After completing her bachelor degree, Katharina Holland decided to study for a master degree in Marketing in English, specialising in Retail and Shopper Marketing at IMC Krems. Her aim was to deepen her knowledge and prepare herself for the challenges of the digital age, particularly in an international environment. Studying at our University of Applied Sciences enabled her to apply her theoretical knowledge to real-life projects.
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Always one step ahead
High honour from the trade association
Every two years, the Austrian Retail Association awards the Science Prize for outstanding scientific publications - Wissenschaftspreis für herausragende wissenschaftliche Publikationen - that are highly relevant to the retail industry.
Katharina was able to secure first place in the ‘master thesis’ category in 2022 for her thesis ‘VOICE COMMERCE IN AUSTRIA - An Analysis of Factors that influence the Purchase Intention when using Smart Speakers for Voice Shopping’.
Career start at a leading digital company
After completing her master degree, Katharina began her professional career at a renowned SaaS company. There, she was able to successfully apply and further develop the skills she had acquired during her studies, particularly in the field of e-commerce. Through continuous further training and commitment, she has now established herself as a sought-after expert in the field of digital marketing.
What specialisation did you focus on during your studies and what led you to this choice?
I already developed a great interest in the customer journey in the retail sector and the linking of online and offline channels during my bachelor degree. As a result, I quickly decided to specialise in ‘Retail and Shopper Marketing’. The subject of e-commerce in particular already supported me in my job as an online marketing consultant during my master degree.
What tasks/responsibilities do you have in your current position at smarter ecommerce?
As a Senior Programmatic Specialist, I implement display, video and audio campaigns for my national and international clients to increase awareness of their brands or products. As Chapter Lead Programmatic, I am also responsible for the strategic development of the service and train colleagues in this area.
How does the successful digital marketing expert describe herself?
‘My passion for digital media, strategic thinking and creative concepts is reflected in my work as a Senior Programmatic Specialist. With a strong understanding of numbers and a talent for structured project management, I bring innovative ideas to the world of digital advertising. Continuous learning, following the latest trends and always being one step ahead are the be-all and end-all for me in online marketing, because: ‘Education is the most powerful weapon which you can use to change the world.’