From Struggle to Success in European Marketing

In the midst of the 2020 COVID-19 pandemic, things were not looking up for Sorana Dănesco. She was jobless, battling an illness, and feeling lost in her career. However, her life took a turn when she decided to take a leap of faith and become a student again in her early thirties. 

Embarking on a full-time MBA at Nyenrode Business University in Amsterdam in the Netherlands, was an intimidating new chapter for Sorana. 

“To be honest with you, I really felt intimidated at that time. I was asking myself, ‘Am I Nyenrode material?’” Sorana says. (03:55) 

But her doubts transformed into excitement when she received her admission letter and a Woman in Business Scholarship after applying. The 12-month MBA program at Nyenrode focuses on real-world business practices in an international environment. This approach to teaching paved the way for the exciting role in European marketing at a healthcare company Sorana has today.

Why Sorana Chose Nyenrode for her Full-Time MBA

Due to her battle with illness, Sorana wanted to dedicate her career to helping improve other people’s lives. Nyenrode is renowned for its strong focus on socially responsible business practices. The school’s ambition to transform people, organizations, and society strongly aligned with Sorana’s career goals. 

“I have a strong ambition to improve people’s lives,” Sorana tells us, “I’ve split this into three pillars. One of them is driving innovation in healthcare. Another is simplifying access to treatment. And the last one is delivering a superior patient experience.” (02:17)

During the twelve months of Nyenrode’s full-time MBA program, students learn the ins and outs of the Dutch and European business community by studying and solving real-world business problems. But alongside the core curriculum, perhaps one of the most unique features is its flexibility.

Probed about her preference for Nyenrode to further her career ambitions, Sorana highlighted that she “was looking for a program that allowed me the freedom to customize the study plan and assignments to explore the different business challenges and complexities of both public and private health care systems and institutions.” (04:45)

The MBA at Nyenrode equipped her with the strategic and marketing insights to effectively promote healthcare solutions across Europe, ensuring they reach those in need.

Overall, Nyenrode’s core values, supportive community, flexible curriculum, and real-world business experiences were the main decisive factors for Sorana.

Kickstarting a Career in European Marketing

Just one year after enrolling in Nyenrode’s full-time MBA, Sorana is now Trade Marketing Manager at Allurion Technologies, a company tackling obesity with an innovative weight-loss balloon. Her responsibilities entail driving awareness, generating demand, and enhancing conversions across new European markets.

“Allurion Technologies is a fantastic hyper-growth company. We operate at an incredibly fast pace. We are embarked on a very ambitious mission to end obesity. And right now, I have a B2B2C role across Central and Eastern Europe,” Sorana explains. (09:00)

Europe, with its rich tapestry of cultures, languages, and unique economic and legal frameworks, demands custom-tailored marketing strategies. Recognizing the subtle differences and attributes of various European markets is indispensable for crafting successful marketing campaigns.

In that sense, pursuing an MBA in Amsterdam, a dynamic and diverse hub for business and innovation, can be a game changer.  Understanding European business practices and how to operate in different regions was one of the fundamental pillars of Sorana’s time at Nyenrode.

Nyenrode’s European Immersion Module further deepens students’ grasp of European business. Students embark on a two-day journey to a European city, diving into practical business experiences in a new location. They then showcase their insights to the leaders of local companies.

By facilitating interactions with various businesses and stakeholders across Europe, Nyenrode ensures students forge valuable connections and acquire a nuanced understanding of how to successfully conduct business in Europe.

Bridging Theory and Practice

Sorana’s fulfilling career in European marketing at Allurion Technologies was made possible by the skills she gained at Nyenrode. 

The MBA equipped her with knowledge, confidence, and a global perspective that has opened up many professional doors. She says, “I wouldn’t be traveling the world and living in different places had it not been for it. This program really ruffled feathers for me.” (16:26)

The program equips students like Sorana with the tools, experiences, and insights needed to excel in the dynamic European business landscape. Nyenrode’s innovative educational approach seamlessly integrates theoretical knowledge with applicable practical skills. 

From budget planning to managing a junior team, improving operations, or using storytelling or big data to deliver compelling presentations, the program covered all the aspects that are now pivotal to Sorana’s role at Allurion Technologies. “Everything that I learned during my MBA is now woven into my work,” she says. (11:20)

Reiterating its impact, Sorana states, “The MBA really changed my life. It wasn’t easy, but it was a lot of fun, and if I could turn back time, I could do it all over again with Nyenrode.” (16:01)

Are you on the hunt for an MBA designed to boost your international potential? Contact a Nyenrode student ambassador if you want to hear more about the full-time MBA at Nyenrode.