Shail Yadav

Tell us about your degree - why did you choose it? 

Although my undergraduate degree was in Management Studies, I found myself gravitating towards any opportunity involving marketing. I joined marketing clubs, worked on campaigns, and took on creative projects whenever I could.  

I've always had a creative streak, but I'm equally driven by curiosity. I'm fascinated by why people think the way they do. Advertising and marketing felt like the perfect intersection of creativity, psychology, sociology, and business. It offered a way to explore not just how brands communicate, but how consumers behave, what influences their choices, and what those choices reveal about society. 

The MA Advertising and Marketing programme at Leeds University Business School stood out because it balanced theory with practical application. 

What did you enjoy the most about your course? 

Without question, the people were one of the biggest highlights. Being surrounded by an incredibly intelligent and diverse cohort from all over the world was initially intimidating, but it quickly became one of the most rewarding parts of my experience.  

I also appreciated how much creative freedom the course encouraged. Rather than pushing us towards one "correct" answer, we were challenged to explore ideas, question existing narratives, and approach problems from different angles. It created an environment where curiosity was genuinely valued. 

Several modules left a lasting impact on me. Dr Vita Kadile's Marketing Research module became one of my favourites. One of my research projects explored perceptions of Pinterest across genders, and it was through that work that I realised how deeply interested I was in the relationship between gender, identity, and consumer behaviour. That project ultimately influenced my dissertation, which examined femvertising and its impact on brand metrics. 

Dr Caterina Presi's Social Media Marketing module was another standout. Her teaching connected theory with the realities of how digital platforms evolve and how brands can communicate meaningfully in constantly changing environments. I still find myself applying many of those concepts in my current role in marketing. 

Consumer Behaviour with Dr Sally Chan was perhaps the module that fascinated me the most. Understanding the psychological, cultural, and social drivers behind consumer decisions reminded me exactly why I had chosen marketing in the first place.  

What did you enjoy most about your life as a student at the University of Leeds? 

Moving to the UK meant leaving behind everything familiar, so I made a conscious decision to experience as much as I possibly could. That meant saying yes to opportunities that were completely outside my comfort zone. I tried everything from heels dance classes and boxing to rock climbing, explored hidden cafés and parks around Leeds, and travelled whenever I had the chance. 

As an international student, it meant a great deal to connect with communities of people of colour and the LGBTQIA+ community in Leeds. Those spaces gave me a sense of belonging and reminded me that university is about so much more than academia. It's about finding people who challenge you, support you, and help you grow. 

How did you find adjusting to living and studying in the UK? 

Overall, adjusting to life in the UK was a positive experience. The University made the transition much easier, particularly through its accommodation services. Living in University accommodation helped me settle in quickly, meet other students, and build a support network from the very beginning. 

Of course, there were a few adjustments, mainly accepting that the weather has a personality of its own. You quickly learn that sunshine is less of a forecast and more of a pleasant surprise! But beyond the rain, Leeds is an incredibly welcoming city, and I soon felt at home. 

What professional skills and experience did you gain? 

The Social Media Marketing module gave me the technical understanding of digital platforms, content strategy, and measuring performance, while Consumer Behaviour fundamentally changed the way I think about marketing. It taught me that successful marketing isn't about speaking the loudest, it's about understanding people. Every campaign starts with understanding your audience: what motivates them, what they value, and how they make decisions. I still approach my work through that lens every day. 

Outside my full-time role, Leeds also gave me the confidence to pursue opportunities independently. Alongside my work, I co-founded an online marketing community, Three Is a Trend, with two friends I met at Leeds. We created it as a space to discuss marketing trends, share ideas, and continue learning together. 

How has your career progressed since leaving the Business School? 

My marketing career began while I was still in Leeds, working part-time at Yolka Digital Agency, where I managed social media and marketing for multiple clients across different industries. It was a fantastic introduction to agency life and taught me how to adapt quickly, manage competing priorities, and communicate with clients. 

I currently work as a Marketing Executive at CYJAX, a threat intelligence company, where no two days look the same. My role spans content strategy, social media management, campaign planning, brand positioning, webinars, thought leadership, SEO, analytics, email marketing, and working closely with subject matter experts to communicate complex cybersecurity topics in a way that is accessible and engaging. Watching my responsibilities grow alongside my confidence has been one of the most rewarding parts of my career so far. 

Alongside my full-time role, I've continued building a portfolio of freelance marketing projects, working with businesses in both the UK and Singapore on social media strategy and content. I enjoy experiencing different industries because each one teaches me something new about audiences and communication. 

Beyond client work, I also make time for personal creative projects. I write on my Substack, where I explore topics around feminism, intersectionality, culture, consumerism, and society.  

What are your ambitions for the future? 

My ambitions have evolved over time, and I expect they will continue to do so because the world is constantly changing. Rather than working towards one fixed destination, I hope to build a career that remains adaptable and meaningful. 

At the moment, my biggest ambition is to build a business of my own. I don't want to create something purely for commercial success; I want to build something that solves real problems and creates genuine value for people.  

What was your biggest highlight of studying at Leeds? 

It's difficult to choose just one highlight because my time at Leeds was made up of so many moments. One of my favourite experiences was taking part in a marketing competition where we were challenged to create an entirely new business from the ground up. Our team developed Work In Progress (WIP), a productivity app designed to help users set goals. It was one of the most immersive learning experiences I had, and I was incredibly proud that our team finished in second place. 

Another unforgettable moment was graduation. I knew I had worked hard throughout the year, but I never expected to graduate with the highest overall mark in my programme or to receive the Brian Howard Award. It was an incredibly emotional moment because it represented not just academic achievement, but the countless hours of curiosity, persistence, and growth that had gone into the year. As an international student who had moved across the world, it felt like a deeply meaningful milestone. 

Would you recommend Leeds University Business School? 

Absolutely without hesitation. The academic experience is excellent, but what makes Leeds special is that it is a place that gives you the opportunity to grow intellectually, professionally, and personally, provided you're willing to make the most of it.  University passes far more quickly than you think. Say yes to opportunities, embrace the occasional discomfort, and don't spend your time trying to have the "perfect" university experience.