Associate Director

Name: Caroline Mamdani
University attended: University of Newcastle
Degree obtained: BA (Hons) Economics and Business Management

After graduating, Caroline joined ohal as a Trainee Analyst in 2001. She has since progressed to Analyst, Senior Analyst, Project Manager and, recently, Associate Director.

Why join ohal?

ohal offers an application of the econometrics used at university in a commercial marketing context. Having been a Statistical Assistant within an advertising agency during my placement year, I became aware of the opportunity to use the econometrics skills I had learned in a practical and interesting way.

The learning curve

At first there is a particularly steep learning curve. The initial training covers everything from new techniques and new programs to learning about the marketing and advertising world. You often join alongside others, so this time is as enjoyable as it is demanding! After the initial training, you join a project team to gain hands-on experience, with continuous opportunities for development. You are likely to work on a large variety of projects each year, spanning from retailers to banks to everyday brands. This means becoming involved in new markets and new clients, potentially within different countries, each with different objectives. I am in daily touch with marketing managers and media agencies. The projects are challenging and driven by deadlines, but it is fulfilling to determine the impact of our clients’ activities, translate these results into recommendations, then to see these put into action. The clients can be major multinational companies, so the implications of our work are wide-reaching.

Personal development

You are continuously developing your knowledge and gaining experience in different areas. Each project is different, so the work stays exciting. As well as using econometrics you are employing analytic skills, providing ongoing opportunities to extend your econometric or statistical knowledge. The team-based orientation means you work with people from different levels, enabling an exchange of experience with all members of the group. ohal places an emphasis on ensuring everyone is trained effectively, with continuous training opportunities tailored to individuals’ needs. Whether formal or on the job, the training is supportive and rewarding. And there are many opportunities for progression as the company continues to grow – in size and geographically.

‘You are continuously developing your knowledge and gaining experience in different areas.’