SoSS met with Carina Gerards; 2018’s successful Array Marketing Intern
Carina had just completed her internship in the Toronto head office of Array. She was one of two students who successfully applied and took part in a dissertation project for the global cosmetic visual merchandiser. Carina is originally from Germany, and travelled to Edinburgh to study her MSc with us – she graduates this November.
How are you Carina, now that you have completed your Internship and your MSc with us?
“I am feeling relaxed, I love research so the dissertation part of my degree was fascinating for me. I hope to do a PhD in the future as research projects are where my interests lie. I am heading back to Germany where I hope to apply for a PhD.”
Carina popped into the SoSS Marketing office this summer to give us the low down on the Array internship. During our discussions she described Array as a ‘social and warm cosmetic company’. Carina had previously worked in for several cosmetic companies in Germany; with one in particular proving a negative experience. This made her question if she ever wanted to work in that specific industry again. Thankfully Array – and Honorary Professor Tom Hendren changed her mind. Her first encounter with Array was Professor Hendren’s pitch’ to the International Marketing Management masters cohort to invite them to apply for the once in a lifetime internship with his company.
“Professor Hendren’s presentation to my class was relaxed and open, I could tell from this that Array were a great company to work with. Tom had such a natural approach and seemed so rooted – this was incredibly important to me”.
How did you apply for the Array internship?
“I had to submit my CV, create a written cover letter in support of the opportunity and then interview. As I had worked in the beauty industry previously (for a German company which operates in 53 countries globally), I knew that my experience was relevant. I was not however taking it easy.”
Carina described how she was so nervous she went into the interview shaking with fear! Tom Hendren, Elaine Collinson (a leading academic on the Business Management programme) recognised this and tried their best to relax her. Carina, came armed with a wide range of industry questions which when they were answered, also helped to put her at ease.
Tell us about your experience of transitioning to Toronto.
Carina described how she feels culturally open-minded; her partner is not German, she grew up many nationalities in her family and she studies in Scotland; multicultural is completely normal to Carina. She is very open and relaxed about cultural differences and found the transition to Canada relatively smooth. She discussed how the lack of additional language barrier was a major bonus! Carina did prepare for life in Canada’s capital, spending loads of time reading up about the culture of Canadians (magazines, corporate journals and cultural references on social media) and city life in Toronto but stressed that her 10 months here in Edinburgh helped as the transition to Scotland had been an easy one too.
How long were you there for?
“We completed our final exam packed our bags and headed out! Nora Holmen (the other SoSS intern) was already there (she headed out a day ahead of Carina) and knowing that she would be there was a blessing.”
The two student colleagues had a few days to explore the locality – Scarborough, the eastern part of the city a young and vibrant district. Fortunately, members of the Array Research and Development team also lived in the area, and offered helpful advice and a welcoming tour of the area to socialise.
What’s Array like to work for?
Carina noted that Array was a really busy work place, where the culture is supportive but hard working. Carina said the culture was one of
“striving to do your very best but you are not worked to the grind; you won’t end up ill working there”
The Array project entailed working with several different departments across the Array business, holding interviews with key staff and getting to know several different functions of the business. As Carina had a damaged view of the corporate world due to her negative previous experience she was keen to work with a company that had heart and passion; not creating robots – this is what she found at Array.
What was the hardest thing you did during the internship?
The board presentation; Carina and Nora Holmen had to present their project to the full board and the HR department. Carina described how this was such a challenge, after working so hard over the 5 weeks for it, they were understandably extremely nervous.
“We went overboard and were delighted when Elaine Collinson arrived in the presentation/grading week and helped us trim the presentation; down from 140 slides to 40! We had got tangled up in the perspective, and had forgotten to view ourselves as consultants providing Array with a business prospect, rather than an essay!”
After the presentation, there was a Q & A session, where several members of the board asked about specifics and how Array could implement the suggestions into the business. Carina felt that the project gave Array something tangible,
“We had the customer insights and raw data tied up in some useable solutions, which if implemented could give Array a technological edge.”
Carina, whilst she found the end pitch challenging, also found it extremely inspiring, delivering data and insights to key staff members who could appreciate the value of their work. It was very rewarding for her.
What was the best thing about the Internship for you Carina?
Carina was keen to make her parents proud; confirm to them that she had left her highly paid and skilled job in Germany for something worthwhile.
“I wanted to prove to them (parents) that my MSc was taking me somewhere worthwhile. Studying at Heriot-Watt has allowed me to show them this; choosing this programme and being successfully chosen to do the Array internship has done this. I am super proud of this experience and I loved the challenge.”
“Working with Array has given me the confidence to work for large corporates again in the future. I loved it, it was a brilliantly refreshing experience. The culture in the office was enlightening and vibrant, welcoming and friendly, everyone knew everyone’s names, and you were allowed to be you in the workplace – there were people with tattoos and colourful hair, this is not what I expected from a corporate.”
Carina is passionate about technology with a specific interest in AI and her potential PhD is based around this. Carina also spoke at length about how the culture of Array greatly impressed her.
For any students thinking about applying for the Array Internship or an MSc with Heriot Watt – do you have any advice?
“Go for it, you should never stop learning. I really think that’s very important. It’s hard but so worth it. This internship allowed me to travel and to work at the same time, getting paid, food and a home in Toronto, it’s a benefit from every point of view. Heriot Watt University is such a great place to study, and this internship is a practical experience – you are not just making the coffee. It’s your own project so be and show who you are throughout it; as an authentic presentation is incredibly valuable”.
Carina Gerards will graduate with a Distinction in the MSc in International Marketing Management with Consumer Psychology last week. She is now working back home in Germany in a company operating in the same field as Array; and they are supporting her through her PhD.