From COM to Career: Q&A With Niharika Verma, MS Advertising

COM: Can you describe your role at VML?

Niharika Verma: As a senior strategist, I play a key role in shaping the direction and effectiveness of marketing campaigns. My primary client is World of Hyatt, so I focus on understanding their business, setting marketing objectives, and ensuring we are targeting the right audiences. I also analyze competition in the hotel industry and stay updated on the cultural landscape, which drives the strategies and creative briefs I write. A lot of my day-to-day work involves writing creative briefs, channel strategies, and comms frameworks, as well as measuring the effectiveness of different campaigns. My day-to-day can vary greatly. One day I might be working on a brand campaign, and the next, I could be tapping into a trending topic like tennis or exploring ways to make glamping appealing. Working with Hyatt means I handle projects for 33 different hotels, which can be complex but also a fun challenge.

COM: Why did you choose COM and BU for your studies?

Niharika Verma: There was a lot of flexibility in how I could shape the courses to get what I needed out of it. I knew that coming out of it, I would want a strategy portfolio. I knew that I needed certain soft and hard skills to be able to land a junior position in strategy, which is extremely difficult, honestly, still to get. I knew that at BU, I would be able to create a course experience that would help me gain understanding of strategy, writing, pulling consumer insights, and actually doing real-life work in addition to learning things in courses. AdLab was one of the more important reasons why I chose BU because I wanted to be at a university where I could utilize my learning with real clients and create work that would move the needle.

COM: What was the most memorable experience during your time at BU?

Niharika Verma: I think there were two significant experiences. The first was the opportunity to participate in and help create “F*ck It, Won’t Cut It,” which was BU’s COVID campaign. I had the opportunity of being the content strategist for that. It was a fully student-run campaign that had an immense impact on campus, which was huge for me. Not only did I get to work with my friends who are part of my cohort, but I was also getting real-life experience working with BU’s marketing team and creating a campaign we had ownership over. BU’s leadership trusted us to run with it, and it was effective because it was authentic. We went on to win several awards, including a Health Clio, and got to present it to the CDC (Center for Disease Control). It was an amazing opportunity.

The second memorable experience was being involved in AdLab, where I had the opportunity to be the vice president of strategy and guide a team of 25 strategists. Going in as a junior strategist into an agency, you don’t get that kind of experience, and it helped me gain confidence in my voice early on. This backing prepared me for agency work and set the trajectory for my career.

COM: What specific skills did you gain at COM that were beneficial for your career?

Niharika Verma: There were many pivotal moments within the classroom and AdLab where I sharpened my skills. However, I believe the most essential aspect when I was looking for a job was the community I found at BU. Being surrounded by the international student community provided support and knowledge sharing, making it easier to navigate the challenges of job searching. Faculty members worked hard to connect us with industry professionals and help us succeed despite the difficulties of being an international student.

COM: Was there a specific professor who made a big impact on you?

Niharika Verma: Yes, two of my favorite professors, who I’m still connected with, are Doug Gould and Michelle Sullivan. Professors can essentially make or break your experience. They recognize potential and create opportunities to shine. I had the opportunity to be Michelle’s teaching assistant, which allowed me to observe her teaching style and connect with other international students. Doug Gould was also incredibly supportive. He would encourage us and understand the struggles we faced as international students. I took his Creative Video Production class, which I initially hesitated to join, but I’m glad I did. He challenged me to step out of my comfort zone and really helped sharpen my skills.

COM: Have you ever applied something you learned at COM in an unexpected or surprising way?

Niharika Verma: I think back to my class with Doug Gould in Creative Video Production, where we practiced writing concise scripts. The takeaway from that class was to be succinct and creative within limited space. This skill is essential when writing briefs and decks as a strategist. The ability to distill everything the client has given us into one clear message is crucial, and I learned how to do that in Doug’s class. It has been a skill I’ve continued to develop and rely on in my career.

COM: What piece of career advice would you offer someone considering a life in communications?

Niharika Verma: You have to be extremely persistent. You have to prepare yourself for a lot of rejection, especially as an international student. Understand that these rejections are simply part of the journey and not a reflection of your worth. Connections and community are vital in this industry. The advertising industry is small where everyone knows each other. You should take the initiative to reach out for coffee chats and learn from others in the industry. Most opportunities come from these personal connections rather than through online applications.

COM: Have you chosen between the Cubs or White Sox since moving to Chicago?

Niharika Verma: Oh my God! I’ll always be a Red Sox fan! I’m not a Cubs or White Sox fan—Red Sox all the way!