Alumni Q&A: Amy Cheng, Graduate Commercial Executive at Dyson

Amy Cheng graduated from MSc Strategic Marketing in 2023, before taking up a job as Graduate Commercial Executive at Dyson. We caught up with Amy to find out more about her role and how studying at the Business School helped her career.

Tell us what you have been up to since finishing your Masters.

After graduating, I joined Dyson as a Commercial Graduate, where I started with a one-year training phase focused on data analysis, which I completed in September 2024. Following that, I transitioned into my two rotation placements, giving me the opportunity to work across different areas of the business.

Currently, I am completing my first rotation in Dyson’s Digital Experience team, working on UX research projects. My role allows me to turn consumer insights into meaningful product and experience improvements, which has been incredibly rewarding. As my first rotation comes to an end in February, I’m excited to see where my second rotation will take me!

How did your business school experience shape your career path?

I’ll address this from two perspectives:

Academic Curriculum – The MSc in Marketing program provided a strong practical foundation, allowing me to work on real-world business problems. The core modules equipped me with industry-relevant knowledge, while the optional modules gave me the flexibility to explore different fields in marketing and business. For students with limited work experience, this was an invaluable opportunity to discover where their skills and interests align. 

Career Support – The Careers Department played a crucial role in my professional journey. I took advantage of one-on-one coaching sessions, mock interviews, and group assessments, all of which helped me prepare for job applications and interviews. Another great aspect was the networking opportunities—I was able to connect with industry professionals across multiple sectors, something that becomes rarer once you start working full-time.

What skills from your MSc (or business degree) have been the most valuable in your job at Dyson? 

Adaptability, communication, and collaboration. While technical skills are important, soft skills have been essential in navigating complex projects, and effectively communicating insights.

What’s the most exciting project you’ve worked on at Dyson? 

Dyson’s 2025 CRM Campaign. I worked on the UX research side, ensuring that the campaign resonates with consumers. My role involved: 

• Structuring research plans to validate CRM strategies 
• Collaborating with third-party partners to recruit participants 
• Gathering consumer insights and conducting in-depth analysis 
• Providing feedback to designers to shape future campaigns across the globe.

One of the most exciting aspects of this project was seeing how consumer feedback directly influenced the final campaign strategy. It was a great reminder that behind every marketing campaign, there is real data and research ensuring it meets consumer needs. Stay tuned for Dyson’s 2025 CRM launch!

How do you stay ahead in such a fast-paced, innovation-driven environment? 

Stay curious and embrace every opportunity to learn. As a graduate on Dyson’s rotational scheme, I am fortunate to explore different commercial teams. This has given me the chance to challenge myself, step outside my comfort zone, and develop a diverse skill set. 

Innovation happens when you ask questions, experiment with ideas, and push yourself to see things from new perspectives. If you enjoy at least 70% of your work, staying ahead becomes a natural process.

How do you maintain a work-life balance in a demanding business environment? 

Find your own pace and work smart, not just hard. Work-life balance isn’t about working less—it’s about working efficiently and setting boundaries.

What’s the best piece of advice you’d give to current business students? 

Never be disheartened—whether in job hunting or in your first year at work. The professional world is full of different experiences, and not all of them will be positive. Along the way, you may encounter challenging situations, but each experience—good or bad—teaches you something valuable.

Learn from the tough moments, but don’t let them define you. Instead, focus on the people who support, guide, and inspire you. Appreciate those who help you along your journey, and when you’re in a position to do so, pay it forward. 

Be patient, as neither success nor setbacks last forever. 

Be kind, stay true to yourself, and never forget who you are.