Day in the Life of a UNC Asheville Alumni: Allie Haake Mass Communication Major, ‘07
When I arrived at UNC Asheville, I didn’t yet know where my career would lead – only that I loved learning, creative thinking, storytelling, and understanding what makes people connect with brands and ideas.
UNC Asheville’s liberal arts curriculum and hands-on approach encouraged curiosity and independence. That mindset ultimately gave me the confidence to build a career – and later my own company – rooted in connecting people, brands, and stories.
Today I live in New York City and run a boutique communications agency, working with lifestyle brands and founders across industries ranging from food and fashion to wellness, technology, and travel. No two days look the same, which is a big part of what makes the work we do so energizing.
Here’s a look at a day in the life, from morning coffee to late-night board meetings.
6:45 AM: Starting the Day, Screen-Free
I usually spend the first few minutes of the morning setting some intention behind the day - without my eyes glued immediately to a screen.
Around 7 a.m., I check my email and make notes in my calendar for priorities I want to tackle once I’m at my desk in my home office in Long Island City, Queens.
7:15 AM: A Walk Along the East River
I’ve always been a morning gym person – getting there before my brain has time to question why I’m doing bench presses on a Monday a.m. – but today I opt for a brisk walk along the East River in Queens, just a couple of blocks from home. The views and fresh air are the perfect way to start the day.
My husband, also an entrepreneur, often joins me for a walk before work. It's a nice way to stay connected during busy weekdays.
Morning walks along the Queens waterfront, with the Manhattan skyline just across the river - one of my favorite ways to start the day.
While I usually make breakfast and lunch at home, every so often I treat myself to a coffee and pastry along the way.
A quick stop for coffee at a neighborhood favorite in Long Island City.
The small ‘main street’ in our neighborhood - one of the things I love most about living here.
9:00 AM: Running a Lifestyle Communications Agency
Most days I’m at my desk by 8:30 or 9:00 a.m., reviewing media opportunities, mapping out client priorities, and deciding what stories we’ll put out into the world that day.
I run a lifestyle communications agency that helps brands tell their stories through earned media, founder narratives, thought leadership, consumer events, and creative collaborations. Our clients range from emerging brands to household names and publicly traded companies.
Sometimes I still have to pinch myself that I get to run my own business in New York City. It’s not something I imagined as a student in Karpen Hall or during late nights editing The Blue Banner. Looking back, those moments feel more formative than I could have known at the time.
10:00 AM: Team Strategy
One of the most rewarding parts of building a business has been building a team.
This morning I have a call with our account executive, Liv, to go over priorities and projects for the week. Together we look at client launches, media outreach, and upcoming opportunities.
Having a collaborative team environment is incredibly important to me. Communications is ultimately about relationships, and that starts internally.
10:45 AM: Pitching Stories & Partnerships
The rest of the morning is usually spent reaching out to editors, preparing for calls, and shaping how our clients’ stories show up in the world.
Today, I’m also reviewing a delivery from one of our clients — an Aspen-based Pilates and yoga studio that sent its pieces from its latest retail collection. Spending time with a brand’s product is key to understanding its story more deeply before sharing it with editors.
Client unboxing — getting to know our brands firsthand!
Helping ambitious founders translate their ideas into stories that resonate - both across the media landscape and with the audiences they’re aiming to reach - is one of the best parts of the job.
UNC Asheville’s interdisciplinary approach played a big role in shaping how I approach communications today. Thinking across industries, perspectives, and audiences is essential to what we do.
1:30 PM: Back to My Magazine Roots
After a quick bite, I take the subway one stop into Manhattan to meet a former colleague for coffee at Hearst Tower, where I began my career in magazines.
Subway rides between Queens and Manhattan are a regular part of my week.
Walking back into the building where I spent much of my early career always feels a little surreal. It’s where I first saw the power of great storytelling and strong editorial teams in action on a much larger stage than I had experienced before. My first role out of college, on the editorial team at Popular Mechanics and writing for Harper’s BAZAAR, helped lay the foundation for a move into public relations, where I worked on brands such as Esquire and ELLE DECOR.
After catching up at the Hearst Café, my friend shows me around the employee store she launched as part of her role in employee engagement.
Of course, I can’t leave without a Hearst duffel.
Back at Hearst Tower, where my career in media first began.
3:00 PM: Editor Meeting in Midtown
Next, I head to Midtown for a press appointment with a tech editor at our custom-fit eyewear client’s New York City flagship. These in-person meetings are such a valuable part of our work, building relationships and giving editors a true understanding of the brands we represent.
Introducing an editor to our client’s custom-fit, 3D-printed eyewear.
4:30 PM: Research and Inspiration
Back from meetings in the city, I spend the rest of the afternoon catching up on news and updating a few media lists.
I recently returned from a trip to South Asia and picked up a few UK editions on the connection through Heathrow. Flipping through international publications is one of my favorite ways to stay inspired and see what editors in different markets are covering.
Magazine inspiration from around the world - one of my favorite ways to stay tapped into what editors are focused on.
7:00 PM: Giving Back to the Community
In the evening, I head to the boathouse of the Hunters Point Parks Conservancy for our monthly board meeting. As a board member, I’m part of a group working to protect and enhance the waterfront parks and green spaces of Long Island City. We host more than 200 free events each year, including environmental education programs, public kayaking, waterfront yoga, and an annual 5K race that brings together more than 2,000 runners.
This work reminds me how important it is to stay connected to the community - especially in a fast-paced city like New York.
Inside the Hunters Point Parks Conservancy boathouse, where community programming and waterfront initiatives come to life.
10:00 PM: Reflecting on the Day
By the time I get home, it’s late, but it’s the kind of full day that reminds me why I love the work I do.
Helping founders share their stories, collaborating with my team, and supporting the community around me all come back to the same idea: the power of connection.
The path from Asheville to New York City has been one of growth and discovery, shaped by curiosity, creativity, and connection. Those are values UNC Asheville instilled in me early on.
Supporting the university today helps ensure that future students have the same opportunity to discover their own path - wherever it may take them.