‘Everything I Do at Work Is Connected with What I Studied’
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Anna Gonzales, a Peruvian graduate of the School of Innovation and Entrepreneurship at HSE University, completed her Master’s in International Business in 2025. Currently based in Moscow, she works remotely as Marketing Team Lead at Digital Tide, an international IT company. In this interview, Anna reflects on her academic journey at HSE University. From landing her first job as a student to advancing through roles in marketing and technology, Anna shares her insights on cross-cultural collaboration and the lasting value of her HSE education.
— Why did you choose HSE University? What memories stand out from your studies?
— I knew some people who studied at HSE and went on to have successful careers, which inspired me to consider it myself. When I researched the university further, I realised that HSE is indeed one of the best universities in Russia, so I felt confident in my decision.
I particularly enjoyed the International Marketing course taught by Prof. Maxim Shevchenko. I also appreciated the International Entrepreneurship and Ethics courses, as they encouraged critical thinking and real-world case analysis.
I focused on marketing, entrepreneurship, and foundational courses that developed analytical thinking. At the end of the day, the person who can think of solutions and knows how to communicate them is the one who gets ahead
All courses connected to finance were difficult for me. Looking back I’m glad I challenged myself to really put in the work to understand the topics discussed in class and I’m grateful for the professors’ patience.
— Tell us about your professional journey from graduation to your current role.
— From the beginning of my master’s, I knew I wanted to work in marketing, so I started applying early. As I always say, you just need to get to the door—and then you open it. Being an HSE master’s student definitely brought me closer to those doors. Then, I opened them.
I began as a marketing manager at a Russian company, then moved to a similar role at an international startup, shifting from local to global markets where I felt more comfortable. This led to a promotion to senior digital marketing manager at another international firm—a title jump that helped me feel more confident.
After that, I became a marketing director for a small American company, which enhanced my profile and made me more attractive to prospective employers. Finally, driven by my passion for technology and AI, I achieved my goal of entering the tech industry. And I found my dream job in tech. Today, I am a marketing team lead at an international IT company.
HSE University not only helped me land a job at the beginning of the programme but also enabled me to transition between roles and grow faster in my career. I was lucky to graduate with a full-time job
— What is your typical working day like?
— We operate in quite a technical and niche industry. Simply put, we provide telecom operators with a platform that allows them to offer user-friendly cloud-based phone systems (voice services) to their business clients.
I normally start my day by checking Asana to see what tasks need to be prioritised, then I go to Slack to make sure I am in touch with my bosses and team. Then I get to work. Later, when needed, I have meetings with my marketing or designer team to go over any doubts or last-minute changes. Finally, I make sure I leave everything ready for the next day ahead.
One of my marketing activities is to edit market research articles for our blog (about telecommunications, AI, the cloud, and IT). Going through my master’s thesis and the rigorous research process required has prepared me to be a better editor than I could have imagined—I would say that is a direct result from my master’s education.
— How else did your studies at HSE prepare you for the challenges of your career?
— The programme was highly practical. Most courses involved the discussion of real cases and working in teams to solve real business problems. It often felt as though we were already working professionals gaining hands-on experience.
I had prior experience working in international teams, but the programme helped me solidify that knowledge and gave me new skills to work even better and understand different mentalities
My classmates and I would meet to better understand different subjects, supporting each other by leveraging our individual strengths. And since graduation, they have continued to provide support and advice at different stages of my career. Thanks to the HSE alumni reunion, I was able to connect with alumni from different generations who can hopefully share their wisdom as well.
The problem-solving and in-depth research skills I gained continue to serve me and set me apart from other professionals. I learned that a good manager knows how to identify a problem, explore potential solutions, test them, and analyse the results—making future challenges easier to handle.
Everything I do at work is connected with what I studied, especially the elective marketing course I took. I believe my time at HSE gave me the theoretical and practical foundation to chase whatever dream I may have.
— Why did you decide to stay in Moscow? How is life as a foreigner in the city?
— I was already in love with the country and culture when I decided to join the masters. After, staying happened kind of naturally. Thanks to the masters, I was able to get a job in my area and get residency, which made everything easier.
People have been kind and nice to me. I was open to a new culture and have totally embraced Russian culture to the point that I’m only reminded I’m not Russian when I have to do official paperwork
My Russian is getting better, but it’s taking time. I understand most things but it’s still a struggle to speak without grammatical errors. My company is sending me to lessons to improve my Russian. I’m enjoying them a lot.
It’s very cold yet beautiful in winter. I’m still baffled by how Russians walk so fast on the icy road without fear of falling. Another point is the friendliness—Russians are more reserved when meeting someone for the first time, but after a bit of time they do warm up! And finally, the cuisine feels homey and I love it. There’s even a Peruvian restaurant here.
— What do you like to do in your free time?
— Lately, I’ve been enjoying parks that are not too crowded, like the Aqueduct Park close to VDNKh. I also like VDNKh and Sokolniki. I also love the zoo and animal-themed cafes, like a guinea pig cafe I found near Taganskaya metro.
I’m into Asian food so my favourites right now are the PhoBo cafe in Paveletskaya and the Stariy Sichuan restaurant in Kitay-Gorod.
I like spending time with my friends and catch up with them while on a walk or at a cafe or restaurant. Also, I like to watch memes and good sitcoms—right now I’m watching Brooklyn Nine-Nine.
— What’s next for your career? Do you have any advice for new arrivals at HSE University?
— Right now, I’d like to get as much experience as I can from my current job position and hopefully grow within the company. Recently, my boss offered me the chance to combine my marketing activities with sales. Since our product is quite complex (SaaS) and the sales process can take a year, I am a bit hesitant but I think I’ll do it.
My advice is to make the most of the experience. Ask more questions, stay present, and enjoy every moment. There’s no harm in trying; and if you’re really going to try then give your 100%. Eyes on the prize!
After the masters, I definitely feel more secure of my knowledge and more confident in my skills. I have gotten good reactions when I say I studied at HSE University. People seem to know the level of education the university provides, which makes me happy to know I made the right decision when choosing HSE.
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