Something to do with media...

Insights from My Career Path in Marketing

A decision-making aid for pupils looking for an apprenticeship or course of study in the fields of design, marketing, advertising or PR.

As a father of four, I understand how stressful it can be to help children choose the right career or field of study. During a recent job fair at my children's school, I jotted down some thoughts to be prepared for student questions. These experiences might also help parents and students who are thinking about pursuing a career in media or marketing.

My Education and Career

I earned my degree in Media Design from the Mediadesign University of Applied Sciences in Munich (1994–1997), which today would be equivalent to a Bachelor of Arts. I chose a private education because it felt more focused and allowed for a quicker start in my career. Today, I work as a Senior Marketing Manager at TOPTICA Photonics, a company near Munich.

Practical Experience is Key

Gaining hands-on experience through internships or part-time jobs while studying is essential. It not only provides additional income but also offers insights into different areas, helping you figure out what career paths you want – or don’t want – to pursue. In marketing, you’ll need a blend of creativity and analytical skills to succeed.

Career Paths in Marketing

Marketing offers diverse opportunities. You can work as an event manager, organizing concerts and trade shows, or specialize in marketing communications. For those with a creative flair, visual marketing design or online marketing management are great options, involving both creative and strategic thinking to promote products or services.

If your children are interested in media or marketing, feel free to reach out – I’m happy to offer advice based on my own experience.

My curriculum back then included:

• Conceptual work, project management
• Business administration & marketing
• 2D & 3D animation
• Graphic design & typography
• Brand design, UX design, interaction, and motion graphics
• Creation of graphic elements on paper and PC
• Design and development of brochures, interactive learning games, and websites

Typical careers with this education are:

• Communication Designer
• Digital Brand Designer
• 3D Designer
• Exhibition Designer
• UI/UX Designer & Web Designer

My current roles at TOPTICA

Over the years, my career and interests have evolved. While I still draw on my original studies in "Media Design," I now use that knowledge and experience primarily as a foundation. Today, I apply my skills to promote my employer’s products and services through both external and internal communication. This includes planning, presenting, and marketing products and solutions, as well as promoting the corporate brand itself. Digital marketing is the core tool for all these activities:

• PR & public relations
• Marketing strategy
• Content marketing
• Newsletter marketing
• Social media marketing
• SEO & SEM
• Live event & trade show planning

Supporting Our Sales Team with High-Quality Leads

In simple terms, my six colleagues and I in the marketing department ensure that our sales team consistently has enough high-quality customer inquiries (commonly known as "leads"). We also focus on making sure that our company and its products are presented in the best possible light to potential job candidates. We’re a classic "hidden champion"—you may not know our name, but our solutions are embedded in products that help millions of people daily and advance scientific research.

TOPTICA's Impact on Global Technology

TOPTICA, based in Gr?felfing near Munich, develops cutting-edge laser systems for industry and research. Our lasers play a crucial role in operating the world’s largest telescopes, enabling quantum computer development, and being integrated into light microscopes for live-cell research worldwide, among many other applications. These examples demonstrate how our technology quietly but significantly impacts various scientific fields.

Science community loves the Photonics Friday comic!

Marketing to Future Employees

It's no longer just about marketing to customers; today, it's equally important to attract future employees. The competition for top talent is fierce, and we need to showcase our benefits daily. One creative way we do this is through our weekly comic on quantum technology, which we publish every Friday. While we may not sell a single laser from it, the comic resonates deeply with the science community, keeping us on their radar.

Building Brand Presence through Creative Content

We've produced over 100 comics, and even though this content isn't directly measurable in terms of sales, it has been successful. Our followers love it, and it keeps them engaged with us on a regular basis. This type of creative marketing is about more than just numbers—it's about staying top-of-mind in the industry, fostering a positive brand image, and connecting with both customers and potential employees in a unique way.

What do I like about my job?

As a marketing manager, you have new challenges every day and you learn something new every day. Even after 25 years, I still enjoy my job and it keeps me on my toes. The profession is future-proof and in demand. Salaries are particularly good in the industry, whereas in the advertising industry (agencies) they pay a little less, but sometimes you have to work longer hours. Insider tip: You're also very popular with friends and family because you can help quickly and competently with birthday invitations and websites ??

Challenges in the profession of media designer

As a prospective media designer, you should be aware that the profession is associated with a number of challenges. One of the biggest challenges is certainly the constant development of technology and the associated need for new skills and knowledge. As a media designer or content creator, you must always be up to date and regularly undergo further training in order to remain competitive.

It's not AI that takes your job, it's someone who uses AI!

New technologies like AI (e.g., ChatGPT4) will certainly change the profession, but it won't eliminate it. Remember: AI won’t take your job, but someone who uses AI will!

Another challenge could be working with clients. Often, clients have very specific ideas about how they want their project to look, and it can be difficult to meet their expectations. As a media designer, you need to learn how to handle criticism and be flexible in adapting to your clients' wishes.

Time management can also be a challenge. Especially when multiple projects are running at the same time, it can be hard to stay on top of things and meet all deadlines. Here, it's important to stay organized and set priorities.

Lastly, competition in the industry is also a challenge. There are many talented media designers, and it can be difficult to stand out from the crowd and secure contracts. It’s crucial to differentiate yourself through quality and creativity while building a network.

Despite these difficulties, the profession of media design offers many opportunities for self-expression. If you're ready to face the challenges and work hard, you can succeed in this field and bring your creative ideas to life.

Last but not least: How much do you earn as a media designer?

Basically, it can be said that the salary of a media designer depends heavily on the industry and the type of employer.

In industry and in agencies, the earning potential can be very different. In industry, media designers generally earn slightly more than in agencies. Here, starting salaries of between 2,500 and 3,000 euros gross per month are realistic. In agencies, on the other hand, the starting salary is often between 2,000 and 2,500 euros gross per month.

It should be noted that salary should not be the only criterion when choosing a career. Working conditions, the area of responsibility and future prospects also play an important role.