Olivia Lee (IMC22)

Senior Data Analyst, Digital Commerce at Jetblue

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

My career path has had a few pivots along the way. I started as a Project Manager in tech but soon discovered my passion for marketing, which led me to transition into marketing roles in CPG and eCommerce. Wanting to deepen my expertise, I pursued a master’s degree at Medill, where I realized that the intersection of data analytics and marketing was where I truly wanted to focus. After graduating, I transitioned into a Data Analyst role, combining my analytical skills with my marketing background. Looking back, my career path wasn’t meticulously planned—it was a journey of exploration, shaped by curiosity and a willingness to follow my interests through trial and discovery.

What are your main responsibilities in your current role?

As a Data Analyst on the Digital Commerce team, my primary responsibilities include optimizing checkout funnel analysis, evaluating the business performance of new features, and transforming key business metrics into data-driven insights and dashboards. As the dedicated analyst for Digital Product, I collaborate with cross-functional teams to understand their data needs, identify the right data sources, and most importantly, translate complex analytics into actionable business insights. Although this is my first experience in the airline industry, the core principles remain rooted in eCommerce and customer experience—something Medill emphasized as the most valuable aspect of any business.

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

The “Consumer Insight and Analytics” sequence at Medill played a pivotal role in my transition to a Data Analyst role. Honestly, I hadn’t planned on becoming a data analyst before joining the program. However, as the sequence unfolded, I discovered a strong passion for data analytics and decided to pursue this path. The coursework and hands-on projects not only deepened my analytical skills but also helped me realize how well this field aligned with my strengths and career aspirations. Most importantly, Medill opened the door for me to enter a new industry with confidence and a solid foundation in data-driven decision-making.

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

As mentioned, the “Consumer Insight and Analytics” sequence was my favorite part of the program. Within that sequence, the Machine Learning class taught by Edward Malthouse stands out the most. It was my first exposure to machine learning, and while it was one of the most challenging courses I took at Medill, it was also the most rewarding. The combination of complex concepts, real-world business cases, and hands-on projects made the learning experience both engaging and valuable. I put a lot of effort into the coursework and discussions, and in the end, it became my favorite class because of how much I learned and grew from it.

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

The airline industry needs greater female representation, especially in leadership, technical roles, and data analytics. This can be achieved through mentorship programs, equitable growth opportunities, and inclusive hiring practices. Fostering a diverse workplace culture will drive innovation and better reflect the global customers the industry serves.

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

As a woman in the tech and airline industries – both traditionally male-dominated fields – I’ve learned the importance of confidence, advocacy, and building a strong support network. My background has also made me more aware of the need for diverse perspectives in decision-making, especially in data analytics and marketing, where understanding different consumer experiences is key.

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

Explore everything – especially things you didn’t expect to get into. Take full advantage of the amazing professors and all the resources Medill offers. And definitely build strong connections with your cohort; some of those people could turn into your lifelong friends and professional network. You’ll get so much out of the program if you dive into everything it has to offer!