UNF student finds success in business intelligence and helping others

For University of North Florida senior Isabel Smack, studying business intelligence is more than analyzing data. It’s about solving problems, improving organizations and creating better experiences for people.  

Originally from a small town outside Austin, Texas, Smack moved with her family first to Lakeland and later to Jacksonville when she was 16. After graduating from high school with dual-enrollment credits, she earned her Associate of Arts degree from Florida State College at Jacksonville before transferring to UNF in fall 2024 as a junior. 

A Hicks Honors College student, 20-year-old Smack will graduate this fall with a bachelor's in business intelligence and a minor in American Sign Language. She has already been accepted into UNF's Master of Business Administration with a concentration in management applications and will begin graduate studies in spring 2027. 

Smack discovered business intelligence while exploring UNF's degree offerings. She quickly realized the field aligned with her interests in technology, data analysis and organizational effectiveness. 

"I believe business intelligence is the bridge between IT and software and business management," she said. "I like working with systems and finding ways to help people and organizations use them to meet their needs." 

That passion has been reinforced through hands-on coursework and real-world projects. 

One of Smack's most meaningful academic experiences came in a project management course, where she and her classmates developed a proposal to improve UNF's Perch Portal calendar system. Highly involved in campus organizations, Smack saw firsthand how events were often spread across multiple platforms, making it difficult for students to stay informed and engaged. 

The team proposed integrating student organization events into a centralized campus calendar, creating a more connected and accessible experience for students. 

"There's so much going on at UNF," she said. "This would make it easier for students to find events and get involved. It creates more opportunities for community and engagement." 

Smack is now applying her business intelligence skills through another consulting-style project in Project Management course taught by associate instructor Fnu Amrita. Alongside several classmates, she is partnering with Elite Martial Arts, a company owned by a UNF alumnus, to conduct market research as the business explores launching a new apparel brand targeted toward student-athletes. 

The team is developing surveys, collecting data and identifying market opportunities. 

"The martial arts project is a semester-long collaboration between a company owned by a UNF alumnus and the business intelligence course," said Amrita. "When the owner presented the project to the class, Isabel immediately expressed interest in discussing it further. Since then, she has demonstrated strong leadership by taking initiative, bringing the team together, communicating confidently with the client and taking responsibility for moving the project forward. She has always exceeded expectations by working beyond the requirements of the assignments." 

Amrita described Smack as a dependable and supportive team member who consistently takes initiative and communicates effectively with her peers. 

Those qualities have also stood out to Doug Titus, associate instructor in the Coggin College of Business. 

"Isabel has a great mix of both technical skills and people skills," Titus said. "She is comfortable working with data and thinking about what the numbers actually mean, and also comfortable with being able to clearly communicate that information. The combination of analytical ability, attention to detail and professional communication is what will make her successful as a business intelligence major. Outside of business intelligence, I think her work ethic and determination to always do her best would make her successful in anything she pursues." 

While Smack has excelled in the classroom, many of her proudest accomplishments have come through serving and supporting fellow students. 

As a Coggin College of Business learning community assistant and orientation leader, she has helped students navigate the transition to college. She served as an orientation leader during the summers of 2025 and 2026 and has worked as a Learning Community Assistant since fall 2025. 

"As an LCA, I'm sometimes the first line of defense for students whether they need help scheduling a study room in the library, registering for classes, starting a student club or just need someone to talk to," she said. "They know I'm there for them. It's such rewarding work." 

Her passion for mentorship stems directly from her own experience transferring to UNF. 

"I remember it was a bit scary not knowing anyone," she said. "Even though I went to FSCJ, UNF was a much bigger environment. I appreciated everyone who helped me transition seamlessly, and I wanted to do the same thing for other students. I wanted to pay it forward." 

Smack credits orientation leaders, Honors College facilitators and faculty mentors helping her feel connected on campus. Their support inspired her to create that same sense of belonging for others. 

Her dedication to student success has not gone unnoticed. 

"What stands out about Isabel is her growth as a student leader," said Dr. Mary Beal, associate dean for undergraduate programs and student success. "Isabel genuinely wants each student to find a place where they belong, whether that is within the Living Learning Community for the Coggin College of Business, or somewhere else in the larger UNF community. She truly is concerned with the individual needs of each student." 

Beal has watched that growth unfold over time. 

"I've watched Isabel evolve from someone who was sometimes uncertain about how to approach her role as an LCA to someone who is confident, creative and willing to take initiative," Beal said. "She also teaches her fellow students the importance of attending class and academic preparation." 

For Smack, those leadership experiences have provided lessons that extend far beyond academics. 

"The hardest skills I've learned are managing different personalities, diverse communities and different philosophies," she said. "That's what it means to be in community. Everyone deserves respect and professionalism." 

Her commitment to involvement extends well beyond leadership roles. Through research with Undergraduate — Graduate Learning, Inquiry and Distinctive Experimentation (U-GLIDE) Symposium, an annual interdisciplinary conference at UNF in which each fall, undergraduate and graduate students showcase their research or creative projects. Smack presented research on biblical leadership and equality, examining how faith can support opportunities for women in leadership. 

"As a woman in leadership, I believe there is no role a woman can't fulfill," she said. 

She also completed a Hicks Honors Fellowship, managing social media marketing for a Shakespeare Club production of "Romeo & Juliet." Through her involvement with Signing Ospreys, she has continued to develop her communication skills by creating marketing materials and assisting with public relations efforts. 

Another important part of Smack's UNF experience has been her study of American Sign Language. 

After taking an introductory ASL course at FSCJ, she developed a deeper appreciation for the language through in-person coursework at UNF. A longtime language enthusiast who studied Latin for seven years in middle and high school, Smack was drawn not only to the language itself but also to Northeast Florida's vibrant Deaf community. 

Today, she considers herself conversationally fluent and credits ASL with broadening both her perspective and her connections across campus. 

"It's one of the coolest things I've learned," she said. 

As graduation approaches, Smack admits it is hard to believe how quickly her undergraduate experience has passed. 

"It went by way too fast," she said. "You study, put in the work and this is the outcome. I've always been willing to put in the work and getting positive results out of it is very satisfying. Especially at UNF, people are invested in making sure I graduate and succeed." 

Will Pewitt, dean of Hicks Honors College, has witnessed that dedication firsthand. 

"Warm, resourceful and driven," Pewitt said when asked to describe Smack in three words. "I've known Isabel since her first term at UNF, and what has always impressed me is how naturally she connects with people and how readily she turns that connection into something meaningful." 

According to Pewitt, one of Smack's greatest strengths is her desire to help others experience the same sense of belonging she found at UNF. 

"She's found so much here through Hicks Honors and Coggin, and there's something really special about watching a student like that turn around and help the next generation of students discover those opportunities for themselves," he said. "She's gaining invaluable leadership experience in the process." 

Reflecting on her college journey, Smack's advice to her younger self is simple: 

"Don't be scared to talk to people. I've developed so many friendships by branching out and getting involved." 

The lesson she plans to carry forward is just as straightforward. 

"Building community may feel like you're giving to others, but it's so rewarding in the end," she said. "I've learned that no matter what someone's position is, there are people who genuinely care. That was incredibly impactful for me." 

That sense of connection was one of the reasons she chose UNF in the first place. 

"I didn't want to be a number," she said. "When I toured UNF and learned about the Honors College, I knew this was where I wanted to be. Here, people would notice if I was struggling, and they would care." 

As she prepares for graduate school and the next chapter of her career, Smack believes UNF has equipped her with the skills and confidence to succeed. 

"I can say without hesitation, my coursework prepared me for my next step in graduate school," she said.