If Varisha could do her time at university over again, she would have taken more time. “In hindsight I realize that you are surrounded by the smartest people in your field at university. After graduation, it will never be as easy to conduct research with access to the most reliable sources and help from passionate lecturers who are happy to share their knowledge with you”, she says. “I really enjoyed doing my thesis research and I could have taken more the time to do that. I would advise students to do additional research, for instance, or study abroad for a term and determine what inspires and motivates you.”
Influencing consumers
Varisha’s focus during her Master’s was on health education, media psychology and political communication. Influencing consumers was one of the first things that triggered her. Varisha says: “How can you influence behaviour to such an extent that it brings about change? Consider quitting smoking, for instance. You can use online marketing to help searching consumers make decisions and act upon these with the right measures, even if they are not yet aware of this. This is how I support consumers who have already started a process. I just make it ten times easier for them.”
Varisha has been working at Deloitte as Senior Digital Marketing Consultant since the summer 2020. She shares her specialized knowledge of Search Engine Advertising (SEA) and performance marketing with colleagues and is focused on expanding visibility of customer engagement with digital marketing. She feels at ease in this job because she has such inspiring colleagues who serve as a sounding board and constantly challenge her. “I do not feel attacked by the critical scrutiny or astute comments of colleagues. In fact, it encourages me to get the most out of myself and to continue to develop myself.”
Online marketing campaigns for Rijksmuseum
Varisha previously worked as a Digital Marketing Consultant at Merkle, where she was responsible for the online marketing campaigns of the Rijksmuseum. “I put myself in the user’s shoes, analysed target audiences, studied data history and took an in-depth look. Once the campaign was up and running, it was a matter of measuring, monitoring and modifying so as to generate the best possible performance at the lowest cost within the target audience and the allocated budget.”
She is always demanding, and always uses critical and analytical thinking skills, unconsciously even outside office hours. “This is a skill that I developed at VU Amsterdam and is one of the reasons why I’m so good at my job.”
Data-driven arena
Many of her fellow students wanted to work for trendy brands in the consumer market but Varisha chose financial services, in the business to business market. “The sector is booming, with many large players. I like going into depth in a dynamic and data-driven playing field. When I look at a potential new job, I immediately wonder whether they will be able to keep up with my ambitions.”
