There are many ways to tell a story, to reach and influence people with an uplifting message, to inspire and motivate. Whether through dance, theater, writing, fashion, or photography, Toni Marie Perilli is a natural communicator and storyteller, weaving a persuasive narrative spanning the visual, performance, and literary arts.

It all started with a pirouette.

Toni Marie Perilli took her first ballet class on her second birthday. Her family took her to see Beauty and the Beast on her fourth birthday. “Growing up in New York undoubtedly fueled this passion,” Perilli says. Her parents fostered her curiosity, drive, and love for the arts. “My mom would take me to programs like ABT Kids, where I had the opportunity to participate in a ballet workshop in the rehearsal studios at the Met Opera before attending a performance, and Rockettes workshops at Radio City.” 

During these formative years, Perilli’s appreciation for how the arts express our shared humanity germinated. Her discipline, curiosity, and family support were the soil from which an expanding world of human connection through the arts blossomed.  

Perilli was a sponge, soaking up all the experiences, lights, and sounds of the world. She had an innate affinity for the intersection of learning, storytelling, and entertainment. 

“I’ve always loved to learn,” she says. “I was an avid reader, and many of my favorite games and shows were forms of ‘edutainment’.” She describes herself as “the odd kid out” who loved going to school and being in class. It has served her well. 

Perilli is now a student in the University of Florida’s College of Journalism and Communications Online Master of Arts in Mass Communication program with a concentration in Digital Strategy. 

Her journey from dance to strategic communication reveals a path of motivation, compassion, and discovery. 

A Pivot From Pirouettes to Publications

In her early years, ballet was Perilli’s life. Professional ballet and dance were her destiny, so she thought. She was ready to do the work. She trained every day after school and on weekends, attending prestigious summer intensives at Central Pennsylvania Youth Ballet and American Ballet Theatre. 

But then, in her junior year, another kernel of talent awakened in her, or more accurately, was recognized by a caring teacher. Her AP Language and Composition teacher recognized her talent for cogent writing and encouraged her to join the school newspaper. She was hesitant at first, but after writing her first article, she was hooked. The power of language took hold. How could it not? Already a devoted reader, Perilli already understood the dance of words, how they motivate and enchant. 

The school newspaper’s publishing schedule was limited, and Perilli wanted more opportunities to write and publish. “I decided to start my own blog and created a couple of social media pages to match, just for fun,” she says. 

For the Love of Words

Having completed most of her graduation requirements, Perilli had her afternoons free in her senior year of high school. Perilli intended to use the time for a more rigorous training schedule, but also devoted more time to her blog and social media. The tides were turning. “I really fell in love with writing and social media,” she says. There was a subtle shift in how she envisioned her future. The physical demands make a career in ballet relatively short-lived. “I was already considering a double major for a stable second career plan,” says Perilli. 

She had already begun to question her college major, but the difficulty of transferring to a new college dance program left Perilli increasingly frustrated, so she made a pivotal decision. “I canceled all my auditions about a week before they started and changed my intended major to communications and media at every school I applied to.” The die was cast.

A New Path

Perilli chose Manhattanville University for her undergraduate studies, majoring in communications and media. Its proximity to New York City allowed her to continue independent dance studies. Most of her time as an undergrad was during the pandemic, leaving Perilli burned out with “Zoom ballet fatigue.” Her focus was now solidly in communications. 

Once at Manhattanville, Perilli didn’t waste time. Though she says she felt a “little behind” her cohort, many of whom had worked on high school TV and radio stations, it only reinforced her drive and motivation. 

She joined the film club, started a photography club that grew to have the most extensive membership roster on campus, and secured an on-campus internship in digital marketing and video production. That internship turned into a part-time position, and soon she was being recruited across campus for communications and media work.  

She worked as a production photographer for performing arts shows, communications assistant for the performing arts division, social media manager for her academic program, and eventually a key member of the college’s central marketing team, where she helped launch the school’s TikTok strategy. Perilli also worked her way up to the Editor-in-Chief position of Castle Voices, the honors newsletter.

She continued to build her campus reputation as a talented writer, communicator, and photographer. By the winter of her third and final year, the central marketing team had created a full-time position for her to work on an institutional rebranding project. “My supervisors were (and are) so supportive and wanted to see me thrive beyond Manhattanville,” she says.

She graduated a year early with top honors, earning a Bachelor of Arts in Communications and Media Studies. Her 4.0 grade average earned her the Castle Pin and the O’Byrne Award.

Perilli still freelances for Manhattanville, typically as a photographer for musicals, plays, and large-scale events. She now works full-time as a brand and communications strategist for a large New York university. 

A Budding Career

Leveraging her inherent curiosity, talent, drive, and motivation, Perilli has emerged as a distinct voice in higher education marketing. Her work spans integrated communications, content marketing, and strategic storytelling, all fueled by the same passion that once drew her to the stage.

“The arts make educational institutions more culturally connected,” Perilli says. “Education makes the arts more accessible. Blend the two, bring in hospitality’s audience-centric focus, and you’ve just created the perfect formula for an exceptional experience. What I’m particularly interested in is how the two need each other to thrive. I’m very fortunate to have had the opportunity to benefit from programs like EduHam, and I want to help shape more like this.”

It’s this philosophy that has guided her professional trajectory and earned her recognition as a rising talent in the field. In 2025, the American Marketing Association named her a finalist for the Emerging Marketer in Higher Education award. At just 23 years old, she was the youngest and least senior of the three finalists, a testament to the quality and innovation of her work.

Her achievements extend beyond traditional marketing roles. Perilli has been published by BroadwayWorld and Lit Talk, and she writes for Her Campus UFL as a graduate student. She’s also been featured in LinkedIn News and has partnered with brands including Vera Bradley, BoxLunch Gifts, Maybelline, and Amazon.

Why the University of Florida’s Digital Strategy Program

After two years of full-time work in higher education marketing and communications, Perilli began to set her sights on what’s next. “I wanted more in my career,” she says. “I felt I wasn’t growing in my job enough, or in the way I wanted to, and I needed to supplement what I was doing.” It was time to consider a graduate degree. But where? 

Her experience in higher ed marketing made Perilli a “discerning” prospect. “Post-graduation outcomes were important to me, but not just in terms of the typical metrics you’d see colleges produce,” she says. 

Her discernment proved providential. 

What drew Perilli’s attention to the University of Florida College of Journalism and Communications graduate program were UF content creators and proud Gators she had followed for years. “I’ve really admired the work I’ve seen from UF graduates, even before considering another degree,” she explains. “I looked into the work of other graduates and wanted to ensure that whatever program I chose, the work produced by students and graduates was aspirational.” Their experiences and enthusiasm compelled her to dig deeper, and the more she learned about the online Digital Strategy master’s program, the more convinced she was that she had found the perfect fit.

“Choosing to do my Master’s at UF has completely changed my life,” she says. Despite her previous professional accomplishments, she says that the person she was a year ago wouldn’t recognize the person she is today. “My professors challenge me so much, and I’ve never felt more capable. I also started attending Gotham Gators events and connecting with program alumni, and I’ve never felt more supported. I’m producing higher-quality work, of course, but I feel so much more confident and emboldened to pursue my ambitions.” 

The flexibility of the online program allows Perilli to maintain a healthy work-life-school balance. “I loved that UF would let me set my own pace and that the coursework was mainly asynchronous, so I didn’t have to compromise,” she says. 

Two courses in particular have had a major impact on her professional development: Copywriting for Digital Messaging with Professor Hope and Strategic Writing for Public Relations with Professor McCloskey. Both courses emphasized audience-centric communication, a principle Perilli now applies across all her work. 

Timing and Opportunity

The timing of her Strategic Writing course couldn’t have been more perfect. Perilli was enrolled in Professor McCloskey’s class when a UFCJC alum encouraged her to enhance her networking skills. She reached out to the American Theatre Wing, one of the most prestigious theatre organizations. Best known for the Tony Awards, it also produces a ton of influential work, including several notable grants, the Emmy-nominated “Working in the Theatre” series, and the Master Class series. 

The networking paid off. She connected with one of the series’ co-producers, who later recommended her as a copywriter for the “Art of a Show Master Class” episode. The assignment required Perilli to develop five taglines for a conceptual play revival based on a creative brief and script, and then collaborate with a Broadway marketing agency’s graphic designer to create a mood board. 

It was an exciting opportunity for Perilli, but also engendered a bit of imposter syndrome, “given that I had never worked on a Broadway show and came from a very different professional background,” she admits. “However, the education and resources that UF provided me once again gave me the support I needed to push myself. A lot of that was because Professor McCloskey and Professor Hope helped set me in the right direction, without even knowing an opportunity like this would come up.” 

The experience left her feeling confident and reassured, which she attributes directly to her graduate studies at the University of Florida. “From the moment I filled out the web form to indicate interest in the Digital Strategy program, I received nothing but quick, personable, efficient, and helpful support from the admissions team, and this has remained the case after enrolling,” she says.

A Life and Career of Promise and Potential

With all that’s come before, Toni Marie Perilli is just getting started. 

When she’s not working and leading conversations about the intersection of the arts and education, Perilli takes time for “just for fun” photography. “The New York Botanical Gardens is such a haven for a lunchtime walk and reading session,” she says, “but the orchid show and train show are particularly well-suited for photography.” 

While a proud Gator, Perilli is also a lifelong New Yorker, in love with all the city has to offer. She’s seen at least one show in every one of the 41 Broadway theaters. Her current favorite musical is “Death Becomes Her,” and her current favorite play is “Oh, Mary!” She loves a flashy dark comedy.

For Perilli, graduate school isn’t just about acquiring knowledge. It’s about positioning herself for a career that aligns with her values and passions while continuously growing as a professional and creative.

Toni Marie Perilli is another example of the exceptional caliber of students who come to learn and grow, and of what being a proud Gator is all about. With her talent, ceaseless motivation to learn and improve her already prodigious skills, and perhaps most importantly, her optimism, we can’t wait to see what’s next.

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Sports was his early passion, but “soon after I became obsessed with social media,” Paulucci says. The fusion of sports and social media led him in 2018 to create Athletic Minds, an NCAA athlete representation company, while still a 16-year-old high school junior. 

“It started as a motivational sports page where I posted two to three times per day with quotes or images I thought were inspiring,” he says. “The ability to grow a social media following, and eventually an audience that would later buy merchandise, was something I realized I could control.” Paulucci was hooked. 

With Athletic Minds Representation, he knew he had what it takes to succeed in a competitive industry while doing what he loved. “I knew I had found the industry in which I wanted to build a career,” Paulucci says.

Entrepreneurship and Academics: Building a Foundation

Since founding Athletic Minds Representation, Paulucci has launched Believed Labs, a social media marketing agency, launched a podcast, earned a Bachelor of Arts in Strategic Communication from Rutgers University, and is currently enrolled in the University of Florida College of Journalism and Communications online Master of Arts in Social Media Management program. 

Chasing a passion means learning every aspect of it that you can. “I wanted to take my practical business experience and back it with advanced academic knowledge,” Paulucci says. 

For Paulucci, the University of Florida was a logical choice. “The MA in Social Media Management gave me a chance to strengthen my strategy, analytics, and leadership skills. A lot of graduate programs treat social media as an add-on to traditional marketing, but UF treats it as its own discipline,” he says. 

This focused specialization, combined with a strong communication program and respected faculty, was a “huge differentiator” in his decision to pursue his academic goals at the University of Florida. 

“Whether it’s structuring influencer campaigns for clients at Believed Labs, refining athlete brand strategies with Athletic Minds, or presenting reports that translate data into actionable strategy, I’ve gained a deeper expertise in audience analytics, campaign measurement, leadership, and digital storytelling,” explains Paulucci. 

“The program is both academic and practical. It’s rooted in theory and research, but everything connects to real-world applications. I’ve been able to immediately apply what I’ve learned to client campaigns, brand strategies, and even contract negotiations,” he says, adding that “I use what I learn in the program daily.”  

Motivation and Ambition

His entrepreneurial drive and academic commitment reflect his dedication to the art and science of audience engagement, brand-building, and social media leadership. 

“What keeps me motivated is setting and achieving goals,” says Paulucci. “I absolutely love what I do, which is building and creating brands and businesses. I enjoy watching my creative ideas turn into successful campaigns and partnerships.”

Motivation and ambition lead to results. For example, Paulucci launched Believed Labs in October of 2024. “By the end of the year, we had signed six clients, with five currently still active on retainer,” he says. “That translated to about a 70% profit margin.” 

Believed Labs’ success enabled Paulucci to build a talented team of contractors. “We’ve already successfully upsold services to clients, expanded influencer campaigns, and delivered measurable growth across social platforms.” 

Adapt, Connect, Deliver 

For Paulucci, the world of digital marketing presents limitless opportunities to listen, adapt, and learn. “Every campaign is different, and every brand has unique goals, and every result brings a new outcome,” he says. “Strategy and execution matter equally.”

Paulucci cut his teeth working with big brands including Tripadvisor, Afterpay USA, and Spartan Races. “These companies have high expectations, and every campaign has to be grounded in data, creativity, and brand alignment. I learned to build campaigns that look good and perform against measurable goals, such as engagement growth, website traffic, and conversions.”

“I thrive under the pressure of meeting client needs and knowing that results directly reflect the effort put in,” Paulucci says. “Each brand has unique audiences and goals, and the ability to shift strategies while keeping results top-tier has been one of my biggest takeaways.”

The reward is the satisfaction of learning something new, solving problems, and going above and beyond what was thought possible. “One of the best feelings is seeing the reactions of clients and partners when we not only meet expectations but exceed them, bringing ideas they once thought were impossible to life,” Paulucci says.

A Focus on Building Communities and Connections

When he is not building communities and exceeding client expectations, Paulucci enjoys fishing, spending time outdoors, and, of course, following sports. “I’m also big into sports card collecting,” he says. “I love spending time with the people I care about the most and traveling. I value experiences a lot and making memories that’ll last forever.” 

There is a direct through line between his personal and professional life. “Those hobbies tie back to what I do professionally,” Paulucci says. “It’s always been about sports, community, and connection. 

Just Do It

The thread through all this for Paulucci is community building. “Whether through social media, entrepreneurship, or sports, I’ve been focused on creating platforms where people connect, grow, and share experiences. That’s at the heart of everything I do.”

His advice for prospective social marketing and brand-building entrepreneurs is simple: start. “That doesn’t mean you need to launch today, tomorrow, or even this year, but commit to the idea and keep moving toward it,” he says. “I’ve been in the social media marketing game since 2018, and creating my own social media agency was always the goal. Back then, I didn’t know anything. What I needed most was experience. Learning how people think, working inside different agencies, and seeing both the good and the bad. All of that shaped how I run my own business now.”

Circling back to the commitment he made to himself when he was younger, Paulucci offers perhaps his more profound bit of advice: “Build something you actually love, take care of the people you work with, and block out the outside noise. It takes time, but if you keep showing up for yourself, you’ll get there.”

The University of Florida School of Journalism and Communications built the Master of Arts in Social Media Management for dedicated, motivated, and passionate people like Charles Paulucci. 

We look forward to seeing what he will do next.

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Nov. 12, 2020

UF CJC Online students excel in and out of the classroom. We spoke with two of our students, Alyssa Varas, a Global Strategic Communication student from Miami, FL, and Ja’kari Clayton, a Public Interest Communication student from Naples, FL, about their experiences within our Master of Arts in Mass Communication Program, accomplishments so far, career goals and advice for prospective students.

Alyssa Varas

Alyssa graduated from the University of Florida with a bachelor’s degree in public relations in August 2020. When she entered UF for her undergraduate degree, she started as an agricultural major in the College of Agriculture and Life Science. After one semester of STEM courses, she switched her major, first to journalism, then to public relations, where she found like-minded peers who were equally excited about communications.

“I really liked being a part of a community in the J-School because there’s so many supportive, not only faculty and staff but also students that helped us all grow in our communication skills,” Alyssa said.

Her decision to pursue a graduate degree with UF CJC Online began during her time as an undergraduate student when she discovered our Combination Degree program that allowed her to receive her master’s in only a few years. 

“I began my sophomore year in the Digital Strategy specialization after attending PRSSA’s International Conference where we heard a lot from former government leaders and people working in the public affairs arena,” Alyssa said.

Now, Alyssa works as a graduate student assistant for UF CJC Online where she helps our admissions team answer emails about our program and the application process while she works towards her degree. 

During her time at UF, her proudest moment was receiving the 2020 PRSA Foundation Chester Berger Scholarship for Excellence in Public Relations.

“I couldn’t have done it without the guidance and support of a few of my graduate professors who wrote me letters, and one of them actually was one of the PRSA members who founded that scholarship, and he’s now working in the college in the Global Strategic Communication program,” she said. 

In the future, she hopes to find a career in the public affairs or political arena or in corporate communications in a multinational organization in her home city.

“If someone was on the fence about pursuing a master’s degree with the UF CJC Online program, I would say to them that the master’s program is filled with professors and resources that provide even more value than you thought in your undergraduate career and that will allow you to grow in this profession,” she said.

Ja’kari Clayton

Ja’kari graduated from Florida International University in 2016 where he majored in Liberal Arts. His journey to become a Gator within our program started after not having a firm grasp on what he wanted to do after graduating from FIU. Ja’kari decided to dedicate himself to a year of service, so he enrolled in City Year and moved to Orlando. There, he was tasked with helping middle school students academically, economically, personally and socially. 

“After a year of doing that, I still didn’t know what I wanted to do,” Ja’kari said. “So, I ended up working at the Boys and Girls Club of Orlando for another year as an after school counselor, and during that time, I really started to understand what it was that I thought was my purpose in the word and what type of impact I wanted to have.”

After deciding to pursue communications because of his love for writing and the power of words, he applied to UF for graduate school. The Public Interest Communication specialization started during his second year, and with input from his advisors, he realized the specialization aligned with his long-term goals.

“I was like, ‘This really taps into what I want to do, which is create sustainable change through resources in these lower socioeconomic communities,’” he said.

During his time in graduate school, his greatest accomplishment is being in the program in general. UF was the only school he applied to, and he’s the only one in his family to think about getting a higher education degree.

“Just the fact that I made it to this point,” Ja’kari said. “I mean, everything else kind of pales in comparison to that.”

As a student, he now works as a research assistant at the Center for Public Interest Communications, and he is most excited about completing his capstone project on a topic that greatly interests him for one of his current classes and seeing it all come together. After graduating from our program this year, his first goal is to join a local nonprofit that’s tasked with helping a specific demographic with a certain issue and then fully understanding what it is that those people need and want.

“Once I think I had that experience, I would like to go maybe the federal or state route and create initiatives and policies that can help specific people,” he said. “I feel like a lot of politicians, a lot of stakeholders and just a lot of people in power, they want to create all these guidelines, plans and goals, but they don’t really understand the communities that they’re trying to help.”

For those who may be considering our program, Ja’kari notes the importance of reminding yourself that you deserve everything you’re trying to accomplish. Also, even if you hit bumps in the road, never forget why you’re pursuing your degree.

“Sometimes, I think UF can become a little bit overwhelming, and sometimes you may want to crawl back to the familiar, but that’s not going to help you, and that’s not going to help the people that you intend to help,” Ja’kari said. “The second piece of advice I would offer is to make sure you have a support system. You have to surround yourself with a community because that’s the only way we can truly grow and accomplish what it is that we’re supposed to accomplish.”

If you’d like to learn more about pursuing a degree with UF CJC Online, please visit our website at https://onlinemasters.jou.ufl.edu/ and follow us on social @UFCJConline

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