From Filmmaker to Changemaker: Leveraging IMC for Social Change
Meet Angel Martinez, a dedicated marketer with a profound commitment to creating impactful brand experiences. In his new role as a marketing manager for the Association Management Center and an alum of Northwestern University’s Medill Integrated Marketing Communications (IMC) Professional program, Martinez embodies the fusion of creativity and strategy in the nonprofit sector.
“Instead of focusing on the numbers, it’s focusing on the story and how to tell it using these numbers for something that's concise and actionable.”
Navigating Professional Evolution
Martinez's journey into marketing began with a background in film production during his undergraduate years at Northwestern University. Inspired by the power of storytelling, he embarked on a career path that led him to the Surge Institute, a nonprofit whose stated mission on LinkedIn is to “educate and develop leaders of color who create transformative change for young people, their families and broader communities.” he served as a digital storyteller, harnessing the art of narrative to drive social change.
Amid the challenges of the COVID-19 pandemic, Martinez seized the opportunity for personal and professional growth. Recognizing the importance of blending creative thinking with technical expertise, he embarked on his IMC Professional program journey at Medill. He was drawn in by the program’s renowned reputation for marrying art with science in marketing.
Empowering Education
When he enrolled in the IMC Professional program in 2021, Martinez discovered a vibrant community of marketers from diverse backgrounds who each helped contribute unique insights to the learning experience. The live online format allowed Martinez to seamlessly integrate his studies with his full-time role at the Surge Institute.
Throughout his coursework, Martinez embraced the strategic mindset cultivated by Medill, leveraging frameworks in areas such as strategic communications and design thinking to drive impactful change at NCS. By synthesizing data analytics with storytelling, he discovered new avenues for crafting compelling brand narratives rooted in authenticity and empathy.
Passion Meets Purpose
For Martinez, nonprofit marketing represents more than just a career—it's a calling. With a keen focus on co-creating meaningful brand experiences, he seeks to establish relationships rooted in trust and value for all stakeholders. Through courses like Culture and Inclusion in Marketing, Martinez amplifies Medill's visionary leadership, infusing his work with a deep sense of purpose and inclusivity.
Looking Ahead
As Martinez continues to navigate the dynamic landscape of nonprofit marketing, he remains committed to translating strategic marketing principles into actionable strategies that drive positive social impact. With Medill as his guide, he embarks on each day with a renewed sense of purpose, eager to bring his learnings to life in service of a greater mission.