Every piece of content created by a brand tells a story. Every touch point they create—every interaction a customer has—sends a message about who that company is and what kind of a product they offer.
As a digital marketer for first Vineyard Vines and now Under Armour, Elise Sondheim ’15 knows this better than most.
She has seen first-hand how important it is for companies to curate their user experience and create authentic and meaningful interactions with their audiences.
“It’s a lot of understanding what people are looking for,” Sondheim said. “You really have to understand each and every engagement you have with your audience and how each one can ladder back into building a relationship that in turn creates value for you.”
While it wasn’t a career outcome that the psychology major and business minor expected, it is one that she first began exploring during her time at Gettysburg College.
It started with a few innocuous connections between her major courses of study.
“Being able to study both psychology and organizations at a comparable level with a critical thinking mindset allowed me to see how I could apply human behavior to the business world and learn how businesses interact with consumers,” Sondheim said. “It was never something that I thought I would do professionally, but it ended up being something that I was really passionate about that I continue to examine today.”
Read more about Elise's experience here.