From Würzburg to the World

What do graduates of Julius-Maximilians-Universität Würzburg (JMU) do for a living? In order to introduce students to different perspectives, Michaela Thiel, Managing Director of the central alumni network, regularly interviews selected alumni. This time, Stefan von Westberg answers her questions. He studied Business Administration at JMU and graduated in 2006.

Mr von Westberg, how would you describe your job to a layperson in a few words?

I work as Director Field Marketing for the company WIKA in Klingenberg. This is on the River Main between Miltenberg and Aschaffenburg. WIKA is a leading global supplier of pressure and temperature measurement technology. We develop and produce high-precision instruments and solutions for a wide range of industries to monitor, control and optimise processes. I am responsible for managing the marketing team of 22 people in EMEA (Europe, Middle East, Africa) and India. Our task is to develop effective marketing plans, maintain the brand image, acquire new customers and develop long-term business relationships. This requires a deep technical understanding of the products and industries in which our customers operate. The marketing mix is adapted to the regions, industries and customer behaviour. It consists of many elements, such as digital marketing (website, social media, SEO, SEA) and classic marketing communication, for example at trade fairs, conferences and other events.

What do you see as the biggest challenge in your job?

Constantly adapting to changing market conditions and consumer trends. The ability to remain flexible and adapt quickly to new technologies, customer needs and competitive environments is crucial. In addition, you need to work closely with the sales teams to understand customer needs well. In many organisations, marketing has a fine line between creativity and budget constraints to develop effective campaigns that are both cost-efficient and deliver measurable results. The digital marketing world is changing very quickly and the new possibilities with artificial intelligence are having a major impact here.

And what fascinates you most about it?

The field of marketing offers many fascinating aspects. On the one hand, there is the opportunity to develop creative strategies and find innovative solutions to position the company and successfully place products on the market. This role allows you to work closely with different teams from different areas. Furthermore, you follow new trends and developments in different industries, which makes the work incredibly dynamic and challenging. As a Marketing Director, you need to utilise a wide range of skills, from creativity to strategic planning and analytical skills, to get the best out of marketing activities.

What qualities are essential if you want to follow a similar career path to yours?

Several qualities are required to be successful in such a position. These include creativity for developing marketing strategies, analytical skills for interpreting data and strong communication skills. Also helpful are strategic thinking, adaptability and the ability to make sound decisions to achieve long-term goals and be successful. Having a plan of where you want to be in ten years is especially helpful in decision making.

What is your favourite memory of your studies?

Studying in Würzburg gave me a lot of positive experiences and I look back on them fondly. I made many new friends, looked far beyond my own horizons and grew academically. The first professors started working with PowerPoint slides - at the time, I didn't believe Professor Rainer Thome that memory capacity would increase so quickly. But he was right. I was also lucky that my final year fell in the summer of 2006 and we were able to celebrate the football World Cup together in Würzburg. Thanks to the University of Würzburg, I was able to spend two semesters in Dublin through the Erasmus programme. This year abroad helped me to significantly improve my English language skills and build international friendships. We meet up regularly with my Spanish fellow student at the time and his family. After my stay abroad, I always wanted a job that offered international co-operation and mobility. Thank you very much for that! Last but not least, I met my wife during my studies, so we both have many fond memories of the university city of Würzburg.

Thank you very much for the interview.

Are you not yet a member of the university's alumni network? Then you are cordially invited to register via the network's website. There, you can also find the previously published interviews with JMU alumni and alumnae.