Amna Lakdawala’s journey to ESSEC’s MSc in Marketing Management and Digital (MMD) program has been shaped by a unique blend of experiences and perspectives. Now based in Singapore, the Indian national is carving out a career at the intersection of storytelling, creativity, and luxury—one that brings together both sides of her identity.

“My roots are Middle Eastern, but my heart belongs to India,” Amna shares. “Living in both places taught me how to navigate between cultures—and ultimately led me to explore how stories and brands can transcend borders.”

From Mass Media to Mastering Luxury

After earning a degree in Mass Media and Communication from the University of Mumbai, Amna joined Omnicom Media Group as a management trainee, where she managed digital campaigns for Diageo’s luxury spirits portfolio. That experience, combined with her growing interest in branding, solidified her decision to specialize further.

“I wanted to move beyond the agency side and pivot to brand strategy. I knew I needed a program that blended creative thinking with strategic structure. That’s how I found ESSEC.”

The MMD program introduced her to the world of luxury marketing and offered the practical depth she was looking for. From immersive coursework to real-world consulting, Amna found herself engaged at every level.

“Our professors were industry professionals who brought real insight into the classroom, and we worked on projects with actual clients. I especially loved how international the cohort was—it helped me understand how marketing works across cultures.”

Diving Deep into Luxury and Digital

Courses like Luxury Test Drives and Digital Test Drives stood out for Amna.

“The Luxury Test Drive helped me understand the nuances of the industry and showed us the breadth of careers we could pursue. The Digital Test Drive exposed us to how platforms function from the inside—hearing from insiders at tech companies made it incredibly insightful.”

She also found the Digital Marketing Challenge particularly impactful.

“It was a hands-on experience where we worked with a real client to solve real problems. That kind of exposure isn’t just educational—it’s transformative.”

The program’s study trip became another highlight, combining learning, exploration, and camaraderie.

“We visited industry leaders and got insights we couldn’t get from the classroom. But traveling with friends also made it incredibly fun.”

A Career Rooted in Storytelling

Amna is particularly drawn to luxury for its commitment to craftsmanship, innovation, and heritage.

“I’ve always loved stories, and luxury brands are built on stories that stand the test of time. I want to be part of building those narratives—authentic, aspirational, and lasting.”

Her ideal career path involves growing within a luxury brand, contributing meaningfully to brand identity and consumer experience. “My goal is to create impact—not just campaigns.”

Leadership and Life Beyond the Classroom

Amna led the Entrepreneurship Club at ESSEC Asia-Pacific, organizing events that brought in high-profile leaders from the business world. She also served as a Student Ambassador, helping to build community and welcome prospective students.

“Both roles gave me the chance to give back, build relationships, and learn beyond marketing. They helped me develop leadership skills in a setting that values initiative.”

Advice to Future Students

“Come with an open mind,” Amna advises. “The real value of this program is in the people you meet and the experiences you create. Say yes to every opportunity—networking events, guest lectures, internships. Don’t be afraid to step out of your comfort zone.”

Amna’s Singapore Picks: Food, Culture, and Coffee

Hangout spots:

• Tiong Bahru Bakery – “Amazing pastries and coffee.”
• Holland Village – “A great weekend vibe.”
• Botanical Gardens – “A peaceful escape in the middle of the city.”

Food near campus:

• Koufu Food Court @One-North MRT – “Affordable and diverse.”
• Luckin Coffee – “My fuel for long study days.”
• Timbre+ – “A fun vibe with great food options.”

Favorite activities:

• Exploring new places like Haji Lane and Chinatown
• Hanging out at Marina Bay Sands
• Enjoying events and culture at Raffles Place