Puja Das had a successful career in influencer marketing but realized that there was still so much she could learn about this varied and dynamic field.
Finding it difficult to secure management roles, she decided to pursue a formal education in marketing and quickly determined that the York University School of Continuing Studies had the curriculum and resources she needed to fast-track her ambitions. We spoke with Puja about her recent graduation from the School’s Post-graduate Certificate in Digital and Content Marketing and asked her about the highlights of her time with us.
Could you describe your educational and career background before enrolling at York University’s School of Continuing Studies?
I earned my Bachelor’s degree in Information Technology in 2013, motivated by the exciting possibilities of tech. Yet, as I explored this field further, I discovered that my true passion was elsewhere—in Marketing.
This realization led to a significant career change, and I have spent the last ten years in brand marketing. During this period, I developed my ability to create engaging brand stories and execute strategic marketing initiatives that attract audiences.
The COVID-19 pandemic accelerated the digital landscape in India, prompting my shift to influencer marketing, an area both thrilling and demanding. My marketing career has been extensive and varied, featuring successful campaigns for well-known brands in India. I managed teams, built solid brand relationships, and crafted effective influencer programs designed to meet specific client goals. As I navigated the dynamic world of influencer marketing, I experienced the profound effects of real engagement and how authenticity in influencer partnerships can enhance brand loyalty. These experiences not only expanded my view but also deepened my commitment to the ever-evolving fusion of marketing, technology, and personal connection.
What inspired you to continue your education at this stage in your life?
Despite having a decade of experience in marketing, I realized that the lack of formal education directly related to my field was hindering my progression to higher salary levels and more senior leadership roles. This became particularly evident as I pursued career advancement opportunities, where academic qualifications often paralleled practical experience in importance.
To bridge this gap, I decided that pairing my extensive practical experience with targeted academic training in digital and content marketing would strategically position me for future advancements.
Already proficient in social media marketing, I recognized a chance to further deepen my knowledge and expand my skill set by specializing in this area. The rapidly changing landscape of digital marketing demands continuous learning and adaptation. By pursuing advanced education, I aimed to stay relevant and enhance my strategic approach, ensuring I could lead effectively and innovate within the digital marketing sphere. This proactive step was fueled by a dedication to remain at the forefront of an evolving industry and to meet the new challenges it presents.
Why did you choose York University’s School of Continuing Studies?
I chose this program because, quite frankly, I am too old for lectures and exams that don’t quite translate to real-world skills. The idea of spending time in a classroom without gaining practical, actionable insights just didn’t appeal to me.
York University’s School of Continuing Studies program caught my attention because of its strong emphasis on application-based learning. It’s structured to provide practical, actionable insights that are immediately applicable in a professional context. This is a key advantage for anyone looking to apply new knowledge and skills in real-time, within their current roles or in pursuing new opportunities.
Moreover, the faculty here comprises industry professionals who bring a wealth of experience and current best practices into the classroom. These instructors are not just academics; they are seasoned practitioners who use the strategies they teach in their everyday professional lives. This direct linkage between teaching and professional application ensures that the curriculum remains relevant and highly adaptive to industry changes.
This combination of practical coursework, taught by experts actively engaged in their fields, makes the school an exceptional environment for learning and professional growth. It offers a unique educational experience that is both immersive and immediately beneficial, positioning it as the ideal choice for anyone serious about advancing their career and staying competitive in an evolving industry landscape.
How would you describe your experience with the instructors at the School?
My experience with the instructors has been excellent. As an international student, my initial interactions with them were somewhat of a cultural shock— in the best way possible. Unlike more traditional academic environments I’ve been exposed to, the instructors here are
incredibly friendly and practical. They’re not just focused on lectures but are genuinely interested in preparing us for the real market conditions outside the classroom.
Each instructor brings current, actionable insights from their active roles in the industry, enriching the learning experience with real-life case studies and hands-on strategies. We had fun during projects and presentations, which added a dynamic and engaging layer to our learning.
What truly sets them apart is their investment in our success. Not only were they interested in our studies, but they also created an open environment where we could approach them with problems or questions—an invaluable support system that’s rare to find in academia. This blend of personal engagement and professional expertise not only made the transition smoother for me but also significantly enhanced the value of my educational journey, making it both impactful and enjoyable.
Can you share a moment from your time at the School that you are particularly proud of?
One moment that fills me with pride is our first group project presentation. It was a culmination of weeks of hard work and collaboration, and I vividly remember the sense of anticipation as each group took the stage. What struck me was the exceptional quality of presentations from every group; each one showcased creativity, thorough research, and effective communication.
As my group presented, I felt a surge of confidence seeing how well we had come together to deliver our project. But what truly made me proud was witnessing the same level of professionalism and excellence from every other group in the room. It was a testament to the calibre of students at York University’s School of Continuing Studies and the supportive learning environment fostered by the program.
This shared success not only boosted our confidence but also fostered a sense of camaraderie among us. It was a proud moment for everyone involved, highlighting the collective achievements and potential of our cohort.
Looking ahead, what are your long-term career goals, and how do you feel your program has prepared you to achieve them?
Throughout my journey at York University’s School of Continuing Studies, I’ve acquired a multifaceted skill set that seamlessly integrates with these aspirations. Firstly, the program has instilled in me the ability to effectively support budding businesses and influencers, enhancing my expertise in nurturing emerging talents and fostering their growth. This proficiency not only adds depth to my professional repertoire but also positions me as a valuable resource within the industry.
Moreover, while client servicing wasn’t a formal part of the curriculum, the class presentations and group projects have provided invaluable experience in communication and relationship management, skills essential for client interaction. Engaging with peers and presenting our ideas to industry professionals has not only bolstered my confidence but has also cultivated a keen understanding of client expectations and needs— a vital aspect of effective client servicing.
Armed with this well-rounded education, I am ready to make significant strides toward realizing my long-term career objectives and contributing meaningfully to the ever-evolving marketing field.
