On Tuesday, September 9th the Wasserman Center at the School of Professional Studies and the NYU Integrated Marketing Association hosted a career panel, “Breaking Into Brand Management & Strategy”. In case you missed it, we highlighted the 10 tips shared by panelists.
Amber Greviskes, SVP Professional and Enterprise Solutions, Qnary
Michelle Corbett, Manager, Talent Acquisition- Global Marketing, L’Oreal USA
Angie Chahin, Former Intern at Twitter and NYU School of Professional Studies student
1) Begin to focus on the interest you aspire to and build a professional network of contacts. Panelists suggested that students always write down speaker names and follow up with them to show genuine interest in the field.
2) Don’t forget about your professors. Leverage school presentations, classes, and events. NYU is here to help and professors have built careers in their industries over many years. Build relationships with your professors and use their office hours to learn more about breaking into their fields of expertise.
3) Find an internship by presenting hidden competencies. Michelle shared that many companies, including L’Oreal, do not look for specific majors or experiences but rather hidden competencies such as curiosity and entrepreneurial spirit. Showing that no task is too big or small and that you’re not afraid of taking on different roles helps you stand out from other applicants.
4) To land a brand management position, Amber recommended students show hands-on capabilities through course project work. Angie added that during interviews, she would highlight cases and projects she worked on in school and their impact.
5) Michelle also suggested researching companies to gain a better understanding of specific departments dedicated to brand management and marketing. Read job descriptions to understand a company’s unique language. It will make searching and interviewing much easier to both the recruiter and yourself.
6) Understand the differences between brand strategy and brand management. Michelle explained how this depends on the life cycle of the product. Brand strategy is a long-term process that goes from initial concept to actual production; whereas brand management is the day-to-day life of the product. Rather than changing the product brand management can adapt to how it’s introduced to the market.
7) Be creative. Angie learned during her Twitter internship experience that one must come up with innovative ideas for their client brands. Meet with your team, always do your research, and be in the know of what’s happening in the industry.
8) Always communicate clearly. Amber believes every conversation is an opportunity to sell yourself and your background. Always have a 30-minute elevator pitch ready.
9) For international students, make global background and experiences an advantage. Be open to a wide range of different opportunities and showcase language and cultural skills.
10) Michelle believes you can make an impression on your resume regardless of prior experience in brand management. In order to do so, ensure the employer understands your interest and that you’re highlighting the most relevant examples of the different things you’ve done. Take advantage of the cover letter to explain how and why you are interested in brand management and strategy and why you want to work for that specific company. Career changers should always emphasize their volunteer experiences in the field as well as leadership roles in school.