Zoe Josephson

Major: Communication Arts (Radio, TV, Film)

Certificate: Digital Studies

Graduation Date: May 2017

How did you end up working at The Wall Street Journal?

I began my career in the Publicis Media Training Program, learning about the basics of digital media and advertising. I was then offered a role as an Assistant Negotiator of Digital Investment at a Publicis-owned media agency called Zenith – an extension of my role in the training program – across accounts including Hallmark Channel, Epson, and Farmer’s Insurance. While there, I formed a nice relationship with my Wall Street Journal sales rep throughout our business dealings, and she offered me an interview for an open role as a Client Associate if I would be interested in meeting her team. Clearly, that went well and I haven’t looked back since.

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

I work with clients in the Tech & Media industries to craft and execute strategic advertising campaigns across print, digital, and sponsored events targeting C-Suite executives, government/policy opinion leaders, and business decision makers within The Wall Street Journal | Barron’s Group properties. Some of the clients I work with include Apple, Meta, Uber, ServiceNow, Palantir, and more.

A typical day consists of virtual calls and in-person meetings with client teams, media agencies, and our internal teams to discuss upcoming advertising campaign pitches, review ongoing media proposals based on feedback, and analyze partnership opportunities. There’s a balance between the work that needs to get done and the relationships that need to be built – both internally and with our clients. Emails are constant but brainstorm calls are the most helpful to tap into creative mindsets to position interesting, insightful narratives that address what our clients are trying to achieve when their brand is in front of our subscribers. In advertising with a prestigious publication, the sales role takes on a more consultative role as we know the successful angles that resonate best with our readership – and ultimately the advertiser’s ideal customer.

How has Digital Studies influenced your career path?

Understanding online culture, relationship dynamics, and the thought processes users have throughout their online experiences as consumers have guided my career decisions in digital advertising – both socially and professionally. The core of each Digital Studies course I took, regardless of topic, was rooted in storytelling. I love how each professor chose to guide the class through topics we were natively familiar with and exposed us to different perspectives. Now, I take the same approach when selling advertising and strategies to my media partners.

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

I had two favorites: Com Arts 577: Dynamics of Online Relationships with Catalina Toma and Com Arts 547: Digital Game Cultures with Derek Johnson.

Do you have any advice for current students?

Form strong relationships with people in different pockets of your life. The world is big but industries are small, and you tend to cross paths with other alum quite often.

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

Pitching and executing multi-million dollar advertising campaigns for notable brands such as Hulu, Apple, Facebook, and Palantir.