I recently came across Fernando Espinoza Lecha, alumnus from the Master in Market Research & Consumer Behavior, who graduated in July from this innovative program at IE. He came to our office as the company he’s interning to, Bluemove, was offering the students and the Alumni Community a special deal.
Our conversation evolved in what later became an interview, where Fernando told me how he ended up at a start-up, and other fascinating facts.
What is your role at Bluemove?
Officially, my role in the company is Marketing Manager and my duties include: Developing Marketing plans, Conducting Market Research, doing B2B, media planning, CRM, SEM/SEO, merchandising, networking, and event planning, among others. Of course, my role is not limited to marketing activities; we all tend to get involved in all facets of the company given the nature of a start up, which in the end is what makes it fun.
How did you end up joining the company?
We were asked to do a CRM analysis of the company of our choice during my second semester in the Master in Market Research & Consumer Behavior (MRCB) and as a group, we decided to go outside the box and choose an up-and-coming company like Bluemove. Many of my colleagues chose to go for larger more mainstream companies, but we decided that this would be more challenging and fun. I first heard about the company as a customer when we rented one of their cars for a road trip, soon I found out one of its co-founders was related to a classmate. That’s when we seized the opportunity to conduct an interview and begin the research project at Bluemove. Later they realized I could be a good addition to the team and offered me the position.
What are you next steps after this experience?
I just took an offer as a Market Research & Publicity Manager in Sherwin-Williams Co in Central America. Before coming to IE, I started in Sherwin-Williams Central America as a trainee for the marketing department. I worked in several projects as an intern, including the development of a corporate identity manual as well as developing the company website. Eventually I was promoted to the merchandising coordinator, and digital media manager.
I decided to come to Madrid and enroll in the MRCB because it offered a program that complemented what I was already learning in real life at work. I wanted to learn how to identify customer’s needs and what drives their motivations when purchasing products.
I will now return to Sherwin-Williams to start a Market Research department for Central America and will also be in charge of Advertising, none of which would have been possible without the MRCB program.
In our conversation you said working at a start-up has been fun and interesting, and a good option for those looking for additional experience during the master. Could you tell our students was has worked out in your case to find an internship in Spain?
My best advice, as cliché as it might sound, is to be proactive. You never know who your next employer might be. Engage in as much networking as you possibly can, and
nurture your relationships with the people you meet. Look for job opportunities before your master is finished, my advice, start in your second semester. Take your research projects and assignment seriously; they might turn in to job opportunities in the future. Finally, take advantage of every opportunity. My time in Spain definitely flew by quicker than I could possibly imagine. And finally, go out on a limb, take a chance and don’t go for the easy choice, you might find something you love.
What was the best from working at a start-up and specifically from working at Bluemove?
Working in a start up is definitely the most gratifying and exciting experience I have had in terms of my professional career. Coming from big organizations like Sherwin-Williams or UNICEF I have now seen the sharp contrast between these two different types of companies. Work in a start up is extremely fast paced and dynamic, one can take decisions quickly and learn from different areas in the company. You get to deal with customers first-hand and get a real pulse of their needs/concerns and perceptions of the product. In addition, the work environment is amazing; you truly depend on everyone around you to get the job done. I would compare the atmosphere to a fraternity. I HIGHLY recommend it!
Thank you Fernando, we wish you success in your new job!
Bluemove is a Carsharing company that provides integrated mobility and a 360º solution to the need of a private car or taxi at an affordable price. Bluemove cars are distributed throughout the city of Madrid, which you can access though our membership card (Bluecard). Basically, it’s like owning a private car without having to worry about the costs of maintenance, parking, and ownership fees, among others. Bluemove seeks to reduce the use of privately owned cars and improve the lives of Madrid residents by better use of our resources, improving air quality, traffic and overall quality of life. As a Bluemover, we like to believe we are part of a new wave of emerging companies that engage in Collaborative Consumption.