How MiniMBA helped one marketer thrive client-side

When Ariane Sketcher made the move client-side, MiniMBA gave her the skills and confidence to hit the ground running. Now thriving as Lead Brand Manager at Lotto24, she sat down with us to share how the course gave her the competitive edge to succeed.

Hi Ariane! Thanks for having a chat with us today. We’re eager to learn more about your career journey. Can you take us from the beginning to where you are now?

In 2013, I started at Ogilvy & Mather in what was meant to be a trainee role. Four years later, I had worked my way up to a Senior Account Manager. Eventually, I craved a new challenge, so I switched to client side.

That’s when I joined Otto. I loved the fast-paced world of e-commerce, and it was there that my VP noticed my potential. He encouraged me to deepen my marketing knowledge and got me enrolled in the MiniMBA. Honestly, that was a game-changer for me.

What was in the back of your own mind when you began to consider proper training in marketing?

Before doing the course, I had never formally studied marketing. I just learned on the job. I also noticed that many people in my team lacked foundational marketing skills. My VP wanted me to bring the knowledge of MiniMBA into my team, and it worked.

A year after that same VP left Otto, he poached me to join Lotto24. Now, I’m Lead Brand Manager, heading up a growing team. I work across product marketing, user research, KPIs, campaigns — you name it.

So, do you still share what you’ve learned from MiniMBA with your team?

Yes. I regularly share key learnings and guidance around marketing strategy and brand management.

At Lotto24, I have a colleague who also completed MiniMBA in Marketing, so we often exchange ideas. And, after attending the Festival of Marketing, I brought back even more insight from Mark Ritson’s presentation.

Was it easy to fit the course around your day-to-day work?

Surprisingly, yes. It fit well because the topics were directly relevant to my work at the time. At Otto, for instance, we were focused on research and measurement — understanding what was successful and what wasn’t.

At Lotto24, the challenge was different. It’s a marketing strategy-oriented company. However, as most of the focus was on short-term gains, I needed to introduce brand management and long-term thinking.

The course was incredibly helpful because brand management was fairly new at Lotto24. I had to establish its importance. MiniMBA gave me the tools to explain and justify brand management within the company.

Making the Case for Brand Management

Did MiniMBA training help you get stakeholders on board with your thinking?

Definitely. It helped me understand what to measure, how to measure it, and how to segment the market properly. However, I still find myself having to speak the language of finance when dealing with executives. I can present strong strategic reasoning. Sometimes though, senior people still focus on whether an approach brings in new customers right away!

That said, the course gave me the confidence and strategic framework to make stronger arguments about brand positioning and marketing strategy.

What kind of impact has MiniMBA had on your career progression?

It’s had a huge impact. I completed both MiniMBA in Marketing and MiniMBA in Brand Management within six months, and soon after, I got a promotion. The company even created a new position for me.

It’s had a huge impact. I completed both MiniMBAs within six months, and soon after, I got a promotion. The company even created a new position for me.

 

It also helped me realise that I didn’t want to focus solely on campaign management forever — I wanted to be a brand manager.

At Otto, I did exactly that. I was promoted from Senior Brand Manager to Expert in Brand & Campaigns, which allowed me to advise multiple teams. When I moved to Lotto24, I negotiated to join as a Lead Brand Manager. Now, I’m on track for another promotion to Team Lead of Brand Management.

Has the way you approach your work changed since taking MiniMBA?

After finishing the course, people did notice my new approach to strategy, positioning and marketing. And they began relying on my thinking. I was able to clearly lay out what needed to be done, what to focus on, and how to measure success. Now, people recognise that my approach makes sense, and that’s what has driven my career growth.

Confidence that Sticks

Would you recommend MiniMBA to others? And why? 

Ariane: Absolutely. Mark Ritson emphasises confidence, and that really resonated with me. If you have confidence in your knowledge, everything else follows.

For me, the course was about learning and understanding marketing at a deeper level. At Otto, I didn’t have colleagues who could properly teach me brand management. I had to seek that knowledge out myself. Now, I can bring real value to my team.

Before signing up, did you have any doubts or concerns about the course?

At first, I was sceptical because I usually struggle with online learning. Previously, I preferred in-person classes where I can interact directly with the instructor. However, I was pleasantly surprised by how engaging and practical MiniMBA is.

It isn’t too theoretical — it’s entertaining, hands-on, and full of real-world examples. Ritson has a gift for making complex theories simple and actionable. And it isn’t dry at all; it is filled with case studies, humour, and practical insights, which kept me engaged.

I usually struggle with online learning … I was pleasantly surprised by how engaging and practical MiniMBA is

 

Did your company pay for the course?

Yes, thankfully! At that stage in my career, I would have been a stretch to pay for it myself. But given my career progression, it’s 100% worth the investment in time and money.

Did the exam and interactive tools make MiniMBA feel more worthwhile?

The exam was tough but valuable. I’ve taken other courses where I’ve walked out thinking, “Is that it?”. MiniMBA was different because the exam forced me to apply what I learned.

The interactive live modelling tools were also great. It allowed me to test different marketing strategies in real-world scenarios. The peer interaction was another big plus. Overall, the exam made the course feel truly worthwhile.

If you were telling a friend or colleague about MiniMBA, how would you pitch it to them?

I’d say it’s everything. It’s career progression, knowledge, and confidence.

You learn how marketing really works. It gives you the tools to really push yourself in your role and add value to your team.

And I still find myself revisiting my MiniMBA materials to refresh my knowledge whenever I need.

 

Ariane is one of 29,000+ marketers who’ve transformed their career with MiniMBA. Whether you’re looking to kickstart a new career or sharpen your edge, MiniMBA gives you the confidence to succeed it in your role. Find out how MiniMBA in Marketing can elevate your marketing game today.

Interested in team training?  Join leading businesses and supercharge your marketing department with MiniMBA. Contact our training team to find out more.