1. What do you do?
I work as an associate brand manager on the Quilted Northern Brand at Georgia Pacific LLC
2. What’s the coolest part of your job?
Branding has the power to influence people's feelings. Something as inconspicuous as purchasing a certain toilet paper brand can make people feel safe, excited, fancy, or savvy.
Brand-loyal consumers consider their brands to be key parts of their identity. Building this relationship with consumers through storytelling across all product touchpoints (packaging, television advertising, social media, promotions, etc.) is by far the coolest part of the job!
3. Why are you passionate about it?
I am passionate about data, psychology, and storytelling. Luckily, my career leverages all three! Brand managers analyze large amounts of data to gain insights into our consumers. We then consider what those insights tell us about how consumers think/feel. Finally, we create marketing stories that earn consumers' attention by being entertaining while showing that we understand their unique needs.
4. Which skills from your IAC degree have helped you be successful in this career?
Everything I work on requires strong storytelling. Some days, I use persuasive writing to pitch initiatives to leadership. On other days, I write TikTok scripts for influencers or character backstories for our mascots so that they look and sound consistent over time. The background that IAC gave me in script writing, technical communications, and literary archetypes set me up for success across all of those touchpoints.
The second IAC focus that I use every day is interdisciplinary collaboration. I work closely alongside paper engineers, computer scientists, finance consultants, and legal counsel. IAC gave me valuable experience working with other students across Georgia Tech schools on interdisciplinary projects.
5. What’s your #1 tip for students and alumni interested in your field?
The Association of National Advertisers (ANA) has a ton of free articles, lectures, and other resources that will put you ahead of the game in speaking industry lingo and keep you up to speed on advertising innovations. Canva and Excel are literally my best friends. There is not a day that goes by that I do not use one or the other. Proficiency in both will give you a leg up.
Meet more alumni in the School of Literature, Media, and Communication!
