Blending Strategy with Creativity: My Journey in Marketing & Public Relations

Hi there! I’m Aileen Aguilar-Frias, a Business Marketing and Public Relations student at California State University, Long Beach, and I’m about to graduate this May (cue the excitement and slight panic)! As I wrap up this chapter, I’m reflecting on everything I’ve learned, both in the classroom and through real-world experiences, and how it’s shaped my passion for marketing, PR, and storytelling. For me, marketing and PR aren’t just career paths, they’re the perfect blend of creativity and strategy that allow me to connect with people, tell compelling stories, and make an impact.

From Community Engagement to Brand Storytelling

My journey into marketing and PR wasn’t exactly traditional. It started with helping others, whether as a reading tutor for elementary students, a catechism teaching assistant at my local church, or assisting with clerical work at my school district’s office. These experiences weren’t just about giving back; they taught me how to communicate, organize, and connect with people, which are all essential skill that needed in marketing and PR. Whether I was explaining a new concept to a student or helping coordinate church events, I was developing the ability to understand my audience, tailor messages, and foster engagement, all off which are essential in any field I decide to go into.

Hands-On Experience in Marketing & PR

As I pursued my degree, I sought opportunities to apply my knowledge in real-world settings. My experience includes:

• Academic Peer Tutor at CSULB's College of Business – Through this position, I don’t just assist business students with their statistics and calculus courses, I work to be an integral part of their academic support system, providing guidance, encouragement, and the resources they need to succeed. This role strengthened my public speaking, mentorship, and problem-solving skills, which key skills to have in any field. Being able to break down complex topics, communicate effectively, and adapt my approach to different students mirrors the skills needed to craft communication strategies that resonate with diverse audiences.

• Intern with Agency 241 – Working with this student-led agency in collaboration with the American Marketing Association (AMA) chapter on campus gave me hands-on experience in content creation, social media management, and marketing strategy.

  • As Copywriter for The Skin Queen Facial Spa, I played a key role in enhancing brand storytelling and strengthening its digital presence. By creating compelling messages and growing the brand's voice, I helped ensure the brand’s message resonated with its audience.

  • As a Strategic Planner for Zen Head Spa, I focus on developing marketing strategies, refining brand messaging, and creating content that aligns with the spa’s calming, wellness-focused identity. This role has allowed me to combine my strategic thinking with my love for storytelling, ensuring that the spa is able to stand out in the competitive wellness industry.

• Marketing & PR for Shop Asali – Working with this brand through my Digital Marketing & Media course (MKTG 437) gave me the opportunity to explore branding, content strategy, and audience engagement. Helping them showcase African-inspired fashion allowed me to develop strategies that elevated their online presence and connected with their target audience. This experience reinforced the importance of cultural representation n marketing and the power of authentic storytelling in building a brand.

• WinWinLabs Content Manager – I work behind the scenes to position this nonprofit as a leader in gamified giving, helping raise money for people with innovative ideas. Through strategic content creation and expert-level blog posts, I am working on crafting messaging that highlight WinWin Labs' mission of making charitable giving engaging and impactful. This role has deepened my understanding of content strategy and nonprofit marketing, allowing me to merge purpose with promotion.

What Drives Me

Marketing and PR are more than just industries to me—they are platforms for storytelling, connection, and impact. I love crafting messages that resonate with audiences, evoke emotion, and drive action. Whether it’s through digital marketing, brand strategy, or event planning, I thrive on creating experiences that bring people and brands together. This passion for connection also extends to outreach and working with students, where I help them better their academic and professional careers. Supporting others and fostering growth ties directly into marketing, as both require an understanding of people, their needs, and how to engage them effectively. Whether I’m mentoring or developing a brand strategy, my goal is always to connect, inspire, and drive meaningful action.

What’s Next?

 With graduation just around the corner, I’m excited to dive into the marketing and PR world full-time. Whether it’s digital marketing, brand strategy, or event planning, I passionate about crafting engaging, people-centered experiences that make an impact. I also want to continue supporting students as they navigate their academic journeys. My goal is to help guide, mentor, and empower students in both their academic and professional growth, just as I’ve done in my past roles. I believe that combining my passion for marketing with my love for mentorship will allow me to make a difference, both in the workplace and in the lives of students.

Let’s Connect!

I’m always open to collaborations, marketing discussions, and creative brainstorming. Whether you’re looking for a fresh perspective on a campaign or just want to chat about the latest media trends, I’d love to connect!

📩 Reach out to me here or find me on LinkedIn. Let’s make a change together!