Brighid Sandack (IMC22)

Associate Campaign Manager at Dyson

Tell us about your career path. How did you get where you are today?

After graduating from the IMC program with a concentration in Brand Strategy and Strategic Communications, I kicked off my career as a Mobile Marketing Analyst with Ulta Beauty where I launched push notification and SMS campaigns supporting various company priorities including sales events, brand launches, strategic initiatives and more. After mastering skills in mobile marketing in the year and a half I spent with UB, I pursued a new opportunity to expand my digital marketing skills as an Associate Campaign Manager at Dyson.

What are your main responsibilities in your current role?

In this role, I manage email campaigns for Dyson hair care and environmental care technology supporting category initiatives with both marketing and CARE email comms, or Dyson owner communications. I also manage our SMS program across US and Canada launching timely and personalized text campaigns to Dyson owners and prospective consumers.

How did the Medill Integrated Marketing Communications Full Time program prepare you for your career?

Medill’s IMC program gave me the tools and experience needed to propel my career forward. The program laid a strong foundation of marketing knowledge and skills necessary to succeed in my desired field, skills within marketing strategy, analytics, creative thinking and more. It was also the Immersion Quarter with a project focused in mobile marketing with Walgreens that gave me the experience needed to get my first role with Ulta Beauty. Aside from academic and career gains, I’ve met some amazing people from my cohort, faculty and alumni that have been critical in my career journey thus far.

What is a class or experience that stick out in your mind and why?

The course from the IMC program that continues to be relevant in my daily life is Consumer Insights from first quarter. This course in particular altered my lens on the world and taught me foundational learnings on how consumers, including myself, go through the purchase funnel.

How has Medill Career Services helped you?

Medill’s Career Services was instrumental in launching my career post grad. I leveraged these services throughout my time in the program but especially in the final quarter and leading up to graduation when job searching. These services aided my job search process with resume and application feedback, interview coaching and more. I highly recommend all students use these services, I’ve picked up skills from these sessions that have left a lasting impact in my career progression.

How can your industry be more inclusive and representative of society?

Dyson has made great strides in producing innovative technology that is inclusive of all consumers, including hair type diversity in hair care technology of straight/wavy and curly/coily tools. I know that Dyson is committed to inclusivity and representation not only in their product offerings but as a place of work.

How have your identities influenced the way you navigate your professional career?

As a young woman navigating the corporate world, I've learned the importance of speaking firmly on your career goals and leveraging mentors internal and external to your organization as reliable sources in propelling your career forward. Your managers and leadership are not mind readers – the best advocate for your career is yourself, and if you don’t vocalize what you want, these aspirations may never come to fruition.

What advice would you give to someone considering the Medill Integrated Marketing Communications Full Time program?

For anyone interested in the IMC program, or weighing the options between grad school and seeking full time work, I implore you to think deeply about what you’re exactly looking to get out of a masters program. And if you believe this is the best path for you, IMC is without a doubt the best integrated marketing master's program that will not only give you the academic tools to be successful but will set you up for a lifelong journey of professional success with a strong network of alumni and resources to push you forward.