Greetings From Goizueta: Stay The Course — The Power Of Clear Vision In Your Career Path

My interest in marketing is long-standing. I have loved storytelling since I was young. Back then, I would write comic books and short stories about heroes from TV and characters from my imagination. As I grew up and experienced storytelling as a digital marketer, connecting stories to data and strategy became my professional goal.

Going back to school, I did not expect that to change. Still, like many MBAs, the allure of Brinks trucks full of cash from consulting firms and investment banks caused my eyes to wander. I wasn’t trying to play the field, but temptation is what it is. I looked at consulting opportunities through the pre-MBA information sessions that different firms offered. I talked to practitioners and friends pursuing that career. I tested the waters, but knew all along where my heart was. The opportunity to tell impactful stories and create clever, data-driven marketing strategies for brands that matter…what’s better than that?

WHY I LOVE MARKETING

So, even with all of the noise, I decided to stay the course because marketing is where I can have an impact. Marketing is where I can connect people to the things they want and need. Marketing is where I can bring products to life that solve problems. Whether that be a pick-me-up snack after a rough work day, the vehicle that brings families together on annual road trips, or the medication that makes life bearable, I want to have an impact by telling stories about, creating, and building brands that matter.

The MBA world often celebrates consulting and banking as the gold standard of success. They offer a clear, structured path and an undeniable level of prestige. But prestige and structure can manifest themselves in many ways – not just the avenues we hear about most. My passion for understanding consumer behavior, building brands, and the creative yet analytical tango of marketing was my priority. My priorities oriented my vision as I went through the chaotic recruiting process. Staying true to my goals gave me a foundation to speak from. It gave me confidence in every interview because I could tell recruiters what I wanted and why.

Having that part of my foundation made it easier to prepare for things like casing. That’s because I didn’t continue to rework my reason for recruiting. My takeaway for anyone in a similar position is simple: if you know what you want, own it. Be in corporate finance. Be an HR leader. Be a General Manager. Your career is your story. There is no reason to let someone else write it.

FROM ‘WHY’ TO ‘HOW’

Enough with the pep talk. Most of you may want details about a strategy. It starts with a foundation: that clarity in what you want to do and why. My why is to create impactful and strategic stories to help brands that matter grow. This idea guided me in my search and led me to brand management and roles I applied for over the summer: Microsoft. P&G. and Ford. Each offered opportunities to be impactful with brands that matter, but I picked Ford because they aligned most with where I wanted to go. They offered an opportunity to grow as a marketer through building skills in customer segmentation and recommendation generation.

Learning how to do those things well is fundamental in this space. Marketing teams have to make business cases for everything. Learning how to tie my research and recommendations to the financial, global branding, and C-Suite strategic goals gives every idea a better chance of being the next solution for customers. The experience proved to me that marketing can drive growth for a business. Their fundamentals help an organization understand and serve their customers better and boost their long-term health in the process. This experience strengthened my “why” for being in this function and my confidence in the decision I made for my career to stay in marketing.

The next part of my strategy was to focus on what I wanted to learn in the summer that would set me up for success after I graduated. Whether that was a return offer to the company I interned with or a move to somewhere that was better for me, I focused on the skills I wanted to gain, like customer research and long-term strategic planning. I was confident those experiences would get me to where I wanted to be right after school: a brand management role in CPG, Automotive, or Tech.

From customer research, for example, I gained an applicable understanding of how much emotion matters in a purchase. A vehicle is one of the top two most expensive purchases someone will make in their life, and much of that purchase is driven by how they feel. Why pick a Ford Bronco over a Jeep Wrangler or Toyota 4Runner? They’re functionally the same. You choose one because it makes you feel something that the others can’t match. You feel cool. You feel capable. You feel safe. You feel excited.

You can understand customers by meeting them in-person at events, respecting them by putting the best materials into products, and catering to their emotions through the communication plan and final product. In the process, you’ll establish a trusted brand that people will go back to. That’s how brands win. I want to be a part of – and lead – those brands.

GETTING THE INSIDE INFORMATION

After that, I shifted the timeframe of focus. I established a lens of 2-5 years out of school for gaining the experiences like P&L management, customer development, and people leadership that would make me the best Senior Brand Manager possible. I evaluated institutional stability through information like CEO tenure, stock price fluctuation, and information from investor call press releases. I looked for opportunities for professional impact through posts on LinkedIn about employee success or coffee chats with current employees. With this information, I’m identifying which organizations are right for my progression toward being a leader in marketing.

And finally, what underpins all of this is research. Data. You can’t be in marketing these days without a data-driven strategy, and you shouldn’t job hunt without that, either. Coffee chats are huge. Of course, they build your network and find connections within an organization. But beyond that, you get information that isn’t easily found in a Google search or reliably collected from a ChatGPT prompt. That information tells you about how culture really manifests. It tells you how rotational program members’ progress from a senior associate to a VP to senior leadership. Put that information into an Excel job application tracker. That way, when you get to the stage where you have to pick between high-paying offers, you’ll have all the data you need to make the wisest choice for you.

Looking back, one conversation that sticks out to me was about risk tolerance. I want to have impact. I want to do something special with marketing and that requires stepping out on a limb. So I asked a brand manager during a coffee chat how to do that. To my surprise, they made clear that this wasn’t the company for me. They told me the company avoided risks that weren’t safe. Instead, change was made through iteration, not innovation. This was all I needed to know that my vision for what can be done wouldn’t be appreciated. I wouldn’t have learned this time-saving information without that conversation.

Recruiting is hard. It’s a mad dash where a lot of people are fending for themselves and just trying to make it to the end with an offer somewhere. I hope it isn’t a mess for you. If it is, remember you’re not alone in it. To make the race easier, give yourself some structure. Give yourself some grace. And please, go your own way. Don’t go to marketing because I believe it’s the most fun way to be involved in business. Don’t choose consulting because most students go for it. Go the way that is guided by your values, your priorities, and your goals. Your career is your race to run or your story to tell. Whichever tortured metaphor you want to use, just make it yours. It’s better to rise and fall on your dream than someone else’s.

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Born and raised in Cincinnati, OH, Martin graduated from Seton Hall University with a B.S. in Marketing and Economics. After undergrad, he worked in digital marketing and social media analytics in health media before moving to into the agency world with SSCG Media Group as an analyst and brand supervisor.

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