How a Small Brand Became My Biggest Teacher

When people hear “marketing manager,” they probably imagine campaign decks, agency calls, and product launches. And yeah, I did all that. But what really shaped me wasn’t those things; it was everything in between.

Finding My Way to Branding (and Chanel)

I didn’t always know what I wanted to do for work. I was a flight attendant, then a BD executive, floating around like many people in their 20s. But I’d always been drawn to brands, especially luxury ones. Chanel was the brand for me. I remember obsessing over the Classic Flap. I never bought it (too expensive back then, and now it’s doubled in price 😅), but I was captivated by it.

What was it about that bag? There were so many bags with a similar shape and style, but Chanel’s version stood out. I didn’t understand why at the time, but that curiosity stuck with me.

Then one day, I came across Glossier while living in New York. Around 2016–2017, YouTube beauty gurus were blowing up, everyone was doing full-beat makeup looks (does anyone remember the Anastasia Renaissance palette???), and Glossier just… zigged when everyone else zagged. Minimal makeup, soft lighting, pink bubble wrap pouches, and super cute stickers!! (Now every indie brand seems to have merch lol.) It was one of the most sought-after brands at the time.

That’s when it clicked: it was the branding. And branding wasn’t just about logos or colours. It was about identity and emotions; how it makes people feel. It wasn’t just a commodity. That realisation made me want to dive in deeper.

Joining a Small Team With Big Dreams

When I landed a job at a small brand, we didn’t even have a team. I had no marketing background, so I basically started as a marketing intern. We had to build everything from scratch, but I was lucky to work closely with the founder and had a great mentor who taught me the basics: how to run Meta and Google ads, what a CRM is and most importantly, how to think like a marketer.

Eventually, I got the opportunity to take Mark Ritson’s Brand Management Mini MBA, and that totally changed my perspective. Brand strategy started to make sense.

Doing Everything and Then Some

In a small business, if something needs doing, you do it. I wrote blog articles and marketing emails, filmed videos (and edited them in iMovie lol), styled and shot Instagram content, and even planned events.

As the team grew, I realised talent alone wasn’t enough; we needed structure. So we started putting systems in place, not just to stay afloat, but to help the team thrive.

I wore a lot of hats:

  • Writing every piece of copy and designing on Canva (thank god we eventually hired proper graphic designers, they were amazing!)
  • Hiring and managing the in-house creative team
  • Stepping into HR and finance tasks when needed
  • Coordinating product development and logistics
  • Managing partnerships, vendors, and even seasonal gifting for clients

It was a lot. It was intense. And it was one of the most valuable learning experiences I’ve ever had. I didn’t just learn “marketing”, I learned how every part of a business connects.

Strategy Was About Balance

Working closely with the founder gave me a front-row seat to decision-making and behind-the-scenes work most people never get to see. Sometimes we had to move fast and get things out the door. Other times, we needed to slow down and think through every trade-off.

Over time, I learned how to:

  • Spot gaps and connect the dots, even outside my job scope
  • Build systems from scratch to support the team
  • Balance short-term priorities with long-term brand thinking
  • Get things done. Because done is better than perfect, and we can always iterate later

It taught me how to think strategically in a fast-moving environment and see how everything ties back to the customer experience.

What I’ll Always Keep With Me

  • Be resourceful, not just efficient. Sometimes the tool doesn’t exist. Make your own.
  • Start before you’re ready. You’ll never feel 100% prepared, do it anyway.
  • People matter more than process. Systems are important, but relationships keep things moving. (I am forever grateful for my amazing team!)
  • Growth isn’t always vertical. Just because you’re not climbing a ladder doesn’t mean you’re not growing.

What’s Next

Now that I’ve moved on and started a new chapter, I look back on those six years not just as “my old job,” but as a real-world MBA, unpredictable, eye-opening, and packed with lessons I’ll carry with me wherever I go.