Interview with BIM and MCM alumnus Lukas Hurrle

Lukas Hurrle completed his bachelor's degree in International Marketing in 2007. He then went on to complete a master's degree in Creative Communication and Brand Management at the Business School in 2009. He has now been working for his first employer, Beiersdorf in Hamburg, for 16 years. "I started as a trainee and have continuously developed my skills. Today, I am Lead of Innovation and Discovery & Strategy NIVEA MEN. I currently work part-time and share my management position in a job-sharing arrangement—an experience that has helped me gain first-hand experience of New Work and develop a better understanding as a manager. Titles have never been important to me, but rather the content of my work and the learning opportunities it offers," reports Lukas Hurrle. His career path has taken him not only to Beiersdorf's headquarters, but also to Chile and Kazakhstan. For NIVEA and NIVEA MEN, Lukas Hurrle had the opportunity to work in local, regional, and global teams, which gave him deep insights into the diversity of international markets and cultures. This breadth of experience has always motivated him.
 

How did you come up with the idea of studying at Pforzheim University?
Actually, I wanted to get an art scholarship and had Pforzheim on my radar because of my relatives. But when I came across the university's website, something completely different caught my eye: the BIM (Bachelor International Marketing) degree program. The description was full of exciting things, but the decisive factors were: marketing, a double degree, and a major in Mexico. It sounded like an adventure! Being a pioneer in a new degree program, discovering marketing as a “creative” subject, earning two degrees, learning Spanish—suddenly everything fit perfectly.
The disillusionment came on the very first day when I realized: this is a business degree—with math, statistics, accounting, and law. So much for art! In retrospect, I am of course very happy that I took on this challenge, especially when I decided to pursue the MCM.
 

What I associate with Pforzheim University...
...countless evenings with the AStA, at Plus, the student residence, or at 5-Sternedöner with friends for life, language courses in Spanish and Arabic, and perhaps the most intense time of my life in a library—with a fantastic view that mostly made up for all the cramming.
 

Did you ever have doubts about your choice of study?
Especially when I realized that “marketing” doesn't just mean commercials and creative campaigns, but that business administration is the foundation. But joking aside, looking back, it was a stroke of luck: the combination of theory and practice prepared me perfectly for my career start. Many professors left a lasting impression on me. I would choose a practical college over a university again in a heartbeat—and I'm happy to recommend it to others.
 

You can't have studied in Pforzheim without...
...attending “Farbenrausch” (does it still exist? Editor's note: Unfortunately, this legendary event in the School of Design no longer takes place), walking the catwalk at the fashion program's exhibition, or admiring the magical sunrise over the fog-shrouded valley from the library in winter.
 

What do you consider to be the most important milestones in your career?
Each milestone brought its own challenges and successes. I am particularly proud of the many market launches and advertising campaigns for NIVEA and NIVEA MEN that I was able to oversee as a manager, as well as my time as Marketing Director in Kazakhstan for the Eurasia region. The local, regional, and global work has shaped me both professionally and personally. Another highlight was working on the agency pitch team that selected the new lead agency for NIVEA. But the most important thing is the people I have had the privilege of meeting in an international environment. I have learned from them – not only about my profession, but also about myself as a mentor and mentee. I regularly pass on these lessons in guest lectures and projects with students, including in Pforzheim. 
 

What I like most about my job as Lead of Innovation, Discovery, and Strategy at NIVEA MEN is... 
...being close to our markets and the people for whom we develop our products. It's something special and a great challenge to work so closely with consumers and their needs.
 

I am particularly proud of...
...the fact that I get to work for a global brand like NIVEA and make a small contribution to its success through my work. However, I am even prouder of my children and of being a father.
 

If I had more time available, ...
...a few years ago, I decided to continue my career on a part-time basis. This gives me more time for my family and for myself – and actually makes me more productive at work. For me, it's the perfect balance. So I don't need more time, I take it for what's important to me.