International Business graduate to neuromarketing and freelancing: Irene’s Journey

Posted on: 5 June 2025 by Irene Centenaro in Where are they now?

Irene Centenaro, an International Business graduate from the University of Liverpool now based in Milan, discovered her passion for neuromarketing during her studies, leading her to pursue a master's and eventually a freelance career in the field.

What made you choose to study International Business at the University of Liverpool? 

I wanted to move abroad for my studies and was looking for something international-focused. Liverpool seemed like the perfect match. The professors were amazing, and the city had strong industry links. It felt like a great blend of academic learning and student life. 

What did you enjoy most about your course? 

Definitely the practical elements! I really enjoyed making marketing plans and applying concepts to real-world scenarios so it wasn’t just theory. There was a lot of decision-making involved, and we also looked at the psychology behind international business and marketing. One session that really stood out was on neuromarketing and behavioural economics that sparked something in me and honestly shaped my future. It led me to pursue a master’s in neuromarketing and eventually to becoming a freelancer in this field. 

Did you take part in any activities outside of your studies? 

Yes! I volunteered for a blood donor association where I created social media content. I started this role while I was in Liverpool and still do it today. It’s a cause that’s really important to me. 

Tell us more about what you did after your undergraduate degree. 

I went on to study a master’s focused on neuromarketing and digital marketing. I knew I wanted to explore this niche area more. I found that I really enjoyed the creativity and psychology side, and it became clear to me that I’d prefer this over a traditional corporate role. I did start in corporate first and worked in finance in a digital marketing role, but I realised that this was not for me. So, I started freelancing while I was in that role and then eventually went freelance full-time — and here I am today! There’s never one set route and the industry is constantly changing. For me, freelancing brings together my passions, knowledge, and skills in a way that feels right. 

What advice would you give to students or recent graduates looking to go freelance? 

Start part-time. Do something you enjoy on the weekend – even small projects. Build your work ethic gradually and make sure you have your finances sorted. It can be a stressful time, but it’s also a key period where you’re showing your passion and what you are all about. 

Also, connect with others. Whether that is people doing similar work or just those you admire – reach out. Post about what you are doing on social media, ask questions and be curious. People in the industry are often really willing to help if you show you care and are genuinely passionate. 

Any tips on networking and building a personal brand? 

Networking is so important. Go to business events as much as you can. It is not as scary as it seems. People love talking about themselves and their work, so start conversations and find common ground. You’ll start seeing the same people at events and naturally build a network. You never know where those connections will lead. 

Your personal brand isn’t just what you post online, it is how you show up in real life. Be ready with a business card, be curious, show you are serious and willing to learn. That leaves a lasting impression. 

Have you taken part in any community or support networks? 

Yes, I was part of StrongHer2025, which was super empowering. StrongHer is a business training programme for female entrepreneurs, covering every aspect of business from finance and accounting and marketing, to writing a pitch deck and all things strategy. It brought together a group of 40 young entrepreneurial women, me included, and we got to share experiences, connect, and learn from each other. It was a great offline networking opportunity and has actually led to more professional opportunities for me too. 

Any final words of advice? 

Stay curious, keep learning, and don’t be afraid to explore different paths. The industry is always evolving, and freelancing can be a great way to combine what you love with what you’re good at. Keep showing up, online and offline and trust that it will lead somewhere exciting.