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Top Marketing Executive Offers Students Career Advice

April 22, 2011
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School of Business undergraduate and MBA students had the opportunity to get career advice from an alumnus who is the chief marketing officer (CMO) of one of the world’s leading strategic brand consulting and design firms. Hayes Roth (BA ’72), the CMO of Landor Associates,  met with students April 21 and spoke about his own career path which includes more than 30 years of broad-based marketing communications experience. Roth said that the main keys to moving up in the corporate world are doing a good job and establishing strong relationships with co-workers and superiors.  He told students that any job can open the door to another position, and encouraged students to do their best to be successful at whatever position they hold.

“Do the job you were hired to do well, even if you want to do something else,” Roth said.  “Get in any way you can and then move within a firm to the job you really want to do.  Most good companies will not punish you if you do your job well and want to pursue other opportunities within the firm.”

Roth also encouraged students to develop relationships with both co-workers and clients because as they change jobs, they may end up working with clients as co-workers. Roth also encouraged the students to take risks and to take on smaller projects in addition to the major marquee projects.

“It’s great to work on big name projects because that is where the recognition is, but if you can work on an under the radar project you get creative license and much more freedom,” he said.  “No one cares too much if you mess it up but you get a tremendous amount of credit if it works out.”

Landor’s current and past clients include some of the world’s most powerful brands, including BlackBerry, BP, Citi, Diageo, Emaar, LG Group, the City of Madrid, Microsoft, Nestlé, Procter & Gamble, and Taj Hotels Resorts and Palaces. In speaking about branding to students, Roth said it is important for people to sell themselves as a brand. .

“We all have personal brands,” Roth said. “Like all brands, they change over time.  Think about what you love doing and what you’re good at and find skills that compliment this and promote these skills to companies.”

Roth, who is responsible for directing all marketing and new development efforts for Landor, added that the University of Miami has a unique selling point for students’ personal brands because of its diversity and location in one of the nation’s international commerce hubs.

“One of the virtues of this school is the multiculturalism that exists here.  If you can use that experience in terms of the people you’ve interacted with and learned from and build that into your brand, that’s an advantage you have over students from other parts of the country.”

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