A glimpse into working in our Brand Team

Natalie Lim
Sep 2 · 3 min read
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Brand intern Abigail

This series takes a peek into what each of our team does and how they work with the other teams towards our mission of inspiring every person in the world to start selling and buying to make more possible for one another.

As an aspiring brand manager, Nanyang Technological University undergraduate Abigail jumped at the opportunity to do an internship with the Brand Team. “I thought it was a perfect gateway into getting to know more about branding. There was also familiarity with the company as I myself have been a Carousell user for over five years. Listening to my would-be colleagues share their passion for the job during my interview sealed the deal for me,” shared Abigail.

Most of Abigail’s work is focused on supporting the Brand Team in building the foundation for future projects, resolving around these four tasks:

  • Analysing Carousell’s positioning through competitor and consumer research
  • Interacting with users to understand consumer trends and preferences
  • Assisting the brand team in development of strategies to drive love among potential or existing users
  • Creating engaging content (e.g. copywriting, design briefs) for brand campaigns

Given the broad scope, each day at work is always a little different. “While there was some continuity depending on whatever project I was tasked with at that point, each day is a new face, a new challenge. There’s never a fixed schedule when working at Carousell (except for lunch, that is),” shared the final-year Communications Studies student.

She shared an example of a recent project, “We always have to remain consistent in bringing the narrative of ‘Everyone Wins’ (where everyday people can come together to benefit themselves and each other) to life in our consumer facing work. But with the current COVID-19 climate, we had to adjust our brand messages to be relevant to the current times while still tied to our core values. To do that, we looked at what our community was already doing during this pandemic, and were inspired by tales of resilience in overcoming these difficult times — buyers and sellers pivoting to look at new ways of getting things done, side hustles born to support families and loved ones. That is how we came up with the #MakingTheBest campaign — we wanted to shine the spotlight on users who are already making the best, and use these stories of resourcefulness and strength to inspire others.”

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Abigail with her colleagues from the Brand Team.

One of her memorable experiences at work was a community meet-up in the office in the early days of her internship. Abigail shared, “We had pizza, laughed over funny Carousell stories and talked about how we could improve the brand as a whole. This shaped how I continued to interact with other users down the road.”

While Abigail picked up a few technical and transferable skills during her stint, her key takeaway was to have more confidence in what she thinks and says. She says, “Sometimes, it’s inevitable we end up comparing ourselves against others. We may think they are more skilled, they are more experienced, so they know better. But I learnt that our opinions have true value in Carousell. A diversity of views brings out the best in ideas. And that in itself, is something to be proud of.”

Abigail shares that the internship has been a formative chapter of her student life. She adds, “I had the opportunity to work with a wonderful team who allowed me to play a strong role in the work we do. I learnt a lot from my amazing mentor. Working in-house for Carousell allowed me to see that I was contributing to something bigger than myself. ”

Be a part of our growing team. Find your ideal role here, and join us in making more possible, together.

Natalie Lim

Written by

I share all sorts of stories about Carousell — from sellers and buyers to the team working behind the scenes.

Carousell Insider

What's going on under the hood at one of the world's largest and fastest growing classifieds marketplace. We're on a mission to inspire everyone in the world to start selling.

Natalie Lim

Written by

I share all sorts of stories about Carousell — from sellers and buyers to the team working behind the scenes.

Carousell Insider

What's going on under the hood at one of the world's largest and fastest growing classifieds marketplace. We're on a mission to inspire everyone in the world to start selling.

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