How do you get to Sesame Street? Binghamton’s Kayla Buccellato-Singer did it on her journey to a stellar marketing career!
Imagine this: the vibrant **Cookie Monster office** buzzing with creativity, complete with an abundance of cookies—yum! People whiz by on scooters, their laughter echoing down the hall toward the cheerful **Big Bird office**, unmistakably painted in bright yellow. This scene might seem whimsical, but it perfectly captures the essence of **Sesame Workshop**, the nonprofit behind the beloved “Sesame Street” series. Here, Kayla Buccellato-Singer, a driven student from Binghamton University, embarked on a summer journey as a brand marketing intern in 2023.
Discovering a Passion for Marketing
Buccellato-Singer, who is set to graduate with an MBA in 2025, isn’t just another student; she’s an emerging star in the marketing world. Her journey started at **Binghamton University’s School of Management**, where she honed her skills in **consumer behavior and brand promotion**. After graduation, she will step into a new role with **Live Nation Entertainment’s regional integrated marketing team**, further solidifying her career path.
Reflecting on her experiences, she notes, “**Marketing is not just about selling; it’s an intricate dance of psychological science.**” She thrives on understanding consumer preferences and aligning brand messaging with their needs—an approach that will serve her well in her future roles.
Interning with the Cookie Monster: A Unique Experience
During her internship at Sesame Workshop, Buccellato-Singer embraced the whimsical nostalgia of childhood. “**Securing this role was a delightful surprise,**” she admits. Armed with a well-crafted resume, she highlighted her affinity for **Abby Cadabby**, one of the workshop’s beloved characters, and showcased her creativity during her interviews.
As part of the marketing team, she delved into **campaign promotions** and researched emerging trends, such as **influencer marketing** and **user-generated content**. “Every detail matters,” she emphasizes. “When promoting an event with Cookie Monster, the challenge was ensuring that each element felt **authentic and immersive** within the Sesame brand framework.”
Adapting to Consumer Needs
In the summer of 2024, her focus shifted to **life-cycle marketing** during her internship with **SiriusXM**. Here, she learned that marketing strategies need to adapt as customers evolve. Tasked with enhancing subscriber revenue, she researched messaging strategies across 15 companies to identify improvement areas.
She then pitched the **“Score with Sirius”** concept—a program that rewards subscribers based on their platform engagement with special giveaways and events, showing them that their loyalty is valued. “**Understanding your customer’s journey and celebrating their loyalty is crucial,**” she says. Her experiences underscored that marketing is a fast-paced environment where **adaptability** is key to success.
Finding Guidance and Community
Buccellato-Singer believes in the concept that **everything happens for a reason**. Originally envisioning careers as a teacher or a lawyer, she found her true calling in marketing. Her time at Binghamton profoundly shaped her passion for guiding others; she took on mentorship roles in the **School of Management’s Career Services** office, assisting peers with **resume building**, **mock interviews**, and job search strategies. “**It’s been the highlight of my academic journey,**” she reflects, attributing her success to the supportive SOM community.
“**Even when things feel uncertain in the present, there’s always potential for growth and success in the future,**” she encourages fellow students, solidifying her role as a beacon of support within her community.
A Bright Future Ahead
With her strong foundation and impressive experiences, Buccellato-Singer is poised to make waves in the marketing realm. As she embarks on the next chapter with Live Nation, her confidence shines through. With the right mindset and unwavering dedication, she proves that **the journey to success is both exciting and rewarding.**
For those striving for a similar path, remember: **stay curious, embrace change, and never underestimate the power of mentorship.** Who knows? You might just find your way to your own version of Sesame Street!
