Every now and then, you get to meet someone who shows you how far determination can take you. It took LUT Business School alumna Anette Uronen all the way to London, where she advises global leaders at Forrester, one of the world’s leading research and advisory firms.
Uronen leads a team that helps companies get the most out of Forrester’s research and consulting. That may mean things like developing strategy, business operations, or customer experience and identifying new digital solutions. Her job has taken her to locations across Europe and the US.
“In my work, I get to talk about what keeps leaders of global businesses up at night. Each day brings endless opportunities to learn new things. On top of that, I get to work in an international community,” Uronen describes her day-to-day.
Flexible studies quickly led to a job
Uronen started her bachelor's studies in international marketing in Lappeenranta 12 years ago and ended up also completing the Master’s Programme in International Marketing Management (MIMM). The flexibility of the studies enabled her to finish both degrees in only three years.
From the start, Uronen knew she wanted to study marketing and pursue an English-language degree in an international environment. Recommendations from friends and the MIMM programme's internationally recognised quality label sealed her decision to apply to LUT Business School.
“I've been working since I was 14: first as a riding instructor and later as a cashier. That’s how I learned to understand customer needs and the importance of customer experience in business. I later headed a small sales team, which gave me valuable experience in how marketing influences consumer decisions and supports sales,” Uronen says.
Uronen's work experience helped her understand both the theoretical and practical aspects of what she studied. Her years working with customers had taught her a great deal about customer experience – an area many companies now prioritise in their leadership training programs to ensure business and technology leaders understand its critical importance.
Lasting impact of LUT Business School education
When asked what she remembers most about her studies at LUT, Uronen launches into a long list of interesting courses – even specific group projects. She recalls the Marketing of High Technology Innovations course that taught her to tackle real-life challenges in technology marketing. The memorable course was headed by a San Francisco-based professor. In addition, Anssi Tarkiainen’s statistics course shed light on research and data.
“The MIMM programme focused especially on customer-centricity concepts. They've stood the test of time: I use them frequently in my work at Forrester.”
Thanks to my studies, it was easy for me to understand what integrating business and technology is all about, while many others might struggle with it.
Her most unforgettable experiences at LUT included developing an international expansion plan for a gaming company and designing a user-driven marketing strategy for a game targeted at children.
“I was excited to be involved in a project for a real-world company and get feedback directly from its representatives. The experience has been useful in my current job because I now understand the perspective of marketing professionals,” Uronen says.
Studies at LUT Business School also highlighted the integration of business and technology.
“Thanks to my studies, it was easy for me to understand what integrating business and technology is all about, while many others might struggle with it. Furthermore, I've applied a design thinking approach to the development of Forrester’s hiring process,” Uronen explains.
In other words, an international degree from a university of technology provided a strong foundation for working at Forrester.
“The company held a master's degree from a university of technology in particularly high regard. LUT's degrees equip students well for an international career.”
Anette Uronen
- Graduate of LUT Business School’s Master’s Programme in International Marketing Management (MIMM).
- Lead of Customer Success at research and consulting company Forrester in London. Forrester helps business and technology leaders make decisions and accelerate growth through customer obsession.
- Family includes a husband and a dog.
- Avid equestrian.
- Top 5 things about LUT Business School:
- Fast track to graduation
- Flexible studies
- International community and English-language studies
- High-quality education focusing on themes of current interest
- Practical approach and corporate collaboration
English-language studies opened doors abroad
LUT Business School’s MIMM programme prepared Uronen for work in an international community. Her language skills developed effortlessly because both her teachers and fellow students spoke English. Moreover, Uronen tutored international students.
“In addition to building my language skills, international cases expanded my thinking and prepared me for international roles. Studies at LUT gave me the courage and competencies to apply for a job in London.”
Uronen's exchange period in New Zealand gave her yet another fresh perspective on international marketing, as she completed the Design for Business module at the Auckland University of Technology. Uronen is an avid equestrian, and through her hobby, she met a local couple who encouraged her to apply for work in New Zealand.
Even though Uronen ended up not staying in the country, the experience made it easier for her to start planning her move to London, where her then-boyfriend, now-husband had already moved.
From a six-stage recruitment process to a management job
Uronen found herself at Forrester by chance, after first having applied for marketing jobs at other companies in London. Her thesis supervisor Sami Saarenketo, the current dean of LUT Business School, urged her to apply for a sales position at Forrester.
“When I saw the job ad, I talked it over with Sami. He told me that ‘you got this’. That gave me a confidence boost.”
Uronen also had a contact at Forrester who helped her get into their six-stage recruitment process.
“The presentation I gave to experienced experts in the final stage of the process was especially nerve-wracking. I drew on what I'd learned at LUT about customer-centricity and integrating technology with business."
This helped our alumna to advance in her career:
- LUT Business School degree: focus on customer-centricity, the integration of business and technology, and development of business through design.
- Personality: outspokenness, initiative, and tenacity
- Mentors, some of whom have been clients
New perspectives from working in London
After working in sales, Uronen has built her career at Forrester with determination. At the beginning, her clientele mostly consisted of Nordic companies, but her sphere of responsibilities has since expanded to the UK, the Benelux countries, and German-speaking countries.
Uronen has advanced from specialist to team leader to manager. She oversees a ten-person team, with members representing a variety of nationalities. Uronen is currently the only Finn in her team and even the entire London office.
She considers her international experience an asset. She also feels her nine years in London have changed her as a person.
“Management work has taught me to look at things from new perspectives. I’m more empathetic and have more grit – especially because things here move forward more slowly than in Finland. My resilience has also grown: I no longer merely tolerate change but actually gravitate towards it.”
Next, Uronen could see herself in a senior leadership role at an international company.
"As long as I can harness the power of technology to drive innovation and inspire people, I’m fulfilled."
Five tips for an international career
- Make a plan. Think about what you want to get out of your studies: events, networks, or work experience?
- Combine different fields of study open-mindedly. Technology complements business studies. Coding is useful also for a business student!
- Break boundaries and make your university experience your own. Try out what interests you and network during your studies.
- Trust your language skills. People from the Nordic countries typically speak excellent English. It's not an obstacle – quite the opposite.
- Dare to be vulnerable and ask others for help. Uncertainty is part of the process, but openness can lead to unexpected opportunities.
