Aug 10

Navigating the world of digital marketing with UNCG alumna Kerri East ’14

Once upon a time, alumna Kerri East ’14 took her first course as a marketing major at UNC Greensboro’s Bryan School of Business and Economics, fell in love, and the rest is history. In this edition of 7 Questions with a Spartan, East chats about how she got into the world of digital marketing, the challenges and rewards it presents, and how the Bryan School prepared her for the ever-changing world of digital marketing.

What do you love most about your job?

Taking my industry knowledge and empowering clients to succeed online in whatever capacity
that means for them. The team I am a part of takes the time and investment to understand our
clients’ business, sort out the root cause of their pain points, and develop and implement a digital
marketing strategy that eases and ultimately erases those pain points.

What’s exciting about the future of your industry or profession?

Developing skills in other areas of Digital Marketing. I am lucky enough to be a part of a
company that values expanding our knowledge base and gives us the resources to explore new
skills. Being able to do that lets me find more efficient ways to help our clients.

What do you personally find most challenging as a professional?

The ever-changing environment of digital marketing. It’s a challenge and an opportunity. The
industrial industry five to 10 years ago was not in the digital space like they are today. Covid really
changed the way industrial B2B companies reached their audience. Being able to define what
digital marketing actually means for the individual companies has been a challenge and an
opportunity. Defining where their audiences are and what their buyer journey is is vital for
success, and that is drastically different than it has been historically.

What is something you did (or wish you had done) in college to prepare for this position?

I wish I took more classes on the digital side (they had just started the offering when I was in school). I also wish I would’ve taken more leadership roles within the Bryan School and interned with an agency.

What additional training, certifications, professional organization memberships, etc. have helped you professionally?

Hubspot certifications. They have a free resource library that you can work through at a
certification level or an individual class level.

What should students interested in entering your field know?

Be agile. It is ever-evolving. Be ready to speak up. Fresh eyes are always needed.

What is your favorite Bryan School memory?

My marketing insights course. We did a case study presentation for Sticky Bones
barbecue sauce. It was what defined my love for marketing.