What Aura Rivera ’24 finds most rewarding about her job is having “the chance to support families during an important time in their lives,” she says. She is the director of admissions at the Palo Alto, California, campus of Fusion Academy, a private middle and high school with 80 campuses across the U.S.

“I work closely with families to help them find the right educational fit for their children,” says Rivera, who earned her UCR business degree in marketing. She appreciates seeing the positive impact on students as they gain confidence and thrive at Fusion Academy, which provides individualized learning for its students.

On the outreach side, she says her position “requires strong leadership, strategic planning, and relationship-building. I develop and execute initiatives to expand our referral network, positioning Fusion as a trusted educational resource within the community.

“This involves working closely with therapists, educators, and other organizations, and identifying opportunities for collaboration.” Rivera also represents the academy at industry events, along with analyzing market trends and community needs to refine her outreach, and she manages social media accounts, develops digital marketing content, and handles mass media communications.

“It’s a dynamic and varied role that pushes me to think critically, stay adaptable, and lead with a balance of empathy and strategy,” she adds.

The First in Her Family to Attend College

When she arrived at UCR, Rivera “was venturing into unknown territory” as a first-generation student, she says. “No one in my family could provide guidance along the way. I am the oldest of three daughters, and it felt like I was paving the way for my sisters, creating a path they could follow when it was their turn to start college.”

As she navigated through financial aid, course selection, and building a network, Rivera says, “the experience made me resilient, resourceful, and driven to make the most of every opportunity.”

Among those opportunities was helping other students. She took on leadership and advising roles because “I wanted to make the journey a little easier for those who came after me,” she says.

Doing so led to a string of award-winning endeavors. Rivera was honored with the Program of the Year Award from Residential Life: Her program invited participation from both engineering and pre-business students, who were required to collaborate and blend their skills to develop a product and pitch it to a panel of judges defending their pricing models and justifying their market allocation. “This challenged them to think critically about their value proposition, refine their selling points, and communicate their ideas persuasively,” she says. “It was an exciting opportunity to practice presenting in a high-stakes environment that they might encounter in their careers.”

Rivera also received the Rising Star Excellence Award for Extraordinary Contribution to Student Affairs, which recognized her leadership while organizing student meetings, planning and hosting events, mentoring fellow students, enhancing residential life, and willingly contributing in areas outside her official responsibilities. “I always tried to take the extra step to make things better,” says Rivera.

“Being recognized for my leadership and collaboration with others in different departments was really meaningful and a reminder of how important it is to take initiative, support your peers, and work together to create a positive environment.”
 

Choosing Marketing as a Career

Having always had an interest in business, Rivera’s college internship with Meta was pivotal: “My passion for business was cemented during that internship. While working with Instagram’s marketing department, I realized how much I liked marketing.”

On campus, she “thoroughly enjoyed” the courses taught by Assistant Professor of Teaching in Marketing Jonathan Lim and Management Professor of Practice Raj Singh. Through their courses and her leadership activities, she says she enhanced the ever-important soft skills alongside the hard skills, from software tools and data collection to report writing and team communication.

“My favorite courses were Consumer Behavior, Marketing in a Global Environment, Advertising and Communications, Brand Management, and Global Strategy,” she says.

So, it’s no wonder she embarked on a career in marketing. “I am deeply passionate about public relations, social media management, and community development,” she says. “It is crucial to contribute meaningfully to the growth and advancement of our communities.” Just as she did at UCR.
 

Sharing Advice

The list of activities and organizations Rivera was a part of during her years at UCR is long, and because helping others do their best is chief among her talents, she shares advice with current business students to maximize their own academic journeys:

• Start networking early: Build connections with professors, advisors, and industry professionals. These relationships can be invaluable throughout your career.
• Gain real-world experiences: Internships, research opportunities, and part-time jobs can give you a competitive advantage and hands-on knowledge.
• Join student organizations: UCR offers fantastic resources—career fairs, résumé workshops, mock interviews, etc. Take full advantage of these opportunities to prepare for the future.
• Step out of your comfort zone: Whether it is speaking in public, leading a project, or applying for a competitive internship, pushing yourself to face new challenges helps you grow personally and professionally.
   

Looking Forward

“I thrive when I can contribute to causes I care about and build positive relationships,” says Rivera, who plans to pursue an MBA degree. “While I love my current role, I’m eager to keep an open mind about new opportunities that an MBA could unlock, especially as I explore different industries.

“My goal is to continue growing professionally in a role that aligns with my personal values and allows me to make a meaningful impact.”