<p>When Liana Pavane began the <a href="https://www.sps.nyu.edu/explore/degrees-and-programs/ms-in-integrated-marketing.html">MS in Integrated Marketing</a> program at NYU SPS, she was ready to bring direction to her creative career, which began in theater. Having grown up in Manhattan, NYU was always part of her world, but returning to the classroom after years in the workforce offered something entirely new.</p> <p>Pavane said, “Once I decided to go back to school, I wanted to do something in person because I grew up in New York. NYU was the perfect fit.”</p> <p>Before starting her master’s, Pavane had worked across different creative and entrepreneurial roles. She had built a Forbes-featured business, hosted a podcast, and explored a wide range of industries. “I had done a lot of different things and felt like I was jumping around,” she said. “I wanted to find something that combined creativity with structure, and marketing felt like that bridge.”</p>

<p>Reentering an academic setting was both exciting and challenging. Pavane quickly realized that graduate school would require a new rhythm and focus.</p> <p>“It was a big shift,” she said. “I went from working full time to suddenly being in this space where I had to balance school, part-time work, and my personal life. I really had to learn time management.”</p> <p>She created a system that worked for her. “I gave myself one social plan a week, one dinner with my parents, and the rest was dedicated to school and work. It helped me stay grounded and get the most out of the experience.”</p> <p>The classroom environment also introduced her to new tools and technologies shaping the marketing field. When she started the program, AI was just beginning, but it quickly became part of marketing discussions and coursework.</p>

<p>For Pavane, one of the most valuable parts of the NYU SPS experience was the professional network. “The professors were incredible,” she said. “Many of them worked in the industry and brought that real-world perspective into the classroom.”</p> <p>One course in particular stood out. “I loved my Campaign 1 class. I’ve always been fascinated by out-of-home advertising: billboards, subway ads, the kinds of campaigns that connect with people in their everyday lives.”</p> <p>During that class, guest speakers from two marketing agencies visited. Pavane reached out afterward to stay in touch, and those conversations eventually led to freelance opportunities. “That’s the thing about NYU. You’re constantly surrounded by people who are doing amazing things, and those relationships can turn into real career opportunities.”</p>

<p><span class="p-body">After completing her degree, Pavane continued to work with both agencies, TALISMAN and Right Side Up where she was eventually promoted to Executive Creative Producer and Director of Strategy and Content, respectively. Her clients include Reddit, IDEO U, University of Maryland, and the Ultra movie (soon to star Shailene Woodley). Additionally, she works on TALISMAN's first IP project, Rowen, which she helped achieve 501(c)(3) status for.</span></p> <p><span class="p-body">“Everything I did before, performing, podcasting, building a business, it all connects. Strategy is about understanding people and how they think, which isn’t that different from storytelling.”</span></p> <p><span class="p-body">Today, Pavane lives in London on the UK’s High Potential Individual Visa, which allows recent graduates from top universities to live and work abroad. “It’s been an incredible experience. I work remotely, travel often, and get to collaborate with teams across time zones. It’s the kind of flexibility I always wanted.”</span></p> <p><span class="p-body">Looking back, Pavane said the NYU SPS program gave her more than technical skills, it gave her clarity about how her creative background could evolve into leadership.</span></p> <p><span class="p-body">“NYU helped me connect the dots. It gave me the confidence to see that creativity and strategy can work together. I finally understand how everything I’d done before could be part of a bigger picture.”</span></p> <p><span class="p-body">Today, she continues to blend creativity and strategy in her work, helping clients tell compelling stories while applying structured marketing approaches. Her journey illustrates that a creative foundation, when combined with strategic insight, can open doors to leadership and global opportunities.</span></p>