Stepping into the marketing world as a first-generation student can feel like walking into a room no one told you about, and somehow, you’re expecting to own it.

You’re not just navigating college, internships, or job hunting. You’re doing it as the first in your family to do so. That means you carry pressure, pride, and power all in one.

This guide is here to help you. We’ll break down what first-gen marketing means, the challenges often overlooked, and actionable steps not just to break in but to thrive.

What is “First Gen Marketing”?

Let’s break it down.

First-gen marketing refers to the experience of first-generation college students who are entering or building careers in the marketing industry. This includes students whose parents didn’t attend or graduate from college and who often navigate school, internships, and job markets without family guidance in these areas.

It’s not just about marketing, it’s about marketing while balancing cultural expectations, financial limits, language barriers, and a whole lot of impostor syndrome.

Why First-Gen Voices Matter in Marketing

First-gen students are natural marketers, even if no one told us that.

Here’s why: 

• You’ve learned how to speak to different people in different ways.
• You’ve built confidence through challenges. 
• You know how powerful it is to feel seen because you’ve gone without it. 

Marketing is all about connecting with people. It’s about sharing messages and telling important stories. 

According to a report by Insights on Diversity and Inclusion | McKinsey & Company, marketing teams with more diverse members are 35%  more likely to achieve better financial performance than teams with less varied members.

And yet, Latinas comprise only about 2% of leadership roles in the media, marketing, and communications industries.

That’s why your voice matters, not later, but now.

The Challenges of Breaking In

Let’s be real: marketing is competitive, and when you’re first-gen marketing, you’re not starting from the same place.

Here’s what many of us face:

• Lack of connections: No family friend at Google to refer you.
• Financial limitations: Unpaid internships? Not an option.
• Limited guidance: No one at home knows how to help you write a cover letter or set up LinkedIn.
• Immigration barriers: For Dreamers and undocumented students, there’s another layer of fear and limits.

And yet, here you are — doing it anyway. That’s the power of first-gen marketing.

5 Steps to Grow as a First-Gen Marketer

1. Build Your Brand Early

You don’t need thousands of followers. You need to show the world who you are.

• Use Canva to design a clean, standout resume or marketing portfolio.
• Create a LinkedIn that tells your story, not just your skills.
• Share your journey on platforms like TikTok or Instagram to show what marketing looks like from your lens.

This shows people what you’re about and builds your confidence too.

2. Find Great Bootcamps or Mentoring Programs That Teach (Not Just Take) 

Not all opportunities are created equal. As a first-gen marketing student, you deserve programs that offer real mentorship and skill-building, not just coffee runs and vague advice.

Look for boot camps and communities that invest in your growth, provide hands-on experience, and connect you with professionals who genuinely care about your success.

Great starter programs include:

• Sky Society Accelerator (of course!) – A career launchpad for future women leaders in marketing 
• Majesty Academy -  Offers guidance from those who’ve been in your shoes and want to help you navigate what’s next.
• First-Gen & Post-Grad Mentoring Program - A mentorship community focused on personal and professional growth for first-gen women of color.

 These programs focus on roles that let you build a portfolio, use fundamental tools (like HubSpot, SEMrush, or Canva), and get feedback you can grow from.

3. Use What You Already Know 

You’ve probably done first-gen marketing without realizing it.

• Did you help your sister promote her business on Instagram? That’s content marketing.
• Did you design a flyer for your community event or school organization? That’s Graphic design.
• Did your TikTok or Instagram get more than 500 views? That’s engagement.

 Document it. Add it to your resume. You don’t need to wait for a title to prove you’re already doing the work.

You don’t need a fancy title to start marketing. You need to tell your story.

4. Network With Other First-Gen Women 

Networking doesn’t mean dressing up for significant events. It can start small, and even if it’s just online through Social Media. 

Start with:

• LinkedIn DMs: Reach out to other first-gen marketers and say,

“Hi! I’m a first-gen marketing student trying to grow in the field of marketing. I’d love to hear about your journey.”

• Join first-gen marketing communities like:
• Sky Society Women in Marketing Group
• American Marketing Association 

Relationships are everything, and your story is your icebreaker.

5. Turn Your Struggles into Strategy

It’s tempting to hide the complex parts of your journey. But don’t.

When you’re ready, talk about it in cover letters, in interviews, even on social media.

You didn’t just study hard, you:

• Helped care for younger sibling and mentored  them with schoolwork or advice
• Assisted parents or relatives by translating, filling out forms, or handling important tasks like notary work
• Worked one or more jobs to help with family expenses while staying focused on school and maintaining strong grades

That shows leadership, grit, and real-life experience, and companies need that more than ever.

Tools First-Gen Students Should Know

Here are tools to help you grow your skills for free or low cost:

• Canva – graphic design, resumes, presentations
• HubSpot Academy – free marketing certifications
• Google Workspace (Docs, Slides, Calendar) – free tools to collaborate, stay organized, and manage your time like a pro
• CapCut or iMovie – easy-to-use tools for video content
• Notion or Trello – project and time management (perfect for busy students!).

Final Thoughts : You Belong Here

You don’t have to hide your story to fit into the marketing world. Your story is your superpower.

Bring your voice. Bring your culture. Bring your style. 

The industry doesn’t need more of the same — it needs more first-gen stories, more Latina-led creativity, more women who are building the careers their families never got to dream out loud.

So, to every first-gen marketing student out there, you’re not just breaking in.

You’re breaking through.

✍️ Written by Rosalba Leon