Abilash Jai baskaren

MSc Business with Marketing, 2024

Based in:

Manchester

Formerly from:

India

Strangest interview question:

I was asked to explain a biological process that takes place in the human body during a Marketing interview.

First job:

I interned as a Marketing Analyst for a trivia-based sports gaming platform.

Wish you knew when applying for roles:

The importance of STAR format answers with storytelling abilities and backing the stories up with data points.

Ambitions for the future:

I aspire to become a subject matter expert in my field.

Marketing Automation Professional at BT Group PLC

Describe your current role and what attracted you to it.

I craft the technical components of customer marketing initiatives for the small and medium business segment. My role involves extracting relevant customer data, ensuring compliant delivery to pertinent teams and systems, constructing end-to-end workflows in marketing automation platform, such as Marketo Engage. I also oversee the deployment of digital communications, such as emails and SMS. I support Above the Line (ATL) and Below the Line (BTL) campaigns, providing ideas to enhance campaign segmentation, data utilisation, and technology optimisation for improved relevancy, personalisation, and creative output.

What’s your favourite part of the role?

I love the opportunity to work on cutting-edge technology and projects. The team I work with shares a common vision and goals, which makes the work environment amazing and motivating.

What are the key skills you learnt at Warwick that have helped you with your career to date?

At Warwick, I built my problem-solving, strategic thinking, communication, and project management skills. I also developed a data-driven analytical approach, which has been instrumental in my career.

What top tips do you have for Warwick graduates who would like to work in your sector?

This is a niche domain. So, having the industry skillset is the key. Also, it’s important to have a solid grasp on data, customer relationship management systems, and a general awareness about automation platforms, as well as concepts like workflow, nurture journeys, touchpoints, and engagement tracks.

What does a typical day look like for you?

A major chunk of my time is spent on campaign deployments. The rest of the day involves collaboration, team meetings, workshops, and training.

What has been your greatest career challenge to date and how did your experience and skills help overcome it?

Adapting my educational background to my work domain was a challenge. Working on real-time projects in my previous organisations helped me gain critical skills such as analysis, optimization techniques, analytics, ownership, and insights.

What’s the best piece of advice you’ve been given in relation to your career?

Career journeys are more important than the destinations. Keep showing up every day and focus on the marginal gains.

What should current students or recent alumni be doing to move their careers forward?

Cultivate perseverance, get a mentor, keep learning, and be mindful of your development goals in addition to performance goals.