Geraldine L
- Research Program Mentor

MBA at Institut Européen d'Administration des Affaires or European Institute of Business Administration

Expertise

Marketing, Advertising, Social media, Organizational behavior, Leadership, Decision-making, Business strategy, Media & Entertainment industry, Negotiation, Entrepreneurship, Ideation

Bio

Hi there! I majored in Advertising with a minor in French and studied abroad in Paris for four months. After graduating, I specialized in digital advertising at Disney for six years: pitched and executed campaigns across Disney's websites, apps, and social media handles for external clients (e.g., LEGO), launched client-facing products, grew Disney's business with Twitter, and worked on cross-team projects across Disney, ABC, Disney Channel/XD/Junior, ESPN, News, and Disney+ properties. There, I learned a lot about the entertainment industry, how to navigate change in a fast-paced, always-on environment, and how to advocate for myself as someone starting out in their career. To develop my strategic and operational business skills, I completed an MBA program in Singapore and France with peers from over 70 countries. I learned a lot about business, with a particular focus on strategy, entrepreneurship, and marketing with a global mindset. Currently, I manage cross-departmental workstreams within the channel marketing department at JPMorgan Chase & Co. I love learning about new cultures, traveling, cooking, and doing arts and crafts! I'm also very passionate about children's learning and development and have volunteered in this area for half of my life.

Project ideas

Project ideas are meant to help inspire student thinking about their own project. Students are in the driver seat of their research and are free to use any or none of the ideas shared by their mentors.

Market Research

When entering into a new business industry (to launch a new product or to buy a company), it's important to conduct market research to gather information about the existing landscape, market size, growth potential, trends, and target customers. Choose an industry that you are interested in. From there, we can explore ways to develop a framework for market research, tools to conduct the research, and how to analyze the findings. Final product can be in a form of a powerpoint. This can be taken a step further by researching real-life companies that could benefit from entering this industry.

Make an Idea into a Business

There are a lot of ideas out there, but how do we come up with a great one that can become a business? Discuss how to...vet ideas, flesh out ideas, research the market, create a business model, develop a go-to-market strategy, and pitch to investors. This could be delivered as a podcast, powerpoint, or video on how to navigate this entrepreneurial process or even working on one of your own ideas!

Languages I know

French, conversational; Cantonese, conversational

Teaching experience

I've tutored or mentored children and students from ages 2 to 18 as a 1-on-1 tutor, group tutor, classroom assistant, volunteer program coordinator, and 1-on-1 mentor to support personal, educational, and social development. I encourage a growth mindset approach so students can focus on the excitement of learning and expanding their horizons.

Credentials

Work experience

The Walt Disney Company (2015 - 2020)

Paid Media Marketing Manager / Account Manager

JPMorgan Chase & Co. (2023 - Current)

Implementation Lead, Channel Marketing Operations

Education

Boston University

BS Bachelor of Science (2014)

Advertising

Institut Européen d'Administration des Affaires or European Institute of Business Administration

MBA Master of Business Administration (2021)

Business Administration

Completed Projects

In what ways can theatre organisations and businesses effectively collaborate to achieve optimal synergy and create unique, mutually beneficial partnerships?