Name: Sharayu Mahale
Minors: BEMT and Producing
Year: Junior (2016)
Position: Director of Branding
What does Marketing Society mean to you?
Marketing Society was a way for me to learn more about the different facets of the industry without having to sit down and do the research manually. For example, the Monday ADversary meetings have been key in helping me tune in to pop culture through the eyes of a marketer. It’s always been tough to keep up with television-based marketing campaigns as a college student with limited time and money for cable TV, so ADversary has helped me open a dialogue with peers about the successes and failures of brands and the impact this content has on the consumer. At the Wednesday meetings there are company presentations that have been a great way to learn more about companies and find just the right language or trigger words to use in cover letters and interviews when applying to these corporations.
What's your favorite part of being on the board?
I sincerely appreciate the sense of community the board has been able to foster. Prior to joining the board I had a limited number of friends within Stern and a limited number of avenues through which to meet underclassmen. This year’s focus on creating a friendly environment within meetings and having bonding events has been instrumental in making me feel involved in the Stern community whether that be through the mentorship program or weekly meetings!
What kind of marketing do you want to do?
I am particularly fascinated with entertainment marketing. Having taken Movie Marketing with Professor Faber, Producing Essentials with Professor Lechner, and Entertainment Finance with Professor Kim over the last few semesters I’ve seen a lot of facets of the business side of entertainment and think this is a field that is particularly interesting because they haven’t quite been able to pin down what works best. There are certainly a lot of advertising techniques that are used often, but box office predictions are seldom accurate. That link between advertising and physical sales is even tougher to predict than in other fields because purchasing behavior is more variable with entertainment as oppose to other consumer goods or technology.
Have you held any cool internships?
Over the last few summers I’ve held a few interesting entertainment-related internships at Viacom18 in Mumbai, Zee TV USA, and Media 4 Humanity, but my favorite of these was at Zee TV USA where I helped with a rebranding campaign for their youth centric channel called Zing. The idea was to increase viewership among young Indian Americans by creating local content that was a hybrid between Indian and American mainstream entertainment. Throughout this process I had multiple opportunities to interact with or help out in the content creation process, whether that be by taking behind-the-scenes videos, being set photographer, or reaching out to young Indian American musicians. In the end, even though only a few of the ideas were executed before the rebranding plans were scrapped, I got to learn a lot about the thought process and planning that goes in to company rebranding!
What advice can you bestow to our awesome MktSoc members?
The best advice I could give freshman is to read trade magazines in your field of choice, whether that’s marketing, finance, etc. Not simply because employers love to see an informed applicant, but because it helps you gauge your own interest in that field. It’s a litmus test for whether or not the industry you’re in is genuinely interesting to you or not. You may find that after reading a few articles on Advertising Age or Ad Week that the sexy glamorous ad agency lifestyle you always thought was great for you isn’t actually all that glamorous at all and that you’re more interested in the cool ways that statistic data can inform managers about marketing decisions.