Favorite Parts Of Working In The Marketing Industry As A VP Of Brand Partnerships
Ruthie, VP of Brand Partnerships at BlackRock, finds the intersection of marketing and finance incredibly dynamic, particularly post-2020. The "change in behavior" of investors and the need to "rethink a lot of strategy" in marketing due to the pandemic's impact on consumer habits and culture present ongoing challenges requiring innovative thinking, which is a rewarding aspect of the position.
Finance, Marketing, Adaptability, Innovation, Strategic Thinking
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Ruthie Heller
VP of Brand Partnerships
BlackRock
Yeshiva University
N/A
Communications
Finance (Banking, Fintech, Investing)
Communication and Marketing
Took Out Loans, Student Athlete
Video Highlights
1. The intersection of marketing and finance offers unique challenges and opportunities, especially in light of recent market changes and shifts in investor behavior.
2. The pandemic forced a reassessment of marketing strategies, necessitating adaptability and innovation in channel selection and budget allocation.
3. The dynamic nature of the industry demands quick thinking and creative problem-solving to keep up with evolving cultural trends and consumer behavior.
Transcript
What do you enjoy most about being in your industry?
I'm straddling two industries right now: marketing and finance. Finance has been really interesting for the past few years due to everything that's happened.
With COVID, markets have been going bananas, and there's been new empowerment of the individual investor, the self-directed investor, and all of that. It's been interesting to see that change in behavior and in people and their buying habits. So, from the finance side, it's been really interesting coming out of 2020.
From the marketing standpoint, it's also really interesting, for similar reasons. First, COVID happened, and you had to rethink a lot of your strategy. Things like out-of-home and podcasts, people were not going outside.
So we had to rethink what channels we should be on and reallocate dollars. Marketing always reflects culture and consumer behavior, and there are psychographics and things that go into creative development. A lot changed in 2020.
People moved around, changed jobs, and we're now dealing with a different culture and different people that we're targeting. Both industries are really interesting. Being on the pulse of them requires you to be a quick and innovative thinker, and I like both of them.