Sebastian Ocampo Munar, Operational Marketing Manager, Abilene Advisors

To help current students and recent graduates navigate the world of work, several USI Alumni shared their career paths and career story. Here the story of Juan Sebastian Ocampo Munar, Operational Marketing Manager at Abilene Advisors in Morges (CH). USI Degree: Master in Marketing and Transformative Economy, 2023.

How did you start your career?

My journey started back in Bogotá, Colombia—the memories there... Growing up, I was the kid who loved stories, whether it was in books, movies, or just listening to people. Little did I know that this love for stories would eventually lead me into marketing.

The first big step in my career was during my bachelor’s program when I landed an internship at a hotel in Mallorca, Spain. Imagine this: I was in my first year of bachelor just trying to make sense of "hotel marketing" in a place that’s all about sun, sea, and tourists. It was my crash course in real-world marketing—creating campaigns that didn’t just fill hotel rooms but also made people excited to visit. I was also thrown into organizing huge events, where every detail had to be perfect. It was challenging, sure, but it was also where I discovered just how much I love this field.

After that, I returned to Barcelona, where I’d been living for a while. I joined a company called Thomas Signe, diving headfirst into the world of SaaS and blockchain marketing—things that were way over my head at first. But I loved it! I got to work on campaigns across South America and Europe, learning how to tailor messages to different cultures and markets. It was a whole new challenge, and it really broadened my perspective on global marketing.

Then came my time at a marketing agency with a presence in both Latin America and the USA. This was a game-changer for me. I led teams, cooked up new strategies, and dove deep into data-driven marketing. We were all about attracting visitors and making sure our marketing efforts worked as hard as we did. It was here that I truly started to see the impact of my work.

Finally, I decided to take a leap and move to Switzerland for my master’s degree at USI, Università della Svizzera italiana. While studying, I kept working remotely, because why stop when things are going well, right? This decision led me to an internship at Philip Morris International, where I worked on some pretty major projects that tested everything I’d learned so far.

Now, I’m leading global marketing efforts as a Marketing Manager for big brands. Looking back, it feels like one big, exciting adventure—full of Juan Sebastian Ocampo Munar Master in Marketing and Transformative Economy, 2023 Operational Marketing Manager Abilene Advisors, Morges August 2024twists, turns, and lots of learning. And I wouldn’t have it any other way.

Why did you choose a career at Abilene Advisors?

When I found Abilene Advisors, it felt like finding the perfect place to use everything I’d learned, from B2B to B2C, and everything in between. In marketing, I’ve learned that you’ve got to know both sides of the game—whether you’re selling to businesses or directly to consumers.

At Abilene, I get to play on both fields. On the B2B side, it’s all about understanding what business leaders need and finding ways to make their lives easier. I love the challenge of building trust and showing them how our solutions can solve their problems. On the B2C side, it’s more about connecting on a personal level—telling a story that resonates with people and makes them feel like our products are just what they need.

What drew me the most to Abilene was this full-scope approach. Plus, the company’s vibe of always pushing the envelope with new tech, like AI, got me excited. It’s a place where I can flex my creative while also diving deep into data and strategy.

And the team? They’re awesome—smart, driven, and always up for a challenge. It’s the kind of environment where you’re constantly learning and growing, which is exactly what I wanted.

What is your current role/duties?

As the manager of marketing at Abilene Advisors, I’m responsible for leading every facet of our marketing strategy with a 360-degree approach. This means I’m not just overseeing content creation—I’m guiding the entire spectrum of our marketing efforts. From strategic planning to execution, I ensure that every aspect, whether it’s digital, social media, content, events, or PR, works together to build a cohesive and powerful brand presence.

I work closely with our sales and product teams to align our marketing strategies with the company’s overall objectives, making sure that our campaigns are fully integrated across all channels. This includes everything from high-impact LinkedIn campaigns and targeted digital ads to organizing large-scale industry events and managing public relations. My goal is to ensure that our marketing initiatives are not only creative and engaging but also deliver measurable results that drive the business forward.

In short, I lead the entire marketing ecosystem at Abilene Advisors, ensuring that every touchpoint with our audience is strategically planned and executed to achieve maximum impact.

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

To succeed at Abilene Advisors, you need to be a bit of a marketing Swiss Army knife—versatile, creative, and ready to adapt to whatever comes your way. Whether you’re dealing with B2B or B2C, you’ve got to be able to switch gears and think about what your audience really needs.

Being data-savvy is crucial, too. Here, we make decisions based on hard facts and numbers, so having a good grasp on analytics is a must. But you also need to be a creative thinker, someone who’s not afraid to try new things, especially with the cutting-edge tech we’re using, like AI.

Collaboration is key—working well with others, communicating clearly, and being a team player. And let’s not forget passion. If you love what you do and you’re always looking for ways to improve, you’ll fit right in. Marketing is constantly evolving, and the people who thrive here are the ones who stay curious and keep pushing the envelope.

What positive aspects and qualities meant most to you during the study programme you attended?

My time at USI was amazing! The Master’s in Marketing and Transformative Economy wasn’t just about learning the ropes of marketing—it was about seeing the big picture. The program pushed me to think about how marketing can actually drive change in the world, which was pretty eye-opening.

The course was a great mix of theory and practice, so I was able to take what I learned in class and apply it to real-world situations. The focus on digital transformation and innovation was spot-on, especially in today’s fast-paced market. I also loved the international setting exposed me to all kinds of perspectives, which was super valuable.

Plus, USI offered tons of networking opportunities and professional development events that helped me build connections that have been crucial in my career. Overall, it was an experience that really set the stage for where I am today.

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

The skills I picked up at USI have been a huge help in my career. The focus on digital marketing, brand management, and understanding consumer behavior gave me a strong foundation to build on. The emphasis on datadriven decision-making has been especially useful, helping me approach challenges logically and make smart choices.

USI also taught me how to manage projects effectively, which is key in my current role where I’m juggling multiple marketing initiatives and managing big budgets. The networking events and social activities at USI were also a big plus—they helped me connect with people who’ve become valuable contacts in my professional life.

And perhaps most importantly, the program encouraged me to think about marketing in a broader context—how it can impact society and drive positive change. That’s something I try to incorporate into every project I work on.

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

As you get ready to step into the job market, remember that the game is always changing—especially with AI and digital tools becoming more and more important. My advice? Embrace the change. Get comfortable with AI-driven marketing, dive into data analytics, and learn how to use technology to create campaigns that really connect with people.

Don’t underestimate the power of networking. Build relationships, go to events, and get to know people in your field. But most importantly, stay curious. The job market rewards those who keep learning, stay flexible, and aren’t afraid to try new things. Be open to new opportunities, and don’t be afraid to take risks—each step will help you carve out your own unique path.