For alumna Sarah Russell, a communication studies degree from Missouri State University opened doors to a variety of career opportunities.

Russell, who graduated in 2008, has found a niche in digital media and marketing.

She currently serves as vice president of marketing at Education Dynamics, an educational marketing firm.

As a college student, Russell was interested in marketing and public relations, but she chose to pursue a broader communication major. She believes this choice gave her a solid foundation in corporate communications, marketing, media and her most recent focus area, artificial intelligence (AI).

“When I began my career in the late 2000s, AI wasn’t even a blip on my radar, but I already had an interest in the technical aspects of marketing and advertising,” Russell said.

“After establishing my career at an advertising agency that specialized in performance marketing, I became drawn to the emphasis on analysis, optimization and direct results, which are the foundations of AI and marketing.”

In her role, Russell will continue to explore ways to leverage AI for predictive analytics, data segmentation and analysis, as well as forecast trends and behaviors.

Embracing AI

Russell believes AI has the potential to engage customers and transform and personalize their experiences.

“As I’ve developed my career in this field, I’ve seen many changes in the industry, but none has been as transformational as the advent of AI,” Russell said. “I’m thrilled to work for an organization that encourages its employees to test new ideas and foster their passions.”

As stated on its website, Education Dynamics is a “dedicated team of higher ed professionals on a shared mission to help schools change lives through education.”

The company provides higher education marketing and enrollment growth solutions.

Russell notes the biggest challenge in working with AI is “keeping up with the breakneck pace of AI technologies and advancements.”

“There have been vast changes since the advent of AI, ranging from people’s attitudes to the legal and ethical implications. Staying updated can sometimes feel like a full-time job,” Russell added.

The intersection of AI and marketing

Several fields use AI to improve campaign performance or increase efficiency, according to Russell. She notes this often entails using AI to optimize advertising campaign placement, bidding strategies and creative optimization within the paid media landscape.

“In incorporating AI into our marketing strategies and campaigns, we leverage AI to supplement our creative team’s skill sets,” Russell said.

“AI empowers us to cut wasteful spending, optimize message delivery across the consumer journey and enhance performance for our clients,” she added.

Russell sees the intersection of AI and marketing as a positive development.

“We don’t view AI as a replacement for our team’s critical thinking and innovation abilities, but as a tool to optimize resources for faster and better results,” Russell explained.

“This increases our production scale ability to quickly edit and iterate creative assets,” she added “Thus, we can create more effective campaigns that can resonate with our audience and drive engagement”

Priceless lessons from MSU

Russell credits her curiosity for emerging technologies to her interactions with MSU faculty and community.

“MSU armed me with analytical skills and critical thinking abilities,” she said, “These have been crucial in my ability to adapt and thrive in the ever-evolving landscape of AI-driven marketing.”

“Also, MSU shaped my identity and values. It emphasized the pursuit of passions and collaborative teamwork,” Russell added. “These principles have propelled my career and led me to specialize in my current field.”

Russell, who has since earned certifications in prompt engineering from Vanderbilt University and executive leadership from Cornell University, advises current and incoming students with an interest in her field to remain committed to learning.

“You can learn most of the specific skills you need to execute marketing campaigns on the job, yet the underlying critical thinking, analysis and decision-making skills, along with a willingness to learn, are vital skill sets you must already have.”

Explore communication studies at MSU