Student Profile: Brand Management
Lisa Poon '12
Club: Retail Club, Incoming Leader
Before business school, I worked for Cambridge Associates, which is an investment consulting firm in Boston. The CEO was a graduate of Yale SOM and I loved how she managed the company and its mission. I really admired her as a leader. And I talked to other consultants who went to Yale SOM, and they described how much they loved their experience here. I thought Yale offered the best way for me to learn, with the combination of raw cases and lectures and group work.
Through talking to a lot of second-year students and through coursework and talking to alumni, I got excited about marketing. I sat down with one of the leaders of the Marketing Club, and his advice to me was to network as much as you can and try to talk to as many people as you can, just to grow your knowledge base.
Something that's great about SOM is that I was able to make a comprehensive list of alumni from both SOM and Yale College and reach out to a lot of them. There was a period in the fall where I was talking to four alumni every week, just informational sessions for me to learn about what they were doing and their roles in marketing or brand management. Those conversations helped me make the decision that I wanted to pursue brand management.
A lot of the larger CPG companies come to recruit at SOM, and I ended up interviewing with several companies. The first was Unilever, which was the company I was most interested in. I did well and received an offer.
Brand management is not only a marketing gig; it's more of a general management role. So I think that the Yale SOM curriculum will be particularly important for me this summer, because a lot of it is about applying these business skills across a lot of different areas.
This year I've been involved with the Women in Management club at SOM. One of the projects I've been working on is a pilot mentorship program with the Women's Leadership Initiative at Yale. A lot of women aren't thinking much about business school when they graduate from college, and we wanted to encourage more women to apply to business school and to get the name Yale SOM out there among Yale undergrads. Right now I have a mentee who is a female junior at Yale College. It's a great way for us to be involved with the larger Yale community.
Interviewed on April 14, 2011.