Ekaterina Kouznetsova

University of Texas at Austin McCombs School of Business

“Curiosity cultivator merging AI, marketing, and culture to spark inspiration and drive innovation.”

Hometown: Moscow, Russia

Fun Fact About Yourself: I’ve flown the only homekit plane in the world used in military training (Van’s RV-6).

Undergraduate School and Major:

University of Texas at Dallas

Double Major: B.S. in International Business, B.S. in Marketing, Minor in Art History

Most Recent Employer and Job Title: Demand Generation Marketing Manager at Signet Jewelers

What makes Austin such a great place to earn an MBA? Austin is a city that fosters exploration and innovation across a wide variety of industries and interests. Having lived in three different countries, I appreciate how this vibrant city, as one of the fastest-growing in the U.S., offers numerous opportunities to pursue passions while collaborating with others who share the same drive. I highly value a place that nurtures creativity, and Austin’s entrepreneurial and artistic scenes provide endless inspiration. The openness and inclusivity of Austinites are both refreshing and motivating. The city’s startup culture is complemented by a rich array of outdoor activities, music, and art. With the campus closely integrated into downtown, exploring Austin with my fellow McCombs classmates has become a weekly tradition.

Aside from your classmates and location, what was the key part of Texas McCombs’ MBA programming that led you to choose this business school and why was it so important to you? What really attracted me to Texas McCombs’ MBA program is its rich curriculum and the chance to gain practical experience through experiential learning programs like McCombs+ Projects. The MBA Marketing program is ranked among the Top 10 in the country, and I love how it combines data-driven decision-making with human-centric campaign development. One of my key criteria for choosing a school was the opportunity to learn beyond the classroom, and I believe McCombs offers some of the best experiential learning programs available. I’m currently involved in a McCombs+ project focused on a go-to-market strategy in the generative AI space, where we collaborate with companies on micro-consulting projects. This initiative lets us apply our classroom knowledge while gaining valuable real-world experience and feedback from industry experts.

What course, club or activity excites you the most at Texas McCombs? It’s hard to pick just one, but Marketing Fellows, Tech Club, and the Graduate Entrepreneurship Society (GES) have each shaped my MBA experience.

As Co-VP of Social and Communications for Marketing Fellows, I’ve engaged with industry leaders through case competitions, conferences, and real-world business challenges with executives each week. This experience has refined my strategic thinking and marketing skills, helping me grow as I head into my PMM internship on Adobe’s Photoshop team.

Tech Club bridges my passion for marketing and product management, allowing me to explore career paths in big tech that align with my entrepreneurial mindset.

Finally, GES fuels my passion for startups and innovation. As VP of External, I’ve organized high-impact events like the Jason Calacanis Fireside Chat, live startup pitch presentations, and guest lectures, fostering meaningful connections between students, founders, and investors.

These organizations have provided invaluable industry exposure, hands-on learning, and leadership opportunities that continue to shape my journey at McCombs.

Looking at your recruitment, what was the moment when you realized Texas McCombs was the right program for you? Why? The moment I knew Texas McCombs was the right choice for me came when I connected with current students and alumni. Their genuine enthusiasm and support, paired with the school’s forward-thinking approach, made it clear that McCombs was where I belonged. The world-class curriculum and access to interdisciplinary programs, speaker series, and resources across UT’s 40 acres provided endless opportunities to explore and grow. What really stood out was the diverse interests, backgrounds, and ambitions of the students, which sparked my imagination and opened my mind to new possibilities. McCombs is what you make of it, offering limitless paths to shape your future, all within a supportive, authentic, and global community.

Describe your biggest accomplishment in your career so far: I’m passionate about helping people discover what they love and achieve their goals in meaningful ways. In my previous position as Demand Generation Marketing Manager at Signet Jewelers, I consider my biggest accomplishment to be leveraging an eight-digit marketing budget to increase national awareness for approximately 75% of new products and services. This achievement, realized on such a large scale, reflects my dedication to fostering curiosity and driving impactful action.

Looking ahead two years, what would make your MBA experience at McCombs successful? As I look forward to the next two years, I envision a successful MBA journey at McCombs rooted in curiosity and the willingness to embrace change and challenges. This period represents a fantastic opportunity for me to delve into identity and goals, leveraging the extensive resources and knowledge the program offers. I appreciate that McCombs fosters a supportive, collaborative community where everyone is dedicated to helping one another thrive. When I graduate, I want to reflect on my experiences with pride, knowing I pushed myself beyond my comfort zone and made thoughtful choices, whether through leading student organizations, selecting electives, or engaging in internships—all made possible by the encouragement of my fellow classmates, mentors, and professors.

DON’T MISS: MEET THE TEXAS MCCOMBS MBA CLASS OF 2026