YOUR CAREER MIGHT FIND YOU FIRST

Can you tell us a bit about yourself and what you do at MERRACHI?

I’m Esra, 27 and work in influencer marketing.

At MERRACHI, I help bring the brand to life through creators & online visibilty. From curating PR packages and scouting influencers to developing gifting strategies and organising influencer events, my job is a mix of creativity, branding and community.

Looking back, was working in fashion and luxury branding always the goal, or did you discover it along the way?

Oh god no! I never had a five-year plan or had a clear vision of industry I wanted to work in. I even switched studies a couple of times before ending up in International Business. During my studies, I landed an internship in Influencer Marketing, and everything clicked. It was unexpected, but I quickly realized I wanted to learn more about the industry and develop myself in that direction. Looking back, it feels like my career found me before I found it.

What does a typical day look like in your role?

No two days are the same, but that is what I enjoy the most. As someone who craves structure in her day to day, I love that my work doesn’t. It’s never boring! In influencer marketing you have to be on top of new trends, and the constantly evolving world of social media.

Some days I'm scouting new influencers, or working on gifting strategies. Other days are much more hands-on, where I’m figuring out practical details like packing PR packages or arranging a truck to hand-deliver influencer packages.

What's something about working in the fashion industry that people often misunderstand?

People often think it's all glamorous events and beautiful clothes, but there's so much strategy and planning behind everything. Every campaign, event, or collection launch involves months of preparation and collaboration between different teams. The creative side is amazing and it’s also a fast-paced industry where you’re constantly adapting and solving problems.

You've only recently started your career. What's been the biggest adjustment from university to working full-time?

Definitely realizing how much less free time you suddenly have with working full-time. A 9-to-5 schedule (which as we all know isn’t really 9-5 :/) was a bigger change than I expected. At first, I loved the no homework part, but I quickly realized that work is a big commitment.

At uni, you have much more flexibility with your time, whereas now a big part of your day is dedicated to work. Don’t get me wrong, I love working and I love my job, but it took some time to find a good balance between work, seeing friends, working out, and simply having time to just recharge.

Can you share a project or moment at work that made you think, "This is exactly why I wanted this job"?

Those moments happen when you see something go from an idea in a brainstorm to something ‘real’. Whether it’s seeing a campaign come to life after weeks of planning or seeing the online response afterwards, it makes all the bts work feel worth it.

There is so much strategy and creativity involved, but what makes it special is seeing how people respond to something you helped create. One of my favourite parts of the job is getting to meet so many different people, from creators and community members to creative professionals. And of course, there are also the smaller moments, like getting to play a little bit of Santa Claus and sending out gifts:)

Have you ever experienced imposter syndrome or moments where you questioned yourself? If so, how did you deal with them?

All the time. When you’re starting out, it’s easy to feel like everyone else knows more than you do. Before working in Influencer Marketing, I didn’t even have TikTok on my phone, which feels a bit ironic looking back.

I remember that in the beginning, I sometimes held back from sharing my ideas in meetings because I questioned whether my input was valuable enough. Instead, I would often share my thoughts afterwards with my manager. Over time, I realized that my perspective was just as valuable, and sharing ideas is actually how you learn and grow. Not every idea has to be the final answer. Sometimes it’s just the thing that sparks a better idea.

If someone wanted to work in fashion, PR, or brand marketing, what skills would you tell them to start developing today?

Curious mindset, analytical thinking, and adaptability.

Being curious will help explore new ideas, and stay open to different perspectives. Analytical thinking helps you look beyond the creative idea and understand the strategy behind it: why certain choices are made, what the goal is, and how you can improve the next campaign. And as the industry is constantly changing, adaptability is essential. Everything moves quickly, so being able to adjust and keep learning is a huge plus.

What's one piece of career advice you wish someone had given you before graduating?

Negotiate your salary! I wish someone had told me that sooner and thought me how to. When you’re starting your career, it’s easy to feel like you should just be happy to get your first job and not ask too many questions. But you’re allowed to have that conversation.

Do your research (understand your value), and don’t be afraid to speak up for yourself. Learning to advocate for yourself is just as important as developing your professional skills.

If you could give your 18-year-old self one piece of advice, what would it be?

I’d tell myself to stop comparing my journey to everyone else’s. It’s easy to feel like you’re behind when other people seem to have everything figured out, but everyone’s path looks different. There’s no deadline for finding your way. It’s okay if your journey takes a little longer, whether that means taking more time to find the right direction in your studies or not having your career mapped out yet.

Be more open to unexpected opportunities, because sometimes the paths you don’t plan for can lead you to the places where you grow the most. Focus less on having the perfect plan and more on learning, and trying new things.