Alex Freimuth (MAcct’19, Fin, Acct’18) and James Campbell (Mktg’22), both members of the Leeds Graduates of the Last Decade (GOLD) Board, shared candid career insights with a group of sophomores at the 2025 Leeds Professionalism Summit. Instead of a list of rigid “dos and don’ts,” they emphasized a refreshing theme: Enjoy college, take risks and be yourself.
“Classes were like a debate between me and my teacher,” Campbell joked, encouraging students to embrace the unique opportunities that college provides. “There will never be another time in your life where you’ll be in walking distance from all of your friends.”
Freimuth advised students to think broadly about their futures while staying grounded in the present. “Make connections and ask a lot of questions,” he said. He advocated for study abroad for growth beyond the classroom.
Kate Minnihan (Mgmt’18), now a senior employer relations manager at Leeds, reflected on her decision to become an au pair overseas before diving into a career. “When else am I going to do this?” she asked herself—reminding students that unconventional and nonlinear paths can still lead to success.
Campbell added a final insight: “Be your individual and authentic self. You are not like other people.” He summed it up powerfully: “The ladder of success starts at failure.”
All three shared their career trajectories that led to their current roles: Freimuth is a CPA, Campbell is a director of marketing and lead analyst at Trilateral, and Minnihan works at the Leeds Career Development Office as well as offering professional career coaching.
Build a personal brand that gets you hired
Creating & Deploying Your Personal Brand: A 5-Step Strategic Marketing Framework
- Inventory foundational skills and experiences. These are your brand attributes.
- Package the attributes in a way that reflects you. This is your brand narrative.
- Research and prioritize areas of career interest. This is your target audience.
- Craft a message that will resonate with your target. This is your brand positioning.
- Deliver the message to your target. This is your marketing plan.
Source: “Branding Yourself for the Job Market: Tips from a Marketing Expert,” by Jamie Cheston. During the presentation, Cheston noted that many people think they can skip steps 1–4 and go directly to 5. Nope!
Assistant Teaching Professor Jamie Cheston’s session on personal branding opened with an unexpected question: “Describe me.” After a palpable silence, one student mentioned his beard. Another commented, “a plaid shirt like what my dad wears.” Laughter broke the ice, and Cheston had the room engaged.
“I’m passionate about applying all that I’ve learned along the way to help others navigate their own career paths.” Cheston said.
His workshop, “Branding Yourself for the Job Market: Tips from a Marketing Expert,” highlighted how a personal brand can set someone apart in a crowded job market. Among the insights: 80% of people report not feeling passionate about their jobs. One slide captured it: “No one ever dreams about a career in dissatisfaction.”
He encouraged students to overcome fear by reframing a job search through the lens of a strategic marketing framework. Instead of saying, “I’m not sure what I want to do with my life,” consider “There are so many directions I could take!” Such small shifts can lead to big impacts, shaping a fulfilling career vs. getting a job, he explained.
“You are writing your own story,” said Cheston. As with any strong brand, it starts with insight—an emotional connection that resonates with the audience. He closed with reassurance: “Realize that literally everyone gets rejected except one person.”
Using AI in the job search—smartly
A session led by career advisor Elizabeth Ferguson addressed how to use AI tools in job searches. She explained how platforms like HireVue and applicant tracking systems rely on keywords and offered practical tips for improving resumes and cover letters accordingly.
Ferguson also cautioned that recruiters can often spot AI-generated documents and encouraged students to blend technology with authentic voice.
Dan Murray, founder of the Rocky Mountain AI Interest Group and real estate entrepreneur, emphasized a core truth: Networking remains essential, even in an AI-driven world.
Skills such as problem solving, critical thinking, and creativity will never go out of style, he emphasized.
Boosting confidence through practice
Although attendance is mandatory, students resoundingly appreciate the value of the events. They get to practice real-world skills: mock interviews, networking, refining their career searches, and learning how to present themselves.
Sophomore Lucy Treccia (BusAn’27) said she especially enjoyed advice from the GOLD Board and learning about Leeds’ accelerated master’s programs.
“My favorite session was the Business Analytics Roundtable. I put myself out of my comfort zone by approaching an empty table and had a really great conversation with a man who works in sustainability at FedEx. I talked to him about how much I enjoyed learning about integrating AI into business analytics, and he told me a lot about how companies are using AI in a secure way. He encouraged me to keep building this skillset, as it is becoming more and more applicable,” said Treccia.
“I was already aware that what I am learning at Leeds will apply directly to my future careers, but this conversation made me confident that I am taking all the right steps towards success in analytics.”
Experience the 2025 Leeds Professional Summit
More than 1,000 sophomores participate in the Leeds Professionalism Summit each year. The summit provides dozens of sessions throughout the day, covering a range of skill-building techniques, interview preparation, and industry professional insights to guide students with practical how-to advice and expertise.
Explore the highlights from this year’s summit.