Daniela Padilla is expanding creative horizons with TikTok, Disney and Hulu

KALAMAZOO, Mich.—Daniela Padilla, a senior marketing and leadership and business strategy student at Western Michigan University’s Haworth College of Business, and honors student at the Lee Honors College, is keeping up with trends through her internship and academic opportunities. Originally from Mexico City, Mexico, Padilla is tapping into her creative talents to take her career in an exciting direction.

Transferring to WMU from Kalamazoo Valley Community College, Padilla was welcomed to WMU Haworth with open arms.

“I knew I wanted to study marketing after starting my journey as a content creator, but what ultimately convinced me to transfer to WMU was the ability to pursue a double major with the leadership and business strategy (LBS) program. Adding the LBS major helped me develop presence and confidence as a professional while also allowing me to lead a team of analysts in a strategy practicum, doing a consulting project for Sleeping Giant Capital, a Michigan-based private equity firm committed to supporting education and the local economy.”

With two years at WMU Haworth under her belt, Padilla took on a position at TikTok this past summer. Working as an enterprise entertainment North America sales intern, Padilla supported the Disney TikTok account with a focus on Hulu. Her role centered on understanding client needs, analyzing campaign briefs, and developing media plans, creative recommendations and product strategies. She contributed to major campaigns for titles such as The Kardashians: Season 7, All’s Fair, Murdaugh Murders and Reasonable Doubt.

“One highlight of my internship was leading a large-scale workshop with Hulu, where we proposed new titles, product recommendations and creative strategies by bringing in TikTok creators for multiple perspectives. I also developed and executed the first ‘TikTok Entertainment Product Menu,’ a consolidated resource of ad solutions designed to empower internal sales teams and educate clients. This internship gave me invaluable exposure to the fast-paced world of entertainment marketing and deepened my passion for connecting brands with audiences in meaningful ways.”

Padilla also had the opportunity to study abroad in India, creating lifelong memories and irreplaceable business experiences at Christ University, a WMU partner for study abroad. 

“Studying abroad in India was an eye-opening experience that felt like finding a home away from home,” she says. “The hospitality, openness and warmth of the students at Christ University and the businesses we visited left a lasting impression on me. That trip deepened my commitment to being an inclusive leader, someone who welcomes others with open arms, values diverse perspectives, and recognizes greatness in cultural differences.”

With plans to graduate this fall, Padilla gives her advice for future WMU Haworth students.

“College is your chance to test your limits, reach for opportunities bigger than you imagined and discover just how far you can go, so dream boldly and work hard. What you put in is what you’ll get out. Aim high, and life will connect you to the right people, standards and opportunities to help you grow.”

To learn more about marketing, visit WMU marketing online.

To learn more about leadership and business strategy, visit WMU LBS online.

For more WMU news, arts and events, visit WMU News online.