Isabel is a current second-year BSc Business Management with Marketing and Year in Industry student at Birmingham Business School.
The support from Birmingham Business School has encouraged me to create opportunities for myself. That encouragement led me to reach out directly to the Director of Trading and Partnerships at Holiday Extras after becoming fascinated by the company’s pioneering use of AI. That conversation resulted in a week’s work placement, where I gained experience across teams including SEO, Customer Experience, Commercial and AI optimisation projects, before presenting my ideas in a consultancy style pitch at the end of the week.
Throughout the week, I explored how customers move from initial awareness through acquisition, booking, retention, and reconnection, while seeing first-hand how different teams collaborate to create a seamless customer journey. One of my favourite aspects of the placement was discovering how customer insight, data and AI are used to personalise experiences, improve decision making and build long term customer relationships. This made me realise that AI isn’t just shaping the future of business, it is already transforming the way teams collaborate, solve problems, and create better experiences for customers.
Presenting to colleagues across the business pushed me outside my comfort zone and gave me a real insight into the confidence and communication skills needed to share ideas in a professional setting. It was incredibly rewarding to see the concepts I had been learning at Birmingham applied in a real business setting, and it reinforced my interest in digital marketing and the power of collaboration across an organisation.
Looking back on my journey so far, it’s the opportunities outside of lectures that have shaped my experience just as much as coursework and exams. A standout moment was a McCann work experience day, where my team pitched a solution to a live brand brief and won. Presenting ideas in a real agency environment made the experience feel incredibly rewarding, and it gave me a real taste of the collaborative, fast-paced nature of marketing.
Throughout my first year, the BBS Careers team have supported me with CV feedback, advice on placement years and work experience applications, and employer networking opportunities. One of my proudest moments was being invited to join a Birmingham Business School Employability Panel, where I shared my journey with prospective students - a reminder of how supported I have felt throughout my time at Birmingham.
As I look ahead to my second year, I am excited to continue building on these experiences, taking on new challenges and making the most of the opportunities Birmingham Business School has to offer.
BSc Business Management with Marketing
Isabel is a current BSc Business Management with Marketing and Year in Industry student at the University of Birmingham
