Country of origin: Germany
Senior Marketing Analyst, HubSpot
After my Bachelor degree in media management in Germany, I decided to gain some practical experience in the field of online marketing. I spent six months in Singapore doing an internship dealing with search engine optimisation, pay-per-click campaigns, display marketing and web analytics. Instead of accepting the permanent job offer I started applying to universities in the UK as home country of the main business language, place of many accredited and very traditional universities as well as spiritual forerunner in terms of internationalisation.
Lancaster University Management School caught my attention for two reasons. First, it was one of the two business schools in the UK that received the highest rating in terms of research quality assessed by the RAE which influences governmental funding for research. The second reason was the very interesting and well-matching combination of e-business and innovation. It was significant to see how companies are progressively shifting their budgets from traditional media towards online media. With the emergence of job roles in the digital economy, universities as education providers are required to supply an increasing need.
The MSc E-Business and Innovation programme seemed to be a good way to fill this gap. Tailored for future consultants, project managers and marketers, it teaches innovation from an academic perspective to an audience with a strong entrepreneurial mindset.
There are three aspects that I value most about the Masters programme. Firstly, the internationality of the programme was very inspirational and beneficial. I was part of the 2011/2012 cohort with 26 students from more than a dozen different countries. Working in a team with students from Asia or Africa helped me to become more confident in my demeanour within an international working environment. After one year you will have learnt not only from your professors but also from your classmates.
Secondly, the balance of academic content and practical knowledge was just about right. Gaining practical problem-solving skills during group work as part of every module was an invaluable experience, particularly for students aiming for careers in consultancy.
Thirdly, the approachability and kindness of professors was impressive. Professors were open to questions and discussions before, during and after lectures. Also, professors were very supportive and flexible. I received a job offer with a very early start date. This early start meant that I would have to write my entire dissertation whilst working. In talks with professors I felt strong support and the flexibility, which I required in that situation. After approximately one year I am still in contact with several professors from my course.
While the success of your studies might be partly measured in marks and other important intangible gains, the real return is the result in finding a job afterwards. Contrary to many other European countries, the recruitment process starts very early in the UK. The first deadlines for some UK graduate programmes are in October/November, soon after beginning your studies. There will also be career fairs on campus at that time. I would like to advise future EBIN students to start their job preparation very early by booking an appointment with the excellent LUMS Career Service for a first discussion about the contents, layout and format of their CVs.
I personally benefitted tremendously from the Careers Service and applied to companies such as Capgemini Consulting, IBM, Marks & Spencer, Philips, Sky and Google. My degree from a top UK business school and the excellent resources from the career centre gave me the competitive edge. Finally, I accepted an offer from Google in ‘Search Quality Evaluation’ based in Dublin, EMEA HQ.
During my time at Google from 2012 to 2016, I worked on improvements of the relevancy of organic search results to create a better search experience for users globally and was involved in webmaster outreach particularly for Germany. In July 2016, I left Google and joined HubSpot, also in Dublin. HubSpot is a marketing and sales software company with its headquarter in Boston, MA. At HubSpot, I oversee the company’s own web analytics. I document all my professional learnings on my analytics blog, which is also the place where I plan to spend more time going forward. If you are interested in a career in-particularly in tech or data analytics, please don’t hesitate to contact me via the alumni services.