Ruben Pranata, Senior Account Planner

Ruben Pranata, Senior Account Planner, Google

Undergraduate Degree and Major:
UCSD, Communication, 1999

Graduate School(s) / Degree(s) / Year(s):
UCLA Anderson, MBA - Marketing, 2006

I work in the sales division that manages campaigns for large advertisers across a variety of Google properties. My MBA degree provided me with a broad foundation in researching consumer and industry trends, conducting analysis to uncover insights, and presenting our recommendations to clients. Team-based field studies and case competitions also helped me develop skills and experience in project management, data analysis and modeling, and effective communication.

Working in the internet industry keeps me in the loop on the latest innovations in the online world. Companies are continually developing new web business models and new web utilities that increase the value of the internet for businesses and consumers alike. The one thing I enjoy most is working amidst all of this continual innovation.

It can be difficult to manage expectations when our sales team has tight turnaround times on client requests. Multi-tasking can be a challenge—especially when juggling proposal drafts, campaign launches, client meeting prep, and more. But in the end, our team builds hard-earned credibility and trust with our clients when we deliver successful results under pressure.

I transitioned into a career in the internet industry—specifically, online advertising—because I saw great promise in its future. Consumers continue to spend more of their time online, and increasing global online adoption means even greater online audiences and greater share of advertising budgets. And since this industry is still young, there are greater opportunities to be creative, innovative, and entrepreneurial.

I wanted to pursue an MBA to transition into a new career, to gain access to on-campus recruiters from a wide variety of companies and industries, to build my knowledge foundation in general management, and to build my network with alumni who are, or will be, business leaders of large companies.

My first post-MBA job was Senior Account Planner at the Google office in Orange County, CA. Since then, I have transferred to the Google office in San Francisco, CA.

To be successful in the Internet industry—specifically, online advertising—you should be curious about online consumer and media trends and be able to conduct analysis to provide data-driven recommendations to clients. Typically, successful internet industry professionals are passionate about consumer behavior and online media technology, can balance analytical skills with creative marketing ideas, and have good relationship-building and communication skills.

In my opinion, success in an MBA program is not just about the classroom. You should be team-oriented, actively participate in career clubs and associations, and in general, make positive contributions to the overall MBA experience of your peers.

Conduct an honest self-evaluation to weigh out the pros and cons of staying in your current job for the next two years versus going to an MBA program. Then, consider how strong your experience would be under both scenarios—and how strong a job candidate you would be—in the next three to five years. For career-switchers, the MBA provides a great way to make a transition.

Many factors are important in selecting your MBA program, such as its reputation with recruiters, geographic location, and academic rigor. But I believe that the overall culture of the MBA program is most important, as this is a deciding factor in attracting the right mix of students you will interact with and have as lifelong alumni.