
Changing marketing through dynamic creative optimisation
- Job title
- Director of Dynamic Creative
- Company
- Dentsu International
- Programme
- MSc Marketing
- Graduation year
- 2018
The course
Why did you choose to study at the University of Edinburgh Business School (UEBS)?
I wanted to broaden my skill set and learn and collaborate with international peers at a historic and prestigious university.
What was it about the degree programme that particularly attracted you?
After working for five years in digital media, I had practical experience and was attracted to the focus on theory that the UEBS MSc in Marketing programme offered. I felt it would deepen my understanding of marketing.
In addition, particular courses such as International Marketing Strategy appealed to me. I strived to continue to work internationally, and in an increasingly global landscape, following my MSc.
Your career
Can you tell us about your career before and after graduating?
My career to date has been driven by my pursuit of new challenges. My agency background comes from the fast-paced, entertainment world in New York through which I developed my unique spin on account management.
After graduating from an Ivy League university, I initiated my career in integrated public relations and advertising. During my four years and 60+ film releases at Brigade, a full-service digital agency in the entertainment industry, I spearheaded large-scale, digitally-focused marketing initiatives and multiple film releases for clients such as Universal, Focus Features, and Lionsgate.
I pursued a master's degree in Marketing from the University of Edinburgh Business School to broaden my capabilities within marketing and to challenge myself in a completely new environment.
For the past five years I’ve worked with Dentsu, starting as a Senior Account Manager and now in a Director role. I have helped develop the Presto product, the centre of excellence for dynamic creative optimisation (DCO). Presto is an agile team of DCO specialists that enables clients to generate more effectiveness from their paid media channels through personalisation and creative production at scale.
In my role, I lead on UK and global client accounts including Next and Barratt. Furthermore, I support the growth of the product year on year by winning new business accounts and establishing market leadership through presenting at panels and events. Lastly, I line-manage three managers and guide their personal professional development.
I’ve helped develop a dynamic creative optimisation team, generating greater media effectiveness for clients at scale.Erica Hungerford MSc
How did your degree prepare you for your career?
I developed a solid base of knowledge on broad marketing theory and practice during my MSc. From this base, I have grown by honing more specialist skills in digital media and dynamic creative technology. With this well-rounded expertise in the wider field of marketing, I am able to confidently advise clients on their DCO strategy and how this can be utilised across other areas of their business.
Masters of Change
What notable changes has your degree enabled you to make in your professional or personal life?
In my professional life, my studies enabled me to get a senior role at an international company. In addition, I was able to quickly accelerate in my new role by drawing upon the knowledge I had gained.
In my personal life, I have a reassuring feeling of accomplishment when I reflect back on my experience at UEBS. I also feel like I now have a network of peers around the globe.
What are the changes you have been able to make in your chosen field, of which you are most proud?
Through deeply understanding consumers and data-driven creative strategies, I help brands innovate and improve their marketing campaigns and create better experiences for their customers. My expertise can change how big brands reach and resonate with their customers.
How did your studies at the Business School help you to make those changes?
The theoretical knowledge base helped me with my confidence. I have no doubt I can give clients my expert advice.
What key things that you learnt at the Business School do you still rely on today?
I constantly rely on understanding the nuances in marketing/advertising/business culture in different markets from the International Marketing Strategies course.
I also recall best practice for data analysis. Being able to construct data tables as well as analyse the data is incredibly beneficial.
Course highlights and advice
What are your best memories on the programme?
Socially, some of my best memories were some of the initial weeks, getting to know my peers and attending social events. Everyone in the programme was genuine, friendly, and keen to learn.
I also think about the little moments during the summer months, my friends and I keeping ourselves accountable by working on our dissertations together, whether it was out in the sun or in a lounge on a rainy day. We motivated and supported each other to produce great work.
What one piece of advice would you give to current students and recent graduates?
My piece of advice would be to be open to your peers, listen to their ideas, actively and radically collaborate. Through that collaboration, you'll not only get the best and broadest experience out of the programme, but also establish a network around the world.
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