Creative and Analytic Balance
After studying Marketing and Finance at Villanova, Cimini worked at PepsiCo before making the jump to SNACKLINS. Excited to create a big impact at a new company, Cimini joined the startup as it was beginning to carve out space in the competitive snack food market. She saw the potential in the brand and was ready to take on the creative challenge of marketing for a niche product using a smaller set of resources. SNACKLINS makes low-calorie, vegan snack crisps and the company was even featured on Shark Tank when founder Samy Kobrosly made a deal with Mark Cuban. Cimini has worked to align the branding with the spirit of the company. Head to the SNACKLINS website and you will find bold colors, a fun mouth-shaped logo, and encouragement to “eat the whole bag” as the snack has fewer calories and sugar than a typical chip.
She credits the VSB curriculum with helping her develop both creative and analytical skills, providing a framework to approach any problem. She first gained experience tackling a real-world marketing challenge through the Competitive Effectiveness course. She transferred these skills to her career, which made her a more competitive employee.
She advises current VSB students to take the time to cultivate their interests and align those interests with a career. A business degree can be taken in a number of different directions, and students should think about the path that will be a great fit for them.
Tess Cimini ’14 VSB
“The curriculum, which balanced creative and analytical skills, instilled a mindset that made me more competitive as an employee.”