Fellowship takes MBA student from bakery to broadcasting

Nataki Kali Campbell, MBA ’18

Nataki Kali Campbell, MBA ’18

Nataki Kali Campbell, MBA ’18, will not have to wait long to apply her classroom learning to real-world experience.

Campbell — who works with her family-owned business, Golden Krust Caribbean Bakery and Grill — has been awarded the first WFUV Media Management Fellowship. The position at Fordham’s radio station will require her to use her expanding social-media and data-analysis skills to help the station reach target audiences.

The fellowship, the first such partnership between WFUV and the Gabelli School of Business, allows Campbell and other students who will follow her to aid the station in examining audience metrics and analyzing its social media performance. It’s an area about which Campbell is anxious to learn.

“That’s something I really wanted to dive into because I’m not that social-media savvy,” she said. “It’s never been something I really wanted to get involved in for my personal use, but for work, I realize how important it is for me to get a grasp of it.”

Campbell already has some experience with marketing research at her family’s business, which has expanded to include 100 franchises and 23 company-owned stores throughout the Northeast and in Florida and Georgia.

“That’s a field I want to be a leader in one day,” she said.

In addition to the market research she will study in class, Campbell will get a crash course at WFUV.

The Rose Hill-based station, which is professionally managed, uses the audience data it receives on a monthly basis to generate listenership reports, which are then distributed to the staff, said Chuck Singleton, WFUV’s general manager.

Dawn Lerman, the Gabelli School’s associate dean for graduate studies, said that through this fellowship opportunity, Campbell “will be gaining work experience and an opportunity to directly apply what she is learning in the classroom to a business and right here on campus.”

Campbell, who began working at the station on September 9, is thrilled to have the opportunity.

“I love working with my family, but to have the opportunity to work with people I’m not related to is something that is very exciting to me,” she said, laughing.

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