Nicole Maier

Nicole Maier
Media Management, Brand Management
Campus Munich

Occupation following studies: Customer Marketing Associate, Citrix
Where do you work now and what is your position?
I've worked as Customer Marketing Associate for global for American SaaS company "Citrix" for over two and a half years. But I am about to move to Amazon as "Online Marketing and Content Management Specialist" for books and eBooks.

What does your role entail?
At Citrix, I’m part of the customer marketing team responsible for customers in the EMEA and APAC regions. My tasks are the development, implementation and reporting of online campaigns, which are tailored to the customers' needs depending on where they are in their Customer Journey. The goal is cross-selling, up-selling and retention. I partially adapt and localize the global campaigns developed by the headquarters in California and adapt the content to the target groups in the EMEA and APAC regions. I am also responsible for the creation, organization and moderation of webinars in Germany.

Why did you take the position and what inspires you?
I find it very exciting to work on international campaigns in intercultural teams within a global American company. Customer loyalty strategies fascinated me during my studies as well as in my Bachelor's thesis which motivated me to pursue this in my professional life. I've also had the opportunity to travel to London, Santa Barbara and Las Vegas.

Did you imagine you'd be doing this kind of job before you began your studies?
Kind of. I always wanted to work internationally in a large companies. But I hadn't realized how long processes and decision making can sometimes take to go forward.

How did the teachers and projects at the university prepare you for the work you're doing today?

I was able to gather important theoretical knowledge from marketing and business management at Macromedia University which has made it much easier for me to understand and question strategies in my own company. The professors and lecturers  also provided me with a lot of practical know-how and prepared me really well for my  professional life. Presentations from cooperation partners like Audi and ProSieben were also extremely informative and inspiring.

Where did you do your internship semester and how would you rate your experience there?

I completed my internship semester with PAYBACK in Global Campaign Management and  gained some really useful experience in international projects. I also supported campaigns for the Go Live in France and Italy as well as drawing up reports on the success of the launch of  products in Poland. In my current position project management is essential for rolling out campaigns and reports.

How was your contact with your fellow students? Are you still in touch today?
We were divided into small groups for the lectures so everyone knew each other really well. This strengthened the team feeling amongst us. You could ask anyone if you weren't sure about something. I would like to take part in alumni meetings regularly, so I can continue these connections in my professional life.

When you think back to your studies, what really stands out? 
I found the project work where we developed campaigns for real companies the most interesting. At the "GWA Junior Agency" awards, we won "Gold" and the "Public Prize" for a campaign we developed for Skittles. As we had small groups in the lectures, the professors and lecturers all knew us by name. That automatically made the lectures more personal and individual.

What do you think about "change and transformation" and how important is it to be "open to change" to be successful today and in the future modern, digitally driven world of work?
I work in the SaaS software industry, which is fast-moving and develops at the center of digital change. In the two and a half years since I started there have been three major organizational restructures on global level and several more on a local level. Of course you have to be flexible and learn to work in new workflows and new organizational structures, but that makes working life all the more exciting and extends your horizons.

Do you know where you want to be in 10 years time?

In ten years I will be 35 years old and would have been working for around 12 and a half years. By then I would like to have developed in such a way that I have much more  managerial responsibility and can make independent decisions for my own areas or region. My goal is to work less operatively in the next 10 years, and more and more strategically.

Is there any advice you would like to share with our freshmen?
It is very important to know as early as possible in which industry and in what area you would like to work later. In marketing, there are a lot of vacancies, but unfortunately even more applicants. As a result, companies are always looking for candidates who fit their profiles almost 100 per cent and have experience from within the same industry and  sector. If you would like to work at BMW later on, you should have already completed an internship in the automotive sector...


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