Alumni Spotlight: Haley Lucido

Name: Haley M. Lucido

Hometown: Montgomery, AL

Degree/Minor from Auburn: B.S. Marketing, Political Science Minor

Current Occupation: Advertising/Sales Account Executive 

Current Location: Birmingham, AL

Company: Clear Channel Media + Entertainment (102.5 The Bull, 103.7 The Q, Magic 96.5, News Radio 105.5 WERC, 103.1 The Vulcan, 104.1 The Beat, Hallelujah 105.1 & iHeartRadio)

  

        What was your favorite marketing course offered at Auburn and why? Looking back, Sales Management (Abernethy) and Consumer Behavior(Bourdeau) are my favorites, not because of the curriculum necessarily but because they were the most memorable and therefore applicable to real life.

         Are you currently involved with Auburn? (Organizations, positions, etc.) Yes, I am a Lifetime Member of the Alumni Association & a member of the Greater Birmingham Auburn Club

        Do you still keep in touch with any of your graduating classmates? Yes, thanks to Facebook and through some other Young Professional group.

        As a college student, did Auburn prepare you for the “real world”? When I was in school, the economy was golden and everyone was rich (seriously, I made more money working part time in college than I did working full-time right after I graduated). As I graduated the economy crashed and crumbled (December 2007), and there was nothing that could prepare a new college grad for that. My Auburn experience was fantastic, and I would do it again in a heartbeat, but the only thing that can prepare you for the real world is experiencing outside of Auburn first hand.

        When you were a student and applying for jobs, what did you do to set yourself apart? I made valuable connections and Networked face to face with people that could give me references and get my foot in the door down the road.

        Where did you first start off after graduation? Many places. For the first 6 months after graduation I (as well as many other of my Marketing Major friends) had to move back home with Mom and Dad because I couldn't find a "real" job. I did everything from substitute teaching to being a bank teller, until finally through an older Auburn Alumni friend, I landed a job with the Alabama Republican Party where I worked as a Field Rep, helping support Political Grassroots Campaigns. After that, I worked in Political & Non-profit fundraising, where I became familiar with media buying and selling.

        Can you give us a day-to-day description of your job? Every day is extremely different, but I spend the majority of my days recruiting, selling and consulting my advertising clients for our 7 large radio stations in Birmingham. I create multiple advertising campaigns and give presentations to clients on ways they should advertise using the mediums I represent. I also spend a lot of time educating my local business clients on the most effective ways to market their businesses. I negotiate with the Media Buyers from Advertising Agencies to achieve the best cost per point for their advertising budgets and how to integrate it effectively with other forms of media that they buy (TV, Cable, Internet, Print, etc). I also spend time overseeing the creative & production of commercials, creating proposals, and putting out fires when things go wrong!

        Do you have any advice for current Auburn students on finding employment? Yes, I have lots of advice! 

1. Figure out specifically what you want to do NOW and do NOT wait until the last minute to look for a job. Look for a job that's a realistic entry-level job. 

2. Get an internship or part-time job while you are still in school that is directly related to what you want to do after. I'm telling you that now because I wish someone had told me! I had an administrative assistant job working in an outreach office in the College of Business, but I didn't know that really wasn't enough, unless you want to have a career as an administrative assistant! You will need relevant experience before you graduate because no one in the "real world" will want to waste time or money teaching you how to do a job when there are a million other people out there that already have the experience needed.  

3. Start applying for jobs at least 3-6 months before you graduate because the hiring process usually takes that long. 

4. And when you do graduate, don't expect to get some glamorous job with a fancy title. You will start out as a scrub anywhere you land, and you will have to bust your ass to compete and move up. 

5. Last, take risks and find a way to make yourself invaluable to your employer in many areas because employers now are looking's for ways to hire less people that will do multiple positions so their overhead costs are cheaper... I have been laid off before because of company cut-backs/consolidation…and it is not fun!  

What does your company offer as far as internships and/or positions after graduation? We offer Marketing/Promotions internships as well as Sales Internships, which are all unpaid, but would count as class credit. I would not recommend a position like mine for someone fresh out of college since in a larger city they require multiple years of experience because it is so competitive, but Clear Channel is the largest media company in the US so there may be part-time or entry-level positions in other markets.

 

--> Juan Castano - President, Executive Society and the Auburn University Investment Club

BIOGRAPHY:

Juan Castano is a senior in Finance with a Marketing minor. He is from Orlando, FL and is currently the president of the College of Business Executive Society and the Auburn University Investment Club. He enjoys volunteering at the Southeastern Raptor Center and being an active member of his fraternity Delta Tau Delta. His sophomore year he was a financial advisor intern with Summit Wealth Partners in Orlando, FL and his junior year he was a capital markets summer analyst at Morgan Stanley Wealth Management in New York, New York.

What Marketing classes are you currently taking? Which Marketing class has been your favorite?

Currently I’m taking Marketing on the Internet, Retail Management, and International Marketing. My favorite class was Principles of Marketing with Dr. Padgett. I got exposed to all the different aspects of what you can do with marketing. I feel like I got a lot out of the class and it caused me to decide to minor in marketing because I really liked all the different jobs available in the field.

What advice can you give current students on getting involved in extracurricular activities on campus?

My best advice for students trying to get involved is to quickly figure out as a freshman the top things you can see yourself wanting to be involved in. When I was a freshman, I got a copy of the Glom from the year before and looked at all the available organizations. That way I was able to get involved early with things I felt I would be interested in and it gave me the opportunity to have leadership and executive positions in the organizations.

Could you tell what would you like to see change about the Marketing department or curriculum within the college?

I think the best change that could happen in the Marketing department would be for them to start offering a class on advertising. It is a field that I know a lot of students are interested in and I feel like it doesn’t get talked about much in marketing classes.

What has been your favorite and least favorite part of your experience as a Marketing student in the College of Business?

My favorite part of being a marketing student is getting to work on group projects. They have allowed me to develop my teamwork skills and experience working with small and large teams. They have taught me time management and presentation skills. My least favorite part would be that some classes overlap or are an extension of other classes. My favorite class was Principles of Marketing because it was exciting to learn different new things about marketing. Now that I’m in my more specialized marketing classes a lot of the material has begun to repeat.

So you’re looking for jobs, can you give us your tips for finding jobs and internships? 

My best advice to people looking for internships would be to try and get one by your sophomore year. Getting an internship early on provides a good introduction to what it’s like to have a real job. I hadn’t had an office job before my summer internship with Summit Wealth Partners and it really provided me an opportunity to see what it was like working in an office, which was really beneficial. I got the chance to learn the ropes and to decide what I did and didn’t like about the jobs, something that has made the job search process a lot less stressful.

How about interviewing, any tips?

My advice would be to be prepared for the questions you know are going happen. You should be prepared to walk them through your resume and be able to provide details about yourself. Also be on top of the questions like why you want to work for that company because those will definitely be asked. One thing I always do before an interview is take a 5 hour energy an hour or two before so that I will be pepped and ready to talk. I also always follow up with a thank you email or letter to everyone that was involved in the interview process no matter how small the role they played so they know you appreciate the time they took to interview you.

Can you tell us what your plans are after graduation?

I plan on working at a financial services firm, ideally focusing on wealth, asset, or portfolio management. I want to live in either New York, San Francisco, or another major financial hub and work my way up through the company.

Faculty Spotlight: 
Avery Abernethy

Position	Professor and Department Chair
Dept.	Department of Marketing
Phone	(334) 844-8544
E-mail	abernav@auburn.edu
Office	201C Lowder Business Building
Website	http://business.auburn.edu/~abernav/

 Education:

• PhD, University of South Carolina, 1988
• BSBA, University of North Carolina, 1984

1. What brought you to Auburn?

A. They were going to give me lots of money. It was also within a reasonable drive of western North Carolina where my parents were living at the time. Geographically convenient, nice university and they were giving me money.

2. How long have you been the Marketing Department Chair?

A. I have been the department chairman for about a year and a half.

3. What is your favorite responsibility as the Department Chair?

A. Teaching my classes.

4. What is the Marketing department's vision?

A. We try to be consistent with the Auburn creed. We teach practical skills for a practical world and we talk to a lot of recruiters and discuss what we are actually doing in our classes.

5. How have you seen marketing change since you were studying business?

A. It hasn't’ changed as much as you might think. The basic ideas and theories that I learned in the early 1980s all still hold. How they are applied in terms of technology and what is allowed under the legal system can change. It’s faster and easier to share information within the organization.

6. The last 5 years has consisted of dramatic growth and change for the digital sector. What do you think the future holds?

A. The digital sector has captured a lot of the stuff that had no physical weight or shape or could be shipped inexpensively in a first class letter, and that has rapidly changed. One thing that has not changed is the basic logistics and distribution and the cost of it. Let me give you an example… if you buy a computer program or app for your phone, you can buy it directly, download it instantly and you’ve got it. Once I have that infrastructure there to sell it on the web and then distribute it, then the distribution cost is minimal and you can buy it basically for instant gratification. If you buy something that has a low valued weight ratio, then it is a heck of a lot more expensive to have individual distribution and digital distribution than if it is shipped to a central point and consumers get there and take it back to their homes.

7. What issues confronting the marketing industry are you most concerned about?

A. What I am most concerned about, personally, is training a student product given our resources that can be successful in the business world and attracting good employers for our product. That is what I am most concerned about because that’s my job. There are tons of issues in marketing all over the place but that is the one I am most concerned about.

8. How do you think a Marketing student's workload compares to the workload in the corporate world?

A. Most of you guys have more free time now then when you will when you start working, and there are a lot of reasons for it. First of all, generally speaking, none of you guys have a very long commute. Auburn is a small town. Your time behind the wheel of a vehicle or in a subway car is pretty minimal. Second, most of my students do not have kids. If you take away family responsibilities, which most students don’t have, commute time, and then, frankly, how many students do you think actually work a 40-hour week in terms of attending their classes and studying? I guarantee if you’re getting paid for a 40-hour week, the corporate world will expect you to work those 40 hours.

9. In today's tough job market, how can our University and Marketing department help give students an advantage?

A. One of the things I have done is revamped our internship program. It is a lot more user-friendly and our number of interns have gone up dramatically as a result. We do a good job of giving you the business fundamentals; both in your core classes and what is taught in the actual marketing classes.

10. What are some insights that you think could benefit graduating Marketing students?

A. I have a couple of suggestions. Number one: work hard. Number two: remember when you get hired, you are part of an organization that was there before you were, and I would tread lightly my first year or two. I mean I would work hard, try and listen to my superiors, I might take initiative to do other stuff but I certainly would not try and change the organization or anything like that. Also, I would remember Dale Carnegie; people control all the money, people control all the jobs. If you can get along with people, influence people, and work well with people, that will help you. If you cannot, then it can really hurt you throughout your career. The last thing is, what you learn here is not an endpoint. We are basically teaching you guys the fundamentals and things may change. Most of the business things I have learned has been through teaching myself along the way and not what I learned sitting in a class. Learning never stops.

11. How is the Marketing Department working on bettering the program for the future?

A. The faculty has voted on some recommended concentrations within three areas: professional selling, retailing, and consumer marketing. We are not changing the degree or the requirements of the degree, but what we are doing is making recommendations of groups of electives both within the department and in the college that if you’re thinking about a degree in these fields then this is what we suggest you take as electives to better prepare yourself.


Relevant Links:

University of South Carolina Marketing
University of North Carolina PhD Program

Alumni Spotlight: Jordan Battersby

 

Hometown: Marietta, Ga

Degree/Minor from Auburn: International Business concentration in Marketing and Spanish

Current Occupation: Office Manager

Current Location: Atlanta, GA

Company: The Campus Special

What was your favorite marketing course offered at Auburn and why?

My favorite marketing class was Promotion Strategy with Dr. Rotfeld. This class was definitely a challenge and was one of the hardest classes I took at Auburn. Even though it was such a challenge, learning about different media and the history of advertising was extremely interesting to me. It also pushed me to be a better student. Since I ended up working in sales and marketing, the material we learned about was helpful.

Are you currently involved with Auburn? (Organizations, positions, etc.)

I am an Alum of Alpha Kappa Psi and participate in The Atlanta Auburn Club.

Do you still keep in touch with any of your graduating classmates?

Of course. Even though people go their separates ways after school it is so exciting to finally have a reunion with old friends.

As a college student, did Auburn prepare you for the “real world”?

Yes and no. Yes in the way that I was prepared for the job search process and I believe that I had all the tools to succeed and to be an asset to a company. Transitioning from college life to “real world” and work life was the only thing I was not prepared for.  I am no longer in the loveliest city on the plains. I am now in a big city and on my own.

When you were a student and applying for jobs, what did you do to set yourself apart?

I showed my personality to recruiters in interviews and made sure I had the internships and experience that I know an employer would be impressed by. Students shouldn’t be afraid to show his or her personality interviews and make conversation with the recruiters. Your personality is what makes you unique.

Where did you first start off after graduation?

I had an internship with The Campus Special as a proofer in the advertising production department. I was then hired as an Account Manager (inside sales) and was promoted to Office Manager.

Can you give us a day-to-day description of your job?

The title of Office Manager includes a lot of different responsibilities. I work directly with our clients on our day-to-day basis. Whether it be helping them with their ads or setting up payment. I also make sure our office is running properly and everything is organized. I also keep track of our daily expenses.

Do you have any advice for current Auburn students on finding employment?

Network, network, network.  I would have never received this opportunity without contacting connections that I made throughout my years at Auburn. I contacted a former manager of mine and he put suggested that I apply for an office internship that was available. Now I am a full-time employee working my way up the company.  Also, don’t be afraid to keep looking. Find something that interests you and that you think would be a good way to start your career.

What does your company offer as far as internships and/or positions after graduation?

We offer our Account Executive position which is a marketing and sales internship that takes place in your college town. We also offer Marketing Assistant positions and Proofing positions in our office in Atlanta. 

Brooke Fletcher: Entertainment Director for Eagle Eye Television

Biography:
Brooke Fletcher is a junior majoring in marketing with a Spanish minor. She is originally from Fayetteville, Georgia and is expected to graduate in May of 2014. In the fall of 2010, Brooke joined Eagle Eye Television and over the course of the last three years she has reported, hosted, and produced shows on Eagle Eye TV. Through Eagle Eye she has learned skills in front of and behind the camera, which will help her in her future career opportunities.


So Brooke, which marketing class has been your favorite?

Principles of Marketing (MKTG 3310) with Padgett has been my favorite because it has allowed me to see marketing as a whole. It was one of the harder classes I've taken at Auburn, but being able to come out of that class successful was something I am very proud of. It allowed me get a good glimpse of what my major has to offer and helped me narrow my future career path.


What advice can you give current students on getting involved in extracurricular activities on campus?

During my time at Auburn, I've been involved in Phi Mu, Modeling Board, Freshman Leadership Program, Eagle Eye TV, ESPNU College Game Day College Ambassador, and the Auburn Ambassador for Study Breaks Magazine. From my involvement, I have been able to develop relationships and skills both socially and professionally that I feel will be very beneficial to my future career. My advice to any student at Auburn would be to take advantage of every opportunity to become involved with activities that interest you, and don't be scared to try out for clubs or organizations - every interview is a chance to learn!

What changes would you like to see to the Marketing Department or curriculum within the college?

During my summer of my sophomore year I ran into the problem of not being able to take a marketing internship to count towards my major due to the fact that I had not yet taken Marketing 3310. I feel many businesses are now looking for experience, and students who are taking the initiative to get as much as experience as possible should be given the opportunity to do so.


What would you say has been your favorite and least favorite part of your experience as a marketing student in the College of Business?

My favorite part of my experience as a marketing student has been getting into my major and being able to take classes that will benefit me in my future career. The College of Business offers so much to their students, including resume building and all types of aids to prepare us for our future. My least favorite part of my experience has been that I have noticed that in some of my classes the information has begun to overlap and repeat itself, which can frustrating at times.


So for those students looking for a summer internship, what is some advice for getting an internship?

I am currently searching for an internship for this summer, but last summer I interned with WGN TV in Chicago. Working with WGN TV I was able to work with producers and reporters for the morning news show, as well as work with the marketing department on creating ideas on how the make the station more appealing to the viewers. While I had a great experience, I learned that applying to smaller companies may be a better option to gain more hands-on experience.


Can you give us any tips for leading a successful interview?

In my own experience, I have learned that it is important to not only show off your capabilities, but to stay true to who you are. I have realized that it is important to find things in yourself that make you stand out from the rest that will help you instill confidence in your employer that you are the best candidate for the job.


And the million dollar question... what are your plans after graduation?

I plan to apply for as many jobs as possible in hopes of gaining a reporting or hosting job of some sort. I plan to use my connections through previous internships and groups I have been involved with here at Auburn to help get my name out there and give myself the best chances of finding a career that I possibly can.