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Laura Sheehan

My Path to a Global Insights Future

by Laura Sheehan Thursday, December 22, 2016

Prior to coming to the Wisconsin School of Business, I worked as a marketing associate for a collectibles company in which I worked in new client acquisition with direct mail marketing. I enjoyed where I worked because of the people I worked with and the unique products we sold. However, the career track I was on was slow to move me to a management position. During my time there, I became fascinated learning about the people who bought our products. What exactly was it that drew people to buy collectibles in direct mail ads? How did they talk about these products and what made them coming back to buy more? I discovered that I wanted to grow and develop my marketing research skills on a much faster track but the opportunities within my workplace were limited.

After applying to the Wisconsin School of Business, I was admitted into the A.C. Nielsen Center for Marketing Research and immediately accepted. I knew it was the best option to learn and train in the marketing research field in two years. Most importantly, I have been able to network with professionals and meet others MBA’s in a variety of specializations. Over the past few years, I’ve gained so many insights into a range of industries.  Most importantly, I spent my summer in a global consumer insights role at SC Johnson where I spent my internship learning and working on several shopper insights projects. Upon completing the internship, the company invited me back to work full time and I’m happy to say that I’ve accepted! I’ll be starting in summer 2017 in a global role where I’ll travel to places like Brazil, Germany, China, Australia and many other countries where we do business. Working for SC Johnson means I’ll have the opportunity to work on brands and products that have touched millions of homes across the country and even around the world.

SC Johnson in a consumer insights role will also mean that I’ll have the opportunity to work in so many product categories. For example, I could study pest control one day, and then do research on home cleaning or home storage the next day. The variety of categories that SC Johnson competes in makes it a fascinating place to start a career in marketing research. I’m looking forward to starting to learn the business needs and using the insights we find to grow our business.I’m also excited that this career path will allow me to better understand marketing within the consumer packaged goods industry. Before this past summer, I hadn’t ever worked in this field and the experience helped show me the complexity and importance of the different channels associated with bringing our products to the consumer. Working at SC Johnson in a consumer insights role will also mean that I’ll have the opportunity to work in so many product categories. For example, I could study pest control one day, and then do research on home cleaning or home storage the next day. The variety of categories that SC Johnson competes in makes it a fascinating place to start a career in marketing research. I’m looking forward to starting to learn the business needs and using the insights we find to grow our business.