As president of CSUN’s American Marketing Association, Anastasiia Tverdokhlebova has found opportunities to develop her leadership skills, gain professional experience and explore the intersection of creativity and business.

Her journey, however, did not follow the path she originally imagined.

Anastasiia entered CSUN as a film major, drawn to the university for its film program. By her sophomore year, she began reconsidering her career goals and ultimately decided to switch to marketing.

“I’ve always been a naturally creative person, so when I switched from film to marketing, I didn’t want to leave that side of myself behind,” Anastasiia says. “Through joining AMA, I realized how many creative career opportunities exist in marketing, from visual storytelling to developing campaigns.”

Marketing offered her a balance between pursuing her creative interests and finding greater flexibility and stability in her career.

At the David Nazarian College of Business and Economics, Anastasiia has explored the business side of her creative interests through coursework in areas such as consumer behavior and business-to-business marketing. She has also learned from faculty members with industry experience, including professor Ola Abuelhassan, who previously worked for skin care brand Drunk Elephant.

Her involvement with AMA began during her freshman year when she was still studying film and minoring in marketing. Wanting to gain experience outside the classroom, she joined the organization and gradually took on greater leadership responsibilities.

She worked her way up from director of multimedia to vice president of multimedia and eventually executive vice president of internal affairs. In that role, she had the opportunity to shadow the previous president, an experience that helped prepare her to lead the organization.

Now, as president, Anastasiia oversees a team of 26 students across nine teams, coordinating operations, working with department leaders and organizing professional development and networking opportunities for members.

The role has also introduced her to the realities of leadership. Managing a student organization requires communication, coordination and planning. Although she credits her executive board for being proactive and taking initiative, Anastasiia acknowledges that she is still learning how to manage the demands of leading a team.

One of her priorities is ensuring that AMA members have opportunities to connect with industry professionals and develop skills beyond the classroom.

Under her leadership, AMA hosted an entertainment industry panel featuring professionals from NBCUniversal, ESPN and Paramount as well as a professional development workshop focused on elevator pitches, LinkedIn and resumes.

In October, the organization also visited TikTok’s Los Angeles office where members participated in an employee panel and office tour. Students learned about different career paths, day-to-day responsibilities and internship opportunities while receiving advice from industry professionals.

“I think these experiences are especially valuable because they give students a better understanding of the industry and opportunities to make meaningful connections,” Anastasiia says.

The organization is also planning a visit to Snapchat in November, continuing its efforts to expose students to different areas of the marketing industry.

Her involvement in student organizations has also allowed her to apply her creative skills. Last year, Anastasiia served as vice president of marketing for the American Advertising Federation at CSUN where she helped establish the chapter’s visual identity and led marketing efforts across social media, newsletters and event promotions.

This year, she continues to contribute to AAF’s marketing team by creating graphics for events, building on her experience in branding, creative direction and maintaining a consistent visual identity.

Outside of campus leadership, Anastasiia has pursued internships to explore different areas of marketing and communications.

During a previous social media marketing internship, she worked with multiple client accounts, creating graphics, developing content strategies, managing social media calendars and producing photo and video content.

She is currently a public relations intern at Anderson Group Public Relations where her responsibilities include media outreach, journalist research, pitching clients and assisting with press materials.

Together, these experiences have helped her better understand how brands communicate with their audiences while developing practical skills she can carry into her future career.

One experience that further influenced her professional goals was attending an American Marketing Association guest speaker event featuring art director Maiqui Layaoen.

Listening to Layaoen describe her work helped Anastasiia identify a career that could combine her interests in photography, visual design and creative storytelling with marketing strategy.

“I definitely see myself working in the beauty industry, ideally in a creative role,” Anastasiia says. “Art direction interests me most because it combines my passion for photography, visual design and creative storytelling.”

As she prepares to graduate in spring 2027, Anastasiia continues to build professional experience while balancing her coursework, a part-time job and student leadership responsibilities.

Through her experiences at Nazarian College, she has developed leadership, communication and creative skills while gaining a clearer understanding of the career she hopes to pursue.

Looking back at her time at CSUN, she encourages students to get involved early, whether through student organizations, internships or other opportunities to gain professional experience.

“The earlier you start building that professional experience and being more involved in school, the more you’re looking out for yourself in the future,” Anastasiia said.

What began as an interest in film has developed into a journey through marketing, leadership and creative exploration. Through each new experience, Anastasiia is discovering how to turn her interests into a career while helping other students explore their own opportunities.