Stand out and get your dream job in marketing

HOW TO STAND OUT&

LAND YOUR DREAM JOB(IN MARKETING)London Business School, Marketing Club, Feb 2017

PASSIONin just one word

Without passion you don't have energy, without energy you have nothing.

My career so far

2000 20041997 2006 2012 20162003

AN ENGINEER A MARKETER AN ADMAN

SPECIALISING IN LAUNCHING STUFF

FR UK AU/US FR

Power of the network

• Engineering school alumni

• Friends of friends

• Milkround / the school network

• Old connections

• Linkedin

• Any organisation, club you belong to?

What I am passionate about

• Creativity• Music – playing/writing

• Street Art / Modern Art

• Advertising

• Curiosity• Trying new services (early adopter of Linkedin, Twitter, Instagram)

• Experimenting• Sidegigs

3 worlds colliding

Marketing

Technology

Media

Me?You?

SO MUCH AT YOUR FINGERTIPSTO EXPRESS YOUR PASSIONS

SO, HOW DO YOU GET INTOCOOL MARKETING JOBS?

#1BE PASSIONATE

(don’t just appear to be)

#1 BE PASSIONATE

• About your field (CRM, Advertising, UX, Product, Brand, Insights…)

• About your sector

• About the marketing industry

• Go Beyond

• Know the « gods », the mythology

Hype Cycle for Digital Marketing and Advertising, 2016

When is the last timeyou went to the Tate?

“I honestly believe that advertising is the most fun

you can have with your clothes on.”

- Jerry Della Femina

#2DRIVE(upwards and sideways)

#2 DRIVE

• Be proactive / Be there

• Join forces / play nice

• Manage expectations

• Communicate

• Stand your ground

A few ideas

• Search party

• Keep channels open

• Go rogue

• Be the Millenial

#3TELL STORIES

(real ones!)

#3 TELL STORIES

• Know narrative tricks

• Rehearse your stories / Practise & test

• Have a few anecdotes ready

• Be visual. Can you sketch?

• Always be ‘on brand’ / Always be closing

$5,000

video

$200M

in sales in Y4

$1B

acquisition in Y5

The power of a story

Screw features!

What are the benefits?

#4BE A PROJECT

UBER-MANAGER(done!)

#4 BE A PROJECT UBER-MANAGER

• Note: job/internship seeking is a project

• Say what you do / Do what you say

• Make Gantt you BFF

• Follow up

#5KNOW HOW TO

NEGOTIATE(deal?)

#5 KNOW HOW TO NEGOTIATE

• Be a deal maker

• Know what you want

• Package approach

• Anchor!

• Keep eyesllle on the prizellle

The parking lot(vavavoom)

The parking lot

• Know your numbers / compute on spot

• Deliver value: moonlight? Volunteer time? Do a research project?

• Write a synthetic note, slideshare or blog post on area of interest.

• Be eager, not eager beaver

• Interview etiquette / Be professional

• Have a clear job scorecard

• Be a marketer: segment/target, positioning/messaging, inbound/outbound

• Do you have a brand / a voice? Don’t be everyone’s cup of tea.

You’ll never be ready,you’ll never be perfect

“Imperfection is beauty, madness is genius and it's better to be absolutely ridiculous than absolutely boring.”

― Marilyn Monroe

http://www.MakeAdvertisingFkingGreatAgain.com

Great courses

• Marketing

• Analytical Marketing

• Negotiation & Bargaining

• Some Funding / Venture class

• Branding

• Exchange?

• Customer Behavior

• Channel Management

• “Screenplay analysis”

Great books

• Marketers tell stories – Seth Godin

• Ogilvy on Advertising – David Ogilvy

• A big life (in Advertising) – Mary Wells Lawrence

• It’s not how good you are, it’s how good you want to be – P. Arden

Where to find me

• grigal.mba2006@london.edu

• Twitter: @GuillaumeRigal

• Instagram: @guillaume

• Linkedin…

One last quote from my Eurostar ride

“Be raw, be you and be ready to risk it all

when it comes to pursuing your dreams.”

- Valeria Hinojosa