Haslam College of Business - Connecting the Dots: Jordan Dillard

Jordan Dillard grew up curious about how people think. The graduating master’s student from Clarksville, Tennessee, originally planned to pursue a career in psychiatry before pivoting to psychology as an undergraduate. Dillard, however, recognized the potential to take her curiosity further and set out to understand how people think through the lens of consumer behavior, pursuing a Master of Science in Marketing from the University of Tennessee, Knoxville, Haslam College of Business.

Purpose Defined

Dillard was initially drawn to the medical field following her father’s autism diagnosis as an adult, a turning point that forged a meaningful connection between her professional ambitions and personal life.

“It helped my family and me begin to understand why and how he thinks differently,” she says.

After initially pursuing a pre-med track as an undergraduate, Dillard decided to change her major to psychology with a minor in business, a combination she felt offered broader, more versatile applications for understanding human behavior.

Entering the Marketing World

Later in her undergraduate career, Dillard decided she wanted to pursue a master’s in marketing to apply her understanding of human behavior in a business context. Unfamiliar with her options, she attended an open house for Haslam’s program. After learning about program alumni accomplishments and faculty perspectives, she decided to apply to it.

“It felt like a perfect fit,” she says. “Seeing what the past cohort accomplished through the program was great and hearing from the professors helped as well. I thought, ‘Yes, I want to do this.’”

Entering the program with limited exposure to marketing, Dillard initially lacked confidence.

“Marketing as a whole was new to me because with a minor in business, you don’t really get the full experience,” she says.

She soon gained a deeper understanding of the discipline and began building her network through MARK 599: Career and Professional Development for Marketers — one of the first courses students Haslam marketing master’s students take — taught by Christine White, assistant professor of practice and the Department of Marketing’s director of partnerships and growth initiatives.

“She brought in guest speakers almost every class,” says Dillard. “It was hard for me because I’m not a very outgoing person, but I knew I had to take advantage of this opportunity, and I pushed myself to go up to these people after they talked and connect with them and tell them what I’m interested in.”

Opportunities Beyond the Comfort Zone

Pushing herself outside her comfort zone paid off. A connection Dillard made in White’s class led to an opportunity with BoldSquare, a leading marketing and communications firm, which she had admired since her senior year of undergrad.

“I needed the experience to get a foot in the door,” she explained. “I met with them and asked for a shadowing opportunity and let them know I was really interested in their work.’”

They agreed. Dillard started by simply observing the team, learning how the agency operated. Her curiosity and work ethic stood out, and soon she was brought on as a full intern.

“Even if it feels uncomfortable, stepping out of your comfort zone and starting those conversations matters,” she says. “You never know what could happen.”

According to White, Dillard’s commitment and initiative positioned her as a leader in her cohort.

“Jordan has taken advantage of every opportunity Haslam’s master’s of marketing experience offers,” White says. “From the first week of the program, she stayed after class to engage with corporate guests and build her network. Despite the demands of internships, Jordan never wavered in her dedication or leadership in the classroom.”

Bridging Psychology and Marketing

Dillard’s background in psychology provided her a strong foundation in the marketing world, especially applied to the concept of consumer behavior. Her interested is piqued by the “why” behind consumer purchases and actions and how she could use these insights to provide business strategies and recommendations.

“In psychology, I studied people, examined cases and participated in and conducted experiments, which translated to the market research and data work I do now,” she says.

Her approach is driven by a desire to go beyond surface-level data. “I’ve always been interested in the deeper things,’ she says, “not just the what, but the how and the why.”

Making an Impact

Dillard’s agency experience at BoldSquare opened the door to an internship with a Knoxville-based biotech company, one that had been impressed by the content she developed during her time with the firm. That connection soon came full circle.

“They really liked my work, so they brought me on directly to their team,” she says.

The company’s confidence in her talent didn’t stop there. Recognizing her strategic insight and creativity, they offered her a full-time role as a marketing strategist.

Looking ahead, Dillard is focused on making a measurable impact.

“I want to connect the dots between behavior, data, and business decisions,” she says. “That’s where I feel like I can make the biggest difference.”

CONTACT

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Leah McAmis, senior editor, leah@utk.edu