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“���ϲ����� helped shape my entrepreneurial spirit”

“My life in ���ϲ����� feels like a lifetime again and yet the imprint it has left on my life is unforgettable.

Aged seventeen and striving for independence, I chose ���ϲ����� for two reasons:

1.    It was far away from home (131 miles to be exact) and in another country
2.    It was one of the highest-ranking Universities for Psychology

Three years later in the year of 2014, I’d be waving goodbye to life as a ���ϲ����� student, ready to step foot in the “real world” — whatever that looks like.

Little did I know that ���ϲ����� would claim a part of my heart and that last day as a student in a small Welsh town wouldn’t be my last time surrounded by the rugged Snowdonia landscapes. Except, these days, I visit the fauna-filled county of Gwynedd as a way to relax and restore my mind away from the hustle and bustle of everyday life. There really is nothing like fresh mountain air to reignite those creative synapses!

Fascinated by how the mind works, I chose to study Psychology at ���ϲ�����. It wasn’t until my third and final year at university that I knew where I wanted to go next.

I studied Consumer Psychology as one of my third-year modules and was instantly captivated. All the nuances of learning what makes people tick, the actions that influence purchase decisions, and the subtleties of consumer behaviour fascinated me. Learning all about Consumer Psychology was like seeing the butterfly effect in action. Every subtle decision in Consumer Psychology could have a colossal impact on the customer experience. My mind was blown.

That was it. From that moment I knew I wanted to pursue a career in marketing. So, I decided to put my all into doing just that. My love for Consumer Psychology was probably evident in the fact I was the highest achieving student of my year (humble brag, I know). As someone who has never felt like the “highest achiever” in anything, that recognition signified my desire to pursue a marketing career.

Alongside my studies, I also joined the B-Enterprising programme, acted as a peer guide for freshers, and sold cookie jars at the student Christmas market. Even back then, when I was blissfully unaware, ���ϲ����� helped shape my entrepreneurial spirit.

Post-University, I wound up back in my hometown, as many students do. I got a marketing assistant role at a local company. Over the course of several years and a few different companies, I worked my way up the marketing ladder.

After an unexpected redundancy, I took the sudden career-halt as a sign to pursue my real dream — starting my own freelance venture.

I stepped into the world of freelance in January 2020. After a successful year of freelancing, I then started my own Marketing Agency, named  in June 2021.

Fika Digital harnesses the power of human connection, drawing on my love of consumer psychology, to help business leaders create marketing content that connects with (and converts) their ideal audience.

I now work with incredible brands around the world, have had a major impact on their marketing and wider business goals, and get to use consumer psychology in my day-to-day work.

My career took an unexpected yet incredible turn and I truly believe that my time at ���ϲ����� helped shape my journey from a young, independent yet determined student to slightly-older and wiser entrepreneur.

Things might not always work out as expected — sometimes, they’ll work out better. Grab every opportunity that comes your way and don’t be afraid to take risks.”