Kelly McDonnell – BA (Hons) Fashion Marketing

Kelly McDonnell case study

Kelly graduated with a keen interest in digital marketing and consumer behaviour. She started her career working for several digital agencies, managing clients in the entertainment sector, including NBC Universal and the BBC, before deciding to focus on marketing to women.

In 2011 she relocated to New York to work for one of the world’s most prestigious beauty brands. In her current role as Director, Global Social and Digital Marketing for Estée Lauder Companies, Kelly is responsible for defining and implementing global digital and social media strategy.

“I’ve come to realise that university is invaluable for teaching you how to think in a professional environment. The Fashion Marketing degree offered module options that focused on digital marketing which helped me to understand the way digital marketing works and the terminology used, and ignited my passion for this specific area.

“What I’ve learned most in my years in New York is that you must be a continuous work-in-progress, never stop your professional development. Communication skills, emotional intelligence, active listening and self-awareness are key drivers to success.”

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