Kelly Carpenter

Major: Communication Arts (Communication Science & Rhetorical Studies)

Certificates: Digital Studies

Graduation Date: May 2019

How did you end up working at YAH Agency?

While at UW, I worked in the Athletic Department helping coordinate all the in-game marketing for our varsity sports. I loved working in sports and the fast-paced, exciting environment it held so I continued that path by joining the PGA TOUR after graduation.

After three years with the TOUR helping manage a large book of business for our sponsorships team across a few tournaments, I wanted a job that would give me a creative challenge and not require as much commitment from me on weekends and holidays. I still loved the relationship building and project management side of what I did, so I knew I wanted to stay in marketing.

An agency is a great place for a lot of early to mid level employees to get their feet wet with multiple clients, so that’s where I went next. Now, I’m getting a really wide breadth of experience across clients and internal channels that has been an incredible learning experience for my career.

What does a typical day in the office look like for you?

My role requires a lot of project and people management. This means being the “middle man” for creating, reviewing, editing, and distributing program items like digital ads/social media posts, in-store signage, community engagement event kits, promotional flyers, and more. On any given day, I’m managing these campaign items across many different teams, ensuring that the program timeline is adhered to and all legal, brand, and media requirements are met. In short, it’s a lot of meetings and emails making sure that my client’s promotional items are perfectly in place to go to market correctly.

How has Digital Studies influenced your career path?

In today’s workplace, everyone needs to have not just a working understanding of the digital space, but a fairly competent handle on it. As we know, Digital Studies isn’t just about posting on Instagram (though having a strong control of social platforms is hugely helpful!). It’s being able to step into new types of digital spheres and pick up technology quickly. My Digital Studies certificate has helped me feel confident in many of the spaces I walk into knowing that I have a strong base understanding of what’s in front of me. If it’s coding, social media, presentation software, or design, I have a leg up on a lot of my coworkers on where my knowledge begins.

Did you have a favorite Digital Studies class when you were a student?

Communication Arts 346: Critical Internet Studies was a favorite of mine. As part of Gen Z, I haven’t known a life without the internet. This class gave me a wider understanding of how the internet came to be but also a lot of the social ramifications of it that I take for granted. One of my favorite lectures was about Meme Culture and if “Grumpy Cat” was a shared domain or digital appropriation. Quite interesting.

Do you have any advice for current students?

Do something different! Try something new and put yourself out there. Whether it’s a new club, a new class, or even taking a new route to Camp Randall on Saturday, life rewards you with fun surprises when you try something new.

What achievement are you most proud of in your professional career thus far?

The first team I supported at the PGA TOUR broke the record for most charitable giving by a sports organization in my city that year. It felt great to be part of such an impactful mission.