Tavia Moore (IMC22)

Strategist for Molson Coors - Arc Worldwide

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

I’m originally from small-town Mississippi. My passion for a career in strategy began at the University of Mississippi (also known as Ole Miss), where I earned a B.S. in IMC. I then deepened my expertise at Medill, where I discovered Shopper Marketing and Arc Worldwide.

What are your main responsibilities in your current role?

I wear many hats as a Shopper Marketing Strategist at Arc. I’m an anthropologist, data analyst, crystal-ball gazer, and trend-watcher. When describing what I do on a day-to-day basis, I often tell people that I’m a data-driven shop-aholic who’s obsessed with understanding what makes people tick.

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

As someone who entered Medill’s Full-Time IMC program straight from undergrad, the uncertainty of navigating the corporate world was nerve-wracking. I wasn’t sure what I didn’t know—or how I could bring value to future employers. Medill was instrumental in building my confidence by immersing me in real-world challenges that pushed me beyond my comfort zone. The curriculum didn’t just teach concepts; it demanded hands-on application, forcing me to develop skills I hadn’t realized I needed—such as strategic problem-solving, data-driven storytelling, and the ability to translate consumer insights into actionable marketing strategies.

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

Shopper Marketing, Culture Inclusion & Marketing, Strategic Brand Management, and Consumer Insights were instrumental in equipping me with the tools to succeed. Culture Inclusion & Marketing and Consumer Insights deepened my understanding of the “why” behind human behavior across cultures and the role brands play in shaping or disrupting culture. Strategic Brand Management sharpened my ability to develop through-the-line strategies that drive business impact, Shark Tank style. But Shopper Marketing was the true epiphany—it fused the psychology of Consumer Insights and Culture Inclusion & Marketing with the strategic and commercial focus of Strategic Brand Management, showing me how to turn cultural and behavioral insights into actionable marketing strategies.

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

I think we need to go back to the basics. The industry has become so focused on performative inclusivity—showcasing diverse casts, highlighting initiatives, or broadcasting what they’re doing—that it often skips over the deeper “why.”

True inclusivity in marketing isn’t about what a brand does—it’s about who they are. In a world obsessed with credentials and performance, we’ve skipped past the ‘why.’ Brands are so eager to be seen as inclusive that they treat it as a campaign rather than a commitment. To be more representative of society, we need to return to the basics: understanding people beyond demographics, listening before acting, and ensuring inclusivity isn’t just a moment—but a movement baked into the brand’s DNA.

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

Growing up in Mississippi, I learned the power of storytelling, community, and resourcefulness—values that continue to shape my approach to strategy and marketing. As the first in my family to pursue a graduate-level degree, I’ve always carried a deep sense of responsibility—not just to succeed, but to open doors for others. It’s made me highly adaptable, eager to learn, and unafraid to ask the tough questions. I don’t take access or opportunity for granted, and that mindset pushes me to ensure the work I do is intentional, inclusive, and culturally resonant.

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

For anyone considering the Medill IMC program, I’d say—why not? Why not invest in your business acumen and sharpen your strategic thinking? Why not deepen your cultural competence and learn how to navigate an evolving marketplace? Why not challenge yourself in a program that immerses you in real-world marketing, pushes you beyond your comfort zone, and equips you with the skills to drive impact from day one? If you’re serious about shaping the future of marketing and culture, Medill isn’t just a choice—it’s a launchpad.