Sallie Anthony was already deeply involved in digital marketing when she signed up for the eMarketing certificate program at UVa. She was a digital strategist for Genworth Financial, a company that provides services designed to help people enjoy a secure retirement. She also led the company’s email and social media strategies.
“When I was a sales communications leader, I found that I really liked the online space,” she says, “I decided I wanted to move my career in that direction.” Anthony's manager recommended that she find an online certificate program to boost her skills and suggested UVa’s eMarketing program. “I did a little research and thought it would be perfect for someone like me who is already in the workforce and has a career,” she says.
Anthony pursued her eMarketing certificate a course a semester, a pace that enabled her to meet the demands of her job. “What I liked about the classes was that it wasn’t about writing papers, but learning skills and techniques that can help you do your job better,” she says. Anthony used insights from the Strategic Database Marketing course to increase the response rate to her email campaigns.
She also liked the way the program expanded her perspectives. “The instructors brought in case studies and guest speakers,” she says. “These help you stay abreast of the field as the technology evolves.” She also valued the interactions with her classmates facilitated through UVa’s online platform. “I think it’s essential to see how other people are using eMarketing in their jobs.”
Anthony completed the certificate in 2011, and used her experience and education to land a management position with Scott Insurance, the largest independent insurance agency in Virginia, North Carolina and Tennessee. There she leads the creative support team, and plans to redesign the company’s web presence, improve the site’s search engine optimization, and develop and execute a social media strategy.
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