Her Story
About Emma
Emma DiGiammarino is a Senior Strategist at XD Agency in San Diego, California, with approximately eight years of experience in marketing and a career focused on experiential marketing, brand strategy, and creating meaningful connections between brands and audiences. In her current role, she develops strategic and creative briefs, researches cultural and consumer trends, communicates with clients, and helps shape experiences designed to be relevant, memorable, and emotionally engaging. Her work has supported brands including LEGO, CrowdStrike, Starbucks, Siemens, Lowe's, and Ambience Healthcare. Prior to becoming Senior Strategist, Emma progressed through multiple roles at XD Agency, including Strategist, Associate Strategist, Associate Director of Client Development, and Client Development Specialist. Emma's professional foundation was built through diverse marketing experiences, including roles with L'Oréal, Crispin Porter + Bogusky, and Her Campus Media. Her work has included business development, marketing research, RFP support, campaign development, brand insights, and client strategy. She earned a Bachelor of Arts in Communications with a minor in Business from Penn State University, where she was involved with Phi Chi Theta, Fresh START, and THON. Her academic experience also included international business and media studies in London, Paris, and Rome, experiences that broadened her understanding of different cultures and continue to inform her curiosity about people and the world around her. She is also a member of the World Experience Organization and Recess Creative Club. Emma approaches her career with an emphasis on positivity, courage, curiosity, and relationship-building. Advice from her father—“you don’t ask, you don’t get”—has encouraged her to pursue opportunities, ask questions, advocate for herself, and embrace challenges. She also emphasizes the importance of networking and building genuine relationships, particularly for young women entering the marketing industry. Outside of work, Emma enjoys walking, concerts and music festivals, traveling, and experiencing different cultures. Her interest in travel and cultural exploration naturally complements her professional work, where she seeks to understand what makes people engage, connect, and remember an experience.
Her Interview
Ten minutes with Emma
01What do you attribute your success to?
I attribute my professional growth to a combination of positivity, courage, curiosity, mentorship, and a willingness to ask for opportunities. Throughout my career, I have benefited from people who invested in my development and from working in environments that encouraged me to continue learning and taking on new challenges. My experiences at Penn State, including studying international business and media in London, Paris, and Rome, also broadened my perspective and strengthened my curiosity about people, cultures, and the world around me. Professionally, I have continued building on that foundation through agency and brand experience, mentorship, networking, and opportunities to take on increasing responsibility.
02What’s the best career advice you’ve ever received?
The best career advice I have received came from my father: “You don’t ask, you don’t get.” That principle has stayed with me throughout my career and has encouraged me to raise my hand, ask questions, pursue promotions, seek out additional challenges, and express interest in opportunities rather than waiting for them to come to me.
I have also learned that asking does not guarantee a yes, but the possibility of hearing “no” should never prevent me from trying. That mindset has given me the confidence to advocate for myself and continue moving forward.
03What advice would you give to young women entering your industry?
I would encourage young women entering marketing to build their networks, make their voices heard, and never be afraid to reach out to people whose careers or work inspire them. A thoughtful message or conversation can lead to an unexpected opportunity, and you never know who may be willing to answer the phone or open a door.
I also encourage people to approach networking with genuine curiosity and passion. Ask questions, learn from others, and build authentic relationships rather than simply collecting contacts. Most importantly, keep trying and do not be discouraged when an opportunity does not immediately work out.
04What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in experiential marketing is helping brands understand the importance and value of experiences and demonstrating their return on investment. Brands need to understand how experiences can contribute to broader marketing objectives, while agencies also have to work within defined budgetary parameters.
At the same time, those constraints create an opportunity to be more strategic and creative. I believe the goal is to work with the resources available and develop experiences that still create meaningful impact, regardless of the size of the budget. The opportunity is to demonstrate that experiences can create lasting connections while also contributing measurable value to a brand.
05What values are most important to you in your work and personal life?
Positivity is one of the most important values I carry into both my personal and professional life. Even when circumstances are challenging, I believe approaching situations with optimism and a constructive mindset can influence how I handle obstacles and how I contribute to the people around me.
Courage is equally important to me. I believe in taking on challenges that may initially feel beyond my abilities and having the confidence to discover that I am capable of more than I thought. Together, positivity and courage have helped shape the way I approach both my career and personal growth.
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