SPS Student Spotlight: Meet Thomas Conrad, Building Strategy and Skills for the Future of Marketing

With an entrepreneurial spirit and a passion for retro technology, Thomas Conrad started Vetro Gaming in 2020. What started as a retro console modification business has evolved into a retro tech digital media business, moving hundreds of thousands of e-commerce products with the help of startup accelerators and incubators, including Winston Starts and Launch Greensboro, and garnering nearly 180,000 followers across social media.

“I did not realize how broad and technical the field of digital marketing can be,” Thomas said. “Initially, I thought of it mostly in terms of social media and content creation, but I’ve since learned how much strategy, analytics, and technology are involved.”

Where has he learned this? Through his work as a Master of Digital Marketing student at Wake Forest School of Professional Studies. 

We asked Thomas to share with us more about his professional journey, his experience with the program, and how he’s making the most of his time as a student. 

Wake Forest SPS (SPS): What’s your career journey look like? 

Thomas Conrad (TC): After graduating from Wake Forest University, I went on to work at Newell Brands, a CPG company that owns brands like Sharpie, Graco, Crockpot, and more, where I helped build media mix modeling analyses and other reports for Newell’s portfolio of brands. Currently, I am a digital marketing specialist at Sales Factory, a marketing agency that specializes in home retail clients. 

SPS: Why did you choose the Wake Forest SPS program?

TC: I chose Wake SPS for several reasons. First, as a Wake Forest alum, I had an excellent undergraduate experience and received a quality education, so I knew I could expect the same level of excellence from this graduate program. I was also drawn to the school’s strong reputation for combining academic rigor with practical, real-world application, which I felt would be especially valuable in a fast-changing field like digital marketing. Additionally, after researching the faculty and courses in the Master’s in Digital Marketing program, I found that the curriculum aligned closely with my career goals and would set me up for success after the program.

SPS: What’s a specific project or assignment in your program that you’re most proud of?

TC: One of the projects I am most proud of is building a full social media strategy for my business, Vetro Gaming. It challenged me to think differently about how I navigate social media for the business in a way I hadn’t before. The fact that we had the opportunity to choose any business for this assignment, even our own, was great, since it allowed me to work on a project that I can use immediately.

SPS: Can you tell us more about the project and the final strategy you created?

TC: For the assignment, I was tasked to build a social media strategy as if it were to be presented to senior leadership in an organization as a pitch for a budget to implement the proposed social media strategy. It was designed to be quick, and with a five-minute time limit to present, I was challenged to present the most important details. 

The second part of the project was to create a much more detailed presentation of our strategy, as if we were providing an in-depth brief for our team to gain a deep understanding of the social media strategy so they could help implement it. This project not only strengthened my ability to develop and pitch a professional social media strategy but also gave me a practical framework that I can immediately apply to grow Vetro Gaming.

SPS: How has your perspective on your industry or career path evolved since starting your graduate program?

TC: Before starting my master’s in digital marketing, I did not realize how broad and technical the field can be. I initially thought of it mostly in terms of social media and content creation, but I’ve since learned how much strategy, analytics, and technology are involved. I’ve also gained a new appreciation for how interconnected each area of digital marketing is, and how success often depends on bringing them together effectively. This deeper understanding has shifted the way I approach digital marketing as a whole. I now recognize the value of balancing creativity with data-driven insights, and I’ve begun to think more intentionally about where I want to specialize. Ultimately, this program has given me a clearer vision of how I can contribute by blending creativity with strategy to make a meaningful impact.

SPS: What’s a piece of advice you’d give to a working professional considering a graduate program like yours?

TC: Remain open to new perspectives and areas of growth you might not expect. A graduate program like Wake SPS requires a real commitment, but it is very manageable if you are intentional about balancing your time between work and study. Additionally, make the most of the resources and events available, and take the initiative to build lasting relationships with your professors and peers.

Connect with Thomas on LinkedIn. Learn more about the Master of Digital Marketing.