Andrew Roche is an underwriter for United Shore. He is currently pursuing an MBA in Marketing & Finance through the Mike Ilitch School of Business at Wayne State University to complement his undergraduate studies at Albion College and primary years at Cranbrook Kingswood. Andrew's true passion revolves around the craft of marketing - specifically marketing of the digital variety. Within the realm of digital marketing, Andrew finds great satisfaction throughout the process of creating unique voices, personalities, and experiences for both individuals & brands. These voices, personalities, and experiences are a far cry from an everyday accomplishment. They need to be appealing, friendly, and informative in order to differentiate from the rest of the white noise, static and distractions. The ultimate purpose of this carefully crafted voice is to bridge the gap between the brand and its audience. In order to effectively formulate this two-fold entity, it is necessary to employ elements from both my hard and soft skill sets. The hard skills are relatively universal – analyzing and interpreting analytics, tailoring content so that it is SEO friendly and a working understanding when it comes to design and coding. The soft skills, on the other hand, are much more fluid and far more difficult to measure. A few of the more essential soft skills include the 4-C’s (critical thinking, communication, collaboration, and creativity), persuasive writing, and an overall sense of curiosity due to the ever-changing world in which we live.