Alumni On The Move: Kellie Reinert Vivanco
From leading product growth in the SaaS industry to launching her own firm, Kellie Reinert Vivanco (IMC, ’19) has built a career defined by strategy and intentionality. What began as a quest to bridge the gap between content and business operations led Kellie to discover a passion for consumer behavior that changed her professional trajectory. Today, she balances her role as the founder of Kellie V Marketing with her work as a WVU Adjunct Instructor, teaching the next generation of marketers how to master Audience Insight.
We had the opportunity to talk to her and learn how she used the WVU IMC program to transition from the corporate world to entrepreneurship and why she believes curiosity is a marketer's greatest asset.
What motivated you to pursue the IMC Marketing Communications masters programs at WVU?
I was about five years into my career when I decided to pursue the IMC Marketing Communications program. At that point, I had clear long-term goals centered on marketing leadership and a deeper understanding of how marketing connects with other business functions, including go-to-market teams, revenue operations, and financial systems.
At the time, my day-to-day work was heavily focused on content marketing, events, client reporting, presentations, and data analysis. While I had strong experience in those areas, I wanted to sharpen my skills in digital marketing and applied strategy, and better understand how all of those pieces work together in an integrated marketing approach.
The IMC Marketing Communications program at WVU stood out to me because of its reputation and its emphasis on real-world application. The fully remote format also made it possible to continue growing professionally while advancing my education.
What part of the program helped you the most in your current career?
The most impactful part of the IMC program was learning from instructors who brought real-world experience into the classroom. I specifically recall coursework that connected theory to real-world practice, which allowed me to take concepts directly back to my day-to-day work and test them in live marketing environments. This was what helped me grow throughout the program and long after.
Were there any courses, projects, or faculty mentors that had a significant impact on your professional development?
One course that had an unexpected impact on my career was Audience Insight. I had always been interested in psychology, but this course truly opened my eyes to consumer behavior and research methods. These were areas of marketing I hadn’t previously explored in depth, despite unknowingly applying aspects of them in my work.
The course helped me recognize an opportunity to combine psychology, research, and marketing strategy into a true area of expertise. During my coursework and well after graduating, I applied these concepts within my organization and shared them with my broader marketing teams, while continuing to deepen my knowledge in this area. This course ultimately changed the trajectory of my career. Today, Audience Insight is a core part of my professional focus, so much so that I now teach the course at WVU.
From a faculty perspective, my experience with Stacey Creely in Introduction to IMC left a lasting impression. Her feedback was consistently thoughtful, individualized, and encouraging. It was during that course that I knew I had found the right program, and her approach to teaching continues to influence how I engage with and support my own students today.
Can you share a bit about your career path since graduating?
Since graduating in 2019, my career has evolved in ways I couldn’t have imagined. About a year later, I joined a fast-growing B2B SaaS organization, where I led the company’s Product-Led Growth efforts. In that role, I partnered closely with product, customer success, and sales teams to design in-product experiences rooted in user behavior, nurturing prospects from first interaction through conversion and long-term retention.
The combination of my professional experience and the applied learning from WVU prepared me for both a new industry and an entirely new type of role. Over time, I was promoted to Head of Customer Marketing, where my focus shifted from prospect nurturing to customer engagement, long-term loyalty, and churn reduction. During this period, I also joined WVU as an Adjunct Instructor, teaching Audience Insight.
In mid-2025, I took on my greatest challenge yet by launching my own consulting practice, Kellie V Marketing. Today, I work with growing organizations to build customer-first marketing strategies that blend research, strategy, and execution. I also continue to teach at WVU, which remains my favorite part of the work I do.
What accomplishments or milestones are you most proud of since completing the program.
Launching my own consulting practice has been my proudest milestone since completing the program, made possible by the strong foundation and leadership skills I developed through WVU. Just as meaningful has been returning as an Adjunct Instructor, where teaching and mentoring students continues to be the most rewarding part of my work.
What advice would you give to someone considering the IMC program?
Go into the program with intention. Be clear about what you want to get out of the program, and don’t be afraid to lean into it fully. The IMC program rewards curiosity, participation, and real-world application, so the more you bring your time, curiosity, experiences, and examples into the coursework, the more you’ll get back.
What tips would you offer to current students who want to stand out in the marketing industry?
First, develop AI fluency. AI is no longer optional, it’s a core skill. Learn it, use it, and experiment with it throughout the program. Future employers will ask how you’re applying AI in your everyday work, and this program is a great place to learn from coursework, peers, and open discussion.
Second, make connections. Even though the program is online, meaningful relationships matter. Connect with your classmates and instructors, at a minimum, on LinkedIn. Instructors choose to be here because they want to teach and connect, and those relationships can turn into mentorship, recommendations, and long-term professional connections.
Finally, don’t be afraid to take your first marketing role in an unexpected place. Local businesses, small teams, or industries you may not have considered can provide invaluable hands-on experience and prepare you for more competitive roles later in your career.
What do you enjoy doing outside your work?
Outside of work, I enjoy spending time with my husband, Luis, our German Shepherd, Lucy, and our many friends and family. I love staying active through golf and cycling, and I’m an avid reader with a growing collection of books. My favorite genres are historical fiction and classic British literature, and when I need to completely disconnect, I often reach for romantasy. I’m also actively learning Spanish, which is both challenging and exciting.
Travel is also a big part of my life. In 2025 alone, my husband and I traveled to Costa Rica, England, Scotland, Italy, Peru, and several places throughout the U.S.
That balance is incredibly important to me and is a professional tip I share often: prioritize your personal time. It has made me a stronger person, marketer, and professional—and it’s something I truly value.
Kellie and her husband Luis in Ica, Peru.