Marketing Online Student Panel

– Welcome to the MarketingOnline Student Panel here at SOM.

My name is Stephanie Haffner.

I am career coach here at the CDO, otherwise known as theCareer Development Office, and thanks so much for joining us today.

I'm really excited to be ableto cover marketing personally because that's my background and that's what my career is in.

But I've also worked withthese wonderful second years here next to me in helpingshape their careers in marketing while they've been here at SOM.

So today I'll be moderatinga panel of second years who have focused their career in marketing and continue to do so post-SOM, and we'll hear about theirexperiences academically at SOM as well as professionallyand how they've been able to navigate their searchand how SOM has helped them.

Before we get into theheart of our conversation with these wonderful folks, just a quick overview on the CDO.

So as I mentioned I am acareer coach at the CDO which is about half of our team.

We have about 20 peoplestaffed within the CDO, and generally we are set up to help any student across any industry.

So whether that be inbanking or consulting, the more traditionalpaths, or if you're looking at non-profits and NGOsor impact investing, we're set up as careercoaches to be generalists and so can help you across any discipline that you're interested in.

We also work across allpopulations of MAMs, MBAs, GBS, Silver Scholars, so wecover the whole gamut there.

And the other side ofthe house, if you will, is the employer partnership team, and their very important job is to strengthen and maintain relationships that we have with recruitersemployers here at SOM.

And more importantly developnew ones that we don't have and make sure that the SOMpopulation is top of mind for all employers and recruiters.

So that's a quick skinny on the CDO.

Essentially we're set up toserve all types of students of all populations across any employer and across any discipline.

So that's just a quickoverview of the CDO, and now we will get into the panel.

I'm gonna open up the panelwith a couple of questions.

We'll ask the paneliststo introduce themselves, give a little bit ofbackground of what they've done before SOM and kind of whatthey did over the summer since they just got back fromtheir summer internships.

And then I'll open itup with a few questions to get us started, but alsojust wanted to let you know we are moderating the questionsthat are coming in online so don't be shy and pleasesubmit your questions.

There's somebody moderatingthem behind the scenes, and I will take a look at them and answer them as I get them.

So please as they pop into your mind please do submit yourquestions that you have.

So I'm just gonna start, Emilyif you will kick us off here, if you could just introduceyourself, your name, what you did before SOM, what you were hoping when you were planning and applying to SOM to get out of coming tobusiness school here, and then in your case the internships, the two internships, thatyou did while you were here.

– Yeah, sure.

– Thanks.

– So my name is Emily Auerbach.

I am a third year joint degree student between the School of Forestry and the School of Management here.

Before school I worked inthe non-profit space working on food and sustainability, sofirst as an edible landscaper and urban farmer and thenworking with chocolate and cocoa companies onsustainability strategy.

So I was very much acareer switcher coming in.

When I joined Yale I was really looking to go into the corporate socialresponsibility or CSR space, be a sustainability officerwithin food company, and then I fell in lovewith brand management and have been pursuing that ever since.

So I spent my first summerinternship with Pepperidge Farm, maker of such delicious snacksas Milanos and Goldfish.

I spent my second summerwith Danone North America, which is the world's largest provider of plant based alternatives including brands such asSilk and So Delicious.

And after graduation I'llbe going to General Mills, which is one of the largest food and beverage companies in the world.

– [Stephanie] Fantastic, thank you.

– Yeah.

– [Stephanie] Abby? – Yeah, hi, I'm Abby Loesch.

I'm a second year MBA, and before coming to SOM, I worked at a foundation in the Bay area where we did marketingconsulting for non-profits.

And it was a really great experience.

I really enjoyed my time there, but after a couple of years, I sort of took a look aroundand thought about the people that I most enjoyed workingwith and who I most respected and realized that they were all people who had spent many yearsin the private sector.

And so I decided tocome to business school to make a transitioninto the private sector.

And sort of coming fromthe non-profit space, impact was really important to me, and tech as an industry felt like a place where there was a lot of impact.

And so I was really drawnto marketing in tech, and so that was my intentionin coming to business school.

And I'm sort of unique in that I didn't change mymind once I got here.

I actually stuck with that, and I ended up interning in product marketing atAtlassian over the summer.

Atlassian is a enterprise software company so they make JIRA, Confluence, and Trello.

– [Stephanie] Great, thanks Abby.

Irene? – Hi everyone, nice to meetyou and thanks for joining us.

My name's Irene Koo.

I am also a second year MBA student.

Before SOM I worked innon-profit fundraising in New York City, primarily at art museums and arts and culture institutions.

Like Emily and Abby, I alsocame to business school looking for a career transition.

I was craving for thatprivate sector experience and exposure, and I sawthat a lot of leaders in the non-profit space had MBAs so that's what my goalswere coming into school.

My plan of attack coming toschool was explore first.

I didn't have my mind set on something, but once on campus during orientation, I discovered marketing, spoke to a lot of alumni, and also fell in lovewith brand management.

So over the summer I internedat Procter & Gamble, P&G, in Cincinnati on the hair care team.

I didn't think I wouldspend as much time thinking about hair care, but I loved it.

– [Stephanie] Great, and Angie? – Hi everyone, my name is Angie.

I'm also a second year MBA here at SOM.

Prior to coming to schoolI worked in the tech space, first at Google and then atPinterest on the sale side, and my motivation for comingto school functionally was to pivot, while staying in tech, was to pivot roles into marketing.

And so I had a very tailored, or very specific, strategy during my recruiting process.

I wanted to pursue productmarketing within tech, specifically for B2B, andthat's what I did this summer.

I did product marketing at Spotify.

– Fantastic, thank you.

You guys have such variedand interesting experiences, and a lot of career switchers, which is really great.

So for those that are watching today, if you are a career switcher, what are some of the things at SOM, and maybe I will startwith Abby and Irene here, that have been really helpfulfor you in terms of making that career switch someof the resources here, classes, projects, organizations, Treks, and then I'll start with you guys because you are the marketingclub leaders this year, so maybe you wanna start with that and then add anything else that has been helpful in your path.

– Yeah, definitely, so yes, we are the marketing club leaders, so we're definitely gonna talk about how helpful marketing club is.

– Yeah.

– We're gonna market marketing club.

– But definitely marketingclub was a huge resource to me in my first year here at SOM.

I think that I leaned really heavily on the marketing club leaders and the marketing club curriculum when I was going through recruiting.

So sort of like the firstsemester here at school, marketing club focuses onpreparing people for interviews, so reviewing resumes, looking at cover letters, helping people practice behaviorals and casing and things like that.

So we provide a lot ofsupport, and I think, for me, it was super helpful last year.

And it's one of the reasons why I wanted to become a marketingclub leader this year.

– Yeah, to echo Abby, I stepped onto campus not really knowing even whatmarketing fully entails.

So those of you who are joining us today, you are way ahead of the game, and marketing club really opened my eyes to how strategic a role itcan be, all that it entails.

So I would say the club members and leaders held my handthroughout the entire the process, so that was a reallyimportant resource for me.

Another pool of resource, I would say, is the alumni network at SOM.

What helped me transition fromthe non-profit to marketing or brand management was at SOM, I was able to find alarge cohort of alumni who made that similar transitionso I was very intentional about reaching out to former SOM students who come from the non-profitor arts and culture space who are now in the privatesector marketing roles and asking them about theirmotivations for making that transition, whatthey're hoping to learn, and if they're actuallylearning from that experience, what they hope to gain.

– Right, and maybe Emilyyou could talk a little bit about conferences andany other experiences that have been helpful for you.

I know ROMBA, ReachingOut MBA, has been helpful.

Can you talk a little bit about that? – Yeah, so I would saythat conferences have been a huge part of my recruiting strategy as a career switcher, particularlybecause I knew coming in that I was laser focusedon food and beverage, and there's just not that manyfood and beverage companies, so you really have tobe working pretty hard to get exposure to them if that's the specific industrythat you're targeting.

So the two major conferencesthat were helpful to me or Treks, are ROMBA and MBArk.

So ROMBA, or Reaching Out MBA, is the world's largest gatheringof LGBTQ+ MBA students, and it's both a conferencearound LGBTQ issues in the workplace featuringinspirational LGBTQ professionals as speakers and a recruiting Mecca.

So ROMBA is an absolutelyinsane enterprise where hundreds of companies appear and spend a weekendinterviewing and giving offers on the spot to LGBTQ MBAstudents from across the world.

– And if I can just echothat, I was just there for the second time thisyear thanks to Emily.

There were 2, 000 attendees– – Oh my gosh.

– which was amazing, and we also go to listen James Robertson, who is the founder of ROMBA, who is an SOM alum as well.

So a lot of support all around.

– Lots of support, andas an LGBTQ individual, it was really importantto me to have access to a recruiting pipeline where I knew my interviewers would be members of the LGBTQ community.

I could ask questions about same-sex partner healthcare coverage and adoption coverage, and workplace dynamics, how free you feel to beout in the workplace.

So it was really important to me, both for the companyexposure, and then also just for my sort of personalsafety and happiness.

Another really critical Trek resource that I used was MBArk, whichis another program founded by an SOM alum named JoeDobrow, who used to work with whole foods and sproutsand is now sort of a titan of the natural foods industry, and it brings MBA students from across the US to twonatural product expos, one on the East coast in the fall and the West coast in the spring, to meet with natural food industry leaders and hear a little bit more about what the big trends areshaping the food industry.

– Fantastic, what has beenhelpful for you Angie? – Yeah, well echoing someof Irene's sentiments about having a wonderful alumni network here to support you, I alsofound that the second year base, when I was a first year was incredible.

We had had severaldifferent people actually at Spotify doing the exactrole that I wanted to do in previous years, so theywere an amazing resource.

There were so many people that worked within product marketing, and also just marketing in general that I feltlike I had every resource at my disposal, whetherit was helping me prepare for an interview or just likebouncing general ideas off of, getting some of their insights into what they did this summer and what they thought helpedthem make them successful, which is a huge, hugeresource for me last year.

– Great, and can we, we havea question here that asks about the recruiting for marketing, does it take place on campus and which companies come to recruit here? It'd be interesting tohear how you landed Spotify and what your recruitingexperience was here, just before you do thatmaybe just a little bit of background in terms ofjust giving you some companies that have recently recruited here and that ranges from CPGcompanies to tech companies to healthcare: P&G, PepsiCo, Mattel, L'Oreal, Campbell's, Samsung, Wayfair, Medtronic, Google, Amazon, Facebook, Mattel, those are just tolist a few that come on campus and traditionally recruitwith us here at SOM.

But it'd be interesting tohear, did you use on-campus? How was your experience andhow did you land Spotify? – Yeah, absolutely, soI think what you'll find with some of the smallto medium tech companies is that they actually don'tdo on-campus recruiting, but they do have very robustlike university teams.

And as a results of thatI essentially was able to touch base with the second years who had interned at Spotify previously.

They were able to bethat initial resource, but then they were alsoessentially able to connect me to people at Spotify on those teams that I could then ask evenmore specific questions to, start building that network, and just really start building, introducing myself and putting myself in a pipeline essentially.

– [Stephanie] Yeah.

– Yeah, so it was definitelyone of those things where I think some people think of the less formal recruitingas a little bit more daunting, but I didn't find itto be that way at all, just again given the depthof expertise that we have both within the walls of SOMand within the alumni base.

– Great, and Abby if Icould ask you to also talk about your experience andhow you landed in Atlassian, and then I'll ask Irene andEmily how you landed your jobs.

– Yeah, so totally agree with Angie that the small to midsize tech companies, they just don't do any kindof on-campus recruiting.

It's not just SOM.

And so if you're interestedin one of those companies, you're gonna have to reachout to them yourselves, and I did do some of theon-campus recruiting, but I was ultimately alittle bit more interested in some of the smaller tech companies.

And so, yeah, I think itcan seem a little daunting because definitely you have to do a little bit more reaching out, but if you do that, if youtalk to alumni or second years or even just your personal base, because you might havesome people there too, it makes it a lot easier actually.

It's not, it's definitely doable.

– So it really just dependskind of where you're targeting and how they kind of recruit and interact with business schools.

For example, Irene, P&G traditionally comes on campus every year– – Right.

– to recruit.

Can you talk a littleabout your experience? – Yeah, so what I was looking for in my internship experiencewas, as a career switcher, I wanted that big companyexperience so to speak.

And to maximize my learning I was looking for internship programsthat had a lot of structure and resources behindthem, and those tended to be the largercompanies that are used to and actively rely on businessschool on-campus recruiting.

So P&G's a long-standing employer, or an employer with long-standingrelationships with SOM, so I engaged with themmultiple points during the fall and was able to end upthere for my internship.

– Yep, and Emily? – Yeah.

– It'd be helpful to hear your story.

It's a very unique one.

– Right, so I sort of have, I've recruited for marketing three times now, so I have three separaterecruiting stories.

The first time around for Pepperidge was on-campus recruiting.

Pepperidge is now a subdivisionunder Campbell's Snack, so they now come tocampus under Campbell's.

So they posted their position on our sort of online job board.

I reached out to an alumniwho was working there, had a pre-interview with herwhere she sort of prepped me for the process, didan on-campus interview, very traditional on-campusrecruiting pathway.

For my second internshipwith Danone, I got recruited through ROMBA, that LGBTQ MBA conference, and was pretty much givena job offer on the spot, which is how ROMBA workswhich is absolutely insane.

And then for this most recentgo around for full-time, General Mills actually reached out to me because I had met them at ROMBA last year, and they had given me ajob offer on the spot, which I declined, andthey sort of came back this year to re-recruit.

– Great, so generally Ithink the take away is is there's lots of differentways in which you can approach.

You can certainly leverageon-campus recruiting that we have here at SOM, but the network is alsovery, very important in terms of alums andsecond years being able to help as well as conferences.

So it's kind of a mix.

It's different in the sense that, versus private equity, ormaybe media and entertainment, where that's more heavilynetworking focused, I think marketing haskind of a good balance between opportunities that you can get through on-campus as well as networking.

We do have a question herearound talking about classes.

Can you talk about how you've used some of your classes outside of SOM? Did you take any coursesat the school of art or a different schooloutside, cause I know that you can take any classhere at Yale, across Yale? What has been helpfulor useful for marketing? And I'll let any of you take that.

– I'll start.

– Yeah.

– My answer's a little biasedbecause I'm a joint degree, so I've taken a lot ofclasses outside of SOM.

But the data visualization class over from the Yale program on climate change communicationis really fantastic.

You get a chance to learn about the ways that you can take huge amountsof data and synthesize them into something super visuallycompelling and intuitive, which is a huge part ofwhat we do in marketing.

So that has been a reallyhelpful class for me outside.

– Great.

– Can we talk about classes inside of SOM too?- Absolutely, yeah.


– Because I think probably the single mosthelpful and most important class at SOM for marketing and toprepare you for marketing roles is YCCI Discovery Projects, which– – Which we all second – Yes.

– that recommendation.

– Yeah, so YCCI is YaleCenter for Customer Insights.

They sort of act as likeour marketing department, and they have a lot of connectionswith private companies.

And so they work with thesecompanies to develop consulting, marketing consulting projectsthat students can work on.

And so every semesterthere are four different, it's four right? – Mm-hmm.

– Four different consulting projects that students can be a partof, and you work on them.

You apply to be a part of it, and you work on them in teams of five.

And so you're sort of given this prompt, and you work on it the entire semester.

And you bring yourrecommendations to the client at the end of the semester.

I think that most people who did YCCI and then did a marketinginternship afterwards, said, “Yeah, wow, that was exactlywhat I did in my internship.

” It pretty much sets you up for a marketing internshipjust really well.

– Awesome.

– I think it's a great resource.

– Who was your client? – Oh, sorry, mine was MasterCard.

– Oh, and whose was yours? – And I worked with PepsiCo on communicating sustainabilityaround recycled plastic.

– Very interesting.

Classes that were helpful for you guys? – My equivalent of classesare just all of the lectures and talks that happen ad hocthroughout the university.

– Good point.

– So without enrolling in a formal class, so I got to listen to thebrand officer at Spotify who gave a session on marketing, Vincent Stanley whose titleI think is the coolest, Director of Philosophy atPatagonia, he led a workshop on marketing for cause basedstart-ups or organizations.

So there's so much to, somany cool talks and lectures to attend throughout the university that can supplement yourinterest in marketing, or any interest to your field really.

– Yeah.

– Yeah, and so definitelyechoing everything that's already been said, but I think to round us out, one of the classes here at SOMthat I'm really excited for in the spring is StrategicMarketing Leadership, the role of the chief marketing officer.

So it's led by one of our faculty here, but essentially everyweek they bring in a CMO from across the industry, and you get to just hear from their experiences how they were able to build global brands or focus more on customer acquisition strategy, everything that basically runs the gamut.

And it's something thatI think is so awesome because you have that in-classroom piece, but it's also you get to bring in practical application from the field.

And it's something that Ijust, I think is gonna be one of the most valuable classes here.

– That's exciting.

– If I can, I'm just gonna- Yeah, please.

– Quickly run through all theother SOM marketing courses just to like give you- Great.

– A sense of what the options are.

– Thank you.

– So during the core you'll take Customer, which is basically marketing 101.

It teaches you everythingthat you need to know in order to ace your marketing interviews.

After that we haveStrategic Market Management.

We have Survey Design, Managing Marketing Programs, Marketing Strategy, any of theother big ones that I missed? – No, I don't think so.

– No, I think that's everything.

– Yeah, so there's a lot- Oh, actually, – of opportunities.

– There's, you said Survey Design, there's Consumer Psychology orConsumer Behavior, Big Data.

– Consumer Behavior's big.

– So lots of differentclasses and resources to help you set yourself upfor success in the summer.

One of the questions thatwe have from the panel is how intensive is the recruitingprocess for marketing? How do you balance that with academics? Can you talk a little bit about that? Anybody wanna take that? I know it's, there's so much going on too.

The great thing about SOM is there's so many exciting things going on that it's almost hard to choosewhat you wanna engage in.

So there's great talks as Irene mentioned, lots of different leadersin different areas that come to SOM so it'sactually hard to choose what you wanna do at lunchtime sometimes.

But can you talk a little abouthow you balance all of that with all these excitingthings to do with recruiting? Anybody wanna take that? – Yeah, I mean I think it's the classic kind of business school question of how do you balance everything.

And I think for me one thing that has really been a saving grace, because as you mentioned there are just so many different thingsgoing on at one time, is just really sitting down with the CDO, with different mentors across the school, and prioritizing kind ofhow I wanna spend my time.

And so obviously with recruitingbeing a big piece of that, I can basically plan out let'ssay like my week, my month, my quarter with all thedifferent recruiting events, and then have the classesthat I want to take kind of work around that or vice versa.

Yeah, so I think just havingbasically people that, again like the second yearsthat have done it before, as a guiding light almost, just makes the entire thing so much more, so much more Ithink digestible, and even fun, cause once you get thehang of it you're like, okay, wow, like look at all these things that I've been able to accomplish and how productive I'vebeen in this last week.

That's like an incredible skill that I think I've learnedhere at business school and one that's gonna helpme for years to come.

– Mm-hmm, great, Abby? – Yeah, I have something to add to that.

I think in terms of how intenseis marketing recruiting, it's not like finance recruiting.

(laughter) So you're not doing fourcoffee chats a day or whatever.

And the thing about finance recruiting is that it's super intense for areally short period of time, and I think for me at least, and I think this is probablytrue for most tech recruiting, it wasn't a sprint likefinance recruiting is.

It was a marathon.

– Yep.

– So it takes place, it really, I was doing recruiting the entire year, and I didn't accept myoffer until April actually.

So I mean it really depends because marketing is afunction, not an industry.

It depends on what industryyou're looking at for marketing.

And, at least for techand especially for smaller or mid-sized companies, itcan be a really long process, so just being ready forthe marathon is important.

– That's really good to note.

– I guess the other perspective, my recruiting experience because I was so focused on opportunities that had a lot of prettypredictable structure behind them, going in I was fully awareokay, resume deadlines are going to be concentrated around this period, interviews might becoming around this period, so having kind of a clear, being able to anticipate when those high pointsare really helped me plan and kind of mentally prepare myself.

And also just less on the balancing and more how did youget through all of this, I think what reallyhelped me is the community of people around me, somarketing club another plug.

They put together recruiting prep teams that's both tactical practice but also just emotional support.

Hey we know we have a big push coming up so can we practice together? Are you aware of this deadline coming up? So having kind of anaccountability buddy system helped me get throughthe recruiting process.

– Fantastic, we do have aquestion here that says, “Does most of the recruitingtake place on campus?” So there's a number ofcompanies that consistently come to campus, some of them suchas PepsiCo, P&G, Google, the ones that I mentioned, Facebook, and Amazon, those are just a few to mention.

Can you just list a couple of companies that you recruited with here on campus? Just from your experience.

– Kraft Heinz.

– Great, any other.



– Yeah, I mean I think, well it's sort of what do you define as on-campus, but– – Yes, and that's a really good point because that could be whetheror not they either come here on campus to actually dointerviewing or coffee chats or they could be postedthrough the SOM CDO portal, so they are actually posting with SOM but are physically not here.

So I would include all of that where it was an opportunity through SOM.

– Yeah, Amazon.

– Yep, any other.



– Yeah, rounding outthe tech piece Facebook and Google are two of thecompanies that I recruited with.

– Okay, great, so interms of let's keep going on your SOM experience beyond academics, can you talk a littlebit about the SOM culture and what makes it special for you? – I love this question.

(laughter) – Go for it Emily.

– So I think the SOM cultureis extremely special.

– Yeah.

– I only applied to two business schools which is pretty unusual.

I definitely wanted tomake sure I was going to a business school that represented my values and my ideals.

As a joint degree I care agreat deal about sustainability and environmental responsibility, and I wanted to make sureI was going to a school where social impact wasreally placed at a premium.

And I think that SOM has that in spades.

What that means in terms of the day to day culture experience is that I think it's a lot morecollaborative and supportive than what I had sort of feared I would encounter at a business school.

– Yeah.

– So my favorite example of this is that the day before my finalround interview for Pepperidge, one of the other studentswho had also been invited for a final round reachedout to me and said, “Hey, can we mock interview together “and give each other feedback?” And we sat down and prepped each other for our competing interviews the next day to make sure that we'dboth be at our best.

– That's fantastic.

– Which is not really what I think of when I think business school culture, but it's definitely SOM culture.

– Which is highly collaborative.

– Yeah.

– And supportive.

And you answered actuallyanother question.

So if we could tie both of them in, is why did you choose SOM, especially going into marketing? What was kind of your thought process of how you selected SOM asthe right school for you, and then what makes it special for you? Abby, do you wanna go next? – Yeah, sure, so I think for me actually very similar to your response.

You know I came from the non-profit world, and so I did wanna be ata place where impact was, and social impact was gonnabe important to people.

That was something that I found at SOM.

Not only that but becauseI was coming from, I had this non-traditionalbackground for business schools, I just wanted to be in aclassroom where there were people from lots of different backgrounds.

I didn't want to be in a classroom where it was all consultants and bankers, and that's totally not true of SOM.

People just come from all over which is, I mean we happen to mostlycome from non-profits but people come from all over.

I promise.

(laughter) And then secondly I think, just like the culture and the people.

I really, I really liked the culture here, just it felt like the right fit.

And I think that it's hard, I think if you can visit the school and get a sense for that, that's the best way to do it.

Because in my experience when I was researching business schools, they kind of all say thatthey're collaborative and that they're warm and welcoming.

But you had to actuallygo there to get a sense for what the culture was likeand whether it was a good fit.

But I think fit is just a really important thing to look for.

– Yep, good point.

– Also, mission was most important to me, and society part, SOM's visionreally resonated with me.

I didn't have a specificcareer transition planned specifically into marketing, but wanted to just be in a supportive community, and community not just for the two years that I'm on campus, but long-term what's a community of alumni that I'll be joining.

And I had the opportunity to talk to a lot of different alumni duringmy application process.

And I thought yeah, theseare the kinda people that I wanna stay in touchwith and be a part of, so that was it in terms of culture.

But also, logistically, I wantedto be in a smaller school, so 350 per class seemed right to me.

I'm originally from outside Boston, but after 10 years in New York, I really wanted to be backin New England proper.

So those kind of visceralexperiential things also really helped me, and that was reinforced when I visited on campus.

Like Abby said, when Istepped on campus I was like, “Ah, I can see myself.

“This feels like home.

” – Yes, awesome.

– Yeah, and I thinkthis has been mentioned across the board, but justto reiterate the people.

And I think becauseit's worth calling out, I had done a lot of research before deciding whatbusiness school I went to.

I had talked to pretty much everyone that I could get to talk to me.

I came on campus.

I really, really found thatthe people here at SOM are just so special and unique and justdifferent in so many ways.

And so I'd had a few friendsthat had graduated from here, and they basically, you couldtell they were so excited that I was thinking about coming to SOM.

And they did everything theycould to just like help me see how amazing this placewas, and I think that to me just said so much.

And then coming on campus, Ithink the atmosphere here is just, like someone mentioned, so welcoming and so warm.

Everyone here is welcometo stop what they're doing, go out of their way to help you.

And yeah, I feel like within our class, and within the school, everyone here, I've almost been blown awayjust by how obviously smart, talented, accomplished everyone is, but how just down to Earth, like funny, and really just cool, like people that you know that you're not gonna meet in this kind of capacity anywhere else.

Because I think you can go anywhere else and find so many smart, talented people, but having that extra just like, I don't even know what to call it.

I've personally been blown away by it.

Yeah, and I'm just so grateful.

– Yeah, awesome.

For the alumni outreach andyour conversations with alumni, I'm sure that this is echoed in terms of your experience with that.

Can any of you talk about yourconversations with alumni, how open to it they are, how accessible they are? Can any of you, anybody wannatalk through our alumni? Yeah? – Yeah.

– Yeah.

– Yeah, go ahead.

You seem very passionate it.

(laughter) – Okay, yes, yes, Ireneyou mentioned our alumni.

– Yeah, I reached out to a lot of, I like getting advice and (laughs) gettingexperienced perspective so I have reached outto a lot of SOM alumni.

One, they always respond super quickly, probably quicker thanI can respond to them.

And then one special experience that I had with an alumni was through the Women inManagement club actually.

Over the summer they set upa formal mentorship program where they pair you with analumni so I was connected with a leader in thearts and culture space.

And she and I set up a biweeklycall throughout the summer, and we've formed a long standingrelationship going forward.

So I really appreciate howgenerous the alumni are with their time and advice and the solid relationshipsthat I'm able to form.

– Great.

– Yeah, and I would justsay in addition to that, I think one thing I'venoticed being a club leader, which I'm sure you've all noticed as well, is that we have alumni reaching out to us on a very regular basis.

And so for instance, I'mhelping plan or lead one of the Job Trek efforts thisyear, and we have alumni from all over SF and New Yorkjust reaching out to be like, “We know the Job Trek's in January “because we did it a few years ago.

“How can we help?” And I think I was, yeah, again, just kind of shocked at how engaged everyone still was and wanting to set up calls and wanting to come on campus and talk about their companies.

So even that kind of proactiveoutreach from alumni, I think is really special.

– Yeah, I think that's echoedacross, from all the students that I've worked with, that they've gotten reallygreat alumni reception and that they're open to networking calls and informational callsand even to the broader, they're surprised at how well-networked and how powerful thecommunity is beyond SOM into the Yale alumni database.

So it's been a huge resourcefor a number of our students.

Continuing around how you chose SOM, one question that we have here is what is it like living here in New Haven? And maybe contrastingthat to maybe a school that you might've chosen that was based in kind of a larger city, like New York City or San Francisco? – Yeah, I think that what'sgreat about being in New Haven, as opposed to a larger city, is that if you're in alarger city people are going to probably have friends fromoutside of business school that live in that larger city.

And they can definitelyjust go and hang out with those people, right, andso you're not sort of forced to spend time with eachother, which I mean it sounds, that maybe not the right word to use, but it is great being in a smaller city because you have a lot of face time with the people thatyou go to school with.

And after all part ofthe reason why you come to business school is tomake connections with people and so just being in a slightlysmaller city where you know that you're gonna spenda lot of time with people I think is really great.

– Yeah.

– Yeah, and just completelygoing off of that, anecdotally this summerI was able to intern with MBA students from abunch of different schools, some of those being inbigger metropolitan areas, and during lunch one day Iwas talking to one of them, just talking about everyoneI had in my network here and how much I loved everyone, and just how I felt like I had formed these really close bonds.

And they essentially were like, “Obviously I really love everyoneat my business school too, “but going to school in thisbig city I find that I spend “so much time outside of the community, ” exactly what Abby was saying, and that “I live five miles from campus “so I spend a lot of time with my friends “that I'd had here andpeople will do the same.

” And he was like, “As great asit is and as amazing as it is, “I almost wish I'd had that sense “of just being in one community.

” So I just thought thatwas funny cause I think that's something that I'd been like, “Oh, yeah, I think that's how it is.

” But talking to this personit kind of became illuminated that it's true, and theneven speaking with my friends from back home, they're all like, “Wow, I feel like you've formedthese close group of friends “so quickly like how wereyou able to do this?” And I was like it's becausewe're in this community that, like sure we can hopon a train and go to New York and be there in two hours, but we all are just herehanging out with each other and we're able to form thesebonds like so, so quickly.

– One other thing that I'll add to that is that I knew that I wanted tobe investing really heavily in my experience in grad school, and so I didn't wantthe one time in my life that I live in New York or San Francisco to be while I was doing thissuper intensive experience that I wanted to be really all in on.

– Yep.

– So I have appreciated that, although New Haven does have things to do, it's not like every time Igo to an SOM event I'm like, “Oh no, this could havebeen the one time in my life “I go and get a day ofticket on Broadway.

” (laughing) I'm happy to be in SOM.

It's a good place tobe spending your time.

– Yeah.

– Maybe I can add my personal experience.

I went to undergrad in NewYork, and I lived there for six years, so I spenta decade in New York, and I was very much lookingfor that immersive experience like Emily was saying.

I want to live it and breathe this whole business school thing, and when I was consideringschools of course, my existing life was in New York, but I caught myself thinking, oh, if I go to businessschool in New York, or maybe every other city, I was imagining how to fit business schoolinto my existing life.

And I realized I didn'twant that to be case.

I love deliberately andintentionally choosing to be in New Haven with other people who were all in on this.

– Great, so now I wantedto, I have a question here that says how did you know that you wanted to go into marketing? And I think that's a great question.

It's interesting cause Iwork with a lot of students who are interested in a number of things, and it's hard not to bedrawn towards consulting, for example, or tech.

There's a lot of alsointersections as well.

How did you know you wantedto go into marketing? For me I can actually speak to that.

I was really drawn by the factthat it was highly strategic, yet at the same time had the front aspect of being creative aswell, and that was what, the combination of those two things was really what attracted me.

What attracted you to marketing? – Yeah, so I definitelydid not think of myself as a marketing person in anyway when I came to school, and I actually resisted joining the marketing club for a while.

– Really? – Because I was like, no I'm not a marketer.

I do sustainability stuff.

And then the more that Iwas speaking with alumni, with second and third year students, I was like oh shoot, thepeople who I'm really drawn to and the problems I wannasolve are the ones I'm hearing from marketing people.

What if I'm a marketing person? (laughter) – Existential crisis.

– Existential crisis, which is all a first year of business school is is anongoing existential crisis.

It's very well structured.

So I think what reallyturned the tide for me was the fact that I knew I wanted to be in a super collaborativeand cross functional role, and that's really theheart of brand management is that you as the brandmanager are coordinating across supply chain, consumer insights, sales, packaging, research and development, all of the differentfunctions that contribute to getting a food product on the shelves.

You are the person who'staking in all this information and making strategicchoices about the direction of your brand based on your understanding of your core consumer.

So that sort of intense empathy required to understand the consumerneeds, the creative aspect of figuring out how tobring that strategy to life, the analytical aspect and then of course just the constant collaboration and being really the hub of the wheel, which is how brand managerslike to talk about it.

– Mm-hmm.

– Really, really drew me in.

– Right.

– Yeah, I think thatthose were great points that marketing is, I think people forget, we talk about this a lotin marketing club actually, that it is actually strategic.

It's not just you sitting around making, it's not Mad Men.

It's not advertising.

It is really strategic, and so I had done marketingbefore business school, and so I had gotten to see that, and so I just wanted to continuethat in the private sector.

And then I'll just adda couple of things too.

A couple of big reasonswhy I never got pulled into consulting were that one, I wanted a work life balance, and I didn't want to betraveling all the time.

And I think that that's, ifyou're thinking about consulting it's something you really, really need to deeply consider because that is your life.

And then two, that people whowere considering consulting always seemed to think of consulting as just a temporary thing.

It's like I'm gonna do consulting for a couple of years and thenI'll do the rest of my life.

And I was like why don't youjust do the rest of your life? So that's kind of why Inever got pulled into that.

– Great.

– What drew me to marketing was the hub of the wheel piece for sure.

I liked the strategic part, but also it's equal partstrategy and implementation.

I really like the bringing to life.

I like touching physical products, like how does a millionflavors of Oreos get to the shelves at Walmart? I wanted to be part of thatand having ownership of that, and being so close to the product that you're working withwas really got me excited and still gets me excited about marketing.

– Yep.

– Yeah, I mean exactly the same.

I'd had a chance to workclosely with product marketers at Pinterest and Googleprior to coming to SOM, and I just loved how, again, strategic their role was and how they were ableto influence decisions at both a macro and a micro level.

And it's something thatI got to see first hand that I was really interestedin and that I wanted to pursue.

– Great, it sounds like all of you have chosen the right path cause you're verypassionate about marketing.

So kudos to you that youfound what you love to do.

It is getting near time, so I do wanna ask the lastquestion for all the panelists.

Can each of you give a word of advice to candidates that are preparing to apply? Maybe something that you wishsomebody would've told you before applying or that youwish you would have known.

Or just a word of advicenow that you've gone through the process, you're in your second year, and you're like I wishI would have known that.

Angie do you wanna start with that? – Yeah, I mean I think starting at even at the application levelwhen I was thinking about the schools that I was applying to, I basically decided totake a very tailored and a very specific strategybased on the schools that I knew I could see myself at.

And so I think I applied, the same as Emily, to a very small number of schools.

I found that that strategyactually worked really for me because I was able togive each application 100% instead of just spreadingmyself out over several, like tens of applications.

Yeah, so I found that thatworked really well for me, yeah and I think that's areally good way to approach it.

– [Stephanie] Right, Irene? Any last word of advice? – Yeah, Abby mentionedthis, but I highly, highly, highly recommend visitingthe school's campuses.

I think nothing can replace the experience of being physically in the space, and that helps you just envisionyourself going to school there and spending two importantyears of your life there.

So that's one piece of advice.

And the second is asyou enter this process, I would encourage you to be open minded.

I certainly benefited from it because I just enteredthe experience thinking I wanna explore things that Iwould have never considered.

So be open minded.

– [Stephanie] Great.

– I think for your applications, and then even for interviewsif those come afterwards, put a stake in the groundand be really specific about you wanna do after business school.

And think very, verycarefully and thoughtfully about why it's necessary foryou to go to business school in order to do that, andarticulate it very well in your applicationand in your interviews.

And you can change your mind, as Emily and Irene have shown, and I think it's somethinglike 70% of people end up changing theirmind once they get here, but if you just thinkabout why you wanna come and be really clear about that, I think it's really gonna set you apart.

– Yeah, and I absolutely echo all of this and will just add for SOMspecifically the death knell in your applicationprocess is to be generic because as you've probably heard throughout this conversation, we really pride ourselves on being a unique businessschool with unique values and unique approaches.

And so if at any pointin the process it feels like you could have written the same thing for any business school then it's probably not gonnaserve you particularly well for the SOM process whichis really looking for people who have fallen in love with what the school's kindof unique approach to things.

– Okay, thank you so much.

I really appreciate all yousharing your experiences and wisdom and advice.

And thank you so muchfor spending the time with us this afternoon.

We hope to see you in thefuture here at the SOM campus.

Take care and have a good day.


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