This is her story of growth, learning and lifelong curiosity.
Born and raised in Alameda, Calif., Marciana Flores Atkinson has always been rooted in the Bay Area and is a proud descendant of Filipino and Mexican immigrants. After earning her bachelor’s degree in psychology and communication from UC Davis, she began her career at UC Berkeley in Recreation & Wellbeing planning special events, which she would later parlay into the same role at San Francisco State University. But like many young professionals, her journey wasn’t linear. A move to San Diego, followed by a return to the Bay Area and a period of uncertainty led her to a business development role at a tax firm—an unexpected position that introduced her to the field of marketing.
Curious to build real skills and gain confidence in this new direction, Marciana enrolled in our Certificate Program in Marketing. Our courses not only helped her reshape her career, but also Marciana’s belief in her own capabilities.
Today, she serves as an associate director in alumni engagement at San Francisco State University, where she blends marketing, storytelling and community programming for that school’s graduates across regions and affinity groups. Alongside her husband, Brent—who has worked at UC Berkeley for more than 20 years—and their two children, she enjoys camping, trips to Lake Tahoe, Hawaii, and spending time with loved ones.
How the Program Shaped Her Career Confidence
Before starting the Certificate Program of Marketing, Marciana worked in an entry-level marketing role and often felt unsure of her marketing foundation. Our coursework changed that.
“I felt like I finally understood what marketing really was.”
This confidence helped her apply for—and land—a marketing coordinator role at San Francisco State, where she oversaw 15 student employees and managed marketing across several campus recreation departments. Her background in events and her new marketing knowledge gave her the edge she needed.
She later transitioned into alumni engagement, where she continues using marketing insights to build community and share stories.
A memorable turning point was the support she received from one of her Extension instructors. After struggling with early exams, she spent time in office hours, improved rapidly and aced her final.
“That moment was huge for me,” she says. “It made me realize I could succeed academically again. It gave me the confidence to later pursue my master’s degree.”
How the Certificate Prepared Her for Today’s Marketing Landscape
Since completing the certificate in 2017, Marciana still uses what she learned every day. Courses in digital marketing, marketing research and analytics provided practical techniques she could immediately apply in her roles.
She recalls gaining a clearer understanding of brand consistency—how color, typography and tone express an organization’s identity and values. Marciana also learned the importance of accessible content, especially during her time at San Francisco State captioning videos, ensuring websites were intuitive with screen readers and designing with visually clear formats.
“I definitely think the certificate gave me a starting place - it helped me understand why we do things in marketing and not just how.”
Although analytics wasn’t her strongest subject, Marciana says the certificate taught her the power of intentional surveying. Before launching a major project, she now encourages teams to step back and ask, “What do our alumni or students actually want?”
She credits what she learned for helping her create surveys that are:
- Concise
- Purposeful
- Engaging
- Well-Timed
From crafting the right questions to offering incentives to presenting results through infographics, Marciana says those skills became central to her work—especially as she used survey insights to guide programming, inform social content and adjust services.
Emerging Marketing Trends That Stand Out
Marketing has changed rapidly, and Marciana sees those shifts firsthand. The biggest trend she identifies is the dominance of short-form, high-quality visual content.
“Everything now is 15 seconds or less. People want quick, bite-sized information.”
She notes the continued strength of Instagram among students, while Facebook still resonates with older alumni. Her team has experimented with TikTok and Discord, as well. She has also seen a shift in event behavior: audiences register much later, often deciding in the final days before an event.
Virtual engagement continues to remain relevant, too—something that started during the pandemic and has stayed because of convenience.
In her role, Marciana blends narratives with analytics to highlight the stories of students and alumni. One campaign she’s especially proud of focused on Gator Resilience, where she helped share powerful stories about students juggling jobs, school, financial pressures and family obligations.
She incorporates visuals, infographics and data points to showcase these realities—such as the number of students working multiple jobs or average housing costs. She continues to shape similar storytelling efforts in alumni engagement, showcasing career journeys and community impact.
Advice for Future Students
Marciana encourages anyone considering our courses and certificates to explore subjects that align with their career goals.
“If you want to expand your skills or shift into a new role, look into Extension. It’s a great investment in yourself.”
She reminds students not to be discouraged by cost—her employer helped pay for a portion of her certificate, and she recommends asking about tuition assistance. She also emphasizes that time will pass regardless, so choosing to invest in your growth pays off.
“You’ll gain confidence, knowledge and momentum in your career. It makes you more marketable and reminds you what it means to be a lifelong learner.”
Looking back, Marciana says completing the certificate was both energizing and transformative. It helped her rediscover her academic strengths, strengthened her professional identity and gave her the tools to pursue—and thrive in—new opportunities.
