From Hospitality to Marketing Maven: Min Bae's IMC Journey

Meet Min Bae (IMC23), a sales-driven professional and the vice president of commercial for North, Southeast Asia, and Pacific at Hyatt Hotels Corporation, who transformed her career trajectory by earning an Integrated Marketing Communications (IMC) Professional master’s from Northwestern University's Medill School of Journalism, Media, Integrated Marketing Communications.

Min Bae’s journey from sales specialist to top executive at Hyatt Hotels Corporation is a testament to the power of reinvention and strategic growth.

After joining Hyatt in 2016 with a strong foundation in sales and revenue management, Bae has steadily climbed the corporate ladder, ultimately landing the role of vice president of commercial for North, Southeast Asia, and Pacific. Now, at the helm of Hyatt’s marketing and sales operations across these regions, Bae plays a pivotal role in steering the company’s commercial strategies and driving business growth—helping to generate over $6.7 billion in annual revenue. But her rise to leadership took more than just experience; it required new skills and a broader strategic vision.

“I really wanted to specialize in one area. Given that most of my background was in sales and finance, I wanted to expand into marketing,” Bae said.

Recognizing the need to enhance her expertise, Bae turned to Northwestern University’s Medill School of Journalism, Media, Integrated Marketing Communications and its renowned Integrated Marketing Communications (IMC) Professional program. The program gave her the tools to expand her leadership potential and step into a more comprehensive role at Hyatt, blending theory with real-world application to prepare her for the challenges of a dynamic global industry.

With her newly acquired knowledge, Bae is helping Hyatt strengthen its position as a global hospitality leader while leading a career that blends both innovation and impact.

Read on to learn more about how the Medill IMC Professional master’s program at Medill transformed Bae’s career trajectory and empowered her to excel in the dynamic world of marketing.

Before joining the IMC program, Bae had spent the majority of her professional life contributing to the industry. This trajectory shifted when a desire to expand her horizons and delve deeper into the realm of marketing led her to pursue an IMC degree at Medill. Her roles at Hyatt, up to that time, encompassed a wide range of responsibilities, from driving sales revenue to understanding the intricate workings of the financial landscape. While successful in her career, Bae recognized the need to expand her skill set to embrace a more holistic approach to business.

Driven by the desire to contribute more strategically to the industry, Bae sought an educational path that would equip her with a comprehensive understanding of marketing principles and their application in the real world.

“When you're in the middle of your career, you want to know if you want to be getting out of your industry, or if you want to advance your career within the sector,” Bae explained.

The Medill IMC program presented itself as the ideal platform to achieve her goals. Bae shares that one of the most valuable skills she gained during her time at Medill was learning the language of data science and analytics, particularly through a course with Professor Vijay Viswanathan. She recalls a moment when her head analyst was surprised she understood the technical jargon he used, demonstrating how the course enhanced her ability to bridge the gap between marketing and analytics.

The Medill IMC program offered Bae a comprehensive and immersive learning experience. The curriculum's emphasis on strategic thinking, data-driven decision-making and consumer-centric approaches perfectly aligned with her career goals. The program's blend of academic rigor and practical application provided her with the tools and knowledge necessary to excel in the dynamic marketing landscape.

"The whole program really tremendously helped me to understand the ins and outs of marketing. I learned marketing and gained hands-on experience," Bae said. “The way the curriculum was woven together at Medill and the fact that I had a lot of choices for electives really allowed me to dive deep into specific subjects I wanted to learn.”

Another highlight of Bae's experience at Medill was having the opportunity to collaborate with diverse team members on group projects. Working with people from different backgrounds and navigating various work schedules taught her the importance of flexibility and understanding. This experience helped her build stronger relationships and enhanced her ability to empathize with colleagues from around the world. By working on team projects under challenging circumstances, Bae grew professionally and personally, gaining valuable skills that have made her a better leader and team player.

Balancing the demands of the program with her professional and personal life presented challenges, but Bae was determined to succeed. She credits the program's flexibility and supportive community for helping her navigate this demanding period.

Armed with a fresh perspective and a robust toolkit of marketing strategies, Bae quickly began applying the knowledge gained from the Medill IMC program to her role, driving tangible results for the company. By leveraging data analytics and consumer insights, she was able to develop more targeted marketing campaigns and optimize resource allocation.

"I was able to use the exact formula I learned in class, which was really interesting. My colleagues loved it, so I adapted the model for the hospitality industry." Bae shared.

Bae’s ability to think strategically and communicate effectively with diverse stakeholders propelled her career forward. Her promotion to vice president during her second year in the program is a testament to her rapid professional growth. The IMC program equipped her with the skills and confidence to take on leadership roles and drive innovation within the organization.

Bae believes that the ideal IMC student possesses a unique blend of qualities. "The ideal student for the program should definitely be a lifelong learner who is curious and has a growth mindset and a creative mind,” she explained. The ability to embrace change, seek out new knowledge and approach challenges with a creative problem-solving mindset are essential for success in the dynamic field of marketing.

Bae offers valuable advice to those considering the IMC program. "By joining this community, you really need to commit to being a student. It's not just about getting a degree; it's about lifelong learning," she explained.