Emily Ciccone
Vice President, Brand Marketing
Tropical Smoothie Cafe
Following over 6 years at 22squared, an independent ad agency, Emily transitioned to the corporate side of advertising and marketing, finding her passion in the food and beverage sector of the communications industry.
Elon Graduation Year
2009
Live Oak Communications Involvement
Account Executive
Emily's Company History
A Q&A with Emily Ciccone
How did your internships shape your post-grad aspirations?
During my early years at Elon, I felt pulled between two interests: creative work like graphic design and a career in business. The turning point came during an advertising internship while studying abroad. That experience opened my eyes to a world where creativity and business intersect—and it immediately clicked for me.
From that moment on, I was all in. I intentionally used the rest of my time at Elon to build experience that would prepare me for a career in advertising. It gave me both direction and confidence in the path I wanted to pursue.
How does the agency career path compare to working in a corporate setting?
I’m admittedly biased, but starting my career on the agency side gave me an incredibly strong foundation. Agencies are fast-paced, collaborative, and push you to think creatively under pressure. You’re surrounded by talented, driven people, and that environment accelerates both your skillset and your perspective.
Beyond the professional growth, it was also personally meaningful—I built lasting friendships and thrived in that “in the trenches” culture. That experience has given me a real advantage in my client-side roles, as I understand how to partner with agencies effectively and get the best out of that relationship.
What led you to pivot to corporate work after starting in an agency setting?
While I loved the energy and creativity of agency life, I was drawn to the deeper level of ownership that comes with working on the client side. I wanted to be closer to the business—understanding day-to-day operations, shaping long-term strategy, and driving sustained growth over time.
On the corporate side, you’re responsible for the long-term health of the brand. That added level of accountability and impact really energizes me. The stakes are higher, but so is the reward.
Having the opportunity to help grow brands like Arby’s and Tropical Smoothie Cafe has been incredibly fulfilling, and it’s where I’ve found I can make the greatest impact.
What has been your favorite campaign and why?
It’s tough to pick just one, but I’m especially drawn to what I’d call “surround sound” activations—campaigns that go beyond traditional marketing to create real cultural conversation and buzz.
Below are some fun examples from my time at Arby’s, and I can’t wait to share more from my time at Tropical Smoothie Cafe in the future:
The Filet-O-Fish diss track with Pusha T
The Meat Sweat Defense Kit with Old Spice
Limited-edition smoked bourbon (which sold out in minutes)
Limited-edition curly and crinkle fry vodka
(which sold out in minutes)
The $5 Missing Menu Meal (Cannes Silver Lion winner)
The Deep-fried turkey pillow
What made these campaigns special wasn’t just their creativity—it was their ability to break into culture, spark conversation, and engage both fans and non-fans of the brand. That kind of impact is what I find most exciting.
Why are you interested in the food and beverage industry?
I’ve always been drawn to categories that inspire genuine passion from consumers—and food and beverage is unmatched in that regard. Everyone eats and drinks, and people have strong, emotional opinions about their preferences.
That level of engagement makes it an incredibly exciting space to work in. It’s fast-paced, highly competitive, and constantly evolving. Success requires staying ahead of trends, embracing innovation, and thinking creatively to stand out.
For someone like me who thrives on energy, creativity, and cultural relevance, it’s truly the ideal industry.
Success requires staying ahead of trends, embracing innovation, and thinking creatively to stand out.