A “Double Husky” is someone who attains more than one degree at Northeastern University.
In Denise Reid’s case, as the ‘Double Husky’ Associate Director of Communications, Social Media, and Brand Management for the College of Professional Studies (CPS), she helps the college understand the value of the online community. And she understands our mission, from more than one perspective.
In the last decade, Reid has applied her unique life experience to strategic action for Northeastern University on the digital front. She graduated with an MBA from D’Amore Mckim School of Business while working full-time to build and manage the university’s social media platforms. She grew these platforms to valuable size, and she continues to build on these strengths.
Reid was born in Boston and raised by her parents, Dwayne and Bridgette, both Jamaican immigrants. When she was just ten years old, her father was deported after being racially profiled and harassed by a client who hired his livery service. The entire family was forced to return to Jamaica, where Reid continued her education at a private school. She said, “My parents weren’t wealthy, but they always prioritized education for their kids.”
Five years later, at 15 years old, Reid was sent back to Boston by her parents to attend high school. She said,
“They thought it was best to send me back and my mom was like ‘You need to go to college’. While she didn’t go herself, she knew the value of it [education].”
She moved in with her grandparents who resided in Dorchester, and she attended Boston Public School (BPS). Her re-emigration was a difficult transition. “I live between two different worlds. I’m Jamaican but was born here. So, the Jamaicans are like ‘You’re not Jamaican’ and I’m like ‘but I am.’ Then I move back to the States and the Americans are like ‘You’re not American’ and I’m like ‘But I am’.”
While at BPS, Reid experienced a curriculum that was less rigorous than it was in Jamaica, and she soon found herself enrolled in advanced placement (AP) classes for the duration of her high school years. She said, “By my senior year, I attended [a prominent Boston-based university] through a partnership program that my principal championed. I received college credit for English 101 and English 102 courses and every day, we were allowed to leave school at BPS to attend class on university campus and this experience gave me a window into college and for the first time.” she said.
During this time, Reid experienced another ‘first’. “Unfortunately, my time in the partnership program also gave me a window into the world of ‘microaggressions’. Some of the professors treated us differently, and it was the first time I really felt marginalized.” Reid describes professors assigning books about poor inner-city circumstances and then expecting the teens to relate to its subject matter directly.
“They would intensely ask, ‘How do you feel when you read stuff like this?’ I’m looking at this professor like ‘I didn’t realize that you thought I was poor!’ It was the first time I felt that a narrative was being pushed on me from the outside. And then I started to wonder, ‘Is this really how the world sees me, or am I just being painted this way?’” Reid says that this experience also prepared her with expectations of going to a predominantly white institution as a Black student. She said, “I realized I needed to learn how to navigate that.”
So I started to take responsibility over my own narrative because I didn’t want people to place that on my authentic identity. If you’re going to know me, you will learn that from me and not what you think you learned from TV or whereverDENISE REID
Reid said, “This was the first time I could identify with my father’s struggle because he came to the U.S. as a ‘whole citizen’ earning a living as a cab driver and one encounter with a customer led to him having to defend himself in an environment where they essentially forced him to plead guilty to charges that ultimately got him deported.” She said, “They were forcing my dad to be a person he wasn’t, and in my classroom as a high schooler, some painted me to be who they thought I was, and that was the first time I realized all of this.”
After graduating high school, Reid applied to a program called ‘Bottom Line’ which provides college counseling for inner-city youth. The program identified and secured scholarships that paid the way for Reid’s first year at St. Johns University in Queens, New York. But she failed to secure funding for the second year. “It was a diverse college and I loved being immersed in all the cultures,” she said.
Without the ability to pay after that second year, Reid returned to Boston in 2010 and began working in retail at places like Forever 21 and H&M – and she felt depressed. Resolved to resume her education, she soon enrolled at Bunker Hill Community College in Boston. “I decided to just take one class,” she said.
That one class turned into two, then three.
Introduction to Northeastern
In 2011, a friend who worked at the Northeastern Office of Student Employment called to see if Reid wanted to work a summer job in that department. She jumped at the chance. The office’s executive assistant went on maternity leave and that provided Reid the opportunity to extend her employment there. While in that role, two things happened: a large digital media project presented itself and they asked Reid to work on it, and the former executive assistant did not return from her second maternity leave of absence. At 19, Reid landed her first full-time job working on digital media strategy at Northeastern.
That’s when Reid enrolled in the Organizational Communication bachelor’s program at CPS, made possible by the program’s evening course schedule. She recalls, “Balancing a full-time job with studying didn’t really give me the full experience of being a college student; I was able to do a couple of things in my job that did prove helpful to the program, but I didn’t feel like I walked away with a strong skill set that made me an immediately attractive candidate in my field.” she said.
In 2018, Reid became the first person in her family to attain a bachelor’s degree.
Still working in the Student Employment office, Reid decided to use her free time to network. “I got more involved in committees at Northeastern, like NU Dream (for Black and Brown faculty) and other things. There are so many groups on campus to explore,” she said.
By the end of the year, her boss recommended her for a full-time role in the Residential Life Offices for digital media. “Around that time across most industries, people were underestimating or just not understanding the value of social media but they also understood that they needed to have it, so my job included doing budgets and operational tasks in addition to the social media part,” she said. Reid built the office’s first social media platform, and in December 2019, she was asked to work at CPS as the college’s Student Engagement Manager, a role that was an amalgamation of communications, events, and social media. Just like she had done at Residential Life, Reid built out the college’s first comprehensive social media platform for the college and is still growing its audience.
She also thought about going back to school. In January 2020, Reid enrolled in the Master of Business Administration with a concentration in marketing. “Just in time for the pandemic!” she jokes.
Shortly after both her master’s program and the COVID pandemic began, George Floyd was murdered and the country rallied behind Civil Rights advocacy and Black Lives Matter protests. Reid, alongside Earlene Avalon, established CPS’s first Equity and Inclusion Council to advise the Dean. That initiative yielded the college’s first DEI Director, a role appointed to Magali Feruzi.
This was a challenging time for Reid.
“I enrolled in my MBA so excited to get the support of a collaborative environment and that was all gone as we migrated to online learning in isolation. By the end of my first year, I contemplated quitting, and I almost did!”– Denise Reid
Reid took a hiatus from her studies in the first semester of 2021. “It was just a lot. I needed to take time for myself; I had to process all of it. But when I saw how many credits I had left to finish, I saw that I was halfway there and realized ‘I can’t give up now!’”, she said.
Reid graduated with her MBA in May 2023. She was the first in her family to attain a master’s degree.
Credited with crafting CPS’s first social media strategy, and now equipped with knowledge of the strategic framework to go even further in her career, Reid had successfully established a powerful Instagram presence on the student side and the CPS Dean asked her if she could do the same for the entire college.
In 2022, Reid stepped into her current role as Associate Director of Communications, Social Media, and Brand Management.
I love making each of our social platforms powerful drivers of our key message of access and opportunity to education that transforms futures. Social media is about storytelling, experimenting, and finding community in relatability. I leaned into my own personal narrative to make this happen for CPS, and I realized when I started our Instagram, as a student myself, that what I am actively going through is relatable to our student population.”Denise Reid
“I believe the strength of our college is the power to storytell. It really transforms the future. This college always seems to have the genetic makeup of resilience. Students that come through here, faculty and staff, are resilient leaders, and their stories not only deserve to be told but telling their stories keep the door open for those who may not otherwise see their way out of their circumstances.” she said.