Student Spotlight: Twuyen Tran ’24

Twuyen Tran ’24 is a marketing and journalism dual major with a concentration in public relations. The senior calls Quincy, Massachusetts, home and looks toward a future in talent management in New York City.

How did you choose Isenberg and UMass Amherst?

As a first-generation student, my parents have never had the opportunity to send any of their kids off to college. UMass being two hours away from home gave me a sense of comfort knowing that I wasn’t too far from them. I always wanted to be a business major, so Isenberg’s esteemed reputation helped in that decision.

How did you choose this combination of majors?

I chose marketing because I am passionate about brand management and advertising strategy. I decided to pursue a double major in journalism at the start of my junior year for the public relations concentration to diversify my skill set. I wanted to have a foundational understanding of what it takes to build a brand and then know how to shape the public’s perception of the brand.

What have been your favorite classes and experiences at Isenberg so far?

My favorite class I’ve ever taken was Brand Management and Strategy with Professor Allison Werder because her course introduced me to an area of marketing I discovered I am most passionate about. My favorite experience at Isenberg was having the opportunity to sit on an upperclassmen panel for a first-year Transitions class to give advice to the students! Another experience I am grateful for is being a part of the early brainstorming sessions for Isenberg’s upcoming brand campaign—and even getting the chance to model for it!

What clubs and extracurriculars do you participate in?

Since my first year, I have been a member of the sorority Sigma Delta Tau and served on the executive board as social chair for the full 2022 year.

Have you had any jobs or internships during college?

I like to keep myself busy, so I’ve had the opportunity to have many different jobs and internships during college. I have held a public relations internship for McNeil, Gray, & Rice and a merchandising intern for Staples’ Custom Print and Marketing team. I currently have two internships this semester—a remote talent and social media internship at Underscore Talent Management and an on-campus marketing and communications internship for Isenberg. When I’m not interning during the school year, I wear many hats, working as a local production assistant for shows like Chris Stapleton’s “All American Road Show” and most recently as a sales associate at Glossier.

What are you planning after graduation?

I plan on moving to New York City and pursuing a career in the talent management industry, working with a range of clients from social media influencers to athletes!                       

If you could go back and give your first-year self some advice, what would you tell them?

Do everything you can to be proactive and set yourself up for success—you will thank yourself later.

Do you have a mentor from the Isenberg community who has helped shape your experience?

I am very grateful and fortunate to be able to consider Allison Werder as my mentor at Isenberg. Not only is she my former professor, but she is also the assistant dean of marketing and chief marketing officer at Isenberg. I went up to her on the last day of our class and asked if I could be her intern because I thought she was the ultimate “girl boss,” and she has given me unconditional support ever since. I am so appreciative of her.