In this Alumni Spotlight Q&A, Bianca Fernandez reflects on how her time at the University of California, Santa Barbara shaped her journey from a pre-law student to a leader in digital marketing. As a History of Public Policy and Law major on the pre-law track, she shares how her passion for advocacy and strong foundation in writing continue to inform her approach to brand strategy and storytelling. After graduating, she joined TikTok during a pivotal moment of growth, helping define how brands showed up in the era of short-form video, before continuing her work in social media and community building at Tarte Cosmetics. Now serving as Head of Brand Engagement at Personal Day, an acne-safe skincare brand founded by Lili Reinhart, Bianca leads brand strategy, creative campaigns and partnerships as part of the company’s founding team. Recognized on Forbes 30 Under 30 and as the winner of On Brand with Jimmy Fallon, she continues to build a career defined by creativity, cultural insight and a willingness to take risks.
You majored in History of Public Policy on the pre-law track at UCSB. What originally drew you to that path?
I think as a young kid, it was probably because I was very outspoken and confident and loved, loved, loved arguing my opinions to any adult. But as a teenager and adult, it became more about being in a position where I could advocate for change. I really loved the idea of getting involved in law from a human rights or immigration standpoint. I was drawn to making a positive impact in the world — something that would affect the lives of many people — and law felt like the path that would get me there. That strong sense of justice carried me through, along with being a strong writer.
You were deeply involved on campus, from an Executive Board Member for Alpha Phi to serving as a Student Senator with Associated Students. How did those experiences shape your leadership?
Taking on leadership — especially public-facing roles — early in my college career set me up well for what came later professionally. As a senator, I was able to advocate for changes I wanted to see at both the campus and UC level, which gave me a glimpse into what I might do as a lawyer. Those skills still hold true and continue to help me in my career as a marketer. Being able to speak up and feel comfortable sitting at a table with executives is critical in my role. In nearly all of my positions I’ve worked closely with CEOs and executive teams at a young age. Having that leadership experience in college made those moments far less intimidating.
What was it like making the decision to put law school on the backburner and pivot toward marketing?
It was definitely nerve-wracking. Law always felt like the “safe” path. It was something I was genuinely interested in, but it also offered financial and career security. As a first-generation college student and first-generation American, you’re often raised to prioritize stability, especially if you’ve taken out student loans. At first, it felt like I was starting over. But once I moved back to New York and got into the pace of things, I realized I trusted myself to make it work. I knew I could find job security, financial stability and pay off my loans regardless of the path I chose. That’s when I realized it was okay to pursue marketing.
In what ways has your pre-law background given you an advantage in your marketing career?
It’s actually been really valuable that I didn’t major in marketing or communications. In some ways, it gives me a fresh perspective on the work I do. I wasn’t formally trained in this field — I learned through experience, which can be an advantage. Studying history and politics also teaches you to view everything in context. Nothing happens in isolation, and that’s key in marketing. I’m able to build campaigns by thinking about the bigger picture — cultural insights, political climates and consumer behavior — all of which influence strong marketing strategies.
After UCSB, you worked at TikTok as Brand Partnership Manager. What was it like being part of that moment in digital marketing history?
Oh my gosh, it was so cool. During COVID, I watched TikTok explode overnight. It felt like such a unique moment — people were gaining massive followings instantly, and the platform was evolving so quickly. I remember constantly texting friends, like, “What is going on?” When I saw the role open up, I jumped at the opportunity. I joined at the peak of that era and got to help build the playbook for how brands showed up on TikTok for the first time. We were figuring out how to create vertical, short-form video content for advertising — something that wasn’t standard yet. Being part of building something that is now everywhere was incredibly exciting.
You later joined Tarte as Social Media and Community Manager before becoming part of the founding team at Personal Day. What did that experience teach you about brand storytelling?
At Tarte, I had the opportunity to work closely with the executive team and make a real impact at a well-established, billion-dollar brand. It showed me how important it is to embrace new platforms and methods of communication — whether that’s TikTok, Twitter or Threads. But it also taught me that large brands need the right teams in place to execute effectively. The risk of getting it wrong is high. Without clear storytelling and strong communication, brands can quickly lose control of their narrative.
Winning On Brand with Jimmy Fallon was such a major moment. How did that experience shape your confidence as a creative and entrepreneur?
It was an incredible experience. Connecting with Jimmy Fallon and the NBC team — and having them believe in my work — was really validating. Winning the series gave me confidence not just in my creative abilities, but in myself. When you’re building a nontraditional career, it can feel like you’re navigating without a clear roadmap or mentors. Moments like that serve as reassurance — like, “Okay, I must be doing something right.” After college, you don’t get grades or clear benchmarks anymore, so you look for other indicators of progress, like awards or recognition.
As Head of Brand Engagement at Personal Day — an acne-safe skincare brand founded by Lili Reinhart — you oversee everything from photoshoots to influencer marketing to partnerships. What does building a brand from the ground up actually look like day-to-day?
It’s very busy, but also really exciting — especially if you have a wide range of interests. I feel like I switch between creative and analytical thinking constantly. One moment I’m strategizing a photoshoot for a campaign launching months down the line, and the next I’m working on packaging, product development or giving feedback on formulas with manufacturers. There’s also a lot of data analysis and prioritization. As a startup, we’re a small team, so we can’t do everything at once. You have to be decisive, move quickly and focus on what matters most. My calendar is usually more packed than I’d like, but it’s all part of the process.
Being recognized on Forbes 30 Under 30 for Marketing and delivering a TEDx talk are major milestones. How did those experiences challenge or expand the way you see yourself as a leader in marketing?
Those were both long-term goals of mine, so achieving them was really meaningful. Forbes 30 Under 30 is a great accolade, but to me, it’s like getting an A on a test — it doesn’t change your day-to-day life. You still have to show up and do the work. It’s not a guarantee of future success, but it is a reassuring sign that you’re on the right path. Both experiences boosted my confidence and reinforced that I’m moving in the right direction.
What advice would you give to students who want to pursue a creative or nontraditional career but are hesitant to take that risk?
If you’re reading this alumni spotlight, I hope you take the risk to pursue what genuinely excites you. Success doesn’t come from simply choosing the most “secure” path. Longevity and fulfillment matter just as much. I work a lot, but I truly love what I do, so it doesn’t feel draining. It feels like I’m building my life alongside my career. I’m not sure I would feel that way if I had stayed on my original path. That doesn’t mean I’ll never return to law — maybe I will someday. But for now, betting on myself has been worth it. There’s no better time to start than right now.
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