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The course

Why did you choose to study at the University of Edinburgh Business School (UEBS)?

I chose UEBS due to its global ranking and triple accreditation status and with students from all over the world, I knew such a diverse cohort would give me a unique opportunity to gain insights into different cultures and perspectives.

I was also attracted by the comprehensive career support on offer. From CV and LinkedIn profile reviews to job applications, interview preparation and career guidance, the Student Development Team is dedicated to the professional growth of students.

What was it about the degree programme that particularly attracted you?

I was attracted to the MSc in Marketing due to its comprehensive curriculum that covered all essential areas of marketing as well as its emphasis on both theoretical and practical learning which I felt was ideal to help me achieve my goals of progressing into more senior marketing roles.

In particular, I felt the collaborations with industry to address real marketing challenges and visits to companies within the UK, would deepen my understanding of various marketing domains.

The programme also placed an emphasis on the development of transferable skills such as leadership, teamwork, networking, and presentation skills. The diverse, international cohort also promised to enhance soft skills, including communication, social intelligence, and team-building.

Your career

Can you tell us about your career before and after graduating?

Before studying at UEBS, I held the position of Senior Manager at Studio Mosaic, a leading app marketing agency in India, for over three years. I managed marketing and app store optimisation (ASO) activities for a UK-based app business with a 20-app portfolio across multiple platforms.

After graduating, I joined Phiture, where I have played a pivotal role in crafting ASO strategies, offering consultancy to high-profile clients, and leading ASO innovations. Among my notable accomplishments are a comprehensive 360-degree ASO audit for globally renowned mobile apps, clinching a key partnership deal, and contributing to Phiture's esteemed ASO Stack.

Currently, I am working at Trainline - Europe’s leading train and coach app. Here I am leading Apple search ads and app store optimisation efforts at global level, focusing on key markets including the UK, US, and Europe.

My goal in the next two to three years is to establish myself as a leading expert in AI-enabled mobile app marketing strategies.

I gained a comprehensive and global outlook of marketing challenges.

How did your degree prepare you for your career?

My degree equipped me with a holistic understanding of the marketing landscape, particularly at a strategic and international level. The rigorous curriculum, combined with the exposure to diverse cultural perspectives from a global cohort, refined my ability to approach marketing challenges with a comprehensive and global outlook. The international exposure also helped me adjust to working with an international team of co-workers from 40 different nationalities.

In addition, the networking opportunities, leadership training, and career development sessions offered were invaluable in honing my interpersonal and leadership skills, enabling me to lead client engagements effectively and foster strategic business partnerships. The emphasis on continuous learning and innovation during my studies laid the foundation for my endeavours in researching the latest app marketing developments and becoming an advocate for AI-enabled mobile app marketing strategies.

Masters of Change

What notable changes has your degree enabled you to make in your professional or personal life?

Professionally, the experiences during the MSc, from working on strategic projects to in-depth research, have equipped me to consult for major global clients and update marketing frameworks used agency-wide. The programme's emphasis on networking and leadership has also honed my interpersonal skills, enabling me to foster strategic business partnerships and lead business discussions.

From a personal perspective, living abroad and pushing myself to step out of my comfort zone strengthened my resilience and encouraged a growth-oriented mind-set.

What are the changes you have been able to make in your chosen field, of which you are most proud?

My current role centres around promoting thought leadership within my department. I challenge the existing methodologies and processes, striving to refine those that could make a significant impact on both our team and potentially the broader industry. For instance, Phiture published a strategic ASO framework that is widely adopted across the industry. I had the opportunity to update this framework, which hadn't been revised in four years. In doing so, I also authored the ‘2023 ASO Stack Redux’. This guide offers detailed insights into implementing the updated framework in real-world scenarios.

I’m also taking steps to integrate AI into our departmental operations, to elevate both the efficiency and quality of our work. Periodically, I co-present industry webinars, ensuring that the community stays informed about pivotal developments in the ASO realm.

Outside my professional pursuits, I run a YouTube channel named ‘Dream UK’. Through this platform, I aim to inspire and educate those aspiring to study abroad, job seekers in the UK, and current students in the country.

Now, I am proud to be leading global Apple search ads for Trainline, where I manage a multi-million dollar advertising budget and drive international growth for the app.

How did your studies at the Business School help you to make those changes?

My studies helped me in three main ways:

1. Tackling challenges - I developed structured thinking and learned how to think clearly and to take it step-by-step when facing a problem. This helps me figure out solutions when I approach any problem at work.
2. Business knowledge - I gained a good understanding of marketing and how businesses run and, as a result, I can have meaningful talks with key stakeholders and make decisions that are beneficial for the company.
3. Jumping on opportunities - I learned the immense value of seizing new opportunities such as taking on the role of student ambassador while studying for the Masters at UEBS. This mind-set now drives me to immerse myself in numerous exciting projects at my company.

What key things that you learnt at the Business School do you still rely on today?

While I was at UEBS, I made it a habit to keep digital notes from my classes and career/professional development sessions and workshops, thinking they might be useful later on. Every now and then I look back at these notes to improve skills like time management, leadership, teamwork and problem-solving.

Course highlights and advice

What are your best memories on the programme?

My most memorable moment was the career development trek to London. It was a once-in-a-lifetime experience where I collaborated on a project for FIFA, conceptualising an experiential marketing plan for the FIFA Women's World Cup. Collaborating closely with a representative from FIFA based in Zurich, our team created a compelling consultancy project. Celebrating the end of the project on top of the Shard in London was one of my best memories!