Give it a 'Goa' - student ready for career in marketing

A Marketing Society Scotland event has helped inspire a GCU student ahead of the next stage in her career.

Since starting her studies at GCU in 2019, Karla Mary Haig has been keen to make the most of her time as a mature student – something that had initially made her reluctant to apply for University.

She explained: “I actually left high school and went into full-time work for six years. I then went to India for four months to travel because I knew I didn’t want to work in leisure for the rest of my life. I figured travelling would be the ideal way to actually decide what I wanted to do as a career.

“While I was in India, I made a list of what I actually enjoy and about four or five of the points I noted down all tied into marketing. I ended up writing my personal statement on a beach in Goa and was having to email my mum asking her to send me my grades from my high school certificates!”

Fast forward four years and Karla now find herself in the final year of her BA (Hons) International Marketing degree at GCU.

“As soon as I started the course I knew I’d done the right thing. I was 23 at the time and I was worried I’d be really old compared to everyone coming straight from high school, but it was never an issue. There’s people on the course older than me and it was definitely more of an issue to me than any student or any lecturer.”

Since starting at GCU in 2019, Karla has made the most of the opportunity to set herself on a new career path and recently got involved in the Star Marketing Student Award, which brings together 16 students from across Scotland to enhance their team-working and creative skills.

After being successfully selected, Karla attended an Apprentice Day in March at whiskey distributor Edrington UK's offices in Glasgow.

She said: “Edrington UK work closely with Marketing Society Scotland and do a lot to support students across the country. It was really special to get the opportunity to go to their offices. I would say it was also slightly intimidating, but exciting, because you are in a room full of like-minded people.

“There were two different panels of judges and experts made up with professionals from lots of different agencies. They challenged us to re-imagine the Famous Grouse for a younger consumer.

“There was 16 of us there in total, including another GCU student, Alexander, and we were split into groups – I was with a boy from Glasgow City College and a girl from University of the West of Scotland. Each group was then given an office for a couple of hours to come up with their very own idea.

“We went through the data they provided to see who was currently drinking Famous Grouse and compared it with who they wanted to drink it. We decided to re-introduce it to the market as pre-mixed cocktails with a fruity, lighter taste. We had an interview and then had to present to the panel. We then had the chance to mingle and try the Famous Grouse while the panel were deciding the winner.”

Karla’s group were eventually revealed as joint winners for their cocktail concept, which clearly hit the right notes with the judges.

“They said it was actually the first time they had ever had a joint winner in all the years that they’ve been running the Apprentice Days. They seemed genuinely impressed, which was really pleasing for me as someone who still has that ‘imposter syndrome’ feeling at times.”

Despite the occasional moment of self-doubt, Karla insists the experience has helped her realise her future undoubtedly lies within the world of marketing.

She explained: “Being involved in the Star Marketing Student Award has been massive for me. It’s quite tough when graduation is so close but you’re not entirely sure of your next steps, so this has really helped. The whole experience gave me a confidence boost and just confirmed in my head that I am doing the right thing.

“It was great to be involved with Edrington specifically because I now know that I really want to work in the spirits industry. Scottish people are very self-deprecating and sometimes don’t want to be the best for fear of being looked at as arrogant, but for some reason when it comes to the spirits industry Scotland’s number one and not shy to show it off. I want to work in a marketing team that wants to be the best.”

Karla added: “Being at University has been the quickest four years of my life. It seems like yesterday that I was in Goa trying to come up with a personal statement. I’m proud that I just decided to go for it because now I know I’ve made the right decision and I’m just excited to start my career.”

By Ross Clark 
Got an SHLS or GSBS story? Email me at Ross.Clark@gcu.ac.uk or message me on Twitter