Newcastle University Business School

Lisa Cramer

Alumni Profile

About Lisa

Current Job: Junior Brand Manager at Gerolsteiner Brunnen GmbH & Co KG
Current Location: Gerolstein, Germany
Nationality: German
LinkedIn: Lisa Cramer

About Lisa's Career

Since graduating, what have you gone on to do? 
After graduating from the Business School, I moved to Switzerland to start as a marketing trainee at British American Tobacco in Lausanne at Lake Geneva. I decided to work for a somewhat ill-reputed industry because it is one of the most challenging and restricted ones when it comes to marketing. Yet I learnt a lot during my time as a trainee, moving through different roles such as field force, key account management, brand management and business development. In the latter, I continued as a retail activation and campaign planning executive in trade marketing where I translated campaigns into the business to business(B2B) world. I was mostly responsible for a B2B platform on which retailers could find the latest information on brands and products. At some point, I decided that it was time to move on, for both personal and professional reasons. I wanted to work as a brand manager in the long term, and when I found the position as a junior brand manager at Gerolsteiner Brunnen, I moved back to Germany. Gerolsteiner is one of the biggest mineral water brands in Germany, and it is also a challenging industry now that plastic and climate change are big topics that move society. As a junior brand manager, I work on advertising such as out-of-home advertising, cinema and print, new product development projects, our owned social media channels and brand awareness and engagement projects. It’s a great job with diversified responsibilities, so it never gets boring!

Is the above what you planned to do before starting university?
I could always imagine working a different country, which I did. I didn't plan to work for the tobacco industry since I do not smoke myself and do not like when others smoke nor did I plan to work in trade marketing. I knew very early that I wanted to work as a brand manager, which is what I am doing now. Nevertheless, these were all very valuable experiences because marketing has so much more to offer than just brand management!

About Lisa's Newcastle Experience

What was your favourite thing about your course?
Our course was very international, which was great! We learnt to work internationally and to adapt to different working styles and cultures. In a globalised world, this gave us ample preparation for the real working environment. Also, I loved all the projects where we could apply theory and translate them into practice. 

Were you involved in any other extra curriculum activities or societies during your time here?
I worked as a research assistant at the university and analysed data on how young people learn so that the university can prepare for future students and offer technology and spaces that meet students’ expectations.

About Lisa's Future

How do you see future technologies and new ways of working (Future of Work) affecting your sector?
Marketing changes all the time. Currently, the technology we use are mostly about collecting and analysing data. I think this will become more important, and having and learning to work with technologies and tools that help us analyse consumer data is key!

Where do you see yourself in five years’ time?
In five years’ time, I do not see myself as a junior manager anymore. I see myself working as a senior brand manager or maybe as a product manager, not necessarily in the same company I am working in now.  I definitely want to develop myself and continue learning. Self-development, continuous learning and new challenges are very important to me.


Profile uploaded: 10/02/20