Today we speak to Bryan Emery, a senior Marketing and Management double major from Hamilton, NJ (Mercer County). This summer, Bryan is interning at L’Oréal’s Jersey City and New York City offices. Bryan shares his experiences marketing in the beauty industry.
Can you give me an overview of your role?
I’m interning at L’Oréal. I am a Marketing Operations Intern, and I have a focus on digital. I’m currently working on the It Cosmetics brand. I’m in the eye and brow division of the team, so I work on eyeshadow, and mascara is my big thing.
The internship is split into a big project and daily tasks. My big project is mainly optimizing the targeting strategy for one of the 2023 launches, which is very exciting, and then my day-to-day consists of mostly competitive analysis. I also did some holiday-related work with their product display pages and then just a lot of just helping here and there, with other small projects.
My work is a lot of looking at data of what customers are saying, quantifying that, and then reporting that to top management. I never thought that I’d use Excel this much in my life. I’m happy that I took some classes that helped me with Excel.
The internship is on a hybrid platform. I’m required to be in the office for three days, and then I work from home for two days. IT Cosmetics has a satellite office in Jersey City, but our headquarters is in New York City. For all the intern-specific events, I have to go to the New York office, but I am mainly in Jersey city.
How were you able to get this opportunity?
I applied for the internship on their corporate website. From there was the first round in September, and the second round was in late September, and then I got my offer end of November. It was really quick, which was surprising, but I was also happy to have an offer so early.
How did Rowan help to prepare you for the internship application process?
All the business events helped me learn to network within my cohort of student interns, but also with professionals. Specifically, at the Rohrer Center for Professional Development, the mock interviews and resume reviews have definitely helped me. Also, I don’t think I would have applied or been in the position to apply to this without the support of the faculty.
Have any of your experiences at Rowan helped you so far in your internship?
Yes. I work for Rowan’s Rohrer Center for Professional Development, which is at the Rohrer College of Business, and that has been dramatically beneficial. I think it’s helped with presenting myself, but I also did some analytic work for the events that we did. Having prior experience working with excel and just being in the business environment definitely helps with my transition. Specifically, using Microsoft Office in the position was helpful. As students, we use Google or Canvas, so having Microsoft Office definitely helps because I would not have even known how to open an email.
As a marketing major, have any of your classroom experiences helped you in your role?
I’m learning a lot hands-on, but I think some classes built the base knowledge that was needed for me to understand what is happening at my internship. I took a digital marketing class at Rowan. A lot of the assignments that we had in class, such as creating a fake product display page and writing the copy, are tasks I am working on for actual products at a real company. That definitely helped me tremendously, because when people would use certain references, I’d be like, “Oh, like, I know what that means.” I think my Foundations of Analytics course and other marketing courses have allowed me to know what key performance indicators (KPIs) to look for and how to test with them, whether it’s statistically, or just using Excel. I think they definitely helped form a baseline from which I can get more in-depth experience and knowledge with an internship.
What is one thing you’ve taken away from your internship so far?
I have so many things I’ve taken away, but I think the biggest thing is adapting to new tasks and environments. You have to have some sort of agility when it comes to working in the business field, specifically in marketing. Everything changes so quickly. We students don’t really think of the environment and how, if one consumer stops doing X, Y and Z, how much influence that could have on the total market. I’m finding that it’s important to understand how small impacts can make a big change and how you have to react to them strategically.
How is this internship helping to push you toward your future career goals?
L’Oréal has an MT program, which is a management training program. Essentially, it’s an accelerated one-year duration, where I would transition from MT to assistant manager, depending on how that goes. My end goal is hopefully to get a full-time offer. Down the line, maybe a C-suite level position, Chief Marketing Officer, or maybe I’ll be CEO of my own marketing consulting firm, but I think I am going to stay in the beauty industry for a little longer. Time will tell.
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