Karishma Singh (B.S. ’20) is a marketing and communications assistant at Keenthings, a studio in Alexandria, Va., owned by artist Lisa Schumaier. Signh first arrived on the Monroe Park campus as an undeclared major, and, after exploring the humanities, she followed her childhood passions to become an English major.

Energized by the curriculum’s emphasis on exploration and her participation in VCU’s Japanese Student Association, Singh has pursued a career in storytelling that has included a role with the Japan-America Society of Washington DC and postgraduate studies at Georgetown University.

What inspired you to choose English as your major?

It’s a big decision, you know, to figure out what you want to do in life at 17. However, I think I always knew I wanted to major in the College [of Humanities and Sciences]. Those majors are the ones I felt the most connected to. 

When I chose English, I had no hesitation about it – and this is coming from a very indecisive person. I was a huge bookworm growing up. My mom and I would spend hours in bookstores and libraries. So I grew up with a natural fondness for writing and reading. It's a huge part of my upbringing, so for me, majoring in English was a natural choice. 

I appreciated how English opened me up to the possibility of many different career paths: law, journalism, publishing, marketing. These were all spaces where I could envision myself. I ultimately found immense purpose and joy in working in the marketing and communications space, an industry where English and storytelling are its foundations.

Where was your favorite place to spend time on campus?

The library was undoubtedly my favorite place to spend time on campus. I really appreciated how each level enforces a different sound regulation, and how the higher the floor, the quieter the space. I most enjoyed spending time on the third floor, either in the reading room or at a top desk in the corner. It made me feel like I was in my own little cubby, hiding away among books and people. 

The reading room was also a special space for me because it has a beautiful view of the outside, with its massive windows completely surrounding you. Something so serene about being able to observe the busyness of campus life while remaining indoors.

What is your favorite memory from attending VCU?

It’s so hard to choose just one. From running to eat Cane's chicken at 12 a.m. with friends to spending late nights organizing the Richmond Cherry Blossom Festival with the Japanese Student Association, it’s truly a collection of memories that make up my fondness for VCU. Another special memory is meeting my best friends, Seren and Vigi. Since attending VCU, it feels as if we have grown up together, navigating life’s toughest challenges and celebrating its biggest wins.

Was there a VCU faculty member that made a particular impact on your education and/or career journey? How so?

Absolutely. So many of my professors were fantastic. To this day, I still parrot wise words and lessons from Dr. Gardner Campbell’s classes. I took nearly all of his classes, learning something different every semester. What I most appreciated about his classes was how we were encouraged to be creative and explore our understanding of the material through our own blog pages. 

He emphasized the immense impact of the written word — how stories are particularly impactful in discovering personal purpose, exploring emotions, and, of course, critiquing societal implications. Dr. Campbell also really encouraged us to write, anything really, often citing our insights as fleeting, and therefore valuable. 

What was your favorite aspect of the English curriculum? How did this influence the direction of your career path?

I most appreciate the diversity of our English curriculum because I learned about backgrounds wildly different from my own. As an undergraduate student, I read a diverse range of classic and modern literature, which allowed me to learn about the societal challenges faced by people from various time periods and historical eras. We explored new genres and groundbreaking authors, all of whom understand how books impact our perception of others and social norms.

I believe that being able to read such stories as an undergraduate inspired me to pursue a career focused on positive messaging that uplifts others. 

You began your career working both as a comms intern for VCU as well as a literary intern and photo team leader at Blackbird. What were the challenges of balancing a role in communications alongside working for a publication?

It was definitely an adjustment to balance my time across these various job responsibilities, especially since I was also working a third internship at an on-campus publication called Plain China, which highlighted student-written work. It was tough, but deeply rewarding. What made it manageable was that the skills I was learning in class were transferable to the work I was doing, as we learned to analyze content, interpret the findings and apply them to real-world scenarios.

Since graduating from VCU, you’ve earned a masters in marketing and communications from Georgetown University. Why did you want to pursue postgraduate studies?

After graduation, I worked as a public relations and communications intern at the Japan-America Society of Washington, D.C. Inspired by my work at the J.A.S.W.D.C., I sought to expand my knowledge and deepen my educational background, and I pursued my master's in integrated marketing communications at Georgetown University.

Being able to pursue postgraduate education was a dream come true. The curriculum challenged me, expanded my knowledge in marketing and provided me with the opportunity to practice building marketing campaigns that resonate both strategically and emotionally.

Tell me about your internship with The Japan-America Society of Washington DC. Was this a part of your postgraduate curriculum? What was it like working in communications with an internationally-focused organization?

My English degree honed my communication, writing and analytical skills which was essential during my internship at the J.A.S.W.D.C.., where I helped launch the Japan In DC campaign.

Although this was not part of my postgraduate curriculum, much of my work with the Japanese Student Association at VCU led to this unforgettable opportunity. Working in communications for an internationally focused organization meant being extra attentive to one’s use of language. After all, I was creating materials that were not limited to the eyes of the US consumer, so this opportunity trained me to gain a deeper understanding of both international and local audiences. The experience pushed me closer to my goals of amplifying underrepresented voices and solidified my passion for marketing as a tool to build authentic connections with various audiences.

Now, you serve as a marketing and studio assistant with Keenthings. What does your day to day look like in your current role?

As a marketing and studio assistant, my days can vary significantly because I not only work behind the scenes on marketing materials, but I also manage the studio on a day-to-day basis.

From assisting customers to creating social media content and managing the website, I am always working on materials to help promote the owner’s artwork. It's a unique position that combines traditional marketing techniques with modern digital marketing responsibilities. It’s meaningful to me to work for an eco-friendly and sustainable ceramics artist. She creates work that aims to inspire, demonstrating how art can be made from anything, even from the most unsuspecting of materials.

What would you say is the most challenging part of your current role? The most rewarding part?

In my current role, it’s a continuous challenge to stand out in an incredibly oversaturated marketplace. With tight budgets and limited resources, small business owners often lack access to the resources of a larger company. Therefore, we must be incredibly strategic when it comes to investing in marketing and advertising. 

Although we’re a small team, we're mighty. The most rewarding part of my job is being able to support my boss' artwork. She's a genuinely kind person who is deeply empathetic and cares about our world and its people. She has taught me a lot about running a business, as well as about life itself.

Reflecting on your time at VCU, how do you feel your time on campus helped prepare you to accomplish the work you’ve done so far in your career?

VCU gave me the space to truly explore. I was able to take on different on-campus work opportunities that allowed me to discover what I was passionate about and where I wanted to grow. 

At that time in my life, I needed the freedom to try new things, and VCU gave me exactly that. Through these experiences, I built a strong foundation in communications, learned how to think creatively and found the confidence to dream big and bring those ideas to life. Looking back, I see that VCU didn’t just prepare me for a career, but it also helped mold me into the person I am today.

What’s your why?

Stories inspire empathy for communities that may seem different to us. If I were given a time machine and given the opportunity to re-decide my major, I think I would choose to be an English major in every timeline. That’s truly because it's grounded in everything I do. Marketing embraces storytelling. It’s the foundation of every marketing strategy and campaign. It's about sharing and creating empowering stories to form authentic connections with consumers. 

I seek to lean into authentic storytelling to repair consumers' relationships with advertising. I’d like to help humanize the marketing industry, and I truly believe that storytelling is the key to achieving this.