After starting his career in a rotational management training program, Michael Caracciolo (Marshall, ‘20) moved to Los Angeles to attend USC’s MBA program to pursue a career in Product Marketing. After using the resources of the MBA program at Marshall during his first year, he was able to land a Product Marketing summer internship, and full-time role. Caracciolo shared his journey, and some of his tips for finding transitioning into Product Marketing, and finding the right company and role.
MBASchooled: What did you do prior to attending USC, and why did you choose to recruit for Product Marketing?
I began my career at Marsh (NYSE: MMC) in a rotational management training program and I was promoted into the mergers & acquisition group where I conducted due diligence engagements for private equity and strategic sponsors. I identified material risks of target companies, coordinated technical advisors to help distill any issues, and presented our findings to our clients. Like a Product Marketer, a major part of my skillset was translating issues into the language of the client or cross-functional team.
I enjoyed the fast-paced, ambiguous environment of my work, but I recognized that I wanted to make a transition when I was exposed to marketing working as a volunteer for a non-profit located in the Tenderloin of San Francisco. Product Marketing had the aspects that I enjoyed about my previous position, plus more. I wanted to engage customers on a large scale, creatively build marketing strategies to drive an organization, and combine my work with my keen interest in technology. Being part of a dynamic company and leading the adoption of revolutionary technology is exhilarating.
MBASchooled:As you were identifying potential internship paths, what resources or programs were most helpful to you?
As a first-year, second years were the most helpful resource in identifying potential internship paths. They helped me quickly understand the culture, potential internship projects, and how to successfully navigate recruiting at the companies I was interested in. Plus, they provided an excellent opportunity to practice my elevator pitch and receive feedback. Your MBA program is going to be made up of talented, bright professionals and many of them have years of experience in the positions that interest you. Their knowledge can fast track you towards success and I recommend reaching out as soon as you begin the program.
MBASchooled:There are lots of types of companies out there. How should students think about things like industry, vertical, markets, etc? (said another way, how did you decide on Enterprise SaaS?)
There are a lot of companies out there! I didn’t want to rule something out before doing research, but I also understood that I had limited time to recruit and therefore I needed to focus my efforts. Before starting at USC Marshall, I identified the general values that were important to me. As I was exposed to various companies, I thought about whether the company and position were aligned with my values. This acted like a quick “gut check” to determine whether I should pursue an opportunity. I quickly learned that the Enterprise SaaS aligned exceptionally well with my values and provided additional benefits that I had not considered.
MBASchooled: If MBA students are interested in a career in Product Marketing, what things can they do in their first year to put themselves in a good position for success?
I think the three skills that helped me the most as a Product Marketing Intern at Salesforce were: Strong presentation skills, cross-functional teamwork, and a knowledge of marketing strategy. Case competitions, marketing electives, group projects are excellent opportunities to practice these skills.
MBASchooled: How did your first year at USC prepare you for your summer internship?
As part of my core classes, I created a marketing strategy for a medical device startup, honed my presentation skills, and developed a solid base of marketing acumen. Through electives like Marketing Strategies and Entrepreneurship of E-commerce, I further built upon my foundational knowledge. I received great advice from my second-year mentors, and I participated in three case competitions. Through USC’s renowned network (“the Trojan family”) I connected with PMM professionals who shed light on the day-to-day at their companies.
MBASchooled: What was your internship, and what projects did you work on?
I was a PMM MBA intern at Salesforce. I worked on the Industry Content team supporting Retail, Consumer Goods, Healthcare and Life Sciences. Our goal was to develop thought leadership pieces in these verticals. I coordinated with our SEO, Data Insights and Campaigns teams to analyze web traffic, create high performing content pieces, and optimize our content.
MBASchooled: What advice do you have for students interested in careers in Product Marketing?
I highly recommend connecting with second years early in your first year. It’s likely that someone in your program (or a graduate) has already done exactly what you want to do. So find them and figure out how they were successful. I am also happy to help if I can answer any questions!