Influencer Marketing: A New Course by Lecturer Adam Ornelas

This spring, UT’s Advertising and Public Relations program introduced an exciting new course titled Influencer Marketing, led by Adam Ornelas, Senior Manager of Influencer Marketing at DoorDash. Ornelas brings extensive experience in global partnerships, brand strategy, and social media marketing to the classroom, offering students an inside look at one of the fastest-growing fields in the industry.

Throughout his career, Ornelas has worked with major brands, including Chipotle Mexican Grill, Coinbase, and Whole Foods Market. He’s also played a role in partnerships featuring big names like Kevin Durant and Jordan the Stallion and collaborated with organizations such as the NBA, the Chicago Bulls, and the Miami Heat. With these experiences, Ornelas is now passing on his knowledge to the next generation of marketing professionals at UT.

“This class is a crash course in what it actually takes to run influencer marketing campaigns today,” said Ornelas. “We cover everything from talent sourcing and brief writing to content approvals, media strategy, negotiations, and post-campaign analysis. But beyond the nuts and bolts, one of the things I’m most proud of is the access students get to real-world professionals. I’ve brought in some of the best marketers, agency leads, and content creators in the business — people who are doing this work every day at the highest levels. Students aren’t just learning from me; they’re building relationships and hearing directly from the people shaping the future of this space.”

The course has quickly gained popularity among students, particularly those interested in pursuing careers within the creator economy. Some are already building their own platforms, while others are preparing for roles in agencies or on brand teams.

When asked how the course prepares students for careers in advertising and public relations, Ornelas emphasized the importance of real-world training:

“It’s all about preparing students to walk into a job and actually be useful. Whether you're headed to an agency or a brand, you’re going to touch influencer or creator work. It is no longer optional. This class gives you the toolkit to handle real-world challenges: negotiating usage rights, building briefs that inspire talent, managing feedback loops, and measuring impact in a way that ladders up to bigger brand or business goals. And because we bring in agency pros, creators, and brand-side marketers, students also get insight into how those different roles collaborate and what it takes to succeed in each one. It’s practical, immersive, and built around what the industry actually values.”

In future semesters, Ornelas plans to grow the course by incorporating more interactive, industry-based experiences.

“I’d love to build on this foundation with more in-depth role playing and real-world simulations such as talent negotiations, content shoots, or pitching a campaign idea to a brand team,” he said. “I also want to deepen the connection with the industry by bringing in even more guest speakers and creating opportunities for students to work on real projects with real brands. The goal is to make this class feel as close to the real thing as possible so when students graduate, they’re not just ready, they’re ahead.”

For students interested in learning about the influencer marketing industry from all angles, including talent, agency, and brand, Influencer Marketing offers a unique opportunity to dive into the field with guidance from a true industry insider. Ornelas’s hands-on approach helps students build valuable connections, sharpen their skills, and graduate with a competitive edge in one of advertising’s fastest-growing specialties.