David Zoerb’s path from community and environmental sociology at CALS led to a successful career in marketing. Zoerb’s interest in the intersection of cultural, social and political dynamics was nurtured via practical, hands-on opportunities at CALS, providing a framework to create and implement strategies and programs that were successful for a wide spectrum of social and marketing challenges. Zoerb relishes finding creative approaches to solving marketing problems, and he approached his career with an open mind and an eye for new opportunities. Now enjoying retirement, he volunteers in the MERLIN Network at UW Research Park, working with other volunteers to help new entrepreneurs and startups in their business efforts. He has also served on several local and regional planning and economic development committees and commissions. As a third-generation CALS alumnus whose two daughters are also UW graduates, Zoerb has UW roots that run deep. Over the years, he has been involved in leadership roles for the Wisconsin Alumni Association, Badger Action Network and UW Athletics. When it comes time for his twin granddaughters to consider college, Zoerb hopes they become the family’s fifth generation of UW students.