- Course: BA Geography
- Year of graduation: 2021
- Nationality: British
- Job title: EMEA Digital Executive (Adult Targeted)
- Company: Mattel Inc.
What have you been doing since finishing your studies? What are you doing in terms of your career?
Since completing my final year at The University of Leeds, I have been working full time (albeit entirely remotely) for Mattel Inc as an Adult Targeted Digital Executive across the EMEA Region (Europe, Middle-East, Africa). I started the role 3 days after my Dissertation hand-in, meaning it's been 1000 mph ever since beginning my final year!
What company are you working for, what is your role and what does it involve?
I work within the Regional Digital Engagement team at Mattel Inc, assisting day-to-day operations between 25+ markets. My role involves the analysis and reporting of social media activity, so that markets may optimise best practice across core Mattel brands (Barbie, Fisher-Price, Hotwheels, Scrabble, UNO and Pictionary). My role is approached from an ‘Adult Targeted’ perspective, meaning I am primarily concerned by Adult social platforms - Facebook, Instagram, Twitter, Pinterest - in addition to Adult Influencer activations.
What experiences at Leeds do you think have particularly helped with your career/will help with your future career?
Having undertook a variety of data analysis and research modules throughout my time at Leeds, I knew I wanted a career where I could utilise these skills. I have always been fascinated by Social Media - my Dissertation even focused on Facebook and it's algorithm amid the Covid-19 ‘Infodemic’! The tutors and module leads always ensured I had the support - even during the Pandemic where we were working entirely via Microsoft Teams. I now do everything via the platform so I am grateful for this foundation! In my final year, I had the opportunity to collaborate with Red Tiger Consulting Ltd, where I worked as a Research Associate for 8 months. Undertaking this placement (part of the Professional Development Module) hugely improved my Excel skills - knowledge I am very grateful for my role at Mattel.
Looking back, why did you choose to study your particular course and why did you choose the University of Leeds?
I chose BA Geography at the University of Leeds as it combined research and practical teaching. I specifically chose the BA course at it was Human focused, specialising in population and demographic studies. This understanding of population geography plays into my day-to-day role at Mattel Inc.
What was the best aspect of the course/the University and why? Any highlights?
The best part of my course was collaborating with Red Tiger Consulting on our research assessing the impact of Covid-19 on the location planning and consumer insight community. I had the opportunity to present the finalised research at the Society of Location analysis’ Webinar, attended by 80+ companies (including representatives of the big five grocers, F&B, healthcare and NGO organisations).
What other activities outside of your studies were you involved in?
Outside of Academia, I was involved in the University of Leeds Geography Society, where I met many of my University course mates. I volunteered at the local Cats Protection Charity and spent much of my free time shopping in the amazing city centre.
What would you say to students thinking about studying the same course at Leeds/thinking about the same career?
The University of Leeds is a fantastic university to study population and demographics. For a career in research analysis, it will equip you with the principal knowledge to do so. My top tip for prospective students is to practice practice practice Microsoft Excel and get yourself a LinkedIn profile! Start to build connections early as it will serve you in your future career.