How alumni support shaped Rachael Warburton's career in marketing
Rachael Warburton, a recent Marketing graduate from the University of Liverpool Management School, reflects on how alumni support ignited their passion in the field and how one-in-a-lifetime opportunities at alumni-led companies Coca-Cola, led by Engineering graduate James Quincey, and marketing agency, Iris, led by graduate Ian Milner, gave her insights into marketing on a global scale.
Can you tell us a bit about your time at the University of Liverpool Management School? How did your Marketing programme and university life shape your interest in marketing?
My time at the University of Liverpool Management School was truly transformative in shaping my interest in marketing. The Marketing programme offered a diverse range of engaging modules, which helped me understand various aspects of the field, from consumer behaviour to digital marketing and marketing analytics. The opportunity to work collaboratively during group projects was invaluable - it allowed me to develop teamwork and communication skills, which are crucial in any marketing role. Additionally, the strong links to alumni helped spark my passion for marketing. Hearing their career journeys and advice during guest lectures made the industry feel more accessible and exciting.
What aspects of your marketing course did you enjoy the most, and which particular skills do you feel were most valuable? What were some of your highlights from your studies?
I particularly enjoyed how interactive this course was. One standout module was the Entrepreneurship module, where we worked in groups to create a new company and develop a comprehensive business plan. We had the privilege of working with Young Enterprise, who provided mentors - experienced entrepreneurs who had developed their own businesses. Their guidance helped us focus on the finer details of starting a company, which gave me a deeper understanding of the challenges and intricacies of entrepreneurship. The placement preparation module, although I didn’t complete a placement, was incredibly valuable as it equipped me with interview and CV skills that I’ve continued to use. A major highlight of my studies was winning the Integrated Marketing Campaign (IMC) module competition. Additionally, I loved going on trips to places like London and participating in global opportunities that took me to places like Georgia and Barcelona, offering both educational and cultural experiences.
As part of your Integrated Marketing Campaign (IMC) module, your group won first place – congratulations! Can you share more about this experience, and how did this hands-on module help you develop practical skills?
The IMC module was a very practical and rewarding experience. Working in a group, we developed an integrated marketing campaign with a sustainability focus for a brand of our choice, which we initially presented to our lecturer. The top five campaigns were then selected to present again, this time within a competition to a group of alumni who work within the marketing industry. This was a unique opportunity to not only showcase our work but also hear insightful feedback directly from professionals in the industry. Their thoughts helped us refine our ideas and better understand how marketing strategies are viewed in the workplace and we were able to think about the insights that they had given us when working on future projects.
You were part of the Ballroom & Latin Society during your time as a student. What skills did you develop through taking part in this extracurricular activity?
Being part of the Ballroom & Latin Society for three years, with two years as team captain and one as the marketing and media coordinator, allowed me to develop a wide range of skills. As team captain, I improved my leadership and organisational abilities, as well as my communication skills, both within the society and with team captains from other universities across the country. This experience was crucial in coordinating competitions and preparing our teams to compete nationwide. In my role as marketing and media coordinator, I developed my digital communication and social media management skills. Additionally, as a commuting student, joining the society helped me meet new people and build connections outside of my course, making my university experience more well-rounded and fulfilling.
During your final year, you visited the Coca-Cola Headquarters in Atlanta, Georgia. How did you find this trip and what insights did you gain about global marketing strategies from such a leading brand?
Visiting the Coca-Cola Headquarters in Atlanta was an eye-opening experience. We had the chance to learn about the different departments and how they operate on a global scale, which provided a unique perspective on how a multinational company manages its brand. Seeing the inner workings of their marketing department, in particular, was fascinating. Meeting Coca-Cola interns and hearing about their journeys gave me a better understanding of the variety of roles within a large company like Coca-Cola. It highlighted the importance of adaptability and global thinking in marketing strategies.
You also visited Iris, an award-winning marketing agency in London. How did this experience expose you to the workings of a creative agency?
The day at Iris solidified my desire to work in marketing. The creative energy within the agency was inspiring, and I loved how fast paced the environment was – it highlighted to me that this was a route I am particularly interested in taking at some point within my career. We had the chance to work on a task related to one of their ongoing projects, which was a fantastic learning experience. Presenting our ideas and receiving feedback from professionals was invaluable. We also heard from staff in different departments, which gave me a clearer understanding of the wide range of roles within a marketing agency.
How important was the influence of alumni in shaping your university experience and guiding you through opportunities like these trips?
The influence of alumni was incredibly important throughout my university experience. They provided insights into the different routes you can take within marketing and how varied the industry can be, as well as being able to network with professionals from early on. Their involvement in trips and competitions gave me the opportunity to take part in experiences that I would have otherwise not been able to.
What advice would you give to current students about making the most out of their time studying at the University of Liverpool Management School?
My biggest piece of advice would be to take full advantage of the opportunities available to you. These experiences can open doors and give you insights into your future career that you won’t get from your modules alone. I would also recommend joining societies - even if just for the social aspect - but taking on a committee role will help you develop essential skills. Personally, my trips to London, Georgia, and Barcelona were some of the most enriching experiences, giving me the chance to broaden my horizons and connect with professionals in the industry.
Tell us about your current role as a Digital Merchandiser at Swansway Motor Group. What skills and experiences from university do you find yourself applying most often?
In my role as a Digital Merchandiser at Swansway Motor Group I’m responsible for photographing vehicles, writing detailed descriptions, creating engaging video content, and creating content for social media channels. Many of the skills I use daily, such as collaboration, problem solving and creativity, were developed during my time at university.
What are your plans for the future?
In the future, I hope to further develop my skills in digital marketing and eventually move into a more strategic role within the industry. I’m particularly interested in expanding my experience with data-driven marketing and perhaps working in a global capacity for a major brand. Long-term, I’d love to take on leadership roles where I can combine creativity with strategy to drive impactful marketing campaigns.
And finally, what piece of advice would you give to current students looking to pursue a career in the marketing industry?
My advice to students pursuing a career in marketing would be to embrace every opportunity for practical experience, whether through internships, placements, or projects. The industry is constantly evolving, so being adaptable and open to learning new things is crucial. Also, network as much as you can - building connections with professionals will give you insights and open doors that you might not expect. Lastly, develop both your creative and analytical skills, as both are vital in modern marketing and having both will make you practically adaptable for many roles.