by Allyson O'Bryant, Student Public Relations Writer
As brands compete for attention in an increasingly crowded digital marketplace, strategic communication and influencer marketing are becoming essential tools for building trust, visibility and growth. Companies are no longer relying solely on traditional advertising. Instead, they are investing in digital storytelling, authentic partnerships and audience engagement to stand out in fast-moving global markets.
That shift is creating new career opportunities for young professionals with experience in brand strategy, content development and relationship management.
Cedarville graduate Elizabeth Dunham gained early experience in specialty coffee brand strategy
For Elizabeth Dunham, a 2025 Cedarville University graduate with a degree in business management, that opportunity began with hands-on work at Third Wave Water, a specialty coffee company known for its “just add water” mineral packets designed to optimize coffee brewing. Operating within the rapidly expanding global specialty coffee market, the company gave Dunham an early look at how modern brands grow by combining product innovation with digital engagement and community-driven marketing.
Third Wave Water’s growth after Shark Tank created real-world marketing opportunities
Dunham joined Third Wave Water during a pivotal period following the company’s appearance on ABC’s “Shark Tank,” where it secured an investment from Barbara Corcoran. Within weeks of the episode, the company generated more than 10,000 orders, contributing to annual revenue of more than $1 million. As Third Wave Water expanded into international markets, including Sweden, Thailand and New Zealand, it also broadened its product line with new water profiles and barista tools.
Young professionals learn brand growth through operations and community engagement
Working behind the scenes, Dunham gained firsthand experience in the operational and communication demands that come with scaling a brand. She began in quality control, learning the discipline required to support a fast-growing company, before moving into a more strategic role focused on community engagement and relationship management.
Her work increasingly centered on the kinds of communication strategies many companies now see as essential: influencer partnerships, user-generated content and collaborative brand campaigns.
Building an influencer affiliate program helped strengthen digital brand visibility
Dunham helped strengthen Third Wave Water’s online visibility by building an influencer affiliate program from the ground up, taking on research, vetting and outreach manually before AI-driven tools became widely used in the process.
“I had to build an influencer affiliate campaign from scratch before the widespread use of AI-driven research and vetting, so I handled the entire process manually,” she said. “That experience taught me how to identify authentic brand alignment that algorithms might overlook — a critical skill in today’s digital marketing landscape.”
Through that work, Dunham saw how communication is no longer just about promotion but about building trust and meaningful connection with audiences.
“I learned early on that a ‘no’ from a potential partner or influencer isn’t a failure; it’s a standard part of the entrepreneurial process that requires refining your approach,” said Dunham.
Public relations and digital engagement skills open doors for recent graduates
That perspective continues to shape her professional growth. Now working in public relations firm A. Larry Ross Communications (ALRC), a national agency specializing in strategic communications and brand storytelling, Dunham applies her experience in digital engagement, content strategy and audience development to help clients remain relevant in an increasingly competitive media environment.
“By no stretch of the imagination have I reached the finish line of personal growth,” Dunham said, “but I’ve realized that everyone — whether they are 30 years into a career or fresh out of college — possesses a valuable perspective that can uniquely serve others.”
Authenticity and adaptability are key skills in digital marketing careers
As strategic communication and influencer marketing continue to expand across industries, professionals who can combine authenticity, adaptability and digital insight are becoming increasingly valuable. Dunham’s experience reflects that larger shift, showing how hands-on work in brand growth and audience engagement can open doors in a communications field that is evolving as quickly as the platforms it depends on.
About Cedarville University
Cedarville University, an evangelical Christian institution in southwest Ohio, offers undergraduate and graduate residential and online programs across arts, sciences and professional fields. With 7,265 students, it ranks among Ohio's largest private universities and is recognized by The Wall Street Journal as being among the nation’s top three evangelical universities. Cedarville is also known for its vibrant Christian community, challenging academics and high graduation and retention rates. Learn more at cedarville.edu.
