Park So Hyun: From beauty branding to global hospitality—how the NUS MBA paved the way
|
|
Park So Hyun
|
What does beauty and wellness have to do with global hospitality? If you ask our Class of 2024 alumna, Park So Hyun, quite a lot. However, it wasn’t until she enrolled in the NUS MBA program that she consolidated her brand management expertise and explored new opportunities to make a successful career switch. With a background in branding and marketing within the beauty and wellness sector, So Hyun used the NUS MBA’s diverse opportunities and extensive network to transition into her role as Co-Brand Manager at Hilton’s APAC corporate office in Singapore. Curious how she did it? We speak to her to find out more about her experiences.
Exploring new industries through internships
If you’re coming from a background similar to So Hyun’s—perhaps with experience in marketing or branding within the beauty or wellness industries—and are seeking a career transition, the NUS MBA provides the perfect platform to explore new sectors and grow professionally. For So Hyun, the first step was strategically embracing internships aligned with her career goals while allowing her the flexibility to test different industries. “I completed three internships during my MBA, each in a different industry: a part-time role in growth marketing at a tech start-up, a summer internship in branding at a consumer VC, and a final internship in regional product development at a beauty MNC,” she shares.
These internships allowed So Hyun to explore various sectors without the long-term commitment of a full-time role. It allowed her to experiment and refine her skills in a safe, supportive environment. “They helped me identify my strengths and determine which roles and industries suited me best,” she reflects. For those looking to make a similar pivot, this hands-on approach can be instrumental in discovering what path aligns best with your skills and aspirations.
Beyond internships, the NUS MBA offers financial support through its Achiever Scholarship and Experiential Grant, which So Hyun utilised to gain international exposure. “My MBA was self-funded, and the scholarship and grant allowed me to participate in the Global Immersion Program (GIP) in Japan and a short-term exchange at the Stockholm School of Economics,” she explains. These experiences added a global perspective to her skillset, which is crucial for those wanting to transition into international roles.
The GIP allowed her to visit companies and government organisations in Japan, deepening her understanding of Japan’s unique business culture. “It was a chance to see how communication styles and work practices differ from what I had previously experienced,” she notes. This exposure to diverse business environments prepared her for the international challenges she would later face in her career at Hilton.
Her exchange to Stockholm School of Economics was equally impactful. “The course on ‘Driving Innovation in Society’ pushed me to think about the environments that foster creativity and innovative solutions,” she says. For those who may want to switch roles in their companies or perhaps make a career change, these kinds of experiences offered through the NUS MBA are crucial. They will broaden your global perspective and enhance your ability to adapt and innovate, which are precious skills in today’s dynamic business landscape.
Enhancing marketing expertise through active involvement
These global experiences aside, So Hyun’s active involvement in the NUS MBA’s Marketing Club further enhanced her hands-on learning and industry knowledge. “As a core member, I helped organise and participate in various marketing workshops, with the International Luxury Marketing Summit being a key highlight,” she shares. Collaborating with other top MBA programs and engaging with industry leaders offered her valuable insights into consumer behaviour, distribution strategies, and the evolving landscape of luxury marketing.
To deepen her expertise, So Hyun also worked as a part-time research assistant for Professor Prem Shamdasani’s study on social purpose marketing. “My role involved working on case studies that enhanced the course material and contributed to ongoing research,” she explains. “This experience broadened my understanding of how marketing strategies can drive business success and social impact.”
For those considering a similar path, these opportunities illustrate how the NUS MBA can help professionals apply their marketing skills across different contexts, whether in luxury goods, tech start-ups, or socially driven projects. So Hyun’s story shows that the MBA goes beyond theory, equipping students with practical exposure and a deeper understanding of marketing’s role in diverse industries.
These practical experiences were further enhanced by So Hyun’s ability to leverage the NUS MBA’s extensive network, pivotal in securing her current position at Hilton. She credits a classmate, Tibor, from the part-time MBA, whom she connected with through marketing workshops and classes, for the referral. “We met during marketing events, and when an opportunity came up in his team, he recommended me for the position,” she shares. The NUS career services team also provided essential support, helping her prepare for the interview and ensuring a smooth transition into her new role.
“The connections you make during the MBA are incredibly valuable,” she emphasises. “It’s not just about learning from professors but also from peers who come from diverse backgrounds and industries.” For So Hyun, these connections were a source of professional opportunities and a foundation for long-lasting friendships that have continued beyond the program.
The consulting projects she engaged in during her MBA further bolstered her confidence in navigating new industries. One of the most impactful projects for her? It involved developing a go-to-market (GTM) strategy for a genetic therapy manufacturing start-up. “While I had previously developed GTM strategies in the cosmetics industry, I initially doubted whether my skills would transfer to a completely different field like healthcare,” she admits. However, by collaborating closely with her teammates, she successfully adapted her approach, identifying target markets and crafting branding strategies tailored to the healthcare sector.
“This project gave me confidence that my branding and marketing skills are transferable across industries,” she explains. Now, in her hospitality role, she collaborates with financial partners to create programs tied to Hilton’s loyalty scheme—a new area for her. “My MBA experience not only strengthened my skills but also reassured me that I can excel in unfamiliar environments. It empowered me to take on this role with confidence.”
Embracing the power of networking
While So Hyun acknowledges that networking didn’t come naturally to her, the MBA experience helped her build this skill meaningfully. “I’ve always been a bit selective and found it hard to make small talk, but the MBA experience offers so many opportunities to network that you eventually get better at it,” she reflects.
She emphasises that networking is more about quality than quantity. “Through workshops, events, and group projects, I learned how to engage with others in a more authentic way. Even if you’re not a natural networker, the structure of the MBA helps you develop these skills. All you need to do is stay genuine and curious.”
So Hyun’s journey shows how the NUS MBA can be a powerful tool for professionals looking to expand their expertise and grow in new directions. The program’s opportunities and global exposure allowed her to deepen her skills and make an impactful transition into a global role. Whether you’re looking to broaden your skill set, explore international experiences, or build a strong professional network, the NUS MBA provides a platform to achieve your goals and reach new heights in your career. So, take inspiration from So Hyun’s story and consider how the NUS MBA could help you shape your path.
