Career start as Junior Performance Marketing Manager

02/16/2023

With the marketing know-how she acquired during her master's studies, Fang Wen Hsiao has managed to jump into her dream job. In her new role as Junior Performance Marketing Manager, she analyzes and optimizes online campaigns. Here she tells us more about her time at HMKW, the M.A. International Marketing and Media Management study program, and her plans for the future.

Fang Wen Hsiao, graduate of M.A. International Marketing and Media Management

What comes to mind when you think about your studies at HMKW?

When I recall my study time at HMKW, immediately it comes to my mind how friendly I was welcomed. The university administration was very supportive to me as an international student, as they helped me with my visa application which I truly appreciated.

The teachers and classmates were full of passion and enthusiasm for marketing knowledge and I enjoyed the lectures very much.

You acquired a Master of Arts in International Marketing and Media Management at HMKW Berlin. What is your current job position?

I am a full-time employee as Junior Performance Marketing Manager at Qunomedical in Berlin. Utilizing the strategic marketing approaches I learned at HMKW and prior working experience, I work on search engine marketing to reach out to potential patients and open the door to the worldwide highest quality information, doctors, clinics, and care.

What do you like most about your current job position? What is your biggest challenge?

What I like most about this position is that it offers me the opportunity to challenge and develop myself in the SEA field and places value on supporting and achieving the goals together as a team. Currently, I support PPC Marketing in B2B & B2C, contributing to the data-based advertising optimization in the markets by analyzing the statistical interaction and feedback. The biggest challenge is to find out why the ad campaigns don’t go well, because so many factors could be influential. Therefore, detective skills are a must-have.

"What I like most about this position is that it offers me the opportunity to challenge and develop myself in the SEA field" (Photo: Kindel Media/Pexels)

Did you get any further work experiences prior to your current position that you would like to share with us?

Before I found out which expertise I wanted to specialize in the marketing area, I did several internships and had some student jobs that helped me to figure it out. I started with event marketing in the eMobility industry where I was responsible for creating the English content for social media, newsletters, and the website. The second working experience was similar but with more analytical skills involved. Thanks to it, I was sure that performance marketing was right for me since I’m interested in analyzing the data from campaigns and ad performance. As a result, I focused on SEM afterward and honed my skills in an advertising agency as my third student job.

Why did you decide to study “M.A. International Marketing and Media Management”? And what made you choose HMKW Berlin?

The exciting curriculum was the decisive reason why HMKW would be the top match for me to continue pursuing marketing knowledge.

Especially the course Online Marketing Communication was super helpful for me to gain the practical understanding to set up ad campaigns on social media and how to utilize and calculate the budget efficiently. Apart from that, the projects we did for some seminars helped us not only develop analytical skills but also potently expand our perspectives and in-depth business knowledge. Especially I would like to thank Prof. Dr. Sören Bär.

Comprehensive marketing knowledge in small courses, here taught by Prof. Dr. Sören Bär - Fang Wen Hsiao particularly liked this aspect of her studies. (Photo: Ines Grabner)

What are your plans for the future?

Building up a career in Berlin is my goal at the moment. So in the future, I want to lean more into leadership and ownership. Not waiting for tasks to be given to me, but instead being able to find opportunities for the team, and pursue them. Being the thought leader to guide others on how to do it.

What’s your advice for students who decide to come to Germany/to HMKW to study?

Relax and enjoy the time while studying abroad! Berlin and HMKW offer lots of opportunities – so just give yourself some time to explore.

As for the suggestion, I would say: please gain as much as working experience while you study. Since it’s competitive here to find a full-time job (but it is not harder than finding a flat in Berlin) it is very important to have some related work experience already before graduation.

Thank you very much for sharing your experiences with us. We wish you all the best for your future!