Harnessing Data in Luxury Marketing: A Student Journey

Could you give us some information about your educational and professional background?

I grew up in India, where I earned a degree in mechanical engineering but soon realised it wasn't the right fit for me. After exploring graphic design, I worked in advertising which sparked my interest in marketing. This led me to pursue a Master in Management - Business Management Track with, in my final year, an MSc in Marketing Management, specialising in luxury in France. My internships, particularly at L’Oréal, were essential in shaping my career path.

What drew you to France for your Master in Management – Business Management degree?

I was drawn to France for several reasons: the language, culture, and the presence of numerous luxury brands. Additionally, during high school, I participated in a volunteer project with a French school, which sparked my curiosity about French culture and the challenges of the language. Moreover, France's educational institutions ranked highly in the fields I was interested in, which made it an attractive destination for my career goals.

Can you describe your current role at Chanel?

Currently, I am a Data Transformation Intern at Chanel. My role focuses on enhancing the marketing data utilisation within the marketing teams, with the aim of streamlining processes and improving the efficiency of internal team communication.

Has this internship met your expectations?

Absolutely, it's both intense and fulfilling. I am involved in a major project that leverages AI, which aligns perfectly with my career aspirations. I am working for a company whose history, values and codes inspire me. In this internship, I’m able to combine my analytical and technical skills in a marketing team. 

How have your past internships, such as those at L'Oreal and Pernod Ricard, contributed to your professional growth?

Each internship offered unique challenges and learning opportunities. At L'Oreal, as an assistant brand manager, I faced high-pressure situations that taught me strength and confidence. Pernod Ricard provided a supportive environment that sharpened my skills in project management and digital strategy. I also learned the value of bringing solutions to problems in professional setting which was a critical learning point for me. Both roles significantly enhanced my adaptability and networking skills. 

How did the Career Centre at EDHEC assist you in securing these opportunities? 

The Career Centre was crucial. They guided me through a challenging journey of securing internships, offering support during high-stress periods, and facilitating valuable networking opportunities that were essential in my professional development. 

What impact did events like Luxury Week have on your career path?

The Luxury Week was transformative. It provided direct access to industry leaders and immediate networking opportunities, leading to significant internship offers that have enriched my resume and professional experience. 

How have you managed the language barrier during your stay in France?

It's been essential to learn French, especially since all my professional interviews were in French. While I'm not yet fluent, I'm proficient enough to effectively manage my responsibilities. 

I've actively worked on improving my French by engaging in conversations with people in French. Additionally, my passion for photography has introduced me to many individuals, providing further opportunities to practice and use the language.

Finally, what advice would you offer students aiming for a career in luxury marketing?

Be persistent and proactive. Understanding your desired company and how your skills align with their needs is crucial. Showcasing your passion and personal connection to their brand can also be a powerful element in interviews.