ALUMNI - Ask an Alum

The "Ask an Alum" series was designed to expose to students to advice and experience from Baruch College alumni in various fields. If you are an alumnus/a interested in participating or a student that has a question you would like added to the series, please contact us.

	Name	Al Benoit
	Major	BBA, Marketing
	Clubs/Organizations	American Marketing Association (Vice President)
	Current Position	Account director, VP

Alumni Questionnaire

• What industry are you in?
  Advertising - Media Planning
  
  
• How many years you have been in your industry?
  13
  
  
• How did you know that this career was a fit for you?
  I wanted to go into marketing because I felt it was a critical business function that would allow me to have an impact on brands. Being part of AMA and hearing and speaking to industry guests, gave me the insights to the actual day-to-day.
  
  
• What would you tell a student interested in getting into your field?
  The field is actually shrinking as are many in the US. The good is that Clients want to look a person in the eye when they suggest how to spend $80 million dollars. That minimizes outsourcing and the truth is advertising, done well, works.
  
  
• What was the greatest challenge you faced in your career?
  The fear of being in the real world is initially intimidating. Once that faded, my next biggest challenge was adjusting to an industry that is not very diverse.
  
  
• What is the biggest mistake individuals often make in your field?
  In media planning, many people forget that while it is data based, some of the ideas are experience-based or subjective. There is a considerable amount of white space to be creative with which is sometimes forgotten by some. I think the 'new generation' need to bide their time and listen. Many times people come in and want to change the industry or only do their bosses job vs appreciating the journey and knowledge that comes with it.
  
  
• What do you know now that you wished you knew while you were in college?
  Internships help show passion for a particular career path and in this competitive environment can be the difference. I did not network well in college and did not see the foresight of making and keeping contacts.
  
  
• What was your favorite thing about Baruch?
  Life-long friends that I have made. Saying I went to Baruch and the positive stories alumni from other schools or those considering/doing MBAs there have to say about the school.
  
  
• In retrospect, what would you have done differently while at Baruch?
  Taken more care to optimize my GPA. Gone out of my comfort zone further to interact with the breadth of international students at Baruch.
  
  
• What is best career advice that was ever given to you?
  'Activity does not equal achievement' is a quote by John Wooden that I try to keep top of mind. A mentor gave me that advice to say that my efforts should be productive to reaching the goal and to not simply keep moving, but move with effective purpose.
  
  
• What skill set is critical in today's economic environment?
  Passion for excellence is the best tool to communicate. Managers want people who will make them look good and allow them to worry less and leave on time. An employee/candidate who is energetic, positive, sees the big picture and is detail-oriented may scare off an occasional manager (fearful they will surpass them), but overall, is a dream candidate.