1. Welcome to the Evisors Webinar
Visit us online at www.evisors.com
Careers in Marketing & Brand Management
featuring
Aaron Minocha
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2. Careers in Marketing & Brand Management
About Aaron
Overview of the Industry
How to Research the Industry
What are Firms Looking For?
What to Expect in the Recruiting Process
What to Expect in the Interview
Q&A
Hosted by: Career Advisors on Demand..com/webinars

3. About Aaron
 Graduate of the Richard Ivey School of Business (MBA ‟08 &
HBA „05)
 Graduated with Distinction, Dean‟s Honour List
 2008-Present: Marketing Manager at General Mills, Inc.
 2005-2007: Marketing Coordinator, Indigo Books & Music Inc.
 2005 (Internship): Direct Marketing Coordinator, RIM
 Consults on Evisors for careers in marketing, admissions and
business plan development
 Veritas Elite Test Preparation MBA Admissions Consultant
 Avid tennis player, music buff, reality TV fan, Starbucks-goer
Hosted by: Career Advisors on Demand..com/webinars

4. Careers in Marketing & Brand Management
About Aaron
Overview of the Industry
How to Research the Industry
What are Firms Looking For?
What to Expect in the Recruiting Process
What to Expect in the Interview
Q&A
Hosted by: Career Advisors on Demand..com/webinars

5. Overview of the Marketing & Brand
Management Industry
Traditional
(Brand Management)
Consumer Packaged
Goods (CPG)
Food/Personal Care/
Home/Pharma
Non-Traditional
(Marketing)
Retail, Tech, Advertis
ing, Media, Digital
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6. Overview of the Marketing & Brand
Management Industry
Tier 1 CPGs
• P&G
• Unilever
• L‟Oréal
• Kimberly-Clark
• J&J
• Kraft
• Nestlé
• General Mills
• PepsiCo
• Coca-Cola
Tier 2 CPGs
• Colgate-Palmolive
• Reckitt Benckiser
• SC Johnson
• Hershey
• Clorox
• Kellogg‟s
• Con Agra
• Mars
• Campbell‟s
• Anheuser-Busch InBev
Hosted by: Career Advisors on Demand..com/webinars

7. Careers in Marketing & Brand Management
About Aaron
Overview of the Industry
How to Research the Industry
What are Firms Looking For?
What to Expect in the Recruiting Process
What to Expect in the Interview
Q&A
Hosted by: Career Advisors on Demand..com/webinars

8. How to Research the Industry
• Company websites
• Vault Guides
– Career Guide to Marketing & Brand Management
• Career Services and Clubs
• Firm Meetings & Informational Interviews
• Case Competitions & Simulations
• Industry Conferences & Networking
• Media Sources
– Advertising Age
– Local Marketing Publications
Hosted by: Career Advisors on Demand..com/webinars

9. Careers in Marketing & Brand Management
About Aaron
Overview of the Industry
How to Research the Industry
What are Firms Looking For?
What to Expect in the Recruiting Process
What to Expect in the Interview
Q&A
Hosted by:See the rest at evisors.com/webinars/webinar/21

10. What are Firms Looking For?
Running a Business Building a Brand
Leading a Team
• Innovation & Creativity
• Problem Solving & Analytics
• Building Things from Scratch
• Consumer & Marketing Savvy
• Project Management
• Initiative
• Passion
Hosted by:See the rest at evisors.com/webinars/webinar/21

11. Careers in Marketing & Brand Management
About Aaron
Overview of the Industry
How to Research the Industry
What are Firms Looking For?
What to Expect in the Recruiting Process
What to Expect in the Interview
Q&A
Hosted by:See the rest at evisors.com/webinars/webinar/21

12. What to Expect During the Recruiting
Process
• Information sessions
– Differentiation is key! How will you stand out & be
remembered?
• On campus workshops
– Resume writing, interview prep, mock interviews
• Networking
– Business cards, thank-you notes, coffee chats
Note: Really varies by campus. Some campuses feature well-established
relationships and methodical recruiting processes. Others require a more
bottom-up network-focused job search.
Hosted by:See the rest at evisors.com/webinars/webinar/21

13. Careers in Marketing & Brand Management
About Aaron
Overview of the Industry
How to Research the Industry
What are Firms Looking For?
What to Expect in the Recruiting Process
What to Expect in the Interview
Q&A
Hosted by:See the rest at evisors.com/webinars/webinar/21

14. What to Expect in the Interview
In Marketing interviews, you should expect:
1. Behavioural Questions
– Tell me about a time…
– Describe a situation when…
– Demonstrate that you have the key competencies required
– Use the CAR method (Context, Action, Result)
2. Case-based Questions
– Not the same as “case-based” questions in consulting
– Common topics: brand positioning, market entry, line
extensions, pricing, packaging
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15. What to Expect in the Interview
• 1st Rounds on Campus
– Generally behavioural focused, some case-based
– 30-45 mins
• 2nd Rounds at Firm
– Multiple interviews over course of a day, 30-45 mins
– Each interview focuses on specific skills & competencies
– Mix of behavioural & case-based questions
• Some companies may have additional rounds of
screening including aptitude style tests, varies by firm
Hosted by:See the rest at evisors.com/webinars/webinar/21

16. Careers in Marketing & Brand Management
About Aaron
Overview of the Industry
How to Research the Industry
What are Firms Looking For?
What to Expect in the Recruiting Process
What to Expect in the Interview
Q&A
Hosted by:See the rest at evisors.com/webinars/webinar/21

17. Questions & Answers
Question 1:
How do you translate international
experience from an emerging market to a
developed market such as North America?
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18. Questions & Answers
Question 2:
How does a brand manager role differ from a
large consumer packaged goods company
vs. a startup company?
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19. Questions & Answers
Question 3:
Do you believe the role of brand manager
differs within the context of luxury brands?
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20. Questions & Answers
Question 4:
Can you provide additional insight towards
recruitment within the marketing industry in
2012?
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21. Questions & Answers
Question 5:
What types of people are happy or unhappy
within a consumer packaged goods
environment?
Hosted by:See the answer at evisors.com/webinars/webinar/21

22. Thanks for Joining & Good Luck!
Book your session with Aaron at
www.evisors.com/expert/853
Hosted by:See the rest at evisors.com/webinars/webinar/21