We caught up with Master in Marketing alumni Cristina Tatis from the class of 2016 to find out what life is like after graduation. Cristina is from Colombia and after finishing her master’s degree in International Marketing in EADA, she was offered the position of Brand Manager of Nivea Face Care Chile.
Nowadays, she is currently working as a Brand Manager at NIVEA Body & Hand Creams in Beiersdorf Chile, with a promising future ahead.
Consumer understanding and developing local content that connects with the culture is what builds the connection to the brand.
Tell us about your new position at Nivea. How did the opportunity come up?
I started my career working as an intern in Nivea Colombia and later I went through Marketing & Trade Marketing positions. But it was not until I finished my master’s degree in International Marketing in EADA that my career really took off.
Afterwards I was offered the position of Brand Manager of Nivea Face Care Chile by a former boss who was now leading the company in this country. I was very excited to be challenged by a new culture and adapt my marketing skills to a new consumer. I quickly learned that consumer understanding is very important before building a strong marketing campaign and that developing local content that connects with the culture is what builds the connection to the brand.
What have you learned from your MBA that you can apply on a daily basis?
EADA’s methodology of learning through business cases allowed me to approach different situations differently depending on the consumer need and the brand. Also, and most importantly, EADA’s experience enabled me to further develop my connection with people from different cultures which was a great asset when moving to Chile.
The highlight of this program was the people and the great connections that last long after graduation and, even more, the technical understanding of Marketing business language.
What are your future career plans?
In the future, I plan to continue developing my career in Marketing where I especially enjoy the fast pace of FMCG companies. It thrills me how fast the skin care consumer has changed with the Covid situation. It is now when you have more time at home to have a complete skin care routine and through e-Commerce they are more informed. I enjoy challenges and look forward to opportunities where I will be able to assume more responsibilities.
Ultimately, I’d like to move into management with a focus on strategy and work my way into leading a highly efficient team. I have been so lucky to have been surrounded by mentors and leaders who have been generous with their knowledge and I look forward to an opportunity to become a mentor for others like me within this field.
Master the art of writing and language and take the time to analyze social media copy & scripts as this is your direct channel to your customer.
Do you have any advice for future Marketing students?
One piece of advice I can give future Marketing students is that words matter and how you say them have an impact. This is true for your personal life but it takes more strength when building a brand’s personality. Master the art of writing and language and take the time to analyze social media copy & scripts as this is your direct channel to your customer.
Also, understand how the business of social media works and analyze deeply how companies use it to make a profit as opposed to using it to socialize. Digital & e-Comm Marketing are now the future.
