Alumni on the Move Cameron Thompson

We talked to Cameron Thompson, who graduated from the Integrated Marketing communications in 2025, after doing the 4+1 option. He now works a Ookla as a Social Media Specialist where he applies many of the principals he learned in the program.

What motivated you to pursue the IMC Marketing Communications masters programs at WVU?

I enrolled in the M.S. in Integrated Marketing Communications through the WVU 4+1 accelerated program during my undergraduate studies in Journalism (Advertising/Public Relations). I recognized the tremendous value in gaining a comprehensive understanding of the full marketing ecosystem—beyond just advertising—to integrate strategy, content, PR, digital channels, and data-driven tactics. It felt like the ideal way to fast-track my career while building on my bachelor’s degree. It absolutely did. The IMC program propelled me into leadership roles in social and influencer marketing much sooner than a traditional path would have allowed.

What part of the program helped you the most in your current career?

The deep dive into influencer marketing, especially when combined with social media strategy and public relations principles, has been the most directly applicable. In my current role at Ookla (a leading connectivity intelligence company), I manage influencer outreach, negotiate contracts, and allocate a substantial yearly budget for partnerships. The program’s emphasis on integrating these elements into broader campaigns gave me a strong foundation to drive authentic collaborations, measure impact, and align them with brand goals.

Were there any courses, projects, or faculty mentors that had a significant impact on your professional development?

While I didn’t have one single standout mentor (the program’s faculty as a whole were excellent), courses covering integrated campaign strategy, digital analytics, and emerging media trends were transformative. Projects that required building full-channel strategies, blending paid, organic, influencer, and content elements, mirrored real-world work and built my confidence in cross-functional planning.

Can you share a bit about your career path since graduating?

The Monday after graduating, I started my current role as Social Media Specialist at Ookla. This position marked a step up in scope, involving deeper cross-channel collaboration across social media management, influencer marketing, paid advertising, product launches, PR integration, and brand licensing. Before that, I built strong experience at Pinkston (a PR and communications firm) as a Social Media & Content Creator, where I managed clients with large followings and honed strategy development.

Which skills learned from the program do you use most in your current role?

I draw heavily on integrated strategy development (blending organic social, paid media, influencer partnerships, and PR), analytics and reporting, CRM use, content creation and copywriting, and influencer marketing tactics. The program’s focus on data-informed decision-making and cross-channel planning directly supports my work managing $240K in paid ads, $120K in influencer budgets, content calendars, and executive-level reporting.

What accomplishments or milestones are you most proud of since completing the program.

In under seven months at Ookla, I helped drive a 900% increase in social media impressions, a 300% boost in video views, and a 7% growth in followers across multiple brands. I’m also proud of successfully launching integrated product campaigns that combined PR, paid efforts, organic social, and influencer partnerships for maximum impact. This is a huge step up from my previous roles and would not have been possible without IMC.

What advice would you give to someone considering the IMC program?

Go for it, especially if you’re in a related undergraduate field or early-career stage. The program’s flexibility and emphasis on real-world application make it incredibly valuable. Take advantage of the 4+1 option if possible to accelerate your timeline. Also, build a strong portfolio through projects, and network with faculty and peers—they’re industry professionals who can open doors.

What tips would you offer to current students who want to stand out in the data marketing world?

Stay current with trends and tools, experiment with emerging platforms, AI/LLMs for content and strategy, and analytics beyond the basics (e.g., GA4, social listening via Brandwatch or Sprout). Build a portfolio showcasing integrated campaigns, not just posts. Gain hands-on experience through internships, freelance, or university roles. Prioritize measurable results (e.g., growth metrics, ROI) in your work and resume. Finally, develop strong cross-functional skills.

What do you enjoy doing outside your work?

Traveling when I can and trying new restaurants or experiences in the DMV (DC, MD, VA) area are big favorites.

Any fun facts, hobbies, or personal interests you’d like to share.

I’m a big sneaker collector—I’ve built a collection of over 100 pairs in my free time. It’s a fun way to express creativity and stay connected to streetwear culture and design trends.