More info
The CEMS Global Alliance is a purpose-led organization powered by our beliefs that great leadership starts with self-leadership and societal progress requires continual exploration. In this series of interviews, we take a look at diverse CEMS students and alumni who are driving change and shaping future business models!
A member of the Norwegian School of Economics’ (NHH) Class of 2024, Joelle majored in Strategy and Management. She was also an active leader in the CEMS Student Board, where she held the position of vice president of finance. Through these roles, she contributed to the global CEMS community by overseeing strategic budgeting and ensuring financial accountability for student-led initiatives.
Joelle’s story is one of persistence, leadership, and a passion for digital marketing. From managing student initiatives to shaping brand strategies at Henkel, her journey through CEMS highlights the importance of adaptability and community in building a fulfilling career.
What inspired you to pursue a career in digital marketing, and how has your experience at Henkel influenced your perspective on this field?
My journey into digital marketing really began during my time as a marketing Intern at the Norwegian start-up “Tastebuds.” I discovered a deep passion for strategizing and executing campaigns that shape brand images, even though the work turned out to be much more challenging than expected. When I later worked with Henkel on a CEMS business project, I realized that the fast-moving consumer goods (FMCG) industry was a perfect match for my ambitions.
Now, as an intern at Henkel, I’ve come to understand that digital marketing and e-commerce is about so much more than just SEO or SEA. It’s about building and executing strategies that drive brands forward. It’s an exciting, evolving field where I get to balance creativity and strategy while exploring how to make the best decisions for each brand. Every day brings new innovations, and that keeps me eager for what’s to come.
You joined Henkel as a digital Marketing intern before graduating from CEMS. Was this position a direct result of your involvement in the CEMS network, or did you pursue it independently? What challenges did you face securing this role?
The opportunity to work at Henkel came through a mix of persistence and being in the right place at the right time. Before landing this role, I was applying for at least four jobs every day facing one rejection after the other. However, working with Henkel on my CEMS Business Project opened doors that I wouldn’t have otherwise known existed. Once I expressed my interest in continuing with Henkel, I went through multiple rounds of interviews and connected with several people who shared their own journeys within the company.
The CEMS network definitely played a role by introducing me to key people, but securing the position required a lot of initiative and perseverance. I know how rare it is to land a role this way, and I’m extremely grateful for the opportunity to have continued with Henkel.
How has your time in the CEMS programme shaped your career trajectory, both professionally and personally? Are there any specific lessons or experiences from CEMS that have been particularly impactful?
What makes CEMS stand out is the community and the soft skills you gain from being a part of it. Being deeply involved in the network, made my experience both fun and incredibly rewarding. The interactions I had with various stakeholders taught me how to present myself in different contexts and adapt my communication to suit the situation.
Leadership was another area of growth for me. My time as vice president of finance for the Student Board gave me valuable insights into what it takes to lead in a diverse, international environment. It’s tough to single out one specific lesson because CEMS offers constant learning opportunities, but I’ve certainly become more adaptable and confident in managing both people and projects.
As a former NHH Student Board representative and later VP of Finance for the CEMS Student Board, what inspired you to pursue these leadership roles, and what key skills did you gain?
When I first applied to be the Student Board Representative (SBR) for NHH, I had no idea it would lead to where I am today. Representing such a diverse group of students was eye-opening. It taught me how to balance differing opinions and prioritise the collective voice of the student body over my own perspectives.
Becoming vice president of finance was another unexpected journey. I was honoured that the SBRs trusted me enough to take on such a significant role. It came with its challenges, but their belief in me made the experience more enjoyable, even during tough times. These roles taught me essential leadership skills, from decision-making and strategic thinking to financial management and teamwork.
What advice would you give to current CEMS students or recent graduates who are looking to follow a similar career path in digital marketing or leadership roles?
My biggest advice is this: don’t be afraid to ask questions. Whether you think they’re "dumb" or not, asking questions is crucial for learning and growth. Don’t hesitate to reach out to people who inspire you. Take that first step, no matter how daunting it might seem. You never know where it might lead. Whether it results in a great opportunity or simply a lesson learned, it’s always worth the effort. Initiative and curiosity are your best friends in any career, but especially in fast-evolving fields like digital marketing.
Looking back on your time with CEMS, is there a particular memory or experience that stands out as especially meaningful to you?
One of my most meaningful experiences was the mid-year executive Team meeting with the Student Board. It was a reflective moment for us, looking back at what we had accomplished and discussing the future. That was the first time I truly realised how much we had achieved both as a team and individually. It also highlighted how lucky I was to be working with such an understanding and supportive group of people. This experience has given me lifelong friends and a deeper appreciation for collaboration, which I know will shape how I work in any future team setting.
