Annabel Waschuth, Jr. Brand Manager, Campari

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Alumni Service

11 March 2019

In order to help current students and recent graduates to find their way in the working world, many of our alumni shared their career story. Here the story of Annabel Waschuth, Jr. Brand Manager Aperitivo & Fine Spirita in Campari in Baar (CH). USI Degrees: Master in Marketing, 2014 e Bachelor in Communication Sciences, 2012.

How did you start your career?

After my master degree, I was looking for an internship in the luxury sector, my passion. After several attempts I was hired by Richemont in Munich. The experience at Richemont helped me in a second moment to get my first real job at BMW's Swiss headquarters in Zurich. At BMW I had the chance to be part of a new project, the Brand Experience Center, where I was in charge of customer consulting. That's where my interest towards "Brand Marketing" developed. After a year and a half at BMW and thanks to a stroke of luck, my LinkedIn profile caught the attention of a Head Hunter who helped me realize a dream: to work for Campari where I finally joined in September 2017 as Junior Brand Manager.

Why did you choose a career at Campari?

My career path is characterized by my passions and my origins. I have always  chosen  companies  with  whom  I  could  identify  myself.  As  of German nationality, I chose BMW because it reflects my origins. Having lived  all  my  life  in  Italy,  in  Lombardy,  Campari  reflects  my  sense  of belonging, my culture and my passion.

What is your current role/duties?

My role as a "Junior Brand Manager", said in a concise way, consists in developing marketing strategies to position a brand in the reference market and to increase sales. In concrete terms, this consists of creating a marketing plan and rolling out the various activities throughout the year.

In your opinion, what are the qualities necessary for a successful career at Campari?

Passion and Pragmatism. These are two of the key words in Campari. Passion is what helps us to build our brands, is the basis of our daily work and is what always makes us go the extra mile. Pragmatism, on the other hand, serves to have a practical approach to solving problems and facing challenges. At Campari, decisions must be simple and agile in order to adapt to a sector that is constantly moving.

What are USI’s positive featuresand qualities?

What I've always liked about USI is that you're not a number. When I was enrolled, I remember professors knowing me by name. There was a direct and sincere relationship between students and teachers. This is not the case in all universities.

What competences and/or skills acquired in your USI Study Program have been useful/are useful to your professional career?

At USI, we have always participated in a lot of group works. One example I  like  to  remember  is  the  Field  Project.  These  projects  are  useful  as preparation for your future job.

What is your advice to USI students entering the job market?

Follow your passions and don't let yourself be discouraged. When you want something, ask and work hard to reach it.

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