Marketing Students Learn From Industry Leaders

A trip to one of the leading digital marketing firms in the country provided students with the opportunity to meet and learn from practitioners. Alumnus Damian Bazadona, founder and president of Situation Interactive, invited marketing students to his firm’s offices to learn from his staff and successful UAlbany alumni.

Assistant Professor of Marketing Hillary Wiener organized the event, bringing nearly 20 students on a day trip to New York City.


Situation Interactive

Situation Interactive was established by Bazadona in 2001. They have worked with some of the world’s leading brands including Stoli Vodka, The Metropolitan Opera, HBO, Major League Soccer, Wicked, National Geographic, Meals on Wheels and The Ad Council.

Bazadona invited School of Business students to learn about his firm’s strategy and provide a better understanding of the advertising world. Over lunch, panelists shared their career paths and fielded questions.

Hearing From the Pros

Students learned about targeting ads, web accessibility to improve ad experience for sight-impaired readers, podcasting and other aspects of real-world of digital marketing.

Inspired by the presentations, Luc Sandler ’19 plans to build on his coursework by conducting his own research on media buying and expanding his network of industry professionals.

Andrea Sore, who graduates in December, was excited about the opportunity to interact with industry professionals without the added pressure of a job interview. She was interested in hearing how Situation Interactive develops a campaigns and identifies client personality. She appreciated the panelists’ openness to questions. She said, “I quite enjoyed hearing about their day to day activities within their respective companies as well as the journeys which have led them to such reputable positions.”

The Panelists

Panelists from left to right: Kelly Sherrard ‘15, Marcus Peterzell ‘78, Jonas Nachsin ’85, and Marino Radovich ’93.

Kelly Sherrard '15
Account Executive at Situation Interactive

Sherrad served as a client services intern for Situation Interactive and was hired as an assistant account executive when she graduated. She was quickly promoted to accounting executive where she oversees marketing initiatives.

Marcus Peterzell '78
Partner and Executive Vice-President Entertainment, Ketchum Sports and Entertainment

Peterzell he created their music marketing and film production offerings for Ketchum.
He started his career in concert promotion and moved into television, producing numerous music TV series for outlets including Cinemax, Lifetime, USA, Viacom and MTV. He also served as The Cure’s U.S. manager.

Jonas Nachsin '85
General Manager-Worldwide at Spinefarm Records, a division of Universal Music Group

Nachsin has worked in the music industry for more than 30 years, starting in sales and quickly moving to Roadrunner Records, where he launched and developed many successful metal acts, then on to marketing at PolyGram and Island Records, working with acts including The Cranberries and the Meat Puppets. He returned to Roadrunner, became president in 1999 and now oversees Spinefarm Records, a heavy metal label.

Marino Radovich '93
Vice President Disney/ABC Sales & Marketing

Radovich’s career at Disney has spanned 20 years.

Practical Experience

Beyond this learning trip, Professor Wiener provides real-world experience in her marketing research class. Her students are using focus groups and data gathering from a large scale survey to understand why people do or do not attend performances at the UAlbany Performing Arts Center.

Marketing students attend a UAlbany theater department production of Godspell as part of Hillary Wiener’s marketing research class.