Kritika Ramchandani
Nationality: Indian
MSc course: MSc Marketing Strategy and Innovation (This course has been renamed to MSc Marketing Strategy and Consumer Insights)
Graduation year: 2023
Choosing Bayes and the course
Why did you choose this master's degree and Bayes?
Before starting my master's, I had around four years of professional experience in marketing across FMCG, beauty, fashion and media. I wanted to build on that experience and develop a more strategic and analytical approach to marketing.
The MSc Marketing, Strategy and Innovation appealed to me because it combined marketing with strategy, innovation, analytics and technology. I wanted to become a more rounded marketer who could understand a business problem, research the market and develop strategies that could create commercial impact.
Bayes' location in London was also important to me. Moving to London had always been a personal ambition, and studying in such an international city gave me the opportunity to experience different cultures, build my independence and develop my career in a global environment.
What were the highlights of your MSc?
One of the biggest highlights was the opportunity to apply what I was learning to real business challenges. I worked on projects with start-ups, developing strategies around positioning, competitor analysis, audience segmentation and channel strategy.
The Luxury Marketing Strategy elective at Institut Français de la Mode in Paris was another memorable experience. I also took part in the Bayes mentorship programme and worked as a Student Ambassador, speaking with prospective and incoming students.
Of course, studying alongside people from different countries and cultures was a highlight in itself. The people you meet become a huge part of the master's experience.
Real-world education
What did you learn from the practical projects on your course?
The industry projects taught me to understand the problem before jumping into marketing activity. For one project, I developed a UK go-to-market strategy for an Italian company, covering positioning, competitor analysis, audience segmentation and channel selection, alongside primary market research.
For another, I developed an integrated marketing strategy for a London-based membership club.
These experiences showed me that there is rarely one correct answer in marketing. You have to understand the customer, market and commercial context before deciding which strategy or tactics will have the greatest impact. That way of thinking has stayed with me throughout my career.
Careers and outcomes
How did Bayes support your career development?
The Careers and Professional Development team helped me understand how to position my existing experience within the UK job market. They supported us with CV and cover letter reviews, interview preparation, LinkedIn and broader career positioning.
The mentorship programme was also valuable. Having a professional mentor gave me the opportunity to discuss my experience, the market and how I could position myself professionally.
Bayes gave me an ecosystem of support, but it also taught me to take ownership of my career. You still have to apply, network, prepare and remain consistent.
Tell us about your current role and career progression.
I currently work as a Product Marketing Manager at Electric Miles, a UK technology start-up in the EV charging and clean-energy sector. I joined the company in 2024 and progressed into leading the marketing function.
My role spans product marketing, go-to-market strategy, demand generation, positioning, CRM, integrated campaigns and sales enablement across UK and international markets.
I also work directly with prospects and support product demonstrations, while creating materials such as case studies, product guides and ROI tools. I've worked on campaigns reaching more than 42,000 contacts per month and supported international industry events including Power2Drive Europe, EV Charge Live and the London EV Show.
Overall experience
How has Bayes shaped your career and personal development?
Bayes strengthened both the analytical and commercial sides of my marketing skill set. The MSc gave me the frameworks to research unfamiliar markets, understand customers and make more evidence-led decisions, while the practical projects gave me opportunities to apply those skills.
Personally, Bayes represented independence. I moved from India to London, became the first woman in my family to live abroad independently and developed my career in the UK.
When I look back, I don't only think about the qualification. I think about the person I became while earning it.