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Valentin Schoettle

Alumni Story

Born and raised bilingual in Germany, Valentin has lived since graduating from high school in 4 countries and speaks three languages (English, German, and Spanish). With a passion for Communication and Marketing, he now works at global fashion brand HUGO BOSS as Manager Global Sports Sponsoring responsible for all Golf sponsorship activations. He is a proud IEU Bachelor and Master degree alumnus.

Manager Global Sports Sponsorship at Hugo Boss



Program studied

BCDM & MCMC, 2015 & 2017

Current Location



Could you tell us about the application process and your role at Hugo Boss?
The process took about 4 months with 2 interview rounds, each with a higher executive of the team I would be joining. Varied from personal to detailed strategic marketing related topics, the questions were very case study oriented and required to draw on my knowledge from my Bachelor and Master’s degree, as well as the prior research on the company I undertook before the interviews.

I started my career at HUGO BOSS in 2017 in the Strategic Marketing Team and I transitioned in 2020 to the Sports Sponsoring department. I am now responsible for all Golf Sponsoring activities at HUGO BOSS, from player management to tournament sponsorships.

How did your experience at IEU prepare you for your professional career?
I wanted to have a holistic outlook on where I saw myself in my future career. I had an idea of what I would like to do as a profession going into IEU, but the flexibility and different course work at IEU steered me into the direction to discover my true passion for Marketing. Both through the professors and classmates I surrounded myself with, I was encouraged to pursue my passions and find ways to strengthen my skills to the highest levels.

What is the competitive advantage that studying at IEU provides or has provided you?
The very hands-on and practical approach to studying gives you an idea how the real world looks like. Rather than having a very theoretical approach to teaching, we experienced crash courses, project groups, case study work, as well as team presentations. This form of learning helped me transition very smoothly into my job.

Do you have any advice for IEU students and alumni who are looking to pursue a career in Marketing/Communications?
You need to have experience. IEU offers internships and work between semesters. Take advantage of working in different industries (technology, finance, fashion, etc.) to understand the different facets of Marketing. Once you know which area you enjoy working in the most move forward into that direction. Marketing is such a diverse field and you need to know where you can apply your skill set.

What skills do you consider are needed to succeed in your field?
Be creative, passionate, and enjoy the constant change of Marketing. As Marketing evolves so rapidly, you need to become adaptable to the constant change. Stay ahead of trends and be informed on how you can use new ways of Marketing in your company.

Tell us about the IEU alumni community and the impact they have had in your life and/or career.
IEU is very international. The community helps foster a collective understanding on the same issues, while embracing different points of views. The community enables you to think outside of the box, helps nurture and foster positive change. With the IEU community also comes excellent networking opportunities to learn from leading professionals in different fields of work. Building up a strong network will help you stay connected and to explore new opportunities.

Why do you think it’s important to engage with the IEU alumni community?
Every generation that comes to IEU comes in with a fresh mind and new ideas. Learning from one another is key to evolve both personally and professionally, so staying in touch with fellow alumni is beneficial to keep your mind fresh and updated. I have also made lots friendships at IEU, so the alumni network is another way for me to stay in touch with them.

What skills would you recommend job seekers develop in order to make them more competitive in today’s workforce?
Be decisive and clear with your own agenda. Bring in your own ideas and don’t feed off of others’ thoughts. The job market today requires you to be even more authentic than ever before. Show who you are as a person and what you can bring to the table by sharing your knowledge and passion. Make the time between the Bachelor and Master degrees as well, as after your studies to have work experience to prove you are able to fulfil the necessary job requirements.

What’s the best career advice you have ever been given?
Be patient. Coming straight from university you are eager and hungry to dive into the real world and excel fast within the industry. Embrace the process, learn from your mistakes, and your journey will unfold in ways you didn’t think are possible.

If someone was considering going to IEU, what would you tell them?
If you are looking for a programme that allows you to have hands-on experience, work on real life cases, and develop new skills in a team spirited environment, then IEU has a programme and coursework dedicated to this. IEU also offers a dynamic learning experience in a vibrant part of Spain (Segovia and Madrid) where you can learn and study a new language alongside your degree.

Why did you choose the BCDM & MCMC programs at IE University?
I always wanted to do something that challenges me creatively. I wanted a foundation that would allow me to see the world of Communications from every angle. The BCDM laid the foundation and groundwork for my passion to evolve into a Marketing professional. I learned what I needed to learn in the BCDM to specialise my focus of Strategic Marketing in the MCMC. Going out of both programmes, it confirms that I have developed the necessary skills to work and develop in this line of work.

What is one thing you wished you knew, when you were a student?
The one thing I wish I had known as a student is to learn as much as you can from your fellow peers. Everyone has a strong point of view on a given subject, but embracing what others have to say can broaden your horizons even more.