Ashley Chin ’18
Internship: Rémy Cointreau, New York City
Hometown: Chicago, Illinois
Favorite Yale SOM class: Yale Center for Customer Insights Discovery Project with Pfizer Consumer Healthcare and International Experience: Japan
Prior to Yale SOM, I worked in brand strategy at agencies with clients primarily in retail and luxury brands. I fell in love with building brands, from developing the positioning strategy to brainstorming names and creating memorable consumer experiences. For my internship, I was looking for an opportunity to expand my experience in brand strategy by working in brand management at a luxury goods company.
This summer, I am interning at Rémy Cointreau, a French spirits group, known for its portfolio of heritage brands. What I admire most about the company is its meticulous dedication to creating the finest spirits. Each of its brands places tremendous value on terroir, people, and time, three essential ingredients to every bottle produced—it truly is an art.
As an intern on the liqueurs marketing team, I am gaining exposure to the day-to-day life of a brand manager. This includes working directly with creative agencies and managing the execution of marketing initiatives, such as signage and promotional materials for retail accounts. Additionally, I am working on more strategic initiatives, including using historical data to understand how we can increase sales and testing ideas for how we can improve our CRM and social media content. This is where my real-world experience with the Yale Center for Consumer Insights’ (YCCI) Discovery Project has helped tremendously. I am applying the frameworks from the practicum-style course to uncover insights into consumer behavior and brainstorming ways to test these insights. The YCCI Discovery Project experience taught me how to ask the right questions and how to transform insights into action.
Throughout this internship, I’ve also learned that collaborating across functions (and across time zones) is integral to working in brand management, and in any modern company. There’s not a day that passes where I am not communicating with and learning from my colleagues. I am also fortunate to be working directly with a Yale SOM alum and an MBA for Executives student, who have been great in providing advice and guidance, both academically and professionally. We chat over lunch about the best classes to take, how to approach a certain project at work, and even what new cocktails to try.
The spirits industry is definitely fun. At Rémy Cointreau, I am learning not only about brand management, but also about how the various business functions intersect with marketing. Besides strengthening my hard and soft skills, I’m also picking up some mean cocktail-making skills, so I may even consider moonlighting as a mixologist someday!