What motivated you to pursue the DMC master's program at WVU?
I was at a point early in my career when I knew I had the opportunity to grow and specialize in marketing. In my first full-time role, I quickly realized how much there was to learn, especially on the data side of marketing, which I naturally found more interesting.
My team and leadership consistently emphasized the importance of KPIs and using data to tell a story. I saw the Data Marketing program as both a challenge and an opportunity to build those skills in a way that could better prepare me for future roles.
What part of the program helped you the most in your current career?
One of the most valuable aspects of the program was how the instructor’s assignments reflected real-world scenarios. The feedback we received was often what you would expect from a CMO or director, making it very constructive and relevant.
It pushed us to think critically and create well-rounded deliverables that addressed business needs and left little room for unanswered questions, something I rely on heavily in my current role.
Were there any courses, projects, or faculty mentors that had a significant impact on your professional development?
Audience Segmentation, Campaign Planning, and the Capstone project had the biggest impact on me.
Audience Segmentation helped me understand how to effectively leverage demographic and psychographic data to create more targeted strategies. Campaign Planning expanded my perspective on how different channels work together to create a cohesive marketing strategy.
The Capstone project was especially impactful. It challenged me to think outside the box while also considering broader business implications beyond marketing, a focus that is critical in my role today.
Can you share a bit about your career path since graduating?
During the program, I worked as a Marketing Coordinator in the commercial real estate industry. Shortly after graduating, I transitioned into a Brand Manager role at a private equity group, where I support their healthcare portfolio, including emergency centers and micro hospitals across Texas.
In this role, I’ve gained hands-on experience in media buying, campaign development, and patient experience, which has been a great opportunity to continue expanding my skill set.
What skills you learned from the program do you use most in your career role?
One of the most valuable skills I use daily is understanding the “why” behind every initiative—specifically defining KPIs and end goals before execution.
I also regularly apply what I learned about market differences and media mix. For example, marketing strategies vary significantly between rural and urban areas, requiring a thoughtful balance of traditional and digital channels depending on the audience.
What accomplishments or milestones are you most proud of since completing the program?
Securing a Brand Manager role within a few months of graduating is a milestone I’m especially proud of.
My previous role in commercial real estate didn’t involve extensive media buying or campaign development, so completing the program and then transitioning into a role where I could actively apply those skills was a significant step forward in my career.
What advice would you give someone considering the DMC Program?
If you’re interested in understanding how to analyze data and turn it into actionable insights, this is a great program.
Many people shy away from data because they don’t see themselves as “numbers” people, but this program helps bridge that gap. Marketing requires both creativity and analytical thinking, and this program does a great job of developing that balance.
What tips would you offer to current students who want to stand out in the data marketing world?
Collaboration is key, especially when aligning closely with operations to understand their goals and KPIs. The more aligned your marketing strategy is with broader business objectives, the more impactful your work will be.
Individually, being able to interpret and present data effectively is a major differentiator. Data alone doesn’t tell a story. It’s how you translate it into meaningful insights and communicate its impact that truly sets you apart.
What do you enjoy doing outside of your work?
I love traveling and taking weekend trips with my husband and friends. When I’m at home, I enjoy trying new recipes, reading thriller novels, and relaxing with my cats.
Any fun facts, hobbies, or personal interests you’d like to share?
One of my long-term goals is to teach in a program like WVU’s whether it be in marketing or communications. I really admired that many of my instructors were active professionals who brought real-time industry experience into the classroom, and I would love to do the same one day.