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Careers in Marketing & Brand Managementfeaturing
Aaron Minocha
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Careers in Marketing & Brand Management
About AaronOverview of the IndustryHow to Research the IndustryWhat are Firms Looking For?What to Expect in the Recruiting ProcessWhat to Expect in the InterviewQ&A
Hosted by: Career Advisors on Demand..com/webinars
About Aaron
Graduate of the Richard Ivey School of Business (MBA ’08 & HBA ‘05)
Graduated with Distinction, Dean’s Honour List2008-Present: Marketing Manager at General Mills, Inc.2005-2007: Marketing Coordinator, Indigo Books & Music Inc.
2005 (Internship): Direct Marketing Coordinator, RIMConsults on Evisors for careers in marketing, admissions and business plan development
Veritas Elite Test Preparation MBA Admissions ConsultantAvid tennis player, music buff, reality TV fan, Starbucks-goer
Hosted by: Career Advisors on Demand..com/webinars
Careers in Marketing & Brand Management
About Aaron
Overview of the IndustryHow to Research the IndustryWhat are Firms Looking For?What to Expect in the Recruiting ProcessWhat to Expect in the InterviewQ&A
Hosted by: Career Advisors on Demand..com/webinars
Overview of the Marketing & Brand Management Industry
Traditional(Brand
Management)
Consumer Packaged Goods
(CPG) Food/Personal
Care/ Home/Pharma
Non-Traditional
(Marketing)
Retail, Tech, Advertising,
Media, Digital
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Overview of the Marketing & Brand Management Industry
Tier 1 CPGs
• P&G• Unilever• L’Oréal• Kimberly-Clark• J&J• Kraft• Nestlé• General Mills• PepsiCo• Coca-Cola
Tier 2 CPGs
• Colgate-Palmolive• Reckitt Benckiser• SC Johnson• Hershey• Clorox• Kellogg’s• Con Agra• Mars• Campbell’s• Anheuser-Busch
InBev
Hosted by: Career Advisors on Demand..com/webinars
Careers in Marketing & Brand Management
About AaronOverview of the Industry
How to Research the IndustryWhat are Firms Looking For?What to Expect in the Recruiting ProcessWhat to Expect in the InterviewQ&A
Hosted by: Career Advisors on Demand..com/webinars
How to Research the Industry
• Company websites• Vault Guides
– Career Guide to Marketing & Brand Management
• Career Services and Clubs • Firm Meetings & Informational Interviews• Case Competitions & Simulations• Industry Conferences & Networking• Media Sources
– Advertising Age– Local Marketing Publications
Hosted by: Career Advisors on Demand..com/webinars
Careers in Marketing & Brand Management
About AaronOverview of the IndustryHow to Research the Industry
What are Firms Looking For?What to Expect in the Recruiting ProcessWhat to Expect in the InterviewQ&A
Hosted by:See the rest at evisors.com/webinars/webinar/21
What are Firms Looking For?
Running a Business
Building a Brand
Leading a Team
• Innovation & Creativity• Problem Solving & Analytics• Building Things from Scratch• Consumer & Marketing Savvy• Project Management• Initiative• Passion
Hosted by:See the rest at evisors.com/webinars/webinar/21
Careers in Marketing & Brand Management
About AaronOverview of the IndustryHow to Research the IndustryWhat are Firms Looking For?
What to Expect in the Recruiting Process
What to Expect in the InterviewQ&A
Hosted by:See the rest at evisors.com/webinars/webinar/21
What to Expect During the Recruiting Process
• Information sessions– Differentiation is key! How will you stand out & be
remembered?
• On campus workshops– Resume writing, interview prep, mock interviews
• Networking– Business cards, thank-you notes, coffee chats
Note: Really varies by campus. Some campuses feature well-established relationships and methodical recruiting processes. Others require a more bottom-up network-focused job search.
Hosted by:See the rest at evisors.com/webinars/webinar/21
Careers in Marketing & Brand Management
About AaronOverview of the IndustryHow to Research the IndustryWhat are Firms Looking For?What to Expect in the Recruiting Process
What to Expect in the InterviewQ&A
Hosted by:See the rest at evisors.com/webinars/webinar/21
What to Expect in the Interview
In Marketing interviews, you should expect:1. Behavioural Questions
– Tell me about a time…– Describe a situation when…– Demonstrate that you have the key competencies
required– Use the CAR method (Context, Action, Result)
2. Case-based Questions– Not the same as “case-based” questions in consulting– Common topics: brand positioning, market entry, line
extensions, pricing, packaging
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What to Expect in the Interview
• 1st Rounds on Campus– Generally behavioural focused, some case-based– 30-45 mins
• 2nd Rounds at Firm– Multiple interviews over course of a day, 30-45 mins– Each interview focuses on specific skills & competencies– Mix of behavioural & case-based questions
• Some companies may have additional rounds of screening including aptitude style tests, varies by firm
Hosted by:See the rest at evisors.com/webinars/webinar/21
Careers in Marketing & Brand Management
About AaronOverview of the IndustryHow to Research the IndustryWhat are Firms Looking For?What to Expect in the Recruiting ProcessWhat to Expect in the Interview
Q&A
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Questions & Answers
Question 1:
How do you translate international experience from an emerging market to a developed market such as North America?
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Questions & Answers
Question 2:
How does a brand manager role differ from a large consumer packaged goods company vs. a startup company?
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Questions & Answers
Question 3:
Do you believe the role of brand manager differs within the context of luxury brands?
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Questions & Answers
Question 4:
Can you provide additional insight towards recruitment within the marketing industry in 2012?
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Questions & Answers
Question 5:
What types of people are happy or unhappy within a consumer packaged goods environment?
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Thanks for Joining & Good Luck!
Book your session with Aaron at www.evisors.com/expert/853
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