ISDI Student Spotlight ft . Nicolette Song
In this weekly series, we’ll be highlighting the student journeys and accomplishments of our future leaders in digital business.
This week, features a marketing savant whose experience and passion for helping companies reach the customers they want has led her to ISDI. Here’s a little bit about all things Nicolette!
Nicolette Song
- What was the reason you joined ISDI Digital University?
I am in an interesting position when it comes to ISDI because I was hired as the Marketing Manager prior to applying for the Master’s degree program.
From a work perspective, I decided to leave my corporate gaming job to join ISDI because I found the product and mission fascinating: an educational entity looking to digitally transform individuals and companies and help them navigate the new age of business. Even with no formal training in education, I felt that this was a landscape that I could contribute my marketing and digital chops, but even more honestly? The caliber of talent I’d be working for — Amir Mashkoori, previous CEO of Kovio and EVP of AMD, and Steve Cadigan, previous VP of Talent at LinkedIn — was too hard to pass up.
From an education perspective, it was simply good timing. I had been in the process of researching MBA’s before learning about ISDI through my mentor Kriselle Laran (also a mentor in the ISDI program) and knew this was the kind of program I was looking for. I had amassed a few solid years of communications, social, and digital marketing execution, but I knew that I was lacking the overall business knowledge that could accelerate me into management. This, paired with my passion and focus for digital, the internet business program at ISDI was a no-brainer. I applied, interviewed, and (luckily) was accepted.
2. In 30 seconds tell us who you are in regards to your work and career experience — GO!
OK! Hi, my name is Nicolette Song, I have over six years of formal marketing experience and my specialty is understanding a brand, understanding the consumer, and building unique stories to marry the two. My background is in telling global consumer stories through PR, building community through social, amplifying through paid media, and partnering with influencers. However, throughout my marketing career, where I’ve thrived the most is when there is a story to be told. I excel at connecting the dots between a customer’s needs and a brand’s magic.
3. What is your proudest work accomplishment? Life accomplishment?
Work: My last job was at a global gaming publisher, a leader in the free-to-play MMO market. In 2017 we ran our first Super Bowl LI commercial and I was on the team that negotiated the commercial buy as well as planning the supporting media campaigns with a $5M budget. We executed this all in three days — I wish I was kidding — and ultimately the “Tanks Rule” spot placed First in YouTube’s AdBlitz Awards for the Gaming Category.
Life: True story — I’ve danced with Ellen! Let’s just say my Twitter prowess, complete lack of shame, and a really healthy dose of competitive spirit had me beat out thousands of students at U.C. Berkeley to win an Ellen Challenge. She flew me and two other students out to join her on the Ellen Show. She’s just as amazing as you think she is on TV.
4. If your friends and family had to use 3 words to describe you what would they be?
Ambitious (my family)
Silly (my partner)
Rallier (my friends)
5. Share with us something not many people know about you:
I used to competitively dance in college, I’m a PC video gamer, and I’m really good at Minesweeper.
6. So now that we have an idea of who you are and why you’re at ISDI, how do you plan to marry your new ISDI knowledge with your past experience moving forward?
One pattern I’ve heard over and over again from all the executives we’ve had the opportunity to meet — and we’ve met with a lot of Silicon Valley executives, thank you ISDI — is that none of their career paths have been linear.
When I look back on where I’ve been and where I want to go, I’ve been seeing that I don’t just have to be a “marketer.” The label is a loaded word. I don’t just want to manage communications, I want to build stories and shape products to follow. I don’t just want to segment audiences online, I want to understand them — work with Design Thinking teams to get to the root of the pain points of audiences and build unique experiences for each individual.
I’ve learned through this Master’s program that there are so many different aspects to running a business; as long as you can get them to work together in one cohesive voice, outside of conventional job labels, that’s how you can measure success.
I can’t say which exact role I want to move towards, but I can say with absolution that I aim to be an executive for a large company that measures success on how it helps consumers lives.
6. What is a piece of advice you’d give to a younger version of yourself?
It’s actually something that I need to listen to now — you’re going to be okay. You’re so busy always wanting to be ‘a little older,’ ‘a little smarter’, ‘a little more successful’ that you’re missing out on slowing down and appreciating all that you have to be grateful for. I fear that you’re going to look back and realize that some of the best days are behind you because you were so focused on tomorrow.
How to better navigate your career landscape pre/during/post college.
Lastly, lottery numbers. If I get to talk to a younger version of myself, freaking lottery numbers!
7. Finally, what technological innovation are you most excited about in the coming decades?
Ride-sharing helicopters. I’m ready when they are.
Thanks for joining us on our Student Spotlight Series! For more ISDI blog posts written by our amazing students and our esteemed academic board, check them out at our ISDI Blog here.
Check out our other spotlights!
Student Spotlight Series: Danette Mashkoori
Student Spotlight Series: Pam O’Brien Betts
