The Power of Saying ‘Yes’ and Showing Up
By imani coaxumHello, everyone, my name is Imani Coaxum. I am a Cooper-Leibner fellow at the Center for Communication, and I am excited to contribute my first post to the CenCom blog. I want to use this space to be transparent and uplifting to students and recent grads as I navigate my own career journey. First, let me share a bit about myself and the many decisions that have led me to where I am today.
Joining and Belonging
I am a 2020 graduate of SUNY Brockport, where I obtained a Bachelor of Science degree in dual majors of Journalism and Broadcasting and African and African American Studies. I always knew that I wanted to study media, but I didn’t add my second major of African and African American studies until my sophomore year of undergrad. I also became involved with The African Student Union, which enabled me to truly discover my love for my own culture and find spaces where I could feel accepted, comfortable, and authentic.
But there was still a piece of me that wanted to get involved with media and build my expertise. That inspired me to found Talon Television, a media club on SUNY Brockport’s campus for which I filmed news content and wrote scripts for weekly broadcasts. I felt so thrilled and invigorated by the experience, and it fueled my passion for creativity through media.
I can’t emphasize enough the importance of getting involved on your school’s campus through clubs and organizations. The African Student Union and Talon Television opened doors for opportunities to connect with so many other students, possible employers, and universities that I never knew about until my involvement. And the deeper you invest yourself into extracurriculars, the more you grow as a person. I never would have thought I’d be president of The African Student Union by my senior year or have a portfolio of journalistic work, but I did because it was what I loved to do.
Choosing a Path
Graduating from SUNY Brockport was a proud accomplishment, but I couldn’t help but feel pulled in two different directions, so I decided to take a year off of school before deciding what to do next. Not knowing which direction to turn was difficult. I had so much time on my hands to think, so I did just that. I thought about what I loved to do, I thought about what made me feel most fulfilled, and I considered my passions and activities that I would love to make a career out of. That's how I found marketing, specifically multicultural marketing. I immediately searched for graduate programs that related to marketing and media studies and immersed myself in opportunities outside of school that would allow me to build my expertise. (Sound familiar?) Soon, I found the opportunity to help grow a community of students and recent graduates and promote diversity in media by providing them with knowledge, skills, and connections they need to succeed in the media industry. I found the Center for Communication.
So far, this role has exposed me to so many different opportunities that combine my love of media and culture. I couldn’t be more grateful to have this opportunity to promote diversity in media and explore what’s next in my career journey.
So, then: what’s next?
My goal is to land a multicultural marketing role at a media company this fall. Multicultural marketing is the creation and execution of marketing campaigns that specifically target people of different ethnicities and cultures within a brand’s overarching audience. This role requires empathy and promotes diversity, equity, and inclusion, which is essential given that 40 percent of the US population identifies as racial and ethnic minorities. These demographics need to be reflected in campaigns designed for them. I want to be a part of that effort because I know all too well the importance of having representation in this industry.
I look up to so many trailblazers and achievers in this industry—specifically, Vanessa Santana, a purpose-driven marketer, culture enthusiast, and inclusion advocate who has been doing such inspirational work in her role as a Brand Manager for Unilever. I first met her last fall at the very first Center for Communication event I ever attended (and where I got the chance to ask her about imposter syndrome during the audience Q&A). I was amazed and inspired by how she has woven her purpose and passion so perfectly into her career. Her most recent work includes a project called the Dove Love Your Hair Collection, which celebrates the beauty of all hair and challenges stigmas and underlying assumptions of what hair beauty is acceptable. This is the kind of work I want to do. I want to create innovative and impactful campaigns that reflect and uplift diverse voices and perspectives.
As I continue in my career journey, I always find amazing opportunities to learn more about the industry itself and connect with professionals. The Center for Communication is a perfect resource for this, offering free programs and events that connect students with industry professionals and teach skills needed to succeed in the industry. The spring event season offered so many insightful and impactful events in areas such as broadway, video games, music, multicultural marketing, social media and the Diversity + Media Career Summit. Each event introduced me to professionals across the industry who are more than happy to connect with students and recent grads. Every panelist and moderator offered actionable advice and opportunities that would build my expertise and advance my career. Without attending these events I wouldn’t be where I am today. Take risks, say yes to everything, and get involved in events and opportunities from the Center for Communication and other organizations this fall! It just might land you your next role!
