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Kristine Liu (IMC18)

Brand Strategist at Walker Sands
kristine liu headshot

During her time in the IMC program, Kristine Liu (IMC18) focused on brand strategy and content marketing. Upon graduation, she got a job in client services at The Mars Agency as a shopper marketing liaison for Conagra Brands, where she crafted shopper profiles and identified consumer barriers. In recent months, she has taken a new role as a brand strategist at Walker Sands—an award-winning B2B tech integrated marketing agency that executes comprehensive marketing strategies to drive results.

How did your Northwestern Medill degree help advance your career?

During my time at Medill, I learned and developed skills in marketing, strategic communications, consumer insights, brand strategy and analytics. Through the cohesive, integrated curriculum, I was able to apply these skills into real-world, hands-on projects. These experiences and skills have been helpful throughout my time after graduation.

How do you use IMC’s “art and science of marketing” in your job?

Through the art and science of marketing, I develop programs and strategies that are rooted in data and insights, which are creative and also drive business growth.

What skills did you gain at Medill or what experiences did you have that were particularly beneficial?

The most beneficial skills I gained at Medill are the strategic thinking skills that I am able to apply to different business challenges.

What did you do during your Immersion Quarter and what did you gain from that experience?

For my Immersion Quarter, I worked with a team of four as retail channel optimization consultants at Igloo Products Corp. in Katy, Texas. The experience was especially rewarding as we were able to use our marketing knowledge and skills to solve challenges in other business fields.

How has the Medill network helped you? 

The faculty and alumni network was extremely supportive while I was seeking employment post-graduation and when I had questions about my career they were always available to provide guidance.