Monday, November 4, 2024

Aron Berhe: A Journey from Finance to Marketing Innovation Through CEMS

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Aron Berhe: A Journey from Finance to Marketing Innovation Through CEMS
  • Graduated from the CEMS MIM programme in 2015, currently working as Head of Marketing @Wolters Kluwer Norway
  • Class of 2016, the Norwegian School of Economics, NHH
  • LinkedIn Profile: Aron Berhe
  • Watch Aron’s interview: coming soon

Short introduction about Aron:

Aron Berhe graduated from the CEMS MIM program in 2015, completing his studies at the Norwegian School of Economics (NHH) as part of the class of 2016. During his time at NHH, Aron served as the global student board representative for CEMS, where he led initiatives to improve the digital interface between students and corporate partners.

Aron's interest in marketing was sparked during his internship at Mars Belgium in Brussels, where he worked on data analysis for well-known brands like Whiskas and Twix. This experience eventually led him to pivot from a career in finance to marketing.

Today, Aron is a leader in the field, working as Head of Marketing at Wolters Kluwer Norway, and blending his financial expertise with innovative marketing strategies. His journey from finance to marketing illustrates a broader approach to success that embraces adaptability, continuous learning, and the pursuit of meaningful impact.

1. Can you share with us the role that CEMS has played in your career so far, and how it has influenced your professional journey?

CEMS played an important role in shaping how I see the world and work with people from different backgrounds. The network and exposure to various cultures and business environments gave me a strong foundation in both technical and interpersonal skills. More importantly, I learned a lot from the diverse perspectives of the people I met... Whether I was working in international teams or representing NHH on the Global Student Board, CEMS taught me to stay open-minded and embrace new ideas. These lessons have been invaluable throughout my career.

2. What advice would you give to current CEMS students who are confident in their career paths?

Even if you’re confident in your career path, I encourage you to be curious and willing to explore new opportunities. Life can be unpredictable, and sometimes the best opportunities are those you didn’t plan for. CEMS teaches flexibility, and embracing this mindset will be a valuable asset throughout your career. Stay open-minded. You never know when a new path might lead to something even better.

3. Was there a specific experience that influenced your decision to change from finance to marketing?

Absolutely. In my first job after CEMS, I was the Finance Manager at a tech startup that was launching an innovative video player with some really cool features. I was excited because I thought we had a unique product that would fly off the shelves. However, it didn’t take long to realise that having a great product didn’t mean much if we couldn’t get it in front of the right people with the right message. 
As I began exploring marketing strategies to promote our video player, I realised how crucial it was to connect with the right audience. This exploration became a turning point for me. It awakened my interest in marketing and nudged me to shift my focus away from finance. I wanted to help bring great ideas to life and ensure they reached the people who needed them.

4. How do you leverage your financial knowledge in your current role as Head of Marketing?

In my current role at Wolters Kluwer, I use my finance background to shape data-focused marketing strategies. By studying customer behavior and applying AI, I bring together creativity and financial knowledge to build campaigns that engage people and support steady growth. My finance background also helps make the most of our budget, so our marketing efforts achieve good returns and stay aligned with company goals.

5. What challenges have you faced in your transition from finance to marketing, and how did you overcome them?

One of the biggest challenges in moving from finance to marketing was embracing ambiguity. Finance decisions often rely on clear-cut data and numbers, but marketing requires understanding the nuances of consumer behaviour and brand perception, which aren’t always black and white. I had to become comfortable with uncertainty, learning to trust insights and intuition alongside data. This process taught me that while numbers are important, navigating the grey areas is what makes marketing strategies truly effective.

6. What is the lesson that you have learned from this change of career paths – going from finance to marketing?

Switching from finance to marketing taught me to lean into change instead of resisting it. I’ve realised that following genuine curiosity, not just what’s expected or conventional, is the real key to long-term fulfilment. The things that spark your interest, even if they seem off-track, often lead to a more rewarding career because they align with who you really are.

7. Your career shift is an inspiring example of courage. What guidance would you offer CEMS students who are facing significant changes in their lives or careers?

View change as an opportunity rather than something to fear. I’ve found that being open to change, coupled with patience and grit, has opened many doors for me. My advice to current CEMS students would be to stay brave and adaptable. It’s in those moments of uncertainty that you often find your true strengths. Don’t be afraid to change direction if it feels right. You’ll discover new possibilities. Keep learning, stay flexible, and trust that every experience, even the unexpected ones, adds value to your journey.

8. The CEMS programme is increasingly focused on hard and technical course selection. What advice do you have for CEMS students who are interested in a hard-skills career path, but are truly passionate about soft-skills professions? Can the two be combined to find a sweet spot?

Combining both will make you more valuable in your role. Hard skills give you the technical expertise needed to excel, but soft skills like communication and teamwork make you effective in applying those skills. In my experience, those who can combine technical ability with strong interpersonal skills tend to succeed in the long term. The synergy between the two will do a lot for real career growth.

9. How do you envision marketing evolving to meet the demands of a socially conscious consumers?

Marketing isn't just about selling products. It's about shaping narratives and influencing behaviour. When done right, marketing can be a powerful tool for social change. Instead of just promoting products, marketing should aim to meet real needs and help people make better choices. I believe that good marketing always aims to add value, not just for business, but for society. The future of marketing will require brands to align their messages with ethical and sustainable practices.

10. Can you share a CEMS memory that has stayed with you?

One memory that stands out is my first meeting with the CEMS Global Student Board. Surrounded by diverse minds from across the world, I realised the true strength of the CEMS network. It wasn’t just about academic achievements or career progression. It was about learning from students with a different worldview and building connections that could create meaningful impact on a global level.

11. Who or what has been your greatest inspiration in your career, and why?

My greatest inspiration comes from both my family and the people I've met. My family taught me the importance of work ethic, integrity, and kindness, which have shaped how I approach life and work. I’m also inspired by people I’ve met throughout my life, those who keep pushing forward despite the challenges, not just for themselves but to help others. Their commitment reminds me of how much we can achieve when we work with purpose.