Rowan University alumna Stephanie Russo, Twitch manager of client strategy
Stephanie Russo, a 2014 graduate of Rowan University and now manager of client strategy at Twitch and co-founder of Women in Gaming NYC, discusses e-sports and the future of communications in multi-player entities.
Beth Dombkowski:
Hello. My name is Beth Dombkowski, and I'm coming to you from the office of admissions at Rowan University in Glassboro, New Jersey. Okay, welcome to Rowan Confidential. I am joined today by Stephanie Russo. Stephanie, thank you for joining us.
Stephanie Russo:
Hi, thanks so much for having me, Beth.
Beth Dombkowski:
Absolutely. Now, a little bit about Stephanie. Stephanie is a branding fiends, a connector, and forever a Rowan professor. At Rowan university, she found her passion for developing strategic and creative campaigns. This later brought her to a career in advertising where she currently works at Twitch, an Amazon-owned live streaming site, to guide brands to effectively advertise in gaming and Esports. Stephanie believes her future of communications is in multiplayer entertainment. So, Stephanie, I know that you are joining us remotely from New York City. Thank you for taking the time to speak with us today.
Stephanie Russo:
Of course.
Beth Dombkowski:
First question, I'm going to make it a real hard one.
Stephanie Russo:
Yeah, let's go for it.
Beth Dombkowski:
What wakes you up in the morning? What is your inspiration or your passion?
Stephanie Russo:
I think what wakes me up, especially working in video gaming and advertising, is the amazing campaigns I get to do. My main reason for aligning myself with video games and advertising is that I like the idea of bringing more brands into the space and having them realize the value in the gaming audience and realize how their brand could be a benefit to the space. I think that it's an audience that was overlooked for so many years, and now it's booming. Gamers are not the people that sit in the basement eating Doritos all day. They're, out with their friends or socializing. I think the social aspect of gaming, the social aspect of our audience, is what gets me excited. And on days when I'm stressed out, I'm lucky enough where I could sit back and go, "All right, well I'm selling ads, and I'm entertaining people." Life could be much worse than this.
Beth Dombkowski:
Oh, it certainly could. My goodness. Okay, so that's what you're doing. Do you want to talk more about your role in your organization at Twitch?
Stephanie Russo:
Yeah, for sure. So actually, Beth, I think we discussed this offline, but I actually just got promoted, but my-
Beth Dombkowski:
Congratulations.
Stephanie Russo:
... Thank you. Thank you. But my role for the last years here at Twitch... And for those who don't know Twitch, it might be good for me to step back and explain it. It's a Amazon-owned live streaming site, primarily for gaming. So, you have people that we call streamers that are broadcasting themselves playing a video game live. Then also there's a chat feature on the side where people that are watching in real time can talk to each other, and they can also talk to the streamer.
Beth Dombkowski:
Oh, fun.
Stephanie Russo:
It's beyond just live content, right? It's also a sense of community and coming together, watching someone play your favorite game every day, and then also creating this multiplayer entertainment experience, which is the word that we've been coining at Twitch. That is the idea of just everybody coming together and being active in the entertainment, not just passive entertainment, isn't just sitting back and watching anymore. It's being part of the story.
Stephanie Russo:
So, it's important to know what Twitch is a little bit tee this up. People are watching video games. The same reason that they watch Top Chef on TV. you're watching food that you're never going to eat. You're watching the Bachelor and watching people fall in love in relationships you'll never be in. We love watching other people. That's just human nature. So, watching someone play video games, it really isn't the craziest thing. So, my current role right now is convincing brands, it could be just convincing brands to advertise on Twitch in the space. As a senior sales planner, I focus on creating the pitch presentation and the creative concept behind how the brand integrates themselves in gaming and Esports. So, I work with... Well, it's kind of crazy. I'm in the middle of a transition process. We do work on video and display ads, but our bread and butter is custom content.
Stephanie Russo:
So, doing influencer streams, aligning with an Esport team, which is a competitive team that actually participates in tournament's, gaming events, and Esport leagues. So, that's my curls. Just every day is different. Every day's a different brand that I'm pitching, showing them that their audience is present on Twitch and that their audience actually cares about the brand that they're representing. So, that's in a nutshell. My new job is going to be me being a full time sales person and being the one that's bringing the brands in from the beginning, and then activating the campaign with a whole post-sale team and making it come to life.
Beth Dombkowski:
Oh, interesting. So, let me ask you this. When you started out, when you were going to college, when you were starting your career at Rowan, did you have any idea this is where you were going to end up?
Stephanie Russo:
Oh, my gosh, Beth, no. No idea. I think we discussed this, but I was undeclared with a minor in Spanish my freshman year.
Beth Dombkowski:
Okay, so you were undeclared, but you had a minor.
Stephanie Russo:
Yes, it was exploratory studies. That's what Rowan called it at the time.
Beth Dombkowski:
Okay.
Stephanie Russo:
You know what? I realized after taking my first PR class, I liked the idea of working with big brands. I wanted to work in something digital. I wanted to work in something super impactful, and I wanted to work with a brand that had a niche audience that was super community centric. I had no idea what that meant, but finding Twitch is literally... I call it the dream job I didn't know I wanted. Right?
Beth Dombkowski:
Sure.
Stephanie Russo:
So, yeah, I never thought I'd be in video gaming. My friends are gamers, and that's what attracted me to Twitch is that I'm friends with this audience. So, advertising to them and connecting with them is something I get excited about.
Beth Dombkowski:
Yeah, because you've got the inside track on that.
Stephanie Russo:
Right, right. It took a while. I wasn't a gamer when I first started, but I became one. I think-
Beth Dombkowski:
Okay, that was going to be my next question. Are you yourself a gamer?
Stephanie Russo:
... Yeah, I called myself an academic gamer for a while, meaning that I know a lot about the industry, but I don't partake in it. I think a lot of people in different industries can agree with me that they feel like they're an academic of their field but not necessarily a participant of their field.
Beth Dombkowski:
Oh, interesting.
Stephanie Russo:
Mm-hmm (affirmative). I think an advertising that can be unique, right? So, you could be someone working for a beauty brand but never use beauty products. It's a very similar allocation there. You could be working in the music industry and then be a horrible singer and musician. You don't have to be very good at the activity, but you have to be good at speaking on behalf of the activity and understanding the nature of it. That becomes a academic gamer mindset I have. So, I made it my mission to learn as much as possible, and I feel like I got a grasp of learning so much that when I started playing it was so easy. I was like, "This is amazing. This is the experience I've been talking about. This is what I've been reading about and watching." So, yeah.
Beth Dombkowski:
Oh, fun. So, what made you choose Rowan? Back in the day when you were a high school student looking at colleges what were your objectives? What were you looking for?
Stephanie Russo:
Yeah, Beth. I was so not sure what I wanted to do with my life at all. I was deciding between being a dentist, a lawyer, and a dolphin trainer at one point because I was 18 years old, and how was I supposed to know what I wanted to do the rest of my life? My mom suggested that we look at schools nearby and Rowan was, I think, the second university I looked at in New Jersey, and I immediately fell in love with the school. I liked the campus feel and the layout. Whoever took me on a tour was an incredible tour guide and got me excited about the culture and the personalities of people.
Stephanie Russo:
I think your tour guide is actually a huge make or break it. Luckily, I mean, when I was a student I got to be friends with a lot of tour guides on campus, and they're amazing people. They really do represent the campus culture so well as being enthusiastic and excited. The other main tipping points for me were people wearing Rowan clothing everywhere. I know it sounds silly, but people wanting to wear the swag, for lack of better term, of their school means that they're really proud and they're excited about that. I wanted to be someone that was really proud and excited to be at Rowan as well.
Beth Dombkowski:
Oh, wonderful. So, when we were talking prior, you mentioned something a lot and that is a student organization here on campus that you were involved with and some professional experiences that you got while you were a student that dictated how you were going to pursue a career. It sounded like you had a lot of work experiences when you were at Rowan. Can you tell us about that?
Stephanie Russo:
Yeah, I don't know where to start, Beth. For anybody that's listening, we were talking just a few days ago, and poor Beth had to listen to me go on this rant. I have two degrees from Rowan. One's in public relations. One's in advertising. The courses were super helpful, but what actually amplified my experience beyond it was my participation as a student on campus and at different jobs. I made it my mission to pick jobs that matched my career and made me a little bit more well rounded. My first job as a freshman was actually a work study through my financial support. I don't know what. I'm so sorry. I'm so bad with that department, but-
Beth Dombkowski:
it's okay. It's work study for financial aid. No problem.
Stephanie Russo:
... Exactly. Work study from financial aid. Sorry, guys. It's been nine years since I had that job, and I worked-
Beth Dombkowski:
And you've been doing so many things since then. Please, it's fine.
Stephanie Russo:
... So, I did a work study which is included with your financial aid. A lot of students don't realize that that's something that you can tap into to get a job on-campus or even off-campus. I was lucky enough to get a job off-campus, which pays a little bit more, and it was local to Glassboro. So, I got to just walk a few blocks from my dorm at the time and worked for Glassboro Economic Development where I was working for the Town of Glassboro. There I was in the communication department and working on projects to help build the "town and gown relationship" we call it, so between the town and the students. It was the beginning of Rowan Boulevard's creation, so I got to see a lot of the blueprints and our plans for that. It was a really cool intro... Oh. Also just doing town events and bringing students involved with it. So I got really interested in the idea of representing one larger facet of a community and then generating awareness and campaigning for it to different audiences. I think that's what drew me in.
Beth Dombkowski:
It's great that you're saying that about Rowan Boulevard because I remember when I came here to Rowan, it didn't exist. And a few years later we saw the plans for it. It was this thing that was going to happen so far in the future, and here it is. It's here, and you were part of that experience. That's amazing.
Stephanie Russo:
It's amazing. I actually came back at the end of last semester and did a teacher for a day, which is amazing. And if any alumnus that are listening gets to do that at your university, go do it. It is so satisfying. It's amazing. And I saw the changes of RoBo, and it's immaculate. It's beyond. And it was beautiful when I was a student there. Yeah, I think that was a big jet setter for my interest in being in the communication world. I later got very involved with Public Relations Student Society of America. I did a lot of work with on-campus events and volunteering for different concerts and entertainment. The office of student activities has been so good to me my whole four years in providing me volunteer opportunities but also job opportunities on-campus, which I think can be difficult for a student to achieve and balance out.
Stephanie Russo:
And what I recommend to students is you need to select... If you can't get an internship and devote yourself after hours, and you want to make money and do something on-campus because it's more accessible... I didn't have a car, so I knew that I had to take advantage of the campus opportunities. Pick things that are relevant to your career path or at least what you're interested in, and try to make yourself more well rounded because I knew I wouldn't have the luxury of driving to Philadelphia every day to do an internship. I knew that I had to form my own path at Rowan, and there's so many opportunities. There's so many departments that are looking for the assistance of students and their wisdom that it's almost crazy not to explore what's already in front of you.
Beth Dombkowski:
Now, you worked with another department on campus, too, and I know this relates to your minor, not your major. You worked with study abroad.
Stephanie Russo:
Yes, so I did study abroad. I have a Spanish minor as well, which I need to use a lot more. I finished my minor by studying abroad in Spain for a summer semester. If you can study abroad, do it. It's incredible. It's a cool experience. I was completely immersed in Spanish language because in Southern Spain in Seville, there isn't much English spoken there, but afterwards I ended up working for the study abroad company called International Studies Abroad or ISA where I helped students. I basically campaigned around campus and helped students plan out their study abroad trips and figuring out what credits actually matched to your major, even looking at the financial planning of it and comparing the value. So, that was, that was also an interesting experience. The end of it all is I always acted as a sales person no matter what I was doing at Rowan, but also was a person that immersed myself in everything that I was doing. I was an expert and a go-to person.
Beth Dombkowski:
Okay. So, you've been away from Rowan for a while now. So you've had a lot of different opportunities and career moves. What would you say is your proudest professional accomplishment since leaving Rowan?
Stephanie Russo:
Oh, gosh. I would say... Oh, gosh, how could I not remember this? So, I recently just won an Esport industry award. It's called the Tempest Awards. It's recognizing the best brands and businesses and individuals Esports or competitive video gaming. My company had won a bunch of awards for different campaigns we've worked on. My clients have won awards for campaigns. We worked on them as well, including MasterCard, which is one of my favorite campaigns. But I also won an award. It's called The Watch List. So, think of it as young rising stars in this industry. So, I was granted that award, and that was extremely validating.
Beth Dombkowski:
Oh, my goodness. Congratulations.
Stephanie Russo:
Thank you. It's a funny story because my boss sat me down. He starts telling me about Twitch and all of his experiences there, and he's been at Twitch for four years just like I have. I thought he was telling me he's quitting. So, I started getting upset, and I was like ready to cry, which I know it's not professional. But I was like, "This is so emotional." And then he told me that he had nominated me for the award and that I've won, and I just started crying happy tears.
Beth Dombkowski:
You weren't leaving that office without crying one way or another.
Stephanie Russo:
Oh, girl. But it was so validating in the space, and I think what led up to it was just so many different campaigns that I've worked on. Gaming is becoming so popular that at Twitch we're in an amazing position where we're always, I don't like to say busy, but we always have to be productive in making something that's actually important and is valuable to a brand. So, it was a series of different work with MasterCard and Bud Light and Hershey's and Spotify. All those campaigns are all so different, but working on them and seeing some of them get awarded and getting awarded myself is the most validating thing I could have done at such a young point in my career.
Beth Dombkowski:
That's incredible. You're definitely in the right place. Aren't you glad you didn't become a dolphin trainer?
Stephanie Russo:
Oh, my gosh. Every single day. Every day. And you know what? I don't think I like dolphins that much.
Beth Dombkowski:
I mean, they seem charming. I don't really have much one-on-one experience with the dolphins. But I'm assuming that you did, which is why you wanted to train them.
Stephanie Russo:
Oh, I didn't. That's the crazy thing. I was just cooky, and I was like, "Let's just try something different." That's when my mom was like, "We need to get you on the right track."
Beth Dombkowski:
So, what advice would you give a parents whose students are interested in going into some type of public relations? How would you tell them that this is a worthwhile field and tell them this is something they should do?
Stephanie Russo:
Yeah. Good question. So, interestingly enough, when I told my parents that I was going into a public relations and advertising degrees, they weren't overly supportive of it. They didn't see the value in the communication field. So, I understand what it's like as a student to go to your parent and tell them that you want to do something that they don't want you to do. My parents always imagined me being a lawyer, which is what my brother is pursuing. So, that's perfect.
Beth Dombkowski:
Okay, so you'll have one in the family.
Stephanie Russo:
Yeah. But my recommendation is be supportive of your child and their decision, and if you have any doubts with them, explain what the doubts are. For example, if your child wants to become a public relations or advertising communications professional, but maybe they don't have the best, public speaking decorum or they're not the strongest writer, that's, that's a very important thing for you as the parent to touch on. There's very gentle ways of having that conversation with them and getting them that additional help. Maybe it's encouraging them to take certain additional courses that would focus on those public speaking or writing engagements.
Stephanie Russo:
I knew that I wasn't the strongest writer when I went into the field, so I took additional writing courses at Rowan to pump that up. I think also just making sure that you're depending on their dreams, right? I always say you can't pigeonhole yourself in a category of what you want to do. I just knew I wanted to be in some form of entertainment, and working inclusively for the Sixers. Pigeonholing yourself like that or letting your child pigeonhole themselves and if they don't achieve that goal can lead to a lot of detriment to the ego, and we don't really want that to happen.
Stephanie Russo:
I think it's good to have your child just be open-minded about their opportunities there and for you as the parent also be open minded and not pigeonhole them into one category. Then encouraging them to go to conferences encourage them to take internships in the summers and take risks. I think that's the biggest thing you could always encourage your child to do. New York City is like the Mecca for communications, public-
Beth Dombkowski:
For most things, yes.
Stephanie Russo:
... It really is, amongst many other things. New York City's not that far away from Rowan. I know it's a trek, but if you can get your kid into New York City for an internship, I mean, the pace that you get to work with and the networking you make is invaluable. I'm still in connections with people I met from my first job and from my first internship in New York, and I'm so grateful for those connections.
Beth Dombkowski:
And what were your internships and opportunities in New York?
Stephanie Russo:
So, I did an internship with Likable Local... Or Likable Media. Sorry, it's a social media company. I worked on their sales and marketing department. It was my first experience with cold-call sales and doing something that's so scary, I think, was really helpful for me. I also worked at a pizzeria during that summer because, of course, my internship was unpaid, which is now illegal in New York, but not when I was an intern. I think one of the biggest thing that jump started my career was going to a conference through the advertising club at Rowan.
Stephanie Russo:
Luckily the advertising club actually paid for it. It was for a women's professional advertising society called She Runs It, which I later became a member of and ended up speaking on panels as a professional. So, it was really funny. But they run a student conference every year that Rowan's ad club, as far as I know, goes to every single year, at least is invited to. It's invaluable because you're connecting with other students at different schools, but then you're also connecting with professionals. I happened to be working on a project for a CPG category and went to a presentation, and one of the speakers there was this amazing woman who works on that CPG product. Her and I connected, and she led me to my first job out of college.
Beth Dombkowski:
Oh, my goodness.
Stephanie Russo:
Yeah, I mean, that's a Cinderella story, for lack of a better word.
Beth Dombkowski:
That's amazing. So, you are a successful college graduate. You just got a promotion. What's next?
Stephanie Russo:
Okay, so I actually have a few other things I'm working on.
Beth Dombkowski:
Okay.
Stephanie Russo:
I co-founded a woman in gaming professional society in New York City. Gaming as an industry is predominantly in Silicon Valley and LA, as you can imagine. New York also has a pretty big industry community. There's a few women in gaming that don't... We work predominantly with men. Right? And, listen, I work with some of the best men in the business. They are welcoming and open and inviting, and I'm extremely grateful to be supported by such amazing people. I can go on about it all day. But when you go to different industry events, you're kind of surrounded by... You want that comradery, that female comradery sometimes.
Beth Dombkowski:
Certainly.
Stephanie Russo:
I put it this way where I'm sitting with guys all day talking about video games and talking about sports. Sometimes I just want to sit down and talk about my hair and makeup. I found that by looking for women that are professionals in gaming, I could have those geek out conversations about gaming and the industry, but then also have a martini and talk about gel manicures. I think having that balance and really honing into that part of our identities is so important to create a support group for or rather just like an outlet for us to like talk industry, talk girl, or woman, I should say.
Stephanie Russo:
Yeah, I just co-founded it with two other coworkers. I've recruited 22 women in the industry in New York.
Beth Dombkowski:
Oh, my goodness. All ready. Wow.
Stephanie Russo:
I have professionals from Rockstar, Esport League or ESL, NBA2K, Google, Madison Square Garden. I'm missing a bunch of other companies right now, and if any of my friends are listening, I'm so sorry. We've recruited these women that work at amazing... They work in Esports. They work in game development. They work in advertising. They work in research. It's just different verticals within gaming, and we can all learn from each other.
Beth Dombkowski:
That's great.
Stephanie Russo:
Right. So, I think that's my baby right now on top of my job. Yeah, I don't know where else I'd go from here. After sales, I love it. I just like the energy.
Beth Dombkowski:
Nope, I guess be in the moment. That's where you are right now. Enjoy it. And congratulations, again, on your promotion.
Stephanie Russo:
Thank you. Thank you. It's exciting. I got the nice manager title.
Beth Dombkowski:
Excellent. Yes. Thank you so much for talking to us today. This has been Rowan Confidential.