The Pavilion at Caulfield campus buzzed with energy as students arrived for this year’s Industry Insights.
Light streamed through the glass walls. Food and drinks beckoned. And a panel of marketers stood ready to share their stories.
MMSS’s newest Caulfield Professional Director, Siya Bakshi, watched it all unfold – nervous but proud as her first event came to life.
So how did it go? What went on behind the scenes? And what did Siya take away from the night? We caught up with her to find out.
Every event is a team effort
For Siya, planning Industry Insights was a crash course in event management.
‘This was my first event as Professional Director, and honestly, there was a lot I had to figure out on the go,’ she says. ‘Tasks like funding proposals, design briefs, company outreach, campaign strategies and risk assessments – there’s so much more that goes into planning an MMSS event than I realised.’
Fortunately, she wasn’t alone. Siya worked alongside the Clayton Professional Director, Ami Cowburn. Ami brought valuable experience to the project, making the process feel far less intimidating.
‘She was always my first point of contact for questions,’ Siya explains. ‘Ami provided patient, supportive guidance that made a real difference.’
With their team of professional coordinators managing everything from logistics to marketing, Siya credits the night to ‘a massive team effort’.
The theme that brought it together
From the outset, Siya and Ami wanted the panel to feel purposeful.
‘I’d been to plenty of panel events before, and sometimes they felt a bit surface-level,’ Siya explains. ‘We wanted this year’s panel to have a clear focus that gave students more practical insights.’
That idea shaped the theme: marketing through different stages of the business cycle.
‘We selected companies and speakers to represent the launch, growth, maturity and revival stages,’ she says, ‘so students could see how marketing strategies shift as businesses evolve.’
Building trust with the big names
The panel featured voices from across the industry: L’Oréal, Mondelēz, Talaria Capital and Alt/Shift.
‘We wanted a diverse mix of professionals so students could see all the different paths a marketing career might take,’ Siya says.
Securing those speakers required polish.
‘We made sure our outreach was really professional – clear emails, fast replies, proofreading everything,’ she says. ‘That consistency helped build trust with the panellists.’
That same courtesy was extended to Jessica Sleeman, one of the professional coordinators and the evening’s MC, who ultimately brought it all together.
‘She made the conversation feel natural and engaging while keeping the theme front and centre,’ Siya continues. ‘We were so glad to have her on board.’
Turning real achievements into real buzz
When it comes to annual events like Industry Insights, the question is always about how to make this year stand out.
The team’s strategy? Lean into the panellists’ real achievements… and then give people matcha.
‘We wanted students to see the calibre of the speakers and the kinds of campaigns they’d been part of – Kathy De Lullo had even worked with the Matildas before!’ Siya explains.
To build even more hype, the team also launched a brand-new promotional initiative: the matcha stall!
‘It brought the whole MMSS community together – from the President and VP to the Social, Professional and Communications teams – and created serious buzz on campus.’
Their approach worked. Ticket sales jumped by 23% compared to the previous Industry Insights event, and the attendance rose from around 70 students last year to over 80 this year.
The matcha stall even went on to win MONSU’s 2025 Best On-Campus Engagement Award!
The ideas that stuck
For Siya, the most valuable part of the night was hearing directly from the panellists.
‘Emily Gardner from Talaria Capital spoke about making clients feel truly valued through personal, consistent service,’ she says. ‘The kind of service that builds lasting relationships and leaves people genuinely impressed.’
Sam Vassos, Managing Director at Alt/Shift, shared her experience working with Mondelēz and noted how seamlessly the panel’s perspectives aligned. Kathy De Lullo, Director of Marketing Excellence at Mondelēz, impressed Siya with her story about Cadbury Roses, where reintroducing old flavours sparked powerful emotions and family memories.
L’Oréal’s Nicola Heath also left her mark, reminding attendees of the importance of heritage, legacy and loyalty to core customers, as shown in their Age Perfect campaign.
‘The best part?’ Siya adds. ‘The lessons didn’t end there. I even applied the speakers’ insights to a uni assignment on branding and design briefs – and it made the work feel easier, more meaningful and far more fulfilling.’
A night of connection and confidence
From the first networking session to the final conversations after the panel, the atmosphere remained upbeat and welcoming.
‘Everyone arrived eager to connect,’ Siya recalls. ‘Students weren’t just mingling with each other; they were engaging directly with the speakers. We even had support from the heads of the Department of Marketing, which meant a lot.
‘The vibe was open and supportive, exactly what we’d hoped for.’
For Siya, the night was also a personal milestone.
‘Events like this usually feel daunting, but this time I stepped up and delivered a speech. It was nerve-wracking at first, yet the positive response and encouraging feedback made it incredibly rewarding,’ she continues.
‘In that moment, I realised our vision had come to life – the event was a true success.’
Lessons learned and momentum earned
Looking back, Siya is immensely proud of what the team achieved.
‘Marketing is all about creativity and finding ways to stand out,’ she reflects. ‘Industry Insights gave students real, practical ideas on how to do exactly that.’
And the momentum doesn’t stop here. With more exciting events on the horizon, the MMSS calendar is packed with opportunities to learn, connect and be inspired.
‘There’s so much to look forward to,’ Siya shares. ‘So, make sure you stay tuned! You won’t want to miss what’s next.’
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