Turning Childhood Visits into a LEGOLAND Marketing Career
As a youngster, Emily Adams (’21, marketing) looked forward to visiting LEGOLAND California Resort so much that she had an annual pass.
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Twenty years later, Adams still looks forward to visiting LEGOLAND almost every day — only now, she does so as the park’s integrated marketing manager, overseeing the annual pass program she once enjoyed as a child.
It’s a role Adams was almost born to play. She began her LEGOLAND career in high school as a part-time admissions associate, working in various roles for five years. After earning her marketing degree from SDSU’s Fowler College of Business in 2021, she was promoted into management, continuing the connection to the park that started in her childhood.
“At SDSU, I learned the importance of asking questions, staying curious and understanding the ‘why’ behind decisions, strategies, and leadership,” said Adams, an Oceanside, California native. “Those lessons have stuck with me and allowed me to become a more thoughtful marketer and team member. It’s that mindset that helps me to grow my career every day.”
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Just as Adams has grown up with LEGOLAND, she was also exposed to SDSU early on.
“I have several family members, including my dad (Todd Adams, ’87, Finance) who are proud SDSU alumni,” said Adams. “I grew up going to Aztec football and basketball games.”
As a student, one of the highlights of Adams’ SDSU experience was joining the campus’s chapter of the American Marketing Association (AMA) as a freshman.
“I became a board member in the AMA and held various positions, including executive vice president,” she said. “I’m so grateful to have been a part of this organization because it is where I learned about working in the field, interacting with guest speakers, and touring marketing agencies. I owe much of my professional knowledge to the AMA and the opportunities it presented me.”
Joining student organizations like AMA and other campus clubs that align with career interests is only part of the sound advice Adams would like to share with SDSU’s new freshmen class.
“It’s never too early to create a LinkedIn profile and start building connections,” said Adams. “Put yourself out of your comfort zone to meet new friends, join professional organizations and experience new things. You only get the college experience and opportunities once — be sure to embrace it!”
