MBA 2020 | Marketing Analytics and Insights


Rick Cardenas graduated cum laude from California State University, Northridge in 2012 with a Bachelor of Science in Business Marketing and a minor in Economics. Shortly after graduating, he accepted a position at NUVOtv as an Office Assistant, working directly under the HR & Operations Manager and Executive Assistant to the CEO and COO. In this role, Rick gained a solid understanding of the interworking’s of a TV network and contributed to numerous departments, including the Marketing team. In this period, Rick taught himself how to use Google Analytics to pull and analyze reports on NUVOtv’s website. Most notably, his insights led the Marketing team to cut back on email marketing due to lacking performance on KPIs, resulting in additional capital for other advertising opportunities.

In 2015, Rick took a position as a Digital Coordinator at Mirror Digital, a thriving start-up in the digital advertising industry. Within six months, his hard work and initiative earned him a promotion to Digital Planner, where he led the development of social offerings. His focus was on custom social media influencer campaigns, where he was responsible for managing budgets and coordinating program executions. Rick was able to leverage his analytical skills by accurately forecasting budget spend, spotting network partners with efficient CPMs (cost per thousand impressions) and identifying social media spending trends that significantly profited the company in additional revenue.

Outside of work, Rick has volunteered for numerous organizations, including the Ricardo Montalban Foundation, where he provided support to promote the Teen Digital Filmmakers Program. Additionally, he has volunteered for networking organizations such as The Advertising Society and The Counsel of Urban Professionals. In his spare time, Rick lifts weights, practices yoga, plays golf and collects 90’s hip hop vinyl albums. He is looking forward to pursuing his MBA at the Wisconsin School of Business A.C. Nielsen Center for Marketing Research and breaking into the research industry, where he will be able to leverage his analytical strengths and satisfy his curiosity with human behavior.