After a fruitful stint in consumer goods, Laura decided to shift her career and take on a new challenge in Mexico. Let's find out how her training at Esade, the support of the alumni community, and her own entrepreneurial spirit have led her to lead the marketing strategies at BlueBee International Education.
-You have been the head of Marketing at BlueBee International Education in Mexico City since August. What are your main responsibilities?
As the head of marketing at BlueBee International Education, I have total responsibility for the strategy and execution of our marketing actions. My role includes planning and developing all the digital communication campaigns, as well as the organizing events, which are crucial to our growth. My main goal is to position BlueBee as the top boutique educational tourism agency in Mexico and to attract potential new customers who want to study abroad and are seeking more personalized advice, our main difference compared to the competition. We want to strengthen our presence and implement innovative actions that allow us to stand out in this growing market.
- What does this professional and personal change mean for you?
Professionally, this change means more responsibility, since my role encompasses all the marketing functions. After working seven years as the Product and Brand Manager managing brands in different categories and channels at consumer goods and pharmacy companies, I've gained a solid foundation of knowledge in marketing and feel that now is the perfect time to apply everything I've learned in a totally different sector. Plus, working in the Mexican market enables me to learn a new working culture and explore different sectors, and educational tourism drew my attention in particular because it's a market in the midst of growth with a long history in the country.
Personally, at the age of 28, I was seeking not stability but a challenge that would pull me out of my comfort zone, a very different destination that would allow me to learn and grow. Moving to Mexico City is allowing me to learn about a new country, a new people, a new culture, and new ways of working and living.
- How do you think that your BBA from Esade prepared you for your current role? What skills or knowledge that you gained at Esade do you consider the most valuable?
One of the things I value the most about my BBA from Esade is its international atmosphere. Being surrounded by people from different cultures and ways of thinking helped me to have a more open mindset, which is extremely important in my current work in Mexico, even more so in the educational tourism industry, where we promote international education.
Other things I acquired at Esade that I would like to highlight because they've been useful throughout my entire career in marketing are teamwork, managing projects from start to finish, and constantly practicing public speaking.
- What role did the Esade Alumni Career Guidance Service (which you used in 2021) play in your job search? What type of support did you receive and how did it benefit you?
After having spent almost five years in the first company where I worked, Adam Foods, I felt like I was kind of out of the job market and needed to both update my CV and improve my job-search strategies. The Esade Alumni Career Guidance Service equipped me with very useful tools for improving my professional profile and focusing on the sectors that interested me the most, narrowing down my search for job opportunities. It also got me in touch with other alumni who have had long careers in marketing positions. Thanks to all of this, I managed to become more strategic in my job search and gained confidence in myself.
“The Esade Alumni Career Guidance Service equipped me with very useful tools for improving my professional profile and focusing on the sectors that interested me the most, narrowing down my search for job opportunities”
- You also used the Mentoring Program one year later. What key lessons did you learn from your mentor and how did that help you focus your career?
I participated in the Mentoring Program one year later, and that is what has helped me the most in my entire career, so I'm really grateful for it. I realized that there are a always alumni that have gone through situations similar to ours, and that you have to try to ask for advice from the right people. My mentor and fellow Esade alumna, Lara Martínez, had a great deal of experience and is ten years older than I am, so her guidance was just right for focusing my job search. Thanks to her support in the three in-person sessions I had with her, I was better able to define what kind of job I was looking for and in what areas I wanted to develop professionally. Thanks to this mentoring, I found my next professional challenge at Orkla Health España.
- How has the Esade Alumni community helped you find your footing in Mexico? What are the advantages of belonging to an international network like this one?
Once again, is Esade Alumni was very helpful for me in my move to Mexico City. The network got me in touch with alumni in the country, which helped me adapt both professionally and personally. The opportunity at BlueBee International Education came up through these connections, and I was able to quickly join the Mexican job market.
Belonging to an international network like Esade Alumni connects you with professionals from all over the world, which helps provide access to job opportunities, mentorships, and advice. Plus, it's a source of knowledge and shared experiences which enables you to learn from people who have faced similar challenges in their careers or their transitions to new markets.
- How has the process of adapting to Mexico’s business and work culture been? What challenges are you facing?
The adaptation process to Mexico’s business and work culture is still a challenge. Even though I consider myself adaptable and I enjoy working with very different kinds of people, the work culture in Mexico is fairly different from the culture in Spain, which has required a bit of flexibility and adjustment on my part. The way time and communication are handled, for example, is different, so I've had to adapt to these aspects.
My ideal work environment is fast-paced and organized. I like there to be good communication among all the team members so that we can support each other to reach our goals as efficiently as possible. Generally speaking, I have felt comfortable in my new role, although just like in any adaptation, the challenges have included adjusting to different work styles and cultural dynamics.
- You have spent your entire career in marketing. What skills do you think will be essential for marketing professionals in the future?
I think that the skills for marketing professionals will increasingly be creativity and an ability to deal with new technologies like artificial intelligence.
Creativity will continue to be essential in developing innovative campaigns that stand out and connecting effectively with increasingly demanding consumers, but mastery of the new technologies like artificial intelligence will be the key. They will enable us to analyze huge volumes of data, automate processes, and, most importantly, personalize strategies more precisely. Furthermore, understanding consumer behavior and up-and-coming trends will help us anticipate and respond to market changes more effectively. Personalization is already indispensable for capturing consumers’ attention and improving their experience, so we have to be able to adapt marketing strategies to meet each consumer’s individual needs.
"The international Esade Alumni network a source of knowledge and shared experiences which enables you to learn from people who have faced similar challenges in their careers or their transitions to new markets”
- What tips would you give students and alumni who are searching for their first job or ready for a professional transition?
For students or alumni who are looking for their first job or ready for a professional transition, my main tip would be to focus on the quality of the experience they can have more than on the prestige of the company. I think that both first job experiences and first bosses really set the direction of your career, so I would tell them to look for an environment where they can learn and grow, and to bear this in mind that this often depends on their direct superior. By that I mean having a boss who is a professional role model, who trains you and encourages your growth and autonomy.
I would tell them to try to find a position where they can constantly learn if they feel like they're not advancing, that they not become complacent and change. It's always a good time to explore and figure out what they're really interested in and where they can bring value. I would tell them not to be afraid of changing course if needed. Each person should follow their own pathway, and there's no need to compare themselves with others or to be afraid of trying different things and even taking a step “backwards.” At first we are all in a hurry to land a great position and a good salary, but everyone has their own pace, and it’s not a race.
Finally, I would tell them to seek the support of mentors who are professionals in their field, who can share their experience and provide them with guidance. In fact, if they ever need advice, they can get in touch with me. It would be a pleasure to guide fellow alumni on their journey.
