandcustomerserviceprojects.Allofthesepositionsmademeawell‐roundedcandidateforlawschool.MajoringinmarketingatPennStategavemethecreativityandperspectivetotakethebusinessskillsIlearnedandapplytheminuniquecareerexperiences.

Professional Life

InternshipsIwasonaninemonthCo‐OpforTheHersheyCompanyintheCategoryManagementDepartment.IworkedHershey'ssalesdatatocreatepromotionalmaterialsfortheirpromotionsandmarketingdepartments.Also,IwasaninternforU.S.RepresentativeJasonAltmire,whereIrespondedtoconstituentsandworkedondraftsfor loorspeeches.

College Life AdditionalMajorEnglish

ExtracurricularActivitiesandLeadershipRolesIwasaSeniorAccountExecutiveforTheDailyCollegian.Asanaccountexecutive,yougettoworkwithclientsontheirlocaladvertisingneeds.

MyinvolvementinPSMAIwastheExecutiveVicePresidentofthePennStateMarketingAssociation.PSMAisagreatorganizationoncampuswhichprovidesvaluableexperienceandnetworkingeventswithemployers.AfterbeingamemberofthePSMA,IwastheDirectorofSportsandEntertainmentMarketing,whereweworkedwithPennStateFootballandtheBryceJordanCenter.IthenbecametheExecutiveVicePresident,wherewe inishedinthetop iveatthenationalmarketingassociationconference.

MemorableorhelpfulMarketingcoursesConsumerbehaviorwasexcellent!Thisclassprovidedsuchagreatfoundationinmarketingandhighlightedthecreativityneededinmarketingthatseparatesitfromotherareasofstudyinbusiness.

BeingaMarketingMajorwas…Agreatbalanceoflearningbusinessskillsandhumanbehavior.AllmajorsinSmealprovidegreatbusinesseducation,butasamarketingmajorIwasencouragedtoutilizecreativityinclassprojects.ThispreparedmefordiverseandunexpectedopportunitiesasaPeaceCorpsandAmeriCorpsvolunteer.

EveryMarketingmajorshould…Consideraminorordoublemajortobroadenyourskillsandvisionofwhatyourfuturemightbe.

OnethingIwishIknewwhenIwasaMarketingmajor…Thatit'sOKtofollowanunconventionalcareerpath.Adegreeinbusiness‐‐andMarketingspeci ically‐‐preparesyouforsomanyopportunities.Don'tbeafraidtotakechancesaftercollege!

OtheradviceforcurrentMarketingmajorsTalktofaculty!Theyaregreatandcanprovidewonderfulguidanceforyoureducationandcareer.

Graduate School

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Ryann Reynolds-McIlnay (’04) Marketing Ph.D. Candidate

Temple University Philadelphia, PA Graduate School

WhatmyjobentailsConductingshoppermarketingandsensorymarketingresearchthatfocusesonhowretailenvironmentsensorystimuliimpactsshoppingbehaviorsandteaching.

My irstjoboutofcollegeSalesmanagertrainee,JCPenney;Retail,WhiteMarsh,Maryland

HowIfoundmy irstjobFormerJCPenneyCEOAllenQuestromspokeaspartoftheMelvinJacobsRetailLeadershipLectureSeriesabouthisturnaroundofthecompany.MeetingMr.Questromfacilitatedmyconsideringemploymentwiththecompany,andImetwiththeheadofNortheastrecruitingattheoncampuscareerfair.

HowIgottomycurrentpositionBeforepursuingPh.D.,IhadacareerinmanagementwithJCPenny(WhiteMarsh,MD)asaSalesManagerTraineeintheMen'sandHomeDivisions.IwaspromotedtotheWomen'sApparel,Women'sAccessories,andFamilyFootwearSalesManager(GlenBurnie,MD),andthenopenedthe irstoff‐mallnewconceptstore(Harrisburg,PA)intheNortheastRegion.IbecameaProductManagerwithVictoria’sSecret(Lancaster,PA)andopenedaPINKstoreinconjunctionwithaVictoria’sSecretstoreremodel.Afterwards,ImadethedecisiontoleaveindustryforacademiaandpursueaPh.D.asmymostrewardingretailmanagementexperiencesincludedmerchandisingtheretailstoreenvironmentandmentoringassociates.Therefore,myresearchproposesandteststheoreticalmodelstounderstandhowelementsofretailenvironmentsimpactshoppingbehaviors.

Professional Life

Graduate School

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Graduate School

Sara Dommer (’05) Assistant Professor of Marketing

Georgia Institute of Technology Atlanta, GA Graduate School

WhatmyjobentailsTeachingmarketingandresearchingconsumerbehavior

HowIgottomycurrentpositionAfterworkingfortwoyears,IdecidedtogobacktoschooltogetmyPh.D.inMarketing.After iveyearsofschool,IgraduatedandinterviewedwithavarietyofuniversitiesbeforeacceptingthejobwithGeorgiaTech.Myadvicetoundergradsisdon'twaittothinkaboutgradschool(Masters,Phd,orotherwise).Putitinyourplansupongraduation.WhenIgraduatedin2005,IknewIwantedtostartaPh.D.programwithin iveyears.ItookmyGMATshortlyaftergraduatingfromPennStateandstartedresearchingprogramsandschoolsimmediately.Myexperiencehasalwaysbeenifyoudon'tplanforit,youwill indamillionmorereasonsnottodoit.

My irstjoboutofcollegeAccountExecutiveatJampoleCommunicationsinPittsburgh,PA.JampoleCommunicationsisafullservicemarketingcommunications irm.Asanaccountexecutive,Iwasresponsibleformanyoftheday‐to‐daycontactwithclients.IworkedonadvertisingandPRcampaigns,conductedmarketingresearch,developedwebsites,etc.ThemostexcitingprojectIworkedonwerethePRcampaignsforRinglingBros.andBarnum&BaileyandDisneyonIce.

Professional Life

College Life

HowIfoundmy irstjobPersonalnetworking‐afamilyfriendputmeintouchwithafriendwhohappenedtoworkatthecompany.Theideaofthemeetingwasjusttotalkaboutmarketing,workingforanagency,etc.Hetookmyresumewithhim,gaveittohisboss,andacoupleofweekslatertheycalledmeforaninterview.

InternshipsManagementInternshipwithKohl'sDepartmentStore

CampusIstartedatUniversityPark

AdditionalmajorEconomics

ExtracurricularactivitiesandleadershiprolesNoRefundTheaterandTheDailyCollegian(adsales),PennStateMarketingAssociation

HowImetmyclosestfriendsatPennStateThroughextracurricularactivities,forsure

MemorableorhelpfulMarketingcoursesIntegratedMarketingCommunicationsandConsumerBehavior‐myinterestingettingaPh.D.startedintheCBclass.IwasalsoencouragedbyaguestsspeakerintheIMCclass,andsolidi iedafterwritingmyhonorsthesis.

BeingaMarketingmajorwas…...lifechanging,literally.IhadnoideawhatIwantedtodowithmylifeandnowIdevoteeverysingledaytomarketingthroughteachingandresearch.AndILOVEmyjob.

EveryMarketingmajorshould…...getasmuchexperienceaspossible.Domultipleinternships,shadowpeopleatcompanies,getinvolved.Unlikemanyoftheotherdisciplines(e.g.,adebitwillalwaysbeadebitinAccounting),marketingisconstantlychangingandevolving.Experienceisonewaytolearnnotonlyaboutwhatishappeningnow,butalsoaboutwhatishappeningnext.

AnythingelseaboutmeI'manavidreader,TVwatcher,andIenjoytheoutdoors.

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spotlight on marketing alumni - smeal …...than a mentor, as a sponsor is someone who will endorse...

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