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The CEMS Global Alliance is a purpose-led organization powered by our beliefs that great leadership starts with self-leadership and that societal progress requires continual exploration. In this series of interviews, we look at diverse CEMS students and alumni who are driving change and shaping future business models!
Was there a specific experience that influenced your decision to change from finance to marketing?
Absolutely. In my first job after CEMS, I was the Finance Manager at a tech startup that was launching an innovative video player with some really cool features. I was excited because I thought we had a unique product that would fly off the shelves. However, it didn’t take long to realise that having a great product didn’t mean much if we couldn’t get it in front of the right people with the right message.
As I began exploring marketing strategies to promote our video player, I realised how crucial it was to connect with the right audience. This exploration became a turning point for me. It awakened my interest in marketing and nudged me to shift my focus away from finance. I wanted to help bring great ideas to life and ensure they reached the people who needed them.
How do you leverage your financial knowledge in your current role as Head of Marketing?
In my current role at Wolters Kluwer, I use my finance background to shape data-focused marketing strategies. By studying customer behavior and applying AI, I bring together creativity and financial knowledge to build campaigns that engage people and support steady growth. My finance background also helps make the most of our budget, so our marketing efforts achieve good returns and stay aligned with company goals.
What challenges have you faced in your transition from finance to marketing, and how did you overcome them?
One of the biggest challenges in moving from finance to marketing was embracing ambiguity. Finance decisions often rely on clear-cut data and numbers, but marketing requires understanding the nuances of consumer behaviour and brand perception, which aren’t always black and white. I had to become comfortable with uncertainty, learning to trust insights and intuition alongside data. This process taught me that while numbers are important, navigating the grey areas is what makes marketing strategies truly effective.
How do you envision marketing evolving to meet the demands of a socially conscious consumers?
Marketing isn't just about selling products. It's about shaping narratives and influencing behaviour. When done right, marketing can be a powerful tool for social change. Instead of just promoting products, marketing should aim to meet real needs and help people make better choices. I believe that good marketing always aims to add value, not just for business, but for society. The future of marketing will require brands to align their messages with ethical and sustainable practices.
Can you share with us the role that CEMS has played in your career so far, and how it has influenced your professional journey?
CEMS played an important role in shaping how I see the world and work with people from different backgrounds. The network and exposure to various cultures and business environments gave me a strong foundation in both technical and interpersonal skills. More importantly, I learned a lot from the diverse perspectives of the people I met... Whether I was working in international teams or representing NHH on the Global Student Board, CEMS taught me to stay open-minded and embrace new ideas. These lessons have been invaluable throughout my career.
Your career shift is an inspiring example of courage. What guidance would you offer CEMS students who are facing significant changes in their lives or careers?
View change as an opportunity rather than something to fear. I’ve found that being open to change, coupled with patience and grit, has opened many doors for me. My advice to current CEMS students would be to stay brave and adaptable. It’s in those moments of uncertainty that you often find your true strengths. Don’t be afraid to change direction if it feels right. You’ll discover new possibilities. Keep learning, stay flexible, and trust that every experience, even the unexpected ones, adds value to your journey.
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Published on cems.org on14.02.2025
