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Crystal Ivey Pivoted Careers with a Georgia MBA


By Crystal Ivey, MBA '14

I graduated with my bachelor’s in marketing and finance in 2009 at the onset of the recession. Entry-level marketing positions were practically non-existent, so my first job out of school was as a case manager with the Georgia Department of Family and Children Services (DFCS). But I didn’t give up on my dream of brand management.

Fast forward a few years, I decided to try again to break into the business world in brand management – this time using an MBA as my launch pad. This was also very special for me, because, as a first generation college student, an MBA was always one of my goals. I chose the University of Georgia’s MBA program for lots of reasons, but the most important factor for me was to not go into a lot of debt achieving this goal. I wanted a highly ranked program – one that would create opportunities - but not a huge financial burden. I found all that and more at Georgia.

The MBA Career Management Center (CMC) connected me with MBA alumni in brand management roles who could not have been more helpful and supportive. I’ll never forget the alum who helped me prep for my Procter & Gamble interview or the professor who gave me the coaching and confidence to go after my dream. Dr. Gooner helped me see my previous work experience in a whole new light, so that I could pivot into brand management by pulling through the transferable skills from DFCS that would be relevant to brand management. It transformed my resume.

Several years later, as much as I enjoyed working for P&G, I wanted to move back to Atlanta to be closer to my family. The Coca-Cola Company was my target and the CMC and Dr. Gooner were still there for me. They helped me get my resume in top shape in order to begin reaching out to Coke. I started as Associate Brand Manager on Coca-Cola Freestyle in 2016 and was promoted to Brand Manager on Diet Coke in 2019.

If someone were to ask me for advice on choosing an MBA program, I’d tell them to think about their long-term goals and what program will enable them to best fulfill them. Also know that in the short-term, it’s two years of your life, so be sure to enjoy the journey. The MBA experience is just as important as the opportunity that comes after it. I made lifelong friends in the Georgia MBA program, lived in one of the best college towns ever, had great professors, and felt I could bring my whole self to the experience. Be genuine, work hard, and have fun. In the words of another great brand, just do it. It’s worth it!

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