Andrea Gutierrez Marty

University of Michigan, Ross School of Business

“Driven, bold marketer with an island spirit; volleyball enthusiast, embodying empathy, intelligence, & authentic joy.”

Hometown: Mayaguez, Puerto Rico

Fun fact about yourself: I love baseball and have a bucket list item of visiting all 30 MLB stadiums! I just hit the halfway mark last year during my MAP in Miami for the World Baseball Classic! Arriba Puerto Rico!

Undergraduate School and Degree: Massachusetts Institute of Technology (MIT), Bachelors of Science in Management Science, Class of 2014

Where was the last place you worked before enrolling in business school? I worked as a Product Manager at Provi, a series C-funded e-commerce alcohol marketplace for bars and restaurant startups. However, I’ve spent most of my career working in commercial planning at Constellation Brands – Beer Division.

Where did you intern during the summer of 2023? Marketing at PepsiCo – Plano, TX, working on the Ruffles brand team.

Where will you be working after graduation? Marketing at PepsiCo – Plano, TX

Community Work and Leadership Roles in Business School:

Awards

• Forte Fellow
• First-Year Community Impact Scholar for leadership, initiative, unique contributions, impact/legacy, and engagement in the Ross community.
• Leo Burnett MBA Award for Excellence in Marketing
• Dean’s List

Leadership

• President of Michigan Marketing Club
• Co-Founder and VP of Advocacy & Awareness for FIRST, Ross’ First Generation and Low-Income Network
• VP of Allyship for the Black Business Student Association
• Consortium for Graduate Study in Management Liaison and Member
• Section 5 Academic & Ethics Chair

Other

• Career Development Office Marketing Peer Coach
• The Bus Volunteer Committee
• MBA Representative on Committee for Teaching and Innovation in the Core

Academic MBA Grader and Teaching Assistant

• Research Assistant – Customer Analytics, Prof. Eric Schwartz
• Elective Grader
  • Decision Support with Spreadsheets, Business Application Development with Visual Basic for Excel, Corporate Strategy Core, Equity Analytics, Strategic Market Planning, Cross Cultural Business (Undergraduate)
• Tutor/Teaching Assistant
  • Financial Management Core
  • Equity Analytics

Which academic or extracurricular achievement are you most proud of during business school? Entering business school reignited my passion for marketing, and one of my proudest extracurricular accomplishments is leading the Michigan Marketing Club (MMC). My journey began with early recruitment through the Consortium and an early offer from PepsiCo. However, I fully immersed myself in the club’s activities once the school year kicked off. As Director of Marketing Lab, I was deeply involved in education sessions, community events, and sharing valuable data resources with members as well as advocating for those who had done early recruitment. Despite these engagements, I observed opportunities for the club to enhance its relationships with faculty, alumni, and students—particularly those who, like me, had navigated early recruitment while also being the foundation for a long-term successful career in marketing.

Together with my co-President, Mackenzie Paull, we aspired to cultivate a culture-centered on enduring marketing skills and forging significant connections across diverse experiences and viewpoints. Our team’s commitment led to impactful initiatives: the inaugural Ross Connect Conference, featuring 175+ students and 30+ companies (led by Sarah Cohen, Adam Brewster, and Jennifer Ugheoke); revamped educational sessions with faculty engagement for unique learning opportunities (led by Gabrielle Low and Jazo Moises); a refreshed newsletter and website (led by Juho Lee); a reimagined case competition focusing on DEI-centric brand strategies (led by Kelly Donahoe); and insightful discussions on the dollar channel’s role and underrepresented communities, collaborating with industry leaders from
P&G and Family Dollar (led by Taylor Wilkerson Lamot).

To cultivate meaningful connections within a diverse network, I dedicated myself to engaging with our faculty, alumni, and students. I initiated quarterly meetings with Professor Anocha Aribarg, the head of the Marketing Department, and our advisor, Professor Eric Schwartz. Their unwavering support and advocacy have been instrumental in the success of the club. Through the partnerships I established, Ross’s exceptional Marketing faculty have contributed to our marketing recruitment education sessions, collaborated on the redesign of our annual case competition, and provided additional support for these competitions. I also collaborated with Professor Puneet Manchanda to launch a Marketing Club Alumni Lunch series, offering club members a unique opportunity to dine and discuss with alumni speakers from Professor Manchanda’s Digital Marketing Class. In the final months of my academic journey, I introduced alumni coffee chats focused on mentorship and career planning, steering away from the traditional placement discussions. I’m proud of fostering an inclusive network and culture where students, irrespective of their backgrounds, can connect over their shared passion for marketing.

One of my personal and proudest achievements was significantly enhancing the sense of belonging among underrepresented groups, including international students and students of color. I led initiatives such as a panel for early recruiting students to share their insights and wisdom with students kicking off their interviews Through individual outreach, I made all members feel welcomed, valued, and celebrated. The programming and outreach helped break down barriers between recruiting paths and enrich the club’s community with a broad spectrum of experiences and perspectives. It was deeply fulfilling to hear their feedback on the positive changes in the club’s atmosphere, affirming the impact of my efforts to create a more inclusive environment.

My guiding principle has always been to leave every community better than I found it. Reflecting on my tenure, I am particularly proud of how Consortium representation on the Marketing Club board increased from 5% to 25% during my time as President, and 35% after my presidency. This growth is a testament to the inclusive culture I strived to foster within the club. Additionally, I take great pride in having strengthened the club’s focus on marketing and recruiting preparation excellence. Through my leadership, we not only maintained high standards but also introduced innovative approaches to learning and connection. By personally driving these changes, I contributed to a culture where every member, regardless of their background, could unite over a shared passion for marketing. My tenure as president was marked by these accomplishments, demonstrating my commitment to enhancing the club’s legacy and ensuring MMC members’ growth and success.

What achievement are you most proud of in your professional career? While I was at Constellation Brands, I co-founded SALUD, a LatinX Business Resource Group (BRG) which grew from 8 to 400+ members across 7 offices during my 4-year tenure as lead.  SALUD’s contributions spanned from direct business impact – becoming part of key marketing strategy discussions to maintain authenticity as a Mexican beer company – to personal and professional development of our colleagues. To raise awareness of our BRG, we launched a new beer that was served in the tap room and hosted authentic game nights featuring loteria & dominos. We initiated an intersectional book club with the LGBTQIA+ and Women’s BRGs, creating a safe space for LatinX colleagues who felt unseen and disconnected. We also convened senior-level LatinX leaders for a panel on career trajectories, which helped guide and inspire members to connect with these leaders as mentors, helping them achieve the next milestone in their own careers.

I also built a personal network with fellow LatinX colleagues at Constellation who like me wrestled with feeling isolated in balancing pouring ourselves into work and the negative connotations we grew up with on advocating for ourselves. This personal network became a space where I could help colleagues develop the confidence to raise their heads after keeping it down for so long.  After one of my colleagues was promoted, I was so excited that I took a screenshot of the announcement, not only to celebrate but to remind them about the power of believing, speaking up for themself, but that they weren’t alone.

Why did you choose this business school? I was drawn to Ross for its commitment to action-based learning—the practical application approach to learning that has always been integral to my educational journey, starting from my undergraduate days at MIT.  The diverse opportunities Ross offers, from the Multidisciplinary Action Projects (MAP) to interactive classroom experiences and leadership development, presented a unique platform to apply theoretical knowledge and frameworks in in settings that mimic real-world challenges. At Ross, I found a community that not only shared this learning ethos but a place that is a leader in the field.

My experiences at Ross have surpassed my expectations. The action-based learning isn’t confined to traditional settings; it extends to simulations that challenge conventional thinking (and I’m not just talking the Littlefield simulation), such as running a car company on a virtual simulation through my Strategic Market Planning elective. There were also more extensive opportunities that hone decision-making skills under pressure such as case competitions and the Leadership in Changing Times or “CEO” course. Furthermore, I’ve been able to translate these learnings into my own leadership development, thanks to the Sanger Leadership Center’s comprehensive programming and mentorship opportunities. I’ve been privileged enough to work directly with Professor Lindy Greer on my individual leadership journey through experiments in a way that exemplifies the value of the action-based approach in my personal and professional growth.

Ross’s holistic approach to education, combining academics with practical, hands-on experiences, has empowered me to not just learn, but to put that knowledge into action. Choosing Ross has enriched my understanding and application of business principles, preparing me for the real world.

Who was your favorite MBA professor? This was the hardest question to answer because anyone who knows me would say I have genuinely enjoyed getting to know all the amazing faculty at Ross! However, if I have to choose one, Professor Marcus Collins is definitely one who stands out. More than a professor, Marcus is multifaceted.  He is a practitioner with a rich history in the marketing field, a proud Michigan alumnus (both undergraduate and MBA), a family man, and a published author. His professional journey, including his tenure as Chief Strategy Officer at Wieden+Kennedy, has seen him collaborate with iconic brands such as Beyonce, Apple, Nike, and McDonald’s, to name just a few.

His book, For the Culture, delves into the potency of culture as a tool for influencing behavior—a cornerstone concept for marketers. Having the opportunity to learn from Marcus in both the marketing core and his Strategic Brand Management elective was extraordinary. His course not only utilizes his book as a learning resource, but also allows us to gain insights directly from the author. Marcus challenges us to shed our perspectives in favor of understanding the world through the eyes of others, a lesson that transcends marketing and speaks to the essence of human connection.  How often, can we as students say we are taking a class with the author and mind of the concepts and frameworks we are learning?

Beyond the classroom, my interactions with Marcus have been equally enriching. Our conversations, rooted in shared experiences and perspectives, have covered a broad spectrum—from navigating business school as a person of color and a Consortium member to broader discussions on marketing. Marcus has also been an invaluable advisor on matters extending beyond academia, offering guidance on career decisions, life priorities, and future planning.

My time at Ross feels almost serendipitous in being aligned with the chance to learn from and get to know Marcus. I have been inspired by him since he first spoke during our orientation and admire him so much that this year (with his permission), I dressed up as Marcus for Halloween (see below), and he subsequently gave me a shout-out on ALL his socials. It’s these interactions that show the transformative potential of business school, not just in professional terms but in the profound personal connections I have been able to foster such as with Professor Marcus Collins.

What was your favorite course as an MBA? Hands down, one of my favorite courses was Equity Analytics taught by Professor Chris Rider! Professor Rider’s objective was clear: arm us with the analytical tools necessary to uncover and tackle issues of “differential treatment” and “disparate impact,” drawing on real-world scenarios from companies like Airbnb and policies like the NFL’s Rooney Rule. The course challenged us to dissect instances of inequity, understand their underpinnings, and conceptualize actionable strategies to mitigate these disparities.

A highlight for me was the final project, where my classmate, Robin F. Baker, and I developed an analytical framework to explore the inequities faced by First Generation students within the MBA program. This project not only deepened our understanding but also laid the groundwork for an independent study that Robin pursued in our second year, showcasing the course’s lasting impact beyond the classroom.

My engagement with the course also. extended into my second-year experience, where I took on roles as a grader and tutor/TA for the course, allowing me to revisit and reinforce the course’s teachings. Moved by the influence this course has had on me and Professor Rider’s innovative approach to teaching, I am submitting a recommendation for the course and Professor Rider for the University of Michigan’s Provost Teaching Innovation Prize. Equity Analytics was a transformative experience, a course I believe is essential for anyone at Michigan Ross, and a model that MBA programs everywhere would benefit from incorporating.

What was your favorite MBA event or tradition at your business school? The BUS is iconic, lively, and THE place to be during game days on Saturdays in Ann Arbor as a Michigan Ross student. It’s where the Ross community—students, professors, alumni, and sometimes special guests—gather under a recommissioned school bus full of shared traditions, enjoying music, great company, and the occasional subpar beer. More than an escape from recruiting and academics, the BUS fosters deeper connections within the Ross community. I was so moved by my experience of shared community enjoyment, that I deepened my commitment to this tradition my second year when I joined the BUS volunteer committee.

A memory that stands out was during my first year when an unexpected rain delay transformed what could have been dampened spirits into an amplified, electric celebration of resilience and camaraderie. This moment showed the BUS’ role not just in fostering fun but in the tightness and resiliency of our community coming together. The tradition of the BUS extends beyond the fall football season, marking significant milestones like the Go Blue Rendezvous for admitted students and DisOrientation for the graduating class. It’s a testament to the communal spirit and collaborative culture that sets Michigan Ross apart—a living symbol of the network and friendships that extend beyond our time on campus.

As my time as a student draws to a close, I find myself reflecting on the significance of these gatherings. The BUS is also where I met and deepened my connection with my best friend and person I most admire from business school.  The BUS isn’t just about the festivities; it’s a representation of the supportive, vibrant community we’ve built. It’s a reminder of the collective journey we’re on, not just as Michigan Ross students but as future alumni, and the enduring bonds we’ve formed. Looking forward, the anticipation of returning as an alum fills me with a sense of nostalgia and excitement for the future buses, where I can once again connect with this incredible community.

Looking back over your MBA experience, what is the one thing you’d do differently and why? Everyone always talked about balancing the 3-legged stool of academics, social, and professional in the MBA experience. Reflecting on this, a 4th leg I believe doesn’t get enough attention is personal wellness, an area I wish I had managed more effectively throughout my time at Ross. Competitive volleyball has always been a passion of mine. While I found opportunities to engage with it in the local Ann Arbor community, there were moments when academic obligations, social events, or professional mixers took precedence. Looking back, I realize the importance of more disciplined integration of personal wellness activities into my daily routine.

Recently, I’ve taken up pickleball, and incorporating this sport into my second year has not just been about staying active or connecting with classmates; it’s also been about carving out time for myself, away from the demands of the MBA program. This balance has significantly enhanced my overall well-being, offering a valuable lesson on the importance of maintaining physical and mental health alongside academic and professional commitments.

What is the biggest myth about your school? The misconception of geographic limitations in the Midwest is one I’ve encountered frequently regarding Michigan Ross. Yet, my experiences at Ross could not have proven this myth any more wrong. The diversity of my classmates is a testament to this, with peers coming from across the United States—California to New York, Texas to Alabama, Hawaii to St. Thomas — and around the globe, including Latin America, Asia, Australia, and the African continent.

Michigan Ross’ “Food, Friends, and Culture” events exemplify the school’s commitment to geographic and cultural diversity, offering a platform to explore cultural norms through the universal language of food. This richness of backgrounds and perspectives has not only enriched my learning experience but also expanded my global network.

Looking ahead, the destinations of my graduating peers are as varied as their origins, covering major cities across the U.S. and beyond. The opportunities for Ross graduates truly span everywhere, making, “Go Blue, Go Anywhere” all the more meaning – literally anywhere in the world.

What surprised you the most about business school? What surprised me the most about business school, particularly at Michigan Ross, was the profound “pay it forward” mentality embedded within the Michigan network. Before arriving, I had anticipated a strong culture of collaborative people and a robust network. However, the extent to which this culture is driven by students and alumni willing to extend their support far exceeded my expectations and took me by surprise. Throughout my journey here, I have consistently found individuals ready to engage on different subjects, from academics and leadership to uncovering the local competitive volleyball scene or simply finding the best sangria in Ann Arbor (Dom’s being the unrivaled choice).

The real power of the Michigan network, to my surprise, is not the impressive size, though it is indeed THE largest. Rather, it’s in the network’s genuine willingness to connect and help. Each conversation with someone from Michigan often concludes “Let me connect you to _____,” embodying a remarkable spirit of generosity. This culture of support and connectivity within the Michigan community was an unexpected aspect of business school that has left a lasting impression on me, highlighting the unique value of being part of the Michigan Ross family.

Which MBA classmate do you most admire? Before joining Ross, Robin F. Baker was already distinguished by titles such as co-founder, occupational therapist, and CEO. Her pre-business school achievements include founding GoTHERAPY, a nonprofit aimed at broadening access to occupational therapy in West Africa, notably establishing Ghana’s first community occupational therapy center to serve children with various abilities and adults with chronic conditions. Robin, like myself, a first-generation student, has always demonstrated an unyielding drive and ambition.

On a random walk back from the BUS, our shared identity as first-generation students brought Robin and me together during our time at business school. We then collaborated on a paper for our Equity Analytics class, aiming to explore and articulate the challenges faced by first-generation students. Robin took our collaborative effort further by expanding the paper into an independent study in our second year, with plans to present her findings to the school’s leadership. Robin prefers to work away from the limelight, yet her exceptional contributions inevitably draw attention to her brilliance. However, it’s not just her impressive resume that earns my admiration; it’s her character, her knack for forging genuine connections, her ability to inspire excellence in others, and her commitment to empowering the voiceless that truly stand out.

As president of her section, Robin embarked on an ambitious goal to have a coffee chat with each of the 80-plus members of her section, driven by a desire to know as many peers as possible. She actively seeks out diverse cultural experiences, such as attending the Korean Business Association’s annual pork belly event, where she shares her passion for Korean dramas with our classmates. Robin’s approach to building relationships centers on authenticity and finding commonalities over differences. She inspires all of us to “be great” by challenging us to pursue our passions rather than “distractions” as she says. Robin encourages us all to chase our passions and acts as a quiet force for change, advocating for first-generation students and students of color. Robin’s influence is felt across the board—among classmates, admissions, program office staff, and faculty—making her a revered voice within the community.  When Robin speaks, people listen.

What are the top two items on your professional bucket list?

1. Have the opportunity to work on a Super Bowl ad that is not only captivating but also contributes meaningfully to culture on the world’s biggest advertising stage

2. Embrace the role of an ethical marketer who pioneers socially responsible campaigns to make a real difference in how brands interact with the world.

What made Andrea such an invaluable addition to the Class of 2024?

“Andrea embodies everything that makes for an ideal MBA student: she’s informed, yet open. Confident, but humble. Driven, but empathetic. And most of all, she is unbelievably curious. I can teach frameworks and theory, but I can’t teach someone to be curious. Her curiosity unearths discourse in the classroom—and through the hallways—that make everyone around her better, me included. She is truly a leader and best.”

Marcus Collins
Clinical Assistant Professor of Marketing

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