From the Court to the Classroom: Merging Creativity, Athletics and Digital Strategy

Early Inspiration

Growing up in Fort Wayne, Indiana, Jordyn Smith, MSDM ’26, was surrounded by a family passionate about sports. She played nearly everything before focusing on basketball, which became a year-round commitment starting at age eight. Her goal of earning a college scholarship led her to move to the Granger/South Bend area at 14 to attend Penn High School.

That goal was realized when she joined the women’s basketball team at Holy Cross College in Notre Dame, Indiana. “It opened up opportunities I never expected,” Smith said. At Holy Cross, she majored in business and marketing, graduating as salutatorian of the Business Department while helping her team achieve one of the best records in program history. “Holy Cross was the best four years I could have had in undergrad,” she reflected, “as I made so many friendships, connections, and memories in its supportive and tight-knit community.”

The proximity of Notre Dame proved to be another advantage. Smith became involved with campus life across the street at Notre Dame, attending athletic events and working for Fighting Irish Media’s Innovation and Design team. Later, she served as a social media intern for Notre Dame Women’s Basketball—an experience that merged her interests in marketing, athletics, and social media.

“I’m also incredibly grateful that my family was so close by,” Smith said. “Even though I lived in student housing all four years, they were always there to support me at my basketball games, academic banquets, and Notre Dame football tailgates.”

A Creative Start

Smith’s interest in marketing and brand management grew from a creative childhood. “In my free time as a child, I was always doing something creative, from painting and drawing to sculpting with clay I dug up myself,” she said. By fifth grade, she was selling handmade bookmarks and necklaces to classmates.

That entrepreneurial streak continued in high school, when she launched an Etsy shop selling over 300 customizable, hand-painted Hydro Flasks to customers in the U.S. and abroad. She later expanded to selling canvas art and custom care packages during the COVID-19 pandemic, handling every part of the process—from customer communication to shipping. “I learned so much at a young age from this experience before I had to close the shop to focus on college and basketball,” Smith said.

At Holy Cross, managing her team’s Instagram page and working within Notre Dame’s brand guidelines solidified her passion for marketing and brand management. “Working with Notre Dame’s prestigious branding and strict guidelines deepened that interest,” she said. “I was fascinated by everything that goes into upholding a brand’s image and identity, particularly one as traditional and well-regarded as Notre Dame’s.”

Choosing Digital Marketing

When it came time to pursue graduate school, Smith wanted a program that would expand her skills beyond creativity. “I wanted to develop the analytical and strategic skills that would take my marketing knowledge to the next level,” she said. “While my undergraduate degree gave me a strong foundation, I knew that the future of marketing was digital.”

She never imagined she would be earning that degree while also playing basketball for Notre Dame. “I had already applied for and been accepted into the program with the idea that my basketball career was over,”  she said. “However, a friend with a connection to the team helped me get in touch with the coaches, and everything came together over the summer and fall.”

“Playing for Notre Dame was a childhood dream, and I’ve always been a huge fan of the team, so I knew I had to take the leap,” Smith said. “I truly believe it was all about God’s timing.”

Life as a Student-Athlete

Balancing graduate studies with athletics has been both challenging and rewarding. “Balancing academics and athletics is something I’ve been doing for a while, but graduate school required me to become even more efficient with my time,” Smith said. The one-year MSDM format has motivated her to make the most of every opportunity. “A lot of the coursework is project-based with group work, which has been helpful. It enables me to succeed by being fully present and productive during class time.”

Support from classmates has been key. “A strong sense of support comes from the fact that my classmates and I are the inaugural class of the MSDM program; we really bond over that shared experience,” she said. “Because our program is so heavy in group projects and collaborative work, I’ve had the chance to work with almost all my peers.”

That collaboration extends beyond academics. “Everyone is incredibly open to building connections, which has contributed to great social life balance within the cohort,” she said. “Several faculty and staff members have even commented that the energy is always highest in our classrooms, and I think that’s a direct reflection of the supportive bond we’ve created.”

Expanding Perspectives

Since starting the program, Smith’s view of marketing—and career development—has broadened. “I now have a much deeper understanding of the critical role of networking—not just for getting a job, but for finding where I truly want to work through genuine conversations and outreach,” she said.

She’s also gained a new appreciation for the strategic and analytical dimensions of the field. “I’m moving beyond basic concepts to focus more deeply on the importance of branding, content strategy, consumer needs, and the analytics to support it,” she said. “What I appreciate most is that all our courses are deeply integrated; they constantly build off one another.”

Leadership and Impact

The program has also reshaped how Smith sees leadership. “In this program, everyone has a way of being a leader through their own personal backgrounds, work experiences, and undergraduate studies,”  she said. “These differing viewpoints and experiences have taught me that true leadership involves recognizing and leveraging the expertise of everyone around you.”

She sees digital marketing as a powerful way to make a positive impact. “Digital marketing can be seen as a force for good by bringing communities together,” she said. “Events like the Irish Jam, hosted by Under Armour and Notre Dame, are a perfect example.”

The event, she explained, used digital strategy to build excitement for basketball season while supporting local businesses. “By marketing the event in a fun, engaging way across various platforms, it effectively brings the broader South Bend community together, leveraging the visibility of Notre Dame athletics for a larger, positive community impact.”

Looking Ahead

“What excites me most is the number of career possibilities this degree will open up,” Smith said. “I can work in a wide range of fields and locations.” She looks forward to the professional growth ahead through immersive experiences like Grow Irish Week and future collaborations with her cohort. “Ultimately, I’m looking forward to finding roles that allow me to continue working with my passions of creativity, event hosting, athletics, and using my professional skills to bring communities together.”

“Fully embrace the collaborative environment and the people in the program,” 

 — Smith, on advice for future MSDM students

“Because the MSDM is project-heavy, your classmates, professors, and cohort are your greatest resource. The networking and support system you gain from this unique, close-knit program will be just as valuable as the digital marketing skills you master.”

Inspiring Women in Sports and Business

Looking ahead, Smith hopes to open doors for other women in the field. “I hope to inspire and open doors for other women by being a visible example of what’s possible when you merge athletics with academic dedication,”  she said.

Having often been one of the few women in her undergraduate business classes, she takes pride in how far representation has come. “Now, being part of a majority-female MSDM program has been a new and exciting experience”  Smith said. “It’s incredibly exciting to see everyone’s talent and drive, and how these women are about to excel in the fields they choose to go into.”

“As a previous athlete who plans to go into the sports industry, I want to use my background to be a role model and encourage other women in sports,”  Smith said, “by showing them how their unique experiences in discipline and leadership are immense strengths that will help them lead and succeed professionally.”