Lessons on neuromarketing, AI & racial bias transformative to marketing career of alum

This interview was originally published in winter 2023. Sydney has since accepted the position of Account Executive, Flock Associates.

What do you find most fascinating about the discipline of global marketing? Do you have a particular focus within the broader field?
Previously, I had completed an internship in London for a trans-globalization company that considered cross-cultural business beyond the scope of language translation. It was there I grew to understand the significant weight behind due diligence in international marketing research and strategy. The same website shown to multiple cultures, even if they have the same dominant language, will be designed differently, as each culture adopts a unique relationship in how they engage with tech. It was there, as the only American in the office, I began to value this field for what it can achieve for the individual: business owner or consumer.

This recognition of diverse experience is what fascinates me the most about global marketing. I am driven by connecting with and helping others. To borrow from Simon Sinek’s Golden Circle, the notion of ‘Why’ compels me to understand what global marketing can be used for – why should the business expand, and why should the target population be interested?

Did you always intend on going back to school, or did the need arise at a particular moment?
I graduated with my bachelor’s degree in the summer of 2021. The COVID-19 pandemic has been a terribly tragic and pivotal era—I had been planning on getting my master’s before entering the workforce, but the circumstances of that period also meant I had more time to understand what the world was becoming.

Congratulations on your high achievement in the Global Marketing Management (GMM) program and your Award for Excellence in your studies! Looking back, what do you consider to be the main ingredients of your success?
Thank you! Grad school can be very intimidating—I was often surrounded by students from other countries who knew each other, or current working professionals who had already accomplished amazing feats. Despite often being the youngest and having some imposter syndrome flares, I aimed to focus on seeing my curiosity as a tool.

With assignments, my curiosity helped me spearhead strategies and generate unique ideas during in-class discussions. I liked to treat projects as if they were real-life business tasks, which was fairly easy since the GMM program utilizes many authentic simulations. I tried to view my lack of knowledge not as a disadvantage in my classes, but as an opportunity—I was there to learn what I didn’t know, and I was seated in a room with the best of the best.

With classmates and professors, I channeled my curiosity into engaging with people about their interests, while making mine known. Asking professors about their research and connecting with students on their passions is a fantastic way to learn about industry opportunities. But the most important piece of advice I have given to friends who are considering higher education is: Be your own best advocate. If someone is accomplishing something interesting to your personal values, reach out. Even 10–15 minute Zoom conversations with industry professionals have dramatically shifted the way I’ve understood my personal career trajectory. Trust that people want to help, and reach out.

How were you able to successfully balance your studies with your commitments outside the classroom?
In addition to being a full-time master’s student, I worked several jobs each semester. The ability to work remotely was incredible in allowing me to manage my schedule to accommodate my studies first, and I also took the time to reflect on what conditions make me feel the most motivated. Sometimes the hardest step in an assignment is beginning—as often as possible, I would get the first few sentence ideas down after a report essay was introduced, or I would highlight the important areas of an assignment’s guidelines. Balancing school and life can be difficult but it’s easier if I didn’t let the work intimidate me over time.

I also used community third-places throughout my studies from high school to my master’s; working in a social area such as libraries, coffeeshops, or bookstores was a really effective environment for me to get my assignments done while catching up with friends. I tend to be the most alert and awake in the afternoons, so I would prioritize the tougher assignments then. Overall, knowing how I operate was the best key to me balancing studies, work, and a social life.

Was your success in the program driven by a particular outcome—such as professional advancement, educational achievement, personal satisfaction, or something else?
Throughout the various jobs and internships I held during the program, managers were impressed with my degree. So, there were definitely elements of professional advancement that I was aware of, even to someone so early in their career—but personal satisfaction was the biggest factor in what motivated me during the program. I take pride in my commitments—I wanted to get my Master of Science in Global Marketing Management at Boston University and I wanted to do it well, to both respect myself and the professors who were investing in me, too.

Is there a particular course or project that enhanced your experience in the GMM program?
The way the GMM program is arranged worked cohesively so I was not only learning international relations academically but utilizing these skills in-classroom. Many of the MET students were not from the States, so group projects meant collaborating with individuals from many cultural backgrounds.

The project that truly elevated my GMM program experience was working as a research assistant on two neuromarketing research papers with Professor Marcus Goncalves and Adjunct Professor Valorie Luther. The subject matter of the papers, dealing with racial discrimination and lack of transparency regarding both neuromarketing and AI development, altered my understanding of neuro-tech and my own capability as a marketing professional. I never expected to have my name on a research paper at an international conference but with the tireless efforts of both Professors Goncalves and Luther, it was presented at the 2022 ARICON Conference at Harvard University. That experience was absolutely one of the most defining and proud moments of my BU master’s program.

How do you plan to apply the skills and competencies you gained during your studies moving forward? What is next in store for you?
No one has inspired me like my family does. My dad is a role model in selflessness and following your passion; he went back to school and got his MBA so he could better support his patients throughout his 30-plus year cardiology career. My mom raised me to take stock of my ability and be my own best advocate; her expertise in debate also emphasized to me the importance and opportunity that lies in communication. And as often as I find myself asking, “Why?” in business or in life, it is always my sister who balances me out every time, asking, “Why not?”

Is there anything else you would like to add?
I’m very appreciative to the professors and classmates who made my GMM Master’s experience so incredible. Thank you to Professor Marcus Goncalves, Valorie Luther, Sid Valecha, and everyone else!

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