Meeting with Aurélie, KEDGE Alumna and Marketing Director in Montreal

Hello. Would you say a few words about yourself?

Hello. My name is Aurélie Saïz. I graduated from KEDGE (which used to be called Euromed) with a degree in marketing in 2012. I’ve lived in Canada for two years, and I work as a Marketing Director with Nelinelo, a technology and retail start-up that I co-founded with a friend. Before settling in Montreal, I wandered around a bit in several countries for both studies and professional experiences, most notably in Luxembourg, San Diego, and New York.

After you received your diploma from KEDGE, what did you do (internships, first jobs, etc.), and at the same time, what impelled you to go abroad?

I had two internships during my gap year, one with L’Oréal and the other with Coty Prestige in Paris. I then did a university exchange in San Diego for the last year of my Masters, which really made me want to stay in the United States, or at least in an English-speaking country. I had also had a previous experience in New York. The university exchange clinched my decision. Returning to France was out of the question because that meant I’d have to live in Paris, where it would be easier for me to find a job. But the Parisian life wasn’t for me. So I found chance to do a VIE in Luxembourg, in the banking industry, at Société Générale. But I didn’t find the environment professionally fulfilling, so I went to work for a marketing agency. I worked for two different agencies in Luxembourg, and at the end of 2016, I started my own business as a freelancer (marketing advice, public relations, graphics, etc.) and since then, I’ve developed a taste for that independence and flexibility in working.

Tell us about your work? Is it related to the education you received at KEDGE?

I found that there was a lot of theory at the school, and I particularly liked the practical cases we did in certain courses. I remember a project where we had to go find factual information from the Mairie de Marseille and develop partnerships with the architectural schools to propose a concrete project. This type of course is interesting and very informative, because you’re faced with the reality of the work market and learn to develop a creative and resourceful mind. I’ve forgotten the theory part over the years, but I must have absorbed it. My internships were the most instructive, because I could try out many different aspects of a job, in large companies as well is in small-to medium-sized agencies. That's how I discovered I prefer to work in a small, personal company. I don’t have the personality to work in a large group, and I like to multitask and be proactive.

What are, according to you, the essential qualities needed to do your job?

If you are creating a start-up, as was the case with me, first of all you must be bold enough to get help from others. At the beginning it is difficult because you aren’t sure of your abilities; you’re a novice.

You can’t hesitate to ask for help, and you must to be curious and stay up to date with the new trends and tools available in your sector of activity. Especially, you’ll need to like improvising, and at the last minute, and you’ll need to be able to be creative so you can deal with the unexpected because, as a new company, you cruelly lack the means and time. I had to had to teach myself computer programmes, such as the Adobe suite and project management software. These days we are lucky that we can access free conferences and other forms of training on all subjects, so take advantage of these opportunities to open the doors and make yourself stand out in what is a very competitive market. It’s not enough to just have a degree from a business school and to have had internships in large companies on your CV. You have to know distinguish yourself from others by having a variety of experiences and abilities.

How would you describe the culture of your country and its work culture compared to those of France?

What I like about Canada is that everyone is informal and there isn’t the hierarchical side that you find in France. On the other hand, what I appreciate more about France is the frankness. It’s true that the French have the reputation of being complainers and straightforward, but at the same time, the air gets cleared faster in work environments. In Canada, people tend to avoid conflict, and make certain situations more diplomatic and more difficult to sort out. The Canadians are always very welcoming and they don’t blink an eye at trying out new things, which is what drives innovation. With our start-up, we were able to go on national tv, and promote our project. In France, we would never had had this opportunity. Here, you are given a chance without having to go through mountains of procedures. If you want to do it, you can do it.

In regard to your personal and professional life, do you think that Canada can bring you more things than in France?

Yes. In terms of entrepreneurship, there is a great ecosystem. There are even so many initiatives that it is difficult to sort out and target exactly what you are looking for. But on the other hand, a lot of free tools are available to help you grow your network and to develop skills. This lets It allows you to grow even if you don’t have the financial means. In France, it is only now starting to change a little, but I don’t think there are enough initiatives for small businesses. Here, there is a flexibility of employment that opens doors for you. We can afford to take more risks and bounce back more easily.

The final word? Does your company welcome trainees?

If you have projects in mind make sure to do what you can to make them happen. It’s educational and is a great experience. If it fails, you won’t regret trying, and if it works, you’ll only be happy and proud of yourself!

Yes, we are looking for trainees for everything in the field of marketing: communication, community management, and event organisation and marketing.

 Don’t hesitate to contact me: aurelie@nelinelo.com

Interview conducted by the Pro-Act student team KEDGER TROTTER.

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