Jonathan Kamel (IMC20)

Advanced TV Specialist at Tubi

Jonathan Kamel (IMC20) has worked at some of the most illustrious media agencies in the country. At companies like Starcom USA and Digitas, he developed skills in programmatic advertising, digital measurement and branding. Eventually, he wanted to move toward a sales-oriented role, enhance his understanding of the marketing world and still balance a full-time job—that’s how he found the Northwestern Medill integrated marketing communications master’s program. 

Kamel said that beyond his comprehensive course load, gaining a robust network in the heart of downtown Chicago was invaluable. In January 2020, he began working full-time as an advanced TV specialist at the free streaming service Tubi.

Tell us about your career path.

After graduating from Northwestern as a political science major, I got an internship at Starcom USA, which is one of the largest agencies in the world. I worked on ad trafficking, which is a backbone of digital advertising, and it was a great way to learn how the industry works. I fell in love with the advertising world right off the bat. 

The next year I landed my first job at another outstanding agency, Digitas. A year later, I began thinking about pursuing a master’s degree in marketing. That’s how I found the IMC program—I really wanted something that would allow me to grow into my career while gaining an advanced degree. IMC represented the perfect blend of this with a specialized curriculum and convenient downtown Chicago location.

What are your main responsibilities as an advanced TV specialist at Tubi?

I work with agency buyers to provide their clients with solutions in the connected TV space and position Tubi as a go-to partner for any video campaign. Connected TV is growing so rapidly because we can provide the reach of TV with the precision of digital. My role is to grow programmatic revenue in the Midwest and provide clients with innovative and holistic measurement solutions.

How do you apply the IMC way of thinking that uses both art and science in your job?

When you're talking to advertisers and agencies who represent brands, you have to think about what the brand is trying to achieve. When you're crafting a message that advertisers use to engage consumers, you want it to be eye-catching. That requires a lot of creativity and that's something that we think a lot about.

At the same time, the industry right now is all about measurement, attribution, and how to determine the return on ad spend for an investment. Both the creative branding and measurement aspects play into my role at Tubi.

Why did you decide to pursue your master’s degree and choose Medill IMC specifically?

I chose IMC because I wanted to get a well-rounded and more holistic understanding of the marketing world. I wanted a degree that could enrich my career and advance me as I worked towards a sales role. For me, the most important thing was a master's program that would provide me with tangible skills, knowledge, and experiences that I could use professionally. The classes that IMC provides such as Customer Segmentation, Shopper Marketing, and Financial Accounting focus on real-world clients and projects and current marketing challenges. This was incredibly important to me to immerse myself in today’s marketing world and engage with professors who have decades of experience in the field.

Northwestern IMC has a great network in Chicago. When I spoke with alumni of the program, they all said that IMC had a profound impact on their careers. I knew I would be joining a very accomplished and well-established alumni network. An added benefit was that Medill provides dinner to IMC students at the Chicago campus before class.

How have you benefited from the Medill alumni network?

There were a lot of opportunities to engage with alumni at the downtown campus. I attended a lot of the KnowledgeX alumni panels, where I heard from recent graduates who are now established in the marketing world. Having a center where alumni can come back and interact with students is such an important resource.

What advice do you have for someone considering Medill?

Take advantage of the resources and curriculum that Medill IMC provides students. I found that this degree, as opposed to an MBA, is a lot more specialized, a lot more focused, and you can get a lot more out of the small class sizes and intimate environment. It's by far the best marketing program in Chicago.