Andrew Yohanan (IMC21)

Insights and Strategy Associate at Kantar

Tell us about your career path. How did you get where you are today?

I came to Medill right after undergrad. Before my current role, I worked in product development for a food and beverage manufacturer where I was responsible for researching, conceptualizing, and prototyping, new culinary creations. I also had the chance to work with a technology startup where I helped build out and execute the organization's marketing strategy.

What are your main responsibilities in your current role?

I am primarily responsible for developing thought leadership at Kantar, the world's leading data, insights, and consulting company. I craft a clear vision of the future by blending quantitative and qualitative methods; ultimately uncovering consumer’s true behaviors, values, and perceptions. I also have the opportunity to consult and advise a variety of Fortune 500 companies, and am largely focused on the retail, food & beverage, and technology sectors.

How did the Medill Integrated Marketing Communications Full-Time program prepare you for your career?

The Medill IMC program was a transformative experience that profoundly prepared me for my career. Through a comprehensive curriculum and hands-on projects, I gained a deep understanding of the latest in marketing analytics and strategy. The program's strong connections with industry professionals also provided networking opportunities and invaluable real-world insights. Overall, the Medill IMC Full-Time program not only equipped me with the knowledge, practical skills, and industry connections necessary to excel in my career.

What did you do during Immersion Quarter?

I spent my Immersion Quarter with Mondelez International on their Global Impact, Sustainability, and Well-being team. I developed a global strategy for how their brands from Oreo to Toblerone can better leverage and go-to-market with sustainable initiatives. I analyzed consumer trends, competitor practices, and emerging technologies to identify opportunities for eco-friendly marketing activations. This experience allowed me to witness the tangible impact of sustainable practices on a brand's growth, reinforcing my commitment to driving positive change in the business world.

What is a class or experience that stuck out in your mind and why?

The class that stuck out to me most was Dr. Weinberger’s Consumer Insights course. I am used to conducting analyses on large data sets, but the one-on-one approach of ethnography was a refreshing take on market research. I loved exploring how cultural analysis and psychology can intersect to help decode consumer choices through the Whole Foods project. The combination of theory and hands-on experiences made it incredibly engaging.

How has Medill Career Services helped you?

Medill Career Services has been an invaluable resource throughout my professional journey. From resume reviews to personalized career counseling, they equipped me with the tools to excel in a competitive landscape. Their networking events and alumni connections have opened doors to job opportunities I wouldn't have discovered otherwise.

What other types of master’s programs did you consider?

I considered a number of other masters programs including a MS in Marketing Science, a MS in Marketing Analytics, and a MS in Market Research. However, I chose Medill because the program is built around hands-on, practical work. I knew the program’s emphasis on developing storytelling and data-driven marketing skills would serve me well for years to come.

How can your industry be more inclusive and representative of society?

It is important that the consulting and market research communities take active steps to be more inclusive. Firstly, fostering a diverse talent pipeline and representative leadership is essential. We can actively partner with educational institutions and organizations that support underrepresented groups, offering mentorship, internships, and scholarships to create a more inclusive entry point into the industry. Moreover, mentorship programs and leadership development initiatives should be inclusive, ensuring equal access to opportunities for all. Finally, transparency and accountability are fundamental. Firms should regularly report diversity metrics and set measurable goals to track progress. This holds leadership accountable for fostering a more representative workforce.

How have your identities influenced the way you navigate your professional career?

I believe it is important to bring my full authentic self to the workplace as it is vital to foster genuine connections and drive innovation. Embracing my identity and values not only promotes a more inclusive and diverse environment but also encourages others to do the same. It allows for open communication, trust, and collaboration, which are essential for a productive and forward thinking workplace.

What advice would you give to someone considering the Medill Integrated Marketing Communications Full-Time program?

If you want to take a hands-on approach to learning and work with some of the largest companies in the world, then the Medill IMC program is for you.