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Before joining the University as a Senior Lecturer in Marketing, Magdalena spent over 15 years working in the industry across various marketing and management roles for several consumer goods (FMCG) companies in the UK and abroad, including Argentina and Uruguay.
She began her career in marketing within the banking sector working for Citibank, then she moved into the Fast-moving consumer goods (FMCG) sector. Her main area of expertise has been customer marketing, trade marketing and key account management within the multiple grocers and retail channel.
Over the course of her career, she had the opportunity to work in different countries and different types of company, from multinationals to SMEs. This has given her a wider understanding of marketing across different cultural environments.
After working for Citibank, Magdalena joined Rasic Group PLC – the main poultry business in Argentina – as key account manager. She led a team of 40 sales representatives and was responsible for the negotiations with the top four key accounts within the grocery retail channel.
In this role, she worked closely with Casino Group, Geant and Carrefour. A few years later, she moved into the beverage industry as trade marketing manager for the brand ‘Nix’, a leading soft drink brand competing with Pepsi, and the brand ‘Nativa’, a bottled mineral water brand in Uruguay, the second largest after Danone. During this time, Magdalena was involved in all the stages of successful new product developments that contributed to an increase in total market share. The business is currently owned by CCU – the largest multinational beverage company in Chile, producer of Heineken, Budweiser and Red Bull in Argentina. In this role, Magdalena was responsible for managing the brand’s exclusive distributors, developing marketing activities and promotional brand plans within the retail and wholesale sector nationally. More recently in the UK, she worked for SHS Sales & Marketing looking after the brand ‘WKD’ within the ready-to drink category.
Magdalena was awarded with a scholarship from the European Union to pursue a MA in Marketing Management in 2007, and graduated with distinction. She has recently finished her PhD in sustainable marketing, and consumer’s personal values in relation to organic consumption.
In her free time, she loves spending time with her young daughter, running outdoors, or playing tennis. Her favourite place is the seaside.
Magdalena teaches various marketing modules at undergraduate and postgraduate level, as well as in professional apprenticeship courses. She is also the module leader for the Dissertation module at postgraduate level. Some of the subject modules she has taught or currently teaches are: Principles of Marketing, Consumer Behaviour, International Strategic Marketing, Marketing Communications, International Marketing, Campaign Planning, Brand Management, New Product Development, Marketing Research and Marketing in Society with a focus on sustainable marketing.
In addition to her teaching and research commitments, Magdalena has been the Academic Course Leader for the MSc in Marketing postgraduate programme for the last 5 years, which has seen a significant growth in student numbers. Previously, she was the Course Director for the undergraduate marketing programmes with overall 300 students.
As a Course Leader she is involved in all academic areas, student experience, recruitment, and curriculum development at a module level and as part of the Periodic Revalidation Review for the MSc in Marketing.
Magdalena’s research interests focus on consumer behaviour, sustainable/green marketing, pro-environmental behaviour (PEB), and marketing strategy She has had several publications in peer reviewed journals, and contributed to various research conferences.
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