Graduating from university felt a bit like stepping into the unknown. For three years, my life had been structured around lectures, deadlines and projects, all leading towards a clear goal: graduation day. As this day approached, I started to feel the pressure of translating what I'd learned into something tangible. I knew that I didn’t just want a job, I wanted experience that would challenge me and help me grow. But like many at this stage, I had absolutely zero clue where to start.

Graduate jobs were asking for experience that I didn’t have yet, so I couldn’t get the job in order to get the experience. A vicious and very painful cycle that I was coming across constantly. This was when I decided I needed to change my approach. I knew I needed to reach out to people in the industry for advice and network a bit, in the hopes I could have some help in what to do from here.

I already had knowledge of We Are Fred and so I found Nick on LinkedIn. I didn’t go in asking for a job, I wanted advice from someone whose career path aligned with where I was heading. I was genuinely curious about how he had navigated his career and what he wished he had known from the start. These exchanges with Nick, that involved me actually going to the WAF office for a one-to-one meeting, ended with a job offer as an Account Executive. What started as a message asking for guidance turned into my first step into the marketing world. Probably the best phone call I’d had all year to be honest and also proof that sometimes, taking initiative can open doors you never knew existed.

Transitioning into the actual real world however, introduced a completely different pace and level of responsibility. Suddenly the theories I had studied weren’t just ideas, they were tools I use every day. It was both exciting and extremely challenging, requiring me to shift not only my routine but my mindset. And I quickly realised that marketing isn’t just about the strategy, it's about communication, problem solving and delivering value in real time.

At university, studying marketing and branding was a mix of theory, creativity and analysis. I explored consumer behaviour, branding, campaign strategy and digital design tools. Whilst these topics were engaging, they existed in an academic controlled environment. The real test came when I entered into the industry and needed to apply these concepts in a practical, results-driven setting.

One of the biggest adjustments was understanding the difference in expectations. In an academic setting, there’s room for experiment without major consequences. In the working room, decisions carry real weight. They impact clients, budget, business performance which adds a new level of accountability to the mix.

Starting my role at We Are Fred has been a rewarding part of this transition. From the beginning, I've been given a real opportunity to learn in a hands-on, supportive environment. What I’ve appreciated most is how much emphasis there is on growth and development. Rather than just applying what I already know, I’ve been constantly encouraged to expand my skillset and deepen my understanding of the marketing sector with real world context.

If there's one thing to take away from my experience, it’s that perfect opportunities don’t always come to you. Sometimes all it takes is a conversation and the willingness to step outside your comfort zone. I’ve been a part of the WAF team for 18 months now, and trust me when I say that one LinkedIn message changed it all for me.

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