Anastasiia Parashchuk MSc

The course

Why did you choose to study at the University of Edinburgh Business School (UEBS)?

I was looking to enhance my digital transformation skills and general business acumen, and the Business School had exactly what I needed.

Additionally, I was inspired by Hajar Mozaffar, Programme Director and digital transformation lecturer, and was excited about the opportunity to learn from her.

What was it about the degree programme that particularly attracted you?

I was interested in the set of courses offered and their applicability to both the public and private sectors. The Business School also has a diverse culture which I knew would ready me to work effectively in different teams globally.

Your career

Can you tell us about your career before and after graduating?

Before studying at the Business School, I led partnerships and product teams at a Ukrainian EdTech company which builds Learning Management Systems for corporations and governments.

Now I work as a digital marketing strategist for European small and medium sized businesses (SMBs) at Google.

I gained the tools to lead digital transformation and fuel my career journey.

How did your degree prepare you for your career?

My degree gave me the knowledge I needed in entrepreneurial finance, marketing and venture development, as well as important skills in leadership and effective communication in international environments.

Masters of Change

What notable changes has your degree enabled you to make in your professional or personal life?

My degree boosted my employability overseas, as well as my own confidence in delivering results in competitive international environments – in business and tech settings.

What are the changes you have been able to make in your chosen field, of which you are most proud?

I’m proud to consult European SMBs and start-ups and support them on digital transformation and digital maturity subjects. As part of my current role, I analyse the digital maturity level of multi-industry SMBs and apply various digital transformation frameworks and strategies to effectively utilise each SMB’s data and help them reach their business goals.

How did your studies at the Business School help you to make those changes?

My degree equipped me with models and instruments, as well as access to useful learning resources I wouldn’t have been able to access otherwise. Writing a dissertation on entrepreneurial ecosystems enabled me to apply a systems thinking approach while auditing individual start-up’s needs. This helps me develop a tailored strategy for each client today.

Additionally, through the Edinburgh Award in Global Employability, I had the privilege of working with an amazing coach who guided and supported me in achieving my career aspirations.

What key things that you learnt at the Business School do you still rely on today?

• Strategies on effective communication and collaboration in diverse environments.
• Self-efficacy in finance-related tasks and subjects.
• Research approaches and methodologies to effectively process information on a daily basis.

Course highlights and advice

What are your best memories on the programme?

If you live in the UK, you have probably heard of SURI. It’s an electric toothbrush manufacturer, founded by University of Edinburgh alum Mark Rushmore. Today, Mark is torn between launching his brand in the US, being invited to official lunches at 10 Downing Street, and becoming Boots supplier of the year. But I met Mark slightly earlier – during our class trip to London.

Mark shared his journey with my cohort about building your career and scaling a start-up globally. One key takeaway from Mark was the importance of market analysis and data-driven business strategy. He emphasised how SURI leveraged customer insights and industry trends to refine products, optimise marketing, and expand strategically.

His advice was clear: passion is vital, but using data effectively is what drives real growth. Today I am happy to help other start-ups do exactly this.