Profile evaluation, please - older/non-traditional bkgrd

[avaluxe]

Please evaluate my profile below for full time MBA programs to start Fall 2011.

I am a non-traditional applicant with 9 years of work experience in communications and marketing.

3.69 undergrad GPA, BA in communications from University of Pittsburgh; unknown GPA, master's in journalism from NYU
GMAT not yet taken - I'm expecting around a 660 though aiming for 700
33 years old, female, US citizen

Education:
-undergrad - was nominated to and involved with honor and service societies all four years including Golden Key and Mortar Board
-no heavy math, so I recently took a pre-calc class (non-credit) and am currently enrolled in for-credit classes in accounting and statistics; I expect to take calc before enrolling, for my own benefit if not required by the school

Nine years of work experience:
-previously worked as freelance writer for the Pittsburgh Business Times; won writing awards for works published during internship at Pittsburgh Magazine
-previous worked in non-profit ( foundation) and health care (huge local health care system), and am currently working in financial services
-after grad school, started as communication assistant and was promoted to associate within two years
-worked without a supervisor for long stretches at various times, including serving as the VP for communications for 12 weeks while she was on medical leave
-just got a new boss (marketing manager); previously I was operating without a supervisor for months and was looked to as the web marketing manager
-work as sole project manager for the website of a financial institution's student loan division lending over $1 billion each year; one of the U.S.' largest student lenders
-work with web analytics to calculate ROI
-work closely with finance and operations
-not many opportunities for leadership, professional development or advancement in my department and company (reasons for the MBA)

Outside of work:
-volunteer for a local animal shelter, walking dogs and taking part in fundraising events; after next week's GMAT, my schedule will open and I'm planning to become more involved
-very passionate about animal welfare and I look to continue volunteering during school if possible

There's no doubt I'm atypical, but my challenge has been thinking about times when I've taken on leadership roles here at work - though unfortunately I was never officially recognized for them. My dream is to concentrate in marketing with a focus on e-commerce and luxury retail or consumer goods. My whole career I've sold services; now I'd like to learn more about selling goods.

I'm looking into the schools below, but would love to hear suggestions for others:
NYU
SDA Bocconi
University of Toronto
Carnegie Mellon

Reasons for each:
NYU - they focus on individuality and an adcom summed up the school in three words: team player, communication and analytical - I'm two out of three and I'm working on the third; already an NYU alum and obviously love the school/am familar with the vibe on campus/living in NYC; excellent luxury retail clubs and new concentration with retail partners such as Coach and L'Oreal; Doing Business In...program offers educational travel to Milan; marketing classes supposedly all have e-commerce component

Bocconi - Milan = luxury goods brands; one-year program is ideal financially and professionally; offers exchange with ESSEC (official concentration in luxury retail - may or may not take advantage of this, but the possibility is a plus); would be thrilled to work in Europe after graduation; have already taken classes in Italian language and am interested in becoming fluent regardless of where I end up

U of T - Excellent program; focus on critical thinking and creative decision making, which I enjoy and employers say they're impressed by the creative decision making abilities of grads...very out-of-the-box, which is right up my alley; would be quite content working in Canada after graduation

Carnegie Mellon - Excellent reputation; my uncle (former CEO) is a grad and was on the board for 12 years (sadly, no longer); in my current city; list of recruiters includes many companies that interest me, including my current employer

No current safety, but if pressed I'll apply to the University of Pittsburgh. Let's hope it doesn't come to that.

Thank you for any advice you can offer!

[Stacey Oyler]

Hi Avaluxe,

Quick question... Why are seeking an MBA? What are your short and long term goals?

Thanks,

Stacey

[avaluxe]

My short-term goal is to rise above my current role as Web Content Manager and into a strategy role in marketing management. Right now I do a bit of online marketing strategy but I have a marketing manager above me whose duties involve overall strategy. To move up in this industry, I either need programming skills or management experience/education, of which I have neither. Programming isn't my forte, and I'd like to move into a role that involves strategy. Long term, I'd really love to be in brand management with a focus on online brand management. This seems to be a growing field with social media usage rising and the need for companies to evaluate and protect a brand's image online. Let me know if I'm not making sense here...and a million thanks for your reply!

Edit: Sorry for all the edits, but I forgot to mention that I'm involved with organic search engine optimization and our paid search campaign.

[Stacey Oyler]

Hi,

Thanks for the additional information. You have an interesting background and one that is a bit unique as compared to typical MBA applicants. This can certainly serve a strength in your applications provided you position yourself properly.

I think your biggest challenge will be in explaining your short and and long term goals. As I see it now, your short term goal is certainly logical, but I don't really see how it connects with your long term goal. Your short term goal appears to keep you in the same industry where as your long term goal is in luxury goods. How will the short get you to the long? Be sure to think this through and connect the dots in your applications.

In regard to your school selection, unfortunately finalizing your list will largely depend on your GMAT score. You'll want to be sure that your score is in line with the average score at your selected schools. Anything below their average won't help you and anything above will.

Lastly, given you have 9 years of work experience, it may make sense for you to consider applying to part time or executive MBA programs. These programs are designed for those with more work experience who are ready to make some changes in their career. The average years of experience for executive/evening/weekend programs is much higher than that of full time programs thus making your profile more appealing for these programs.

Best,

Stacey

[avaluxe]

Thanks so much for the advice! I wanted to mention that perhaps I'm not using the correct terms when I'm stating my goals. Brand management (I have an interest in online reputation management) for luxury retail or CPG is my short-term goal, and of course, something like Chief Branding Officer, Group VP or Chief Marketing Officer within these industries would be a long-term goal. Location, well, my dream is Milan or NYC, but I'll be content anywhere my career takes me.

I'll admit that it's been tough to find much written by or about MBA students with similar interests (online, luxury or a combination) so I haven't had a chance to really discuss my goals. Many thanks for giving me the push I needed.

Thanks again! I truly appreciate your time and consideration.

[Stacey Oyler]

Glad to help! Check out Columbia - they have a great retail program and often do field trips and projects to/with luxury brand companies.

Best,

Stacey