Fatemeh Astani, ’25 MMKTG: From Designer to Strategy Leader
Tuesday, September 8, 2026
Meet Minnesota Carlson's community and learn about the experiences and career connections we offer.
What was your initial reason or motivation for pursuing a Master of Marketing?
I came into the program with a foundation in graphic design and a growing pull toward the strategic side of the work I was already doing. After years of building brands visually, I wanted the language and frameworks to back up my instincts to understand why a campaign works, not just how to design one. I was also starting to take on more business development and client strategy work, and I felt a gap between my creative training and the marketing fundamentals that would let me lead those conversations with confidence. The Master of Marketing felt like the missing piece to formalize skills I'd been building on the fly.
Why did you choose Minnesota Carlson?
Carlson's reputation made the decision easy. It's the strongest program in the area, and I could see that reflected everywhere: I run into Carlson alumni constantly across the industries I work in. Many bright people teach at the University of Minnesota also, which makes the school academically the best choice.
What was your most valuable Minnesota Carlson experience?
Going in, I specifically wanted to get more comfortable presenting and thinking on my feet in front of a room. Carlson built that through repeated presentation and improv-style practice that forced me to get comfortable being watched and challenged. What made it stick was the professors who told you plainly what was missing and how to fix it, not just what went well. Many of them had real, current hands-on experience in the roles they taught toward, so the feedback translated directly into skills I still use at work today.
Program
'25 MMKTG
Fun Fact About Yourself
I've always been an athlete at heart, swimming and playing soccer growing up; now I teach yoga on the side.
Undergraduate School and Major
Augsburg, Graphic Design and Marketing
Most Recent Employer and Job Title
Founder and Creative Director at Unbox Studio
Carlson gave me the confidence and vocabulary to move from being purely a designer to leading both the creative and business sides of an agency.
How did being part of Minnesota Carlson’s broader business ecosystem — spanning the Twin Cities community, local industries, and global partners — shape your experience in the Master of Marketing program?
Honestly, the biggest value was proximity to the sheer number of major companies headquartered in the Twin Cities. It's surprising how many big names call Minnesota home. We got to work directly with Cheerios, contributing to real projects and learning how they actually operate day to day. We also had the chance to connect with Adidas, who flew in so we could learn about their culture and setup despite being based in Germany. Getting that level of access to companies like these and seeing their workplaces, hearing how their cultures actually function, and contributing rather than just observing, taught me how to integrate with other organizations, which turned out to be a skill in its own right.
How has your Minnesota Carlson experience helped you change your career path and get to where you are?
Carlson gave me the confidence and vocabulary to move from being purely a designer to leading both the creative and business sides of an agency. The presentation and improv work in particular changed how I show up in client meetings and pitches. I'm not just executing anymore; I'm setting strategy and leading conversations. That shift is directly reflected in what I do now as founder and creative director of Unbox Studio, advising healthcare and lifestyle clients on positioning, not just designing for them.
What advice would you give to help potential applicants gain admission into Carlson’s Master of Marketing program?
Know why you're doing it before you apply. Carlson rewards people who show up with a clear sense of purpose, not just a resume line they're chasing. Once you're in, use every resource and person around you to actually learn, not just to get through. It's easy to fall into a routine of showing up, passing the class, and moving on, but the real value is in asking the questions you actually have and chasing opportunities beyond what's being taught. If you're coming from a non-traditional background like design, don't treat that as a gap to close. It's an asset they'll actually use.
