Gaining Confidence, Earning Trust: How a LeBow Co-op Award Winner Learned to Stand Out

With prior experience in marketing and as a content creator, Dilnoza Kurbonova, BS marketing and business analytics ’25, came to her first co-op feeling confident.

An international student from Uzbekistan, she was new to the corporate world and was soon thrust into an all-hands-on-deck setting with Qulture Agency, a digital marketing and branding agency based in New York City. Working with clients in the fashion, beauty and luxury goods industries, she relied on her social media savvy and much-coveted Gen-Z perspective across two co-ops at Qulture and joined the agency in a full-time role after completing her undergraduate degree in March 2025.

She shared her perspectives on distinguishing herself in the workplace, which of the four languages she speaks came in most handy, and what skills and lessons from her time at LeBow have had the most impact as she starts her career.

Drexel LeBow: How did you first become interested in working at Qulture?

Dilnoza Kurbonova: From my first days at Drexel, I was looking for ways to get hands-on experience and immerse myself in real-world projects. I got involved in student organizations and attended a wide range of events — from speaker panels to industry conferences, including New York Fashion Week — where I could learn more about how brands build meaningful connections through social media, content and emerging tools like AI. I naturally gravitated toward spaces where creativity meets strategy, especially in industries like fashion, beauty and tech.

At one of Drexel AMA’s speaker events, I met Kirstin Newell, BSBA ’23 and a former Cooperative Education Award winner, who shared her experience in fashion marketing. I told her about my STAR Scholars research, which focused on how AI is shaping social media and marketing strategies in the beauty and fashion space. She mentioned the CEO of Qulture, who she had worked with through her previous co-op, might be interested in my project. I followed up, reached out to the Qulture team, and shortly after, they offered me an internship for my first co-op.

DL: What was your first co-op experience like?

DK: Coming into my first co-op, I felt excited and prepared. I already had a solid foundation to rely on — I had been on a reality show, run my own business, worked in hospitality as a junior marketing manager for a hotel and managed social media pages. I knew I was there to contribute and bring value, so I approached the role with confidence in my skills and ideas, while staying curious and eager to learn.

The role was fully remote from Philadelphia, but I regularly commuted to New York City for events and team meetups. Even as the youngest person on the team, I was encouraged to share my perspective and contribute meaningfully. My manager was incredibly supportive, helping me navigate the agency world and guiding me through new processes as I found my footing.

DK: From early on, I was given real responsibility — leading internal marketing and social media efforts, shaping content direction and supporting client-facing projects. One of the most memorable moments was writing the press release for a new Marc Jacobs fragrance launch. The client was impressed and sent direct feedback to my team, which gave me a huge confidence boost and reinforced that their decision to trust me was paying off.

DL: How about the second co-op? How was it different?

The second time around, I had a more defined title — Social Media and Marketing Analytics Associate — and a much clearer sense of direction. By then, we had identified the areas of the agency where I could make the most impact, so from the start, I was trusted to lead parts of key projects, present during important client pitches and build relationships across teams and departments. That level of responsibility meant a lot to me, and I treated it with care and full commitment.

My role combined both creative input and analytical work. I contributed ideas for influencer campaigns while also tracking performance data, analyzing content effectiveness, and using that insight to help guide strategy. That balance of creativity and numbers helped me grow into a more well-rounded team member.

Compared to my first co-op, where I was focused on showing up, learning, and doing my best, this time I was more intentional about the quality of my work, the relationships I built, and the value I brought to the team. It felt like a clear next step in my career — one that helped me find my place and voice within the agency.

DL: Now that you’re in a full-time role, how did your time at LeBow and on the job prepare you for this?

DK: LeBow was a great training ground for me. After my first co-op, I had a much clearer idea of what I needed from school, so I became really intentional with the classes I took and focused on strengthening key skills like public speaking, pitching, presenting, analytics, and data management — all with the goal of coming back into the workforce stronger and more prepared.

It was a really unique cycle, and each round made me more confident in my ability to add value. I think the co-op program is one of Drexel’s greatest advantages. It lets you experience corporate life before fully committing to it and gives you the space to prepare. My two co-ops gave me full trust in my ability to succeed in real-world settings. I didn’t just graduate with a degree — I left school with real experience, clear vision, and the resources to keep growing. Especially as an international student, that made a big difference.

I’m really grateful for the opportunities LeBow gave me — not just professionally, but personally. I graduated with hands-on experience, proper trainin, and a strong network of friends and mentors who went through the same journey. Drexel Dragons are truly everywhere, and they’re built differently. The co-op model gave me a taste of both worlds — school and career — and I wouldn’t trade that experience for anything.

DL: What do you think made you stand out to be nominated for this award?

DK: I think what made me stand out was the level of trust I was given and the impact of the projects I worked on. I supported major accounts like Calvin Klein and Marc Jacobs, managing influencer content across 30+ countries — including regions in Europe, Asia and Africa — and working closely with global fashion houses. I reviewed and approved influencer submissions, coordinated with local teams, and helped ensure the content was aligned with each market’s needs.

In addition to managing influencer content across markets, I also had the opportunity to contribute creative concept ideas for influencer campaigns — some of which were shared with major global clients. It was a big learning curve, but being trusted to contribute creatively at that level meant a lot. During my second co-op, I shifted into more client-facing work, which isn’t very common for interns, and I really appreciated the opportunity to step into that space. I’m incredibly grateful for the trust my team placed in me and for them nominating me for this award.

DL: Tell me about the transition back to being a student again.

DK: The transition back to school after my first co-op was definitely a challenge. I had just come from such a fast-paced, hands-on experience where I felt like I was making a real impact — so shifting back into student mode with classes and homework wasn’t easy. I ended up accelerating my graduation because I felt ready to keep growing and learning in the professional world. Still, I made a conscious effort to be present and make the most of my time in the classroom. My co-op experience gave me a clear vision for what I wanted after graduation, and that helped me approach the rest of my time at Drexel with more purpose.