Hi Anna! You graduated from the master’s programme in International Marketing and Brand Management in 2016, can you tell us a bit about what you have been up to since your graduation?
It’s been a productive and rewarding journey since I graduated from LUSEM. After returning to Ukraine, I joined LEGO as an Associate Marketing Manager. Later, my husband and I moved to the Netherlands, where I secured a role with Schweppes International Limited. As Group Brand Manager, I oversaw the brand's performance in the Nordic region—a position I landed in part due to my experience with Nordic markets from my time at Carlsberg and my master’s studies in Sweden.
This environment allowed me to explore and challenge my assumptions and prepared me thoroughly for a career in international marketing, as well as for further roles in education and coaching.
In 2018, I became a mother, which inspired me to seek more impactful ways to use my knowledge and skills. This led me first to work in marketing for the environmental NGO Circle Economy in Amsterdam. From there, I transitioned into education and coaching: I now teach in the bachelor’s program at Utrecht Hogeschool, and as a coach, I help mid-career professionals at crossroads rediscover their personal and professional passions, develop essential skills, and prepare to step into leadership roles.
How did the master's programme in International Marketing and Brand Management prepare you for your professional journey? Are there any specific courses or experiences during the programme that you found particularly impactful or beneficial?
Before joining LUSEM, I had already spent seven years working in the local markets with Unilever and Carlsberg. Pursuing my master’s at LUSEM was a great experience that expanded my intercultural awareness and sensitivity.
The program created a safe space where I could experiment and learn by doing without high stakes.
This environment allowed me to explore and challenge my assumptions and prepared me thoroughly for a career in international marketing, as well as for further roles in education and coaching.
The program created a safe space where I could experiment and learn by doing without high stakes. Here, I learned that there is no universal “norm”; this realization helped me become a more perceptive and culturally aware professional, ready for the demands of a multicultural workplace. I also appreciated the opportunity to test ideas from my professional background—whether in practical exercises or in thoughtful discussions with experienced lecturers.
The course I particularly loved was Market Intelligence with Stein Kleppestø. His teaching on systems thinking is something I apply to this day. His mentorship, challenging questions, and guidance during our work on scenario planning for transportation modes for Thule were empowering, thought provoking and have left a lasting impact on my approach to strategic thinking.
You have worked with renowned brands such as LEGO and Schweppes. What were some of the most valuable lessons you learned in these roles, and how have they shaped your approach to marketing and brand management?
Wow, it is really challenging to summarize that experience, but let me answer concisely.
- Always put the consumer first, or consumer-centricity: build brands, products, and campaigns not because you like the idea you came up with – but because it is based on solid customer insight. Be relentless in finding one.
- Evoke emotions. Customers make decisions based on their hearts and later substantiate their choices using their rational facts.
- Be agile and data- driven: Marketing is dynamic field, and assumptions can cost you reputation and a lot of money. I learned to remain adaptable and never assume outcomes without validation. Using data to test hypotheses became essential; this practice keeps strategies aligned with reality and allows for quick pivots when needed, strengthening both brand performance and market relevance.
- Stakeholder Management: Success in brand management is often a team effort, so learning to effectively engage and align with cross-functional stakeholders has been vital. I realized that not everyone sees what I see, so understanding the perspectives and needs of colleagues from other departments is crucial. Always take time to build human relationships.
What motivated you to transition from corporate roles to starting your own business as a leadership and career coach?
When I look back on my marketing career, the aspect that always fascinated me most was people. I loved empathizing with customers and shaping products to meet their needs, and I found real joy in mentoring and leading teams.
Running my own coaching business allows me to use my marketing skills in a whole new way
So when I started searching for more meaning and purpose in my work, coaching and teaching felt like the perfect fit—they offered a way for me to focus on helping others grow and thrive. It’s incredibly rewarding to support my clients in discovering their own sense of purpose.
Plus, running my own coaching business allows me to use my marketing skills in a whole new way. It’s both challenging and fulfilling to apply what I’ve learned in brand-building to create something meaningful in my own entrepreneurial journey.
As a leadership and career coach, what are the common challenges you see professionals, mid-career, are facing today? How do you help them navigate these challenges to achieve their professional goals?
After working with over 50 professionals in 250+ coaching sessions, I’ve noticed several common challenges that mid-career professionals come with:
- Rediscovering purpose and direction, especially after major life transitions like moving to a new country, starting a family, or realizing their current path lacks meaning.
- Gaining clarity on what they truly want amid overwhelming expectations, and building confidence to shape a more authentic personal and professional life.
- Developing strategies for career advancement when they feel stuck and are unsure of what’s holding them back.
- Balancing career growth with personal well-being, finding ways to thrive without sacrificing health or happiness.
How do I help? Research shows that people are 65% more likely to reach a goal when they commit to it with someone else. I’m honored to serve as that accountability partner for my clients, helping them uncover blind spots, recognize unhelpful thinking patterns, and build the clarity, confidence, and commitment they need to achieve their goals.
What advice would you give to current students and young professionals aspiring to build successful careers in the field of marketing and brand management?
Stay curious, critical, and open-minded.
Keep on learning. Relentlessly.
AI will not steal our jobs, but people who know how to use AI – will. Be proactive, practice, make mistakes, learn from them, pivot, and iterate.
AI will not steal our jobs, but people who know how to use AI – will.
Finally, build meaningful relationships with people. Not because you want to land a job (though 70% of jobs are never advertised), but because you genuinely care and show interest in others. And don’t forget to have fun along the way! Marketing is truly a beautiful profession.
