Febby Salim, '21 MBA

• Commercializing the Tassimo brewer during my time as a brand marketer at Kraft Heinz. It was Kraft Heinz Canada’s first appliance launch in history and my first commercialization project in the Canadian market. The goal was to help stabilize the Tassimo market share in Canada amidst tight competition in the space. Not only did this project involve collaboration with internal and external partners across North America, but also in Europe and South Asia.
• Working on the biggest launch of the year for the Maybelline New York brand during my time at L’Oreal. It was an exciting learning opportunity as we were aiming to influence consumer preference by bringing in mass cosmetic products consisting of bold and fresh colour shades that weren’t (and are still not) ‘mainstream’ enough to consumers in South East Asia. This experience ignited my passion for brand management and ultimately shaped the direction in which I want to build a marketing career.
• After my time at L’Oreal, I decided to explore a different path, choosing to fly as a flight attendant with Singapore Airlines instead. This decision marked a significant shift from my (early) corporate career, offering new perspectives and experiences which ultimately shaped the trajectory of my life.

Currently, I work as a Marketing Communications Manager at TELUS. As part of the Entertainment Marketing Communications team, I manage the creative strategy for our TV portfolio, developing and executing insights-driven lower-funnel campaigns to increase market share in the TV & streaming space, drive product intensity, and meet the evolving needs of Canadian consumers.

How and why did you decide to pursue your MBA at the Alberta School of Business?

In my third year as a flight attendant, I realized I had outgrown that phase and wanted to return to a career in marketing. I decided to go back to school and move out of Asia to gain diverse experiences both professionally and personally. This included gaining experience in the North American market, which has a notably different consumer landscape compared to Asia.

After researching various options, I found that the Alberta School of Business consistently ranks among the top 10 business schools in Canada. Comparing program reputation and cost of living, I concluded that it was the best option for me. Personally, having lived in busy cities like Singapore and Jakarta — and spending a few years literally living out of a suitcase while flying with Singapore Airlines — I thought starting a new life in Edmonton would be an interesting experience and a refreshing change from the hustle and bustle.

What was it like to move to Canada as a student?

It was exciting but also daunting and a little intimidating at first. Returning to full-time studies after several years, in a new country where I knew no one and lacked deep cultural awareness, was challenging. The extreme Canadian winters, especially for someone accustomed to tropical climates, and being ten thousand miles away from home, added to the difficulty.

However, I firmly believe that we are meant to have different experiences through different seasons in our lives. Each season teaches us something new about ourselves and provides an opportunity for us to evolve as an individual.

What are some of your favorite memories from your time at the UofA?

Some of my favorite memories from my time at the University of Alberta include participating in case competitions and the late-night study sessions during exam seasons.

Case competitions, though intense due to the time constraints, were intellectually challenging and pushed me to think quickly on my feet. They also provided valuable insights into how I handle stress, which helped me develop better stress management techniques.I participated in the MBA Games 2020 case competition in Hamilton, where our team placed third nationally. Just before COVID, I also competed in the Internal Case Competition, and our team secured third place.

The late-night study sessions became fond memories because they fostered a sense of camaraderie with my classmates. Through these long and strenuous sessions, I built strong relationships and gained valuable insights from our intellectually stimulating discussions.

How has experiential learning and volunteering for student associations shaped you personally and professionally?

Volunteering and participating in student clubs, in my case, the MBA Association, for the full two years of my program definitely helped me assimilate to the culture and stretch myself outside of my comfort zone. I also appreciated the opportunity to add value to the MBA experience of my fellow students and connect with them outside of the classroom.

Can you give some transition tips for students who are looking to make a pivot in their careers through an MBA?

Speaking from personal experience, I encourage students to be proactive and strike a balance between gathering information and diving in headfirst.

Have coffee chats with professionals in industries that interest you. During my MBA, I had many such chats to gain insights into various industries and career paths. I also recommend taking advantage of the time in the program to explore unfamiliar industries or even get some hands-on experience. Pay close attention to your areas of interest and don’t be afraid to own them, even if they are different from everyone else’s!

I personally did an internship at a non-profit and a startup during my MBA. These experiences provided valuable data points and key insights into my interests, ultimately helping me further validate the direction I wanted to pursue post-MBA.