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Athena, Mktg. & Strategy Consultant, Entrepreneur at Independent Consulting Firm: Advize Career Interview
A demanding college swimming career unexpectedly shaped a path into marketing and strategy consulting.
The interviewee's journey began with a sports and entertainment internship, leading to a focus on digital marketing across various industries.
A career in independent consulting offers flexibility, leveraging entrepreneurial experience to assist diverse clients, though it presents challenges like inconsistent income and administrative burdens.
Success in this field requires a willingness to learn continuously, embrace discomfort, and navigate the interconnectedness of branding, design, advertising, and sales.
Entry-level opportunities abound, from community management to business development, all contributing to a larger understanding of the field.
The interviewee emphasizes the importance of diverse experiences and unexpected detours, highlighting a career path that's less a straight line and more a dynamic exploration of marketing's multifaceted nature.
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Athena Liao
Mktg. & Strategy Consultant, Entrepreneur
Independent Consulting Firm
Yale, 2012
UCLA Anderson School of Management, MBA
Majors
Industries
Job Functions
Traits
Psychology
Consulting
Entrepreneurship and Business Owner
Scholarship Recipient, Student Athlete
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Career Path of a Marketing and Strategy Consultant as an Entrepreneur
Athena's career path, shaped by a demanding college swimming career, began post-graduation with a sports and entertainment internship where a lack of prior work experience led to a focus on website and social media management; this "sort of just fell into the marketing track," which the consultant followed through various industries, building upon a foundation of digital marketing skills.
Main Responsibilities of an Independent Marketing and Strategy Consultant
As an independent marketing and brand strategy consultant, Athena's responsibilities are highly varied, depending on client needs, ranging from "optimizing their website for conversions" to broader startup guidance including operations. This flexibility, a key benefit of independent consulting, allows Athena to leverage their startup and entrepreneurial experience across a diverse client base of smaller companies.
A Day In The Life Of A Marketing And Strategy Consultant At An Independent Consulting Firm
As a marketing and strategy consultant and entrepreneur, no two days are alike; the freedom of freelance work means a lack of structure, resulting in "a little bit of uncertainty" and a feeling of sometimes being "behind or [not knowing] what [one] should be doing".
Most Important Skills for a Marketing Strategy Consultant and Entrepreneur
Athena, a marketing and strategy consultant, emphasizes the importance of "being comfortable with being uncomfortable" given the daily variability in their work. Furthermore, continuous learning is crucial for success, as "nobody knows everything about everything," requiring constant research and information gathering to excel in the consulting field.
Favorite Parts of Being an Independent Consultant Entrepreneur
Athena, a marketing and strategy consultant, most enjoys the flexibility of her current role, noting that "having a nine to five can sometimes be draining," a sentiment many professionals share. However, Athena also reveals an internal conflict regarding long-term career satisfaction, questioning whether expertise in marketing is a true passion or simply a skill that provides professional success.
Biggest Challenges Faced By An Independent Consultant And Entrepreneur
Athena, a marketing and strategy consultant, cites inconsistent income and the administrative burden of self-employment—including "doing your taxes or anything related to that"—as major challenges. The lack of daily structure inherent in independent consulting also presents a significant hurdle, contrasting with their previous highly structured life and highlighting the personal adjustment required for entrepreneurial success.
Life as a Marketing and Strategy Consultant in Marketing Consulting
Initially, Athena enjoyed the "feeling of having a lot of knowledge" and being a sought-after expert in marketing. However, deeper industry experience exposed Athena to "shady tactics" and unethical practices, creating internal conflict between their love for marketing and concerns about its inherent challenges; this experience ultimately lessened their initial enjoyment of the field.
What Type Of Person Thrives In The Consulting Industry According To An Independent Consultant And Entrepreneur
Athena, a marketing and strategy consultant, highlights the importance of a willingness to learn and "be comfortable with being uncomfortable" in the industry, emphasizing the need for cross-functional collaboration given the diverse nature of consulting projects and the constant learning required.
What A Marketing Entrepreneur Wishes They Had Known Before Entering The Marketing Industry
Athena, a marketing and strategy consultant, wishes someone had highlighted the broad scope of marketing, encompassing "branding, design, advertising, packaging, sales, and events management," and the crucial interconnectedness of these areas. The lack of communication between departments, leading to outdated information reaching clients, underscored the importance of efficient top-down information flow for successful marketing execution.
Entry-Level Positions For Aspiring Marketing Professionals
Athena, a marketing and strategy consultant, highlights the diverse entry-level options in marketing for undergraduates, including "community manager," "content creation," "ad manager," and "media planner," also noting the valuable experience gained from roles like Business Development, which, while not strictly marketing, contributes to "the puzzle." The wide array of possibilities allows for exploration of different facets within the field.
Significant Career Lesson From a Consultant and Entrepreneur at Independent Consulting
Athena, a marketing and strategy consultant, learned that "there's no one path to achieve your goals," emphasizing the importance of embracing unexpected detours in a career. This realization shifted their approach from rigid planning to appreciating the present and accepting that "life is not a straight line."
College Experiences That Helped a Marketing Strategy Consultant and Entrepreneur Succeed as an Independent Consultant
Athena, a marketing and strategy consultant, emphasizes the importance of diverse experiences in college, stating, "the important part is just having fun and being able to meet new people and try new things." This broad involvement, exemplified by their participation in the Japanese-American students union, built a foundation for networking and professional success, a skill Athena acknowledges requiring more practice earlier in life.
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