Graduate interview: Lorena - Content Marketing Manager
02/15/2021After completing her studies, Lorena was able to perfectly combine her love of dogs and social media. As Content Marketing Manager at Josera petfood GmbH, she markets pet food via various social media channels and produces video and image material of dogs. She has taken advantage of numerous opportunities along the way: Through internships, a working student position, guest lectures, further training in her spare time and the university job fair, the medical communication student learnt about many areas in preparation for working life.
What did you study at the University of Würzburg?
I studied Media Communication at the University of Würzburg.
What is your current job?
I am a content marketing manager. I mainly work in social media & influencer marketing for the pet food brand Josera petfood (dog, cat and horse food). I take care of our content on Facebook, Instagram, Pinterest and TikTok. From time to time, I also produce video and image material for dog shoots and events that we organise across Germany with our dog photographer.
Which company/employer do you work for?
Josera petfood GmbH & Co KG.
What are your tasks?
- Conception, implementation and evaluation of social media and influencer campaigns
- Creating social media posts and adverts
- Researching, contacting and maintaining influencers, online and at events
- Further development of the social media brand presence internationally
How did you orientate yourself professionally after your studies?
Through various internships, mainly in the social media sector at agencies. Through working student jobs at agencies & at university. I've also had a personal affinity with the subject for a very long time, as well as with the animal industry. I started working full-time straight after my bachelor's degree, and my predecessor at the company also studied media communication.
Did you make use of certain university services (e.g. career centre, alumni office, mentoring programme, guest lectures, etc.) for career orientation?
Yes, guest lectures at the university and the Career Centre's job fair.
Which skills from your degree programme are helpful or essential for your current job?
- Scientific work (research, identification of relevant sources, etc.)
- Video editing and image processing (Photoshop, Premiere etc)
- Written expression & creativity in general
- Background knowledge in marketing and social media
How did you acquire additional skills (e.g. workshops and seminars, internships, part-time job, clubs, voluntary work, trainee, further training, etc.)?
Through personal further training in my free time, several internships & student trainee jobs in social media agencies and a part-time job at university. But also a lot through books and blogs.
Do you have any general tips for professional orientation and career planning?
Try out a lot early on (preferably through internships) to gain helpful insights. It is best to network with employees in your desired industry (e.g. via LinkedIn, seminars, workshops, etc.). Don't hide, but show interest and approach companies openly.
What do you recommend to students who want to work in your industry or profession?
They should be creative, flexible and have a feel for trends. The best way to stay up to date and score points at job interviews is to read a lot of social media and online marketing blogs. Don't be afraid to try out new things (TikTok, Clubhouse, etc.) and dive straight into the subject matter.
