Alumni | Q&A with Rudy Wilson, MBA 2002 - Brand Manager of Doritos, Frito-Lay, Inc.

What was your professional background prior to business school and how did that lead you to Ross?


As a marketing undergrad at Arizona State University, I enjoyed a wonderful experience as a marketing brand intern at a company called Xyron. I absolutely loved it. My manager recommended I get into a cross functional career to start off because he felt it would help me become a better brand manager in the long run. My senior year I interviewed and was accepted as a buyer into the purchasing leadership program at General Mills. My purpose there was to learn how to deal with all aspects of the business. I did that for three years, loved the company, loved the experience; then I decided it was time for me to go to business school. I wanted to find a program that was right for me. I thought to myself, if I want to be the best, I have to go the best. I compared the top five schools (the University of Michigan being in the top 5) with the goal of finding the school that really was most like me. If I was going to spend two years of my time in business school, I wanted to be able to enjoy it. My experience during my visit to Michigan was compelling - the people there were down to earth, knowledgeable and passionate about what they were doing. They also knew how to have a good time! Life wasn’t just about a career - there were other things. I enjoyed that environment so I chose Ross.

How has your Ross experience helped your career as a marketer at Frito-Lay?

First, Ross prepared me with the education and technical training I needed. But what I value most from my experience is the team environment that we have at the school. I worked with a lot of dynamic people with different experiences, aspirations and goals. So it was almost like little mini-task forces composed of people interested in finance, international business, marketing, etc…all working together to get projects done. Learning how to apply technical skills while managing interpersonal skills was really cool. Those experiences definitely came to bear when I graduated and started working in the real world. Second, Ross did a really good job of helping to prepare me for interviewing with different companies. As a result, I was able to manage the job search process when recruiting season came around.

What makes Frito – Lay a strong marketing organization?

Frito Lay has its own direct sales force. That really allows us to have strong flexibility as an organization. We can react to consumers very, very quickly. Our sales force quickly implements our ideas tactically so we can work with consumers and create ideas from concept to finished product quickly. Another strength for Frito-Lay…well, people love our products! Frito Lay is fun food. It is really interesting when you work with a product that people know. When I mention to people that I am the brand manager for Doritos, it is an automatic 10-minute conversation! Additionally, from a career management standpoint, Frito-Lay gives employees a lot of responsibility from day one as an assistant marketing manager. For people who like that kind of challenge, it really puts you into an exciting place.

How long have you been with the company and what has been your career progression to-date?

I’ve been with Frito Lay for about 4 ½ years. When I came into the company I started out as an assistant marketing manager with Tostitos. For two years, I ran the day-to-day management of the business as well as the college sports strategy for both college football and basketball. Within that, I also ran the Tostitos Fiesta Bowl, which included a National Championship game. After the 2nd year working with Tostitos, I wanted to try something new. I had a great opportunity to get into a position developing a customer innovation strategy. The idea of customer innovation was to investigate whether or not Frito Lay was in a position to develop exclusive products for key customers. After about a year, I was excited about my new opportunity on Sun Chips. I worked on the re-launch of the brand, which included in store activation, equity development and cause marketing (i.e. Susan G. Komen). I’m very proud of what we did as a team on the brand. That leads me to my current position as brand manager for Doritos. As brand manager, I am responsible for the equity strategy which encompasses brand communication (i.e. advertising) and brand innovation. One of the biggest things we are working on right now is a promotion called ‘Crash the Super Bowl’. We are giving consumers the opportunity to create an ad about what they love about Doritos. The top 5 ads will be posted on our website and consumers all across America will vote on their favorite. The winning ad will actually be played during the super bowl.

What advice do you have for current students interested in marketing careers at Frito – Lay?

Two suggestions. First, make sure you are aware of every single thing going on in the market. When I was at Michigan I subscribed to Brandweek and I read it every week. Magazines like Brandweek give you a good understanding of what is going on in the industry from a practical standpoint. It’s really important that you be versed on the marketplace. Another thing is, as a marketer sometimes you have to put your ‘consumer lens’ on. I think its easy to forget to leverage that. It’s tough too because while marketers are certainly not the typical consumer, it’s still important to be able to use you own intuition to make sure you are making practical business decisions.

M-Trek in the DR - Work Hard, Play Hard!!

This summer, 5 members of the BBSA, Alex Sutton, Todd LeBlanc, Erik Franks, Michelle Brown and Vicky Escrojin, participated in a M-Trek to one of the Caribbean’s most beautiful and diverse islands – the Dominican Republic. The 9-day journey was extremely action packed, and full of fun times.

We began our trip on the Northern edge of the island in Caberete. From there, the group boarded a small boat and floated down the Islabon River, through dense stands of water lilies, to dine beachside. We made a beach bonfire and did some star gazing at the remote La Boca beach in Caberete.

Our next stop—the 27 waterfalls of Damajagua. For what you ask? You got it, canyoning! All of the trekkers kissed their fears goodbye and rappelled down a 150 foot waterfall. Did I mention that we also jumped from cliffs, some as high as 35 feet, into the crystal clear river water below. Yes, we all jumped (some multiple times), but this madness was definitely not for the faint of heart!

Of course, the adventures did not stop there. While in Caberete each of us grabbed our goggles, strapped on our tanks, and became Scuba certified. Who knew that swimming with the fish while breathing underwater could be so fun!

Our next stop was Jarabocoa, located in the Central Mountain Range of DR. The group geared up and prepared for a day of white water rafting on the Yaque del Norte River, the longest in the Dominican Republic. The “Mike Tyson” rapid, one of the strongest rapids with a very long drop, delivered the knock out punch and toppled me right out of the raft.

After all of the action, the group was in desperate need of some R & R. One word says it all, Catamaran!!! We spent a day sailing along the North Coast from Puerto Plata to Sosua, enjoying the views, loving the Caribbean music, and of course, sipping on the rum punch. We loved the rum punch!

We finished up our adventure filled Dominican Republic M-Trek when we arrived in the historic capital of Santo Domingo located on the southern coast of this beautiful Caribbean island. We celebrated the end of the great vacation and also the beginning of many great friendships.

This M-trek was definitely one of the most memorable experiences of my Ross career. What’s not to love when you mix 9 fun people, beautiful beaches, jungle adventures, water sports, cultural exploration, and fabulous nightlife (yes, salsa and meringue!).

The DR is definitely IN!

Prospective Students | Q&A with Gwyneth Slocum Bailey - Associate Director for Under-represented Minorities

BCG conducted a study and estimated that only 7% of students at what the firm considered 'top' 20 M.B.A. programs are minorities. What is the Ross School of Business doing to continue to attract and recruit minority/underrepresented talent?

The current MBA classes at the Ross School of Business at the University of Michigan include 11% underrepresented minorities. We work very hard to recruit an MBA class that reflects diversity in a broad sense. The fact that we have a strong general management program results in students coming from a variety of backgrounds whose career goals and interests are very diverse, which adds breadth and depth to class discussions and team experiences. We are continuing to attract and recruit underrepresented minorities in a variety of ways.

We are fortunate to be a member school in the Consortium for Graduate Study in Management, an organization dedicated to promoting diversity and inclusion in American business. As a result, prospective MBAs who may not initially have had the Ross School of Business on their list of schools get exposure to Ross through the Consortium website, mailings, and events.

We participate in events sponsored by other organizations - such as Management Leadership for Tomorrow and Riordan Fellows, and the NBMBA and NSHMBA Conferences- that are committed to developing African American, Hispanic and Native American business leaders.

Our students and alumni are our best recruiters. They refer prospective MBAs to the Ross MBA program. Their enthusiasm for Ross is infectious, and they are involved in every stage of the recruitment process, including talking with newly admitted students to answer questions about Ross, host students during visits, etc.

We have an annual Diversity weekend called UpClose, during which prospective underrepresented minority students can experience Ann Arbor and the Ross School of Business first hand.

E-newsletters with information of specific interest to various segments of our inquiry base are sent to prospective MBAs who have registered on our website.
Members of the Ross faculty and staff are available to meet with all our prospective MBAs.

How important are alumni in the effort to recruit talent into the program?

As indicated above, alumni are involved at every step of the process in recruiting talent into the program. And we’ve got wonderful alumni! I could list a variety of ways in which alumni are involved with recruiting and tell all kinds of stories about the impact alumni have in bringing top talent to Ross (and often hiring them afterward!), but here are few recent examples:

About a month ago I met a prospective MBA who wants to get an MBA in order to switch into the hospitality industry. She read about one of our Consortium alumni in a related industry and asked me about getting in touch with him. I wrote the alum at 10:05 p.m. one evening and asked if he would be willing to contact the prospective student. At 10:46 p.m. the alum wrote me that he would be more than happy to talk with prospective MBAs, and at 11:01 p.m. he wrote to the prospective MBA. This is not an isolated incident, but is repeated in various ways again and again by our alumni.

Two weeks ago I sent a message to alumni in Russia requesting their help at recruiting events in Moscow this week. One alum wrote back, saying that he was not in Moscow, but he would be happy to help with recruiting. So I asked him, “Where are you exactly, and what are you doing, so that I know what types of prospective students to put in touch with you?” It turns out he’s working for a major oil company on an island off the eastern coast of Russia. As for the type of prospective students whom I should put in touch with him, he replied, “I'd be willing to talk to any prospective student no matter what their background or career interests. Michigan is a great place to go regardless of what you want to do in the future.”

What steps would you recommend prospective students take to decide if Ross is the best MBA program for them?

I give all prospective students interested in getting an MBA and trying to decide whether Ross is the right the same advice:

Know Yourself: Take time to reflect on:
o what you’ve done – and what you enjoyed
o what you would like to do
o how you like to learn
o in what type of environment you thrive
o why will an MBA help you bridge what you have done with what you want to do

Get to know the Ross School of Business:
o Request materials and “register with us so that you receive our e-newsletter @Ross
o Attend a Ross Event
o Connect with a current student
o Check out Student Organizations and Clubs related to your interests
o Visit Ann Arbor and the Ross School of Business

What advice would you give to a prospective student who is interested in applying to business school but is concerned with juggling the responsibilities of parenthood?

This question resonates with me personally as my newborn son was three weeks old when I started my MBA. That child is now married and working on a graduate degree himself. From this vantage point I can tell you that if/when you are a parent, you will be juggling the responsibilities of parenthood with other responsibilities for decades, not just while you are getting your MBA. In fact, juggling these responsibilities may be easier while in school because as a student you will probably have more discretionary time than you would in most jobs. You will be able to adjust many parts of your schedule to fit parenting responsibilities.

So, should you get an MBA at all, given that many post-MBA careers are very demanding? I would say that while it’s true that MBA career paths can have demanding responsibilities, an MBA can give you the expertise and credibility you’ll need to negotiate a job or career with flexible work arrangements, due to the value you will bring to a company or organization, or your MBA may be the credential that enables you to network your way back into a career if you stop out for a time to be your child’s primary caregiver. As with most decisions, I recommend talking with people who are doing the things you think you’d like to do and asking them about issues of juggling various responsibilities in that particular career path.

If you decide to get your MBA, I can tell you that going to business school as a new mother was challenging, but doable. The Ann Arbor community has excellent resources for children and families. Some MBA student parents get involved in the “Baby MBA” group of our Ross Partners Club. The University of Michigan offers very affordable family housing that comes with instant neighbors and friends. The size of Ann Arbor makes it relatively easy to get around to the places you’ll need to get to, which is a help when you have deadlines and appointments related to school, your career search and your children.


All the best in your endeavors, and thank you for your interest in the Ross School of Business.

Gwyneth Slocum Bailey
Associate Director of Admissions
Ross School of Business

MBA 2007 | American Express Company New York, NY - Intern, Christine Llewellyn

After graduating from Wesleyan University with a B.A. in Psychology, I began working for PricewaterhouseCoopers LLP as a consultant. I worked on many interesting projects with great people but soon realized that consulting wasn’t the best fit for me. I am passionate about art and design and found that my hectic and very unpredictable schedule allowed me neither the outlet nor the time to express my creativity. As much as possible, I got involved in activities outside of work that allowed me to fulfill this void. I soon realized that what I enjoyed most were things that allowed me to express my creative side. Knowing that I would best be able to display my creativity through a career in marketing, I decided to get my MBA from Ross to obtain fundamental business skills while also learning from Ross’ renowned marketing faculty. In my first year I focused on getting the perfect marketing internship for me - one that allowed me to use and sharpen my quantitative skills while also providing an outlet for my creativity. I can definitely say I found the perfect balance during my strategic marketing summer internship at American Express Company.

This summer I interned in the Establishment Services division of American Express. My summer internship project was to design a nationwide promotion (to be rolled out in 2007) for all card members that would serve to create buzz and excitement while ultimately generating incremental charge volume. In the past few years, American Express has rolled out very innovative, exciting and largely successful promotions that provide great value to its card members. As a company known for being on the forefront of marketing innovation, the American Express seeks to ensure that its card members always are presented with new promotions that remind them of the premium benefits of membership. My role this summer was to do just that – design an innovative new promotion that would provide premium benefits for all card members. Having had no formal marketing experience before my internship, I was a bit nervous before I started but was even more excited about the opportunity to design a new promotion that all card members could experience.

The first few weeks of my 11 week internship were spent conducting a very brief competitive analysis of other financial institutions’ promotions. This was followed by an in-depth industry analysis to determine which industry the new promotion would target. Obtaining data for this project required me to do quantitative and qualitative analyses of different industries. I interviewed directors and VPs that worked on industry development teams to get an understanding of how these industries were performing as well as how a new promotion could best serve their respective industries. I also conducted an in-depth quantitative analysis of different industries and looked at variables such as industry size, growth, and AMEX share over the past few years. Once the formal analysis was completed and the industry was selected, I began designing the new promotion.

Though I had never designed a promotion or campaign, my internship was a huge success thanks to the exposure I was given to marketing professionals inside and outside of American Express. I was fortunate to have had the opportunity to work closely with the advertising agency to develop my idea and to come up with creative around the new promotion. I also conducted brainstorm sessions with AMEX professionals, advertising executives and promotions experts throughout the course of the summer. My success was also due to my supportive team and my great manager - who also happens to be a Michigan alum J.

This summer I was able to find the perfect balance between business analysis and creativity. My internship experience did not only help me realize that American Express was the place for me but it also helped me to really experience the value of Ross’ rich curriculum. Having been on my MAP project right before my internship, I was able to frame my project, create an actionable project plan, and organize and present vast amounts of data with ease throughout the summer. For all these reasons and many more, I am glad I made the choice to attend Ross and hope to begin my career at American Express after graduation.

MBA 2007 | Navajo Nation Division of Economic Development – St. Michaels, AZ – Intern, Omurhu Onokpise

Prior to coming to the Stephen M. Ross School of Business at the University of Michigan I had already decided on the type of internship I would seek. My original thought was that I would either seek an internship that was internationally based or an opportunity that was with a small entrepreneurial firm. Respective reasons for seeking those paths include gaining an international basis and experience for my career in international economic development, and learning the intricacies it takes to develop a company from the ground up to apply the methods globally to other individuals within my interest of economic development, respectively. As the recruiting season began to arise it was tough to escape the lure of all the Fortune 100, multi-national firms seeking the best and brightest MBAs soliciting them with various carrots to attract the veritable plethora of soon-to-be executives. All though all these items and events were nice and exquisite I reminded myself of a statement from Al Cotrone, Director of Student Affairs at the Office of Career Development, “You go to graduate school to do what you want to do,” and what I wanted to do was international development. As none of the corporate internships were of the flavor I was seeking I decided to look more towards the university based partnerships, such as the Zell Lurie Institute’s Marcel Gani program, or William Davidson Institute internships. During my research of Marcel Gani internships I came across the Domestic Corps program (DC). After further research on DC I was able locate a few internships that I felt would help me reach my previously set goals. One of these internships was working with the Navajo Nation (NN) Division of Economic Development (DED). It seemed like the perfect opportunity to work “internationally” doing work in the field of my choice. Noting that the NN is a nation within and of the United States the fit seemed right. At the time I received the offer I was in Cuba with a class studying the business/economic environment of the country. After seeing what opportunities for economic expansion were available in Cuba, it did not take much thought to realize that opportunities such as the one being offered at the NNDED could be utilized extensively in the future.

Once arriving on the NN, there were some preconceived notions that I held (as all do upon arriving to a “foreign” location). These notions were clarified after the first two weeks of the internship. During this time we interns had a chance to travel across the NN, with the current DC coordinator and the DC founder, visiting a number of sites. These sites included the Window Rock, Monument Valley, Shiprock, and Mesa Verde. Then we were introduced to the DED and the work of the DED by our two summer supervisors. Even though I had an exciting time, it was much learning and much knowledge to be gain as we began to immerse ourselves into the culture. It is important to understand that learning about the people and their roots/ancestry aids in building relationships and trust for the work eventually delivered. When I tell Navajos I spoke to the World War II Navajo Code Talkers or participated in a traditional Navajo Sweat, the sincerity of our immersion becomes evident. In turn, the recommendations that I was able to give at the end of the summer did not come from an outside consultant, but from “family”. I call myself family because that’s how I felt the people embraced us.

That being said, internships can be utilized as a launching pad of knowledge that can be translated for future opportunities, and I believe I was able to acquire that knowledge here on the NN. In international development there is much work with different governments, NGOs, and consultants, and my experience has endorsed that feeling. While here I was able to work on an infrastructure analysis for two of the ten industrial parks. The goal for this assessment is to help the NN review the current status of those industrial parks and to understand what work needs to be completed upon the parks to make them most attractive to solicit industrial firms. The more attractive the industrial area, the more likely that firms will seek to do business on the NN. As more firms do business on the Nation, other industrial and service firms will be more willing to do business here on the nation also, thus creating a multiplier effect bringing increased “wealth” and jobs to the community. This research was gathered from some of the great people I was able to meet here on the Nation, as well as some international development organizations such as the United Nations Industrial Development Organization, the Millennium Development Campaign, and the Harvard Project on American Indian Economic Development. From these sources and through my work here I can affirm that my internship has prepared me for the world of international economic development and any other career paths I may seek.

Some students may wonder how this internship with a non-profit or socially/economically distressed people is different from the standard corporate internship. I say that this experience affords everything that a corporate experience does, with more room for greater responsibility. This responsibility is not just the breadth of tasks you can partake, but rather it is an opportunity to help a certain sect in society that you may not have otherwise had the opportunity to. The recommendations we made could be used to create actual jobs here on the NN, which could positively alter people’s lives. When people wonder about the money the MBA intern is giving up to take such an internship, I say it is a richer experience for me to see wealth created in a community which leads to a positive difference in a person’s current situation.