There are plenty interviews and videos of and about senior executives on the internet. While those can be very inspiring and motivating, I wanted a little more about the routines, roles and lives of the people on the different levels of the corporate hierarchy.
This interview series will help you gain an insight into the lives of people doing different tasks, at different levels in companies all across the globe.
The first interview you're reading is of Raul Bautista, a Stern Business School graduate and now a Global Junior Marketing Associate at L'Oreal in New York.
What’s one course every student studying Marketing should take and why?
Every marketing student should take a consumer centric Global Brand Strategy & Planning course that allows them to learn ways to understand consumers and competitors, how to strategically create and implement a brand domestically and globally, in addition to effective ways of measuring and managing the brand’s success.
What was your first ever marketing role and did you enjoy it?
During the fall semester of my Junior year, I joined a small food-tech startup as a marketing coordinator and content creator. While I did not necessarily like my role and my every-day responsibilities, I enjoyed being part of a company that had a very entrepreneurial spirit.
What’s your role at Loreal like & what does an average day look like?
I am currently a 12 Month Global Junior Marketing Associate on CeraVe DMI at L’Oréal LONG TITLE, I KNOW!. My role allows me to be a part of the marketing and global product development team, working directly with the international teams. The best part of my role would be that I do not have an average day. As crazy as it sounds, no two days are the same. When taking a look at my everyday responsibilities, I manage the packaging across all brand franchises, in addition to assisting in managing the healing, facial moisturizers, acne, and baby categories.
What’s the most important lesson you’ve learnt in the past 6 months?
The most important lesson I have learned is to really appreciate being in the moment. As cliche as it sounds, I used to be a person that was obsessed with planning for the future and looking forward to things that were days, weeks, and months in advance. But due to our current global climate and situation, I am not able to do that, forcing me to learn the value of being present in the moment and not getting ahead of myself.
What’s one marketing trend you think will continue and one that will die out soon?
One marketing trend that I believe will continue to grow is artificial intelligence. From my perspective and the research I have done, I believe that after this pandemic is over, things will never go back to being the way they were before. There will be less people shopping in stores, less people going outside the homes, etc., leading brands to see a decrease in the amount of time people are exposed to the brand. I believe that we will see many brands using artificial intelligence in many creative ways, in order to mitigate the possible limited brand exposure consumers will have.
One marketing trend that I believe will die soon is long video ads. I remember one of my college professors saying that consumers only pay attention for a maximum of 6 seconds, which led many brands to release 6 second ad clips on YouTube and social media platforms. His statement really resonated with me because at least for me, in my everyday life, it was true. If I was not engaged within the first 5 seconds, I would lose interest and not pay attention.
Who or what inspires/motivates you?
My grandfather is someone who really inspires me. Growing up in an oppressive environment that limited the education (that he received to a 2nd grade level), my grandfather barely learned how to hold a pencil, let alone develop the proper reading skills that everyone deserves. After suffering a traumatic head injury at 11 years old, my grandfather developed severe learning disabilities and even lost the ability to count. Despite lacking a proper education and the know-abouts of life in a foreign country, my grandfather has never made an excuse as to why he cannot achieve a goal he has in mind. Even at the age of 72, my grandfather still continues to work because he feels that his purpose in life is to show that despite having obstacles, nothing is impossible.
Cliche, but where do you see yourself in the next couple years? Any short term or long term goals that you can share with us?
Throughout my experience so far, I have learned that life is a combination of twists and turns, and that you can never plan or guess where you will be within the next couple of years. I truly believe in just doing the best you can do with whatever you are doing, and the right opportunity will come to you at the right time. With that being said, my goal is to continue doing the best I can do at whatever I am doing, to really let life take me on an adventure, and learn as much as I possibly can.
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