When Dana Larson talks about her work, her energy is contagious. As Chief Marketing Officer at Stead Impact Ventures and Foundation, she’s not just shaping messages, she’s shaping impact.
“We’re a family office best known for the Stead Family Children’s Hospital,” she said. “Our mission is to improve health and wellbeing by supporting both nonprofit organizations and startup companies driving real innovation.”
Her role is a blend of creativity and leadership. On any given day, Larson might be helping a nonprofit strengthen its fundraising strategy or guiding a startup through the challenges of commercialization. “No two days look the same,” she said with a laugh. “That’s what I love about it.”
Before joining Stead Impact Ventures, Larson had already built an accomplished career in marketing, including several years at the University of Iowa. But she reached a point where she wanted to deepen her expertise—and keep pace with an ever-evolving industry. That’s when she decided to pursue a Master of Arts in Strategic Communication (MASC) from Iowa.
“I’d earned my undergraduate degree in journalism years before, and marketing had completely transformed since then,” Larson said. “The MASC program helped me bridge that gap, combining the creative side of communication with the analytical side of data and digital strategy.”
One course, taught by Eric Nelson, became a defining experience. “It taught me how to connect digital marketing strategies directly to measurable outcomes,” she recalled. “Being able to clearly show organizational leaders how marketing drives results is powerful, it’s what helps marketing earn a seat at the leadership table.”
Balancing graduate school, full-time work, and two school-age children was no small feat. “It was definitely a juggling act,” Larson admitted. “But the flexibility of the online format made it possible. I could take classes from my laptop during a soccer game or from home after work. It really fit into my life.”
That balance, and the program’s emphasis on real-world application, made the experience deeply meaningful. “It wasn’t just theory,” she said. “Everything I learned could be applied right away, whether in my job, my volunteer work, or future opportunities.”
Now, in her third year at Stead Impact Ventures, Larson draws on those same lessons daily. “So much of what I do now involves strategy and innovation,” she said. “Having that strong foundation in communication and data-driven marketing has been invaluable.”
When asked what she’d say to anyone considering the program, Larson didn’t hesitate: “You can make it exactly what you want it to be. Whether you’re passionate about your current role, a cause you believe in, or a career change, you can tailor your projects to fit your goals. It’s not just a degree. It’s a launchpad.”