Claudia Barrero

University of Minnesota, Carlson School of Management

“Passionate and results-oriented marketer who is not afraid to make hard decisions and take risks.”

Hometown: Cochabamba, Bolivia

Fun Fact About Yourself: I have a really good sense of orientation. I usually remember the path by going through it only once. I can familiarize with a new place very quickly, and once I have done it, I don’t use Google Maps.

Undergraduate School and Major: Universidad Catolica Boliviana – Bachelor of Business Administration

Most Recent Employer and Job Title: Unilever – Customer Marketing Manager for Personal Care

Describe your biggest accomplishment in your career so far: During my tenure as a brand manager in the hair category, I had to integrate global brand building plans with local inputs. To manage very well-known brands has great advantages, but sometimes the restrictions on positioning limit important adaptations for success in a local market. When I was managing a well-known brand that was very new in the local market, I noticed that we had an opportunity to position the brand differently with respect to price, affecting the brand positioning in the consumer’s mind. After discussing and presenting the proposal to senior management, the request was approved. Furthermore, I had to convince the regional coordinators as well. They were more hesitant of it, but it ended up being the best decision for the brand and they tried to emulate the positioning in markets with similar dynamics.

The decision required extra analysis, time, and appetite for risk. I felt vindicated when the brand achieved consistent and sustainable sales growth, and more importantly an increase in share of market when it was starting to erode for the category. The brand quickly became an important brand for the company. The brand premium positioning also helped complement an important market development project for the hair category the value price brand was championing.

What quality best describes the MBA classmates you’ve met so far and why? Vibrant. My classmates are a bright, energetic, and full of personality group of people. Each new person I know brings fantastic experiences to the table and, as a constant, each has a vibration that resonates as hunger for success.

Aside from your classmates, what was the key factor that led you to choose this program for your full-time MBA and why was it so important to you? Experiential learning was a major point to choose this program. Carlson’s Enterprise program is a fantastic opportunity to approach real companies and problems before the internship, and receive hands-on experience in areas you would like to focus on after the MBA. Although I already have working experience in the role, I want to pursue my career after the MBA. The Enterprise projects will be the perfect setting to gain hands-on experience and add value to my resume in the U.S. market and culture.

What club or activity are you looking most forward to in business school? Graduate Women in Business and Carlson Marketing Network clubs are the top choices I want to be part of during business school. I am looking forward to promoting women’s conversations in business and collaborate with anyone who pursues a challenging career into a successful one. Also, marketing is my passion. Being part of the Marketing Club will bring me networking opportunities as well as continuing growth development.

What led you to pursue an MBA at this point in your career? Over the span of the last few years in my career, an MBA in the U.S. always made sense to complement my professional experience. The opportunity to challenge me in a different language environment and the idea to excel across borders were a major motivation to do it. Nevertheless, it is always hard to make such a decision, especially with a job in an area you enjoy. An international working experience I had, combined with a personal situation were the perfect settings to decide to pursue an MBA degree at this point in my life.

How did you decide if an MBA was worth the investment? A simple equation of opportunities, experiences, and career perspectives after an MBA. An MBA helps you develop soft skills, hard skills, lasting relationships, and networking opportunities. Doing some math in the amount of investment against what you can get from an MBA results in a positive return on investment.

What other MBA programs did you apply to? University of Washington (Foster School of Business) and Iowa State University.

How did you determine your fit at various schools? When I was going through the researching school pool process, I needed to prioritize my requirements in order to narrow down my selection. Some of the main factors I considered were a balance among how the school will strengthen my profile over career goals, culture fit, and suiting my personal situation. Carlson combined those perfectly: a strong academic program, a great career orientation, a collaborative culture, and a great location. Research and conversations with not only the recruitment team but also with current students allow you to figure out how you will fit in a particular program.

What was your defining moment and how did it shape who you are? During my tenure at Unilever, I had the opportunity to work for one year in Uruguay as part of the short-term program the company offers to some employees. During that period, I had to contrast major cultural and operational differences in this new market, which included very different market and organizational dynamics. After a period of adaptation, it ended up being one of the most enriching experiences I ever had, professionally and personally. It was not only about learning how to deal with the challenges of a new business model and market dynamics, but it was also about learning from the people a new point of view, which enhanced my way of working and my process of thinking. The experience had a profound impact on my career and personal goals.

What do you plan to do after you graduate? I plan to continue working in marketing in roles such as brand management or product management.

Where do you see yourself in five years? In marketing top management at a company with great values and growth opportunities.