Newcastle University Business School

Yousef Mensli

Alumni profile

About Yousef

Current job: Associate Trade Marketing Manager MEA at the LEGO Group 
Current location: Dubai, United Arab Emirates
Nationality: British
LinkedIn: Yousef Mensli

About Yousef's career

Since graduating, what have you gone on to do?

I first joined L’Oreal as an intern after graduating from Newcastle, originally due to be a six month internship but I was offered a full-time position after four months. I stayed at L’Oréal as a trade marketing executive for 1 year and a half. I was then provided the opportunity to go to LEGO in a similar role at the start of 2020 to begin the direct to retail execution of LEGO in the MENA region. At the start of 2021 I was then promoted to associate trade marketing manager for MEA. A role in which I manage all trade related LEGO activities (e.g. campaigns, permanent branding, promotional activities, events etc.).

Is the above what you planned to do before starting university?

I never planned on applying to L’Oreal prior to university. I didn't know what I wanted to do. However, I knew that I wanted to experience life in a multi-national company. A big part in me being able to get an opportunity at L’Oreal was firstly my experience that I accumulated during my placement year, but also my diverse background. I am half Libyan, half British so this multi-cultural background and understanding was crucial in standing out from the rest of the applicants. I knew that once I got my foot in the door I would be able to make a lasting impression on my colleagues, this resulted in a full-time position and has continued into my career in LEGO.

About Yousef's Newcastle experience

What was your favourite thing about your course?
My favourite aspect of my course was the options that I had in terms of the topics I could learn about. There was flexibility, especially during my second and third year. I also enjoyed interacting with a highly diverse cohort for three years.

Did you complete a placement year/study abroad/summer internship during your time at Newcastle?
I took a placement year and I was based in London for all of it, working for four different companies. I worked for JLT (insurance brokers), S-RM (security management), Constellis (security management) and G+ Europe (PR and communications). All of these companies allowed me to realise what I enjoyed and what I didn't. The placement year is hugely beneficial, I can't stress enough how important it was for me. 

What extra-curricular activities or societies were you involved with during your time here?
I played football for the Newcastle University Futsal team and intra-mural football.

About the future

How do you see future technologies and new ways of working (future of work) affecting your sector?

Technology is having a massive impact, it is having an impact on my current role as I am diversifying into activating retail on an omnichannel level. The shopper doesn’t just want to visit a store and purchase anymore. All shopper channels are becoming interlinked through social media, e-com and brick and mortar retail. This was expected to come in the future but COVID has accelerated this process. It is becoming the natural progression and I am lucky that LEGO are investing in me in terms of training and upskilling in this department as this is where the future lays. 

Where do you see yourself in five years' time?

I see myself diversifying my skill set as mentioned above and probably experiencing a commercial role in LEGO as a key account manager handling direct customers in the MEA region. I have dipped my feet into two different industries and two completely different company cultures already in my short career so I hope to take these experiences into my future path career. 

Profile uploaded: 01/05/2019