Where passion found a path: Kaleigh Weaver’s marketing journey

Finding her passion

Kaleigh Weaver first heard about Clemson when researching agricultural undergraduate programs. And although she decided to pursue her animal science degree in New York, she eventually made it to Clemson anyway.

While working on her degree in animal science, she realized along the way that her passions lay elsewhere. She took on a director of public relations role for her school’s student government and became a campus engagement leader and found that marketing was something she loved.

“After the pandemic, our student government had basically disappeared,” she says. “I helped rebrand it completely and worked to build their social media presence. As a campus engagement leader, I learned to organize, and it was then that I realized how much I loved creating and developing brands.”

Following graduating with her degree in animal science, she began to figure out her next steps. She had found a passion for marketing, and remembered Clemson not only had a great agriculture program but also a great business school.

She began her research into the master of marketing program at the Wilbur O. and Ann Powers College of Business, the course curriculum and opportunities, and she decided the program was something she wanted to apply to. She was accepted and moved from New York to Clemson, South Carolina.

The Clemson business difference

Coming from a small college of around 3,000 students, Kaleigh was initially overwhelmed by Clemson’s size. What stuck out immediately to her were the resources that Clemson had. From the facilities, the connection and network opportunities to the overall campus life, Weaver saw just how special Clemson was.

As Weaver began her coursework, she began to love marketing and Clemson even more. Something that really stood out to her was how much her professors cared and invested in her as a student and as a professional. “There have been so many professors I’ve had in the short time that are just amazing. One is Michelle Cauley. She gives us every resource possible and lets us be creative in our projects. Angeline Scheinbaum is also awesome and engaging. The faculty members here really make the College unique.”

One of her favorite projects she has worked on was through a marketing course partnership with the Clemson Region Small Business Development Center (SBDC). Weaver has experience working with small businesses through supporting her own family farm’s social media account, and putting two and two together in her master’s program was rewarding for her.

“It was amazing to be able to support a brand-new, local small business. We had a lot of creative freedom while developing a brand guide for her because she was such a fresh, brand-new business.”

What’s next?

Weaver is set to walk across the stage and receive her master’s in marketing in May. After gaining experience from hands-on projects in class, she feels ready to take on marketing roles in any environment.

“I have experience working with small businesses, but I’m also excited to work in agencies as well,” Weaver says. “I love all aspects of marketing, but I really gravitate to brand marketing specifically. Working with clients is something I love doing, and brand marketing would let me work directly with lots of different industries.”

She may have started her college journey with one career in mind, but by following her interests, staying curious and putting in the work, she’s found a path that fits her perfectly.

About the M.S. in Marketing Program:

The Master of Science in Marketing degree program advances students’ knowledge and expertise in marketing theory and practice. A coordinated curriculum of analytical skills development, consumer analysis and marketing strategy, coupled with real-world marketing applications, prepares students for careers as marketing analysts, managers and researchers in areas such as branding, advertising, promotions, market research, sports marketing, digital marketing and public policy.

Upon completing the program, the successful graduate will be able to critically assess and develop solutions to marketing problems through quantitative and qualitative approaches and various marketing and decision-making frameworks. This one-year master’s degree is designed to enhance the skills of students who desire to pursue a marketing-related career but may not have formal marketing training.

The M.S. program strives to be recognized nationally and internationally as a leading marketing graduate program. In doing so, the program seeks to:

• Provide exceptional graduate education that imparts to our students the necessary skills to successfully pursue their professional aspirations. The program will do so in ways that are experiential, data-driven, and career-focused.
• Serve as an ongoing resource for our graduates as they become leaders and innovators in their organizations.
• Work in partnership with organizations (profit and not-for-profit) to make meaningful contributions to the economic and social well-being at the state, national and international levels.
• Be an ambassador of Clemson University, the Wilbur O. and Ann Powers College of Business and the Department of Marketing.