Chapter 4: Evaluation on Performance Areas (Achieved!)
During my internship period as an International/ Digital Marketing intern at IDEXX, I believe I have grown and upgraded myself significantly both professionally and personally. Below is my evaluation of five performance areas namely entrepreneurial behavior, innovative capacity, collaborative capacity, intercultural proficiency and reflective practitioner. STARR and ONION models are used to reflect my Performance Areas (PA).
PA 1: Entrepreneurial behavior
Within the first three months, I will manage at least two digital marketing projects aimed at improving the visibility and engagement of IDEXX LPD campaigns. In addition, I will actively contribute to related initiatives such as enhancing landing pages, planning and executing international events (both online and on-site, such as webinars or trade shows), and creating or designing sales and promotional materials. Success will be measured by my level of ownership in at least two key projects and active involvement in cross-functional activities that directly support campaign performance and audience reach.
Situation: As a Marketing Intern in the LPD EMEA team, I aim to contribute meaningfully to the success of IDEXX’s digital marketing initiatives. To support my learning and development, I expect that my manager, and colleagues will assign tasks/ projects with varying levels of complexity, allowing me to track my progress monthly and ensure continuous growth. This setup gives me the opportunity to take ownership of real projects while actively supporting cross-functional efforts that enhance campaign visibility and audience engagement.
Task: Starting with some simple support about the small changes on landing pages, then comes the more complex about rebranding the whole landing pages, and creating the new ones. Also, from arranging the event list on Monday.com to have an overview of each event during 2025 to support the management/ preparation of 5 EMEA events in the first 3 months (specifically, the tasks range from creating a LinkedIn post to announce about the event to becoming the point of contact for all Marketing materials support)
Action: I am very proud of myself for being able to manage such various tasks, which are mentioned in 15 Appendices, effectively every week on time with the highest outcome and in order to achieve it, I had to learn how to organize tasks effectively and prioritize them based on urgency and importance. For the first few weeks/ months, Matthijs, Kristina, Angel, Marta and Yusi gave tasks to me - they came at any time, with various task types and deadlines. To keep everything on track, I used Monday.com to log and categorize all tasks, set due dates, and break larger projects into manageable steps. This approach helped me stay focused, track progress, and ensure I never missed a deadline, no matter how full the week became. In addition, I was also proactive in asking to join in some meetings to observe and listen about how other colleagues work to get along with the workflow of the team.
Result: Two landing pages have been rebranded and other small changes were added to other landing pages as requested (Appendix 1 and Appendix 4) which can be counted as a project that has significantly contributed to the development of my digital marketing skills. Through this process, I gained hands-on experience in applying brand guidelines, improving user experience (UX), and adapting content for different regional audiences. I also became more confident in working with platforms like Instapage, collaborating with stakeholders to ensure alignment, and thinking critically about how design, messaging, and functionality work together to drive engagement and conversion.
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5 EMEA events have been successfully supported with not only my visual creation (Appendix 5 and Appendix 12), but also communication around with different stakeholders such as Area Managers (Sales representatives), and external agencies. I like most the project about how to automate the event preparation which results in the MASTER template and the Marketing materials/ Goodies order form (Appendix 7). This experience taught me how to approach events more holistically - from planning to execution - and deepened my understanding of operational efficiency, branding consistency, and the importance of clear, organized communication in fast-paced environments.
Reflection: An entrepreneurial mindset goes beyond personal gain, it involves creating meaningful value for others and contributing to the success of the organization as a whole (Murphy, 2019). At IDEXX, I embraced this mindset by assisting with event coordination and handling operational tasks such as designing visuals and setting up email distributions. These actions supported my team’s workflow and improved overall efficiency, ultimately contributing to broader company goals. As every team within an organization plays a critical role in its overall success (HR Future Magazine, 2025), even these seemingly minor tasks helped drive strategic outcomes. Initially, I underestimated the complexity of event management, drawing from my experiences organizing school events. However, my understanding shifted when Marta candidly told me, “Managing events is a mess.” She helped me recognize that successful event planning relies on countless small, behind-the-scenes efforts. One key takeaway was the importance of organization - specifically, using the MASTER template to track every moving part of an event. This experience deepened my appreciation for the detailed planning required and showed how even small contributions can make a meaningful impact when aligned with a larger organizational goal.
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I took ownership of multiple marketing projects from start to finish, such as leading the rebranding of landing pages. Being entrusted with key responsibilities within IDEXX LPD campaigns just three months into my internship motivated me to take initiative (asking if there were other landing pages that needed rebranding), express and protect my ideas about the design of the page, and make decisions independently. I embraced uncertainties, adapted quickly when plans shifted (when some regular event preparation meeting got rescheduled due to vacation, I still completed my task - such as creating the landing page and sent the email to the team for review/ feedback as a sign that I had done my task - and waited to present in the scheduled meetings), and remained solutions-oriented throughout. These experiences taught me to recognize business opportunities, act on them, and take responsibility for both the outcomes and the learning process.
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Working across departments (mostly with Sales team, sometimes with Finance team regarding the invoice of the event) and coordinating international events sharpened my ability to communicate effectively with diverse stakeholders and understand how different business units intersect. I also developed an awareness of global business dynamics and ethical communication practices, especially in how data and information were used in campaign planning. I actively sought feedback, showed curiosity in understanding broader business workflow (for example when I set up the mail in Mailchimp to send the mass communication to our customers about the upcoming event, Marta gave me the list of customers, which piqued my curiosity about how/ where she could have the list and she explained to me about using Salesforce to get the list), and proposed improvements based on observed gaps (the marketing materials and goodies order form). Most importantly, I saw how entrepreneurial thinking - taking initiative, being resourceful, building networks, and striving for meaningful impact - can lead to tangible contributions, even as an intern.
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Result: The finalized Marketing Materials and Goodies Order Form is now used by the LPD team across EMEA and has streamlined the way event support is requested and tracked (Appendix 7). It reduced back-and-forth emails, minimized miscommunication, and improved planning efficiency for both the marketing team and country managers. Additionally, the 2025 Event Overview Board on Monday.com offers a clear, centralized view of all planned events, helping the team plan ahead and allocate resources more effectively (Appendix 2). Besides, I also created a MASTER template to use in every meeting to keep track with the
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progress (Appendix 7). Through this project, I not only strengthened my project coordination and communication skills but also gained practical experience in process optimization and user-centric design, key skills in both event and marketing management. There is more to go! Besides, I also proposed some activities/ goodies for events - the IDEXX Bern tour, which I found so funny and creative as well as logical (Appendix 12 (3)). I need to research and understand about the events, and IDEXX to see which activities or goodies are suitable and feasible. So far, I have been on track and feel like I am adding value to the team!
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Reflection: This experience pushed me outside of my comfort zone and taught me the value of asking questions, staying curious, and taking ownership even when the task initially feels unclear. With guidance from Marta and the support of the team, I realized that being proactive and willing to learn fast can lead to real, impactful contributions - even in unfamiliar areas like event management. Most importantly, it showed me how creativity and structure can work together to create scalable solutions that benefit the entire organization.
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​​Task: First thing first! I need to have an overview of all events that IDEXX will attend during 2025. As such, I had a task from Marta to arrange the list on Monday.com. The second task was to automate the marketing materials and goodies order process - which took me time to emerge myself to the event management projects to get to know how I should automate it. Then came different types of tasks such as creating the landing page, joining in the preparation meeting, creating the flyers/ banners, managing the shipment, etc.
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​Situation: Event management is also a new skill that I learnt from this internship, that Marta has guided me a lot and made me realize that there will be lots of innovative ideas to make the event management smoother. This change allowed me to be more creative, think out of the box and get out of my comfort zone to enhance my skills and find my own way to contribute the most to the team.
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​​​​​​Action: I learnt to use a new project management tool - Monday.com to create my own board, have an overview of the events, manage the board of marketing materials and goodies quantity. In addition, whenever I had the request to support the event, I didn’t hesitate to ask for more clarification and perform the task well. Sometimes Marta would come to me so randomly with a task that I didn’t understand why and how I could do it. For example, it was the task about automating the marketing materials and goodies order process, which had been assigned to me when I was in my first week and had no ideas about event management. At this time, I proactively asked Marta if there were some recaps of events last year that I could have a look at, and also told her that I needed to be involved in some event management project first before I could actually perform the automation task!
PA2: Innovative capacity​
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Design an automated ordering process for event organizers to streamline event planning and provide clear instructions for accessing resources in the first 3 months. This system will include a clear, user-friendly form with standardized fields and instructions for requesting marketing materials and goodies. Success will be measured by the completion and rollout of the form, its adoption by the EMEA marketing team, and positive feedback indicating improved clarity and reduced time spent on event coordination.​​​​​​​​​​​​​​​​​
PA3: Collaborative capacity
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Over the course of my six-month internship, I will actively collaborate with team members by initiating regular check-ins, asking questions when clarification is needed, and requesting feedback at least once a month to support my professional growth. Additionally, I will develop my professional communication skills by independently reaching out to at least two external agencies or partners for project-related coordination, demonstrating confidence, clarity, and a respectful tone in all interactions.
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Task: From the beginning of my internship, I set a personal goal to build strong working relationships and effective communication habits within the team and with external partners. My objective was to not only complete my tasks efficiently but also to grow professionally through meaningful collaboration, consistent feedback, and confidence in external communications.
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Action: To achieve this, I proactively engaged in team meetings, and always took the initiative to ask questions whenever I needed clarification. I created a habit of asking for feedback at the end of each key project or deliverable, which helped me continuously improve. I also ensured my communication was clear and respectful, whether it was a quick message or a formal email. As part of my development, I independently communicated with external partners such as Groen (the printing company) and Katja from FIRM to manage shipments, place orders, or request creative assets. These experiences helped me become more confident in reaching out, managing expectations, and ensuring professionalism in all interactions. The most recent example of collaboration with multi-stakeholder via emails and meetings is a case of requesting the LED fabric wall banner to be designed, printed and shipped to IDEXX marketing material storage (Appendix 14 (2)). In the Appendix 14, you can see how my collaboration is effective among me, internal stakeholders and external agencies.
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Result: As a result, I built strong rapport with both internal colleagues and external collaborators. Team members appreciated my initiative, and I was trusted to handle communications independently (Chapter 5). My ability to clearly communicate and stay engaged helped me complete tasks more effectively and on time (Appendix 6). Feedback from my manager and colleagues has been positive, and I now feel comfortable navigating professional conversations with confidence and tact.​
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Reflection: This experience has been a crucial part of my professional development. I learned that open, respectful communication and the courage to ask for help or clarification are key to success in a team environment. By building these habits early on, I was able to integrate more quickly, gain trust, and contribute more meaningfully. Moreover, connecting with external partners gave me insight into managing professional relationships beyond the internal team - an essential skill for any career in marketing and project coordination.​
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Situation: Collaboration with the team members and other internal/ external stakeholders is one of my very first goals since it will not only help me to run my job and have the best experience in this internship but also help me to grow my professional network for my future careers. As a newbie in the team, I always try to get in touch, interact and involve myself in many conversations within the team to understand them and know them better since they will be my colleagues for 6 months of internship.​
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PA4: Intercultural proficiency
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Within the six-month duration of my internship, I will actively learn about the cultural backgrounds and communication preferences of my colleagues by observing team dynamics, participating in conversations, and asking thoughtful questions during informal interactions or check-ins. I will apply this knowledge to adapt my communication style appropriately in both written and verbal exchanges, aiming to improve team collaboration and mutual understanding. Success will be measured by positive feedback from colleagues, smoother communication flow, and increased confidence in working within a multicultural team environment.​​
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Situation: A student should be able to show “effective and appropriate behaviour and communication in intercultural situations” Deardorff (2010, p.87). Developing my multicultural competency has been one of the most transforming aspects of my internship with IDEXX's Global Marketing team where I have an opportunity to be involved in an international and diverse workplace (EMEA and US). This great opportunity has improved my capacity to work well with people from different backgrounds and has deepened my awareness of various cultures.
According to Kegeyan (2016), intercultural communication in the workplace is both crucial and complex, particularly for individuals navigating new cultural environments. This has been especially relevant in my experience as I adjusted to working in an international team, where cultural expectations and communication styles differ significantly from my own.
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ONION model: Applying Hofstede’s Onion Model, I was initially challenged by the outer layer of “symbols” - specifically, the communication style in emails. For example, colleagues like Kristina and Silke, who come from low-context, individualist cultures - Germany, tend to speak very directly, using straightforward language and candid feedback. This contrasted sharply with my own background, where indirectness, diplomacy, and “reading the air” are considered respectful and harmonious.
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As I moved inward through the layers of rituals and heroes, I began to observe that their behavior wasn't personal but it was consistent with team norms and organizational practices. Weekly check-ins, feedback sessions, and open discussions were ritualized ways of sharing progress and addressing issues. People who could express themselves clearly and directly were often seen as competent and trustworthy, which were “valued,” as represented in the core layer of values.
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At first, this difference made me uncomfortable and unsure if I was doing something wrong. For example, when Silke asked me to manage the translation of the document, she was really short and direct in the email knowing that I've known about the process (use the tool SmartCat to translate -> ask one of the colleagues who master in the translated languages to review -> send back to Silke). In the end, it turned our that Silke only needed the version from SmartCat without asking other colleagues to review. Since I had already asked Christoph to review, Silke asked me "May I ask why you send it to Christoph to review?", and she also told me that "alright. May I ask to check with me in the future if I ask you for translation as this has caused more action than needed, indeed. Sorry for not having been clear on this. And sorry for giving you a huzzle." Her response made me feel like I had made a mistake, even though I had acted with good intentions and followed what I believed to be the standard procedure. However, instead of avoiding interaction, I took the initiative to build more one-on-one interactions, ask clarifying questions, and observe their patterns over time. I also asked Marta about it and she explained for me to understand that Kristina and Silke were happy to work with me, they were just direct and I also could tell them what I thought about their way of communication to be more comfortable in the future project. Through this engagement, I learned that directness in feedback was not criticism or hostility, but a way to be efficient and transparent - key values in their work culture.
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This realization helped me shift my mindset. I practiced adjusting my own style - being clearer, more concise, and more assertive when appropriate. I also worked on accepting feedback without overthinking it emotionally, understanding it as part of a more task-oriented, low-context cultural norm.
This intercultural learning experience greatly improved my confidence, communication skills, and comfort level in cross-cultural teamwork. I now speak up more in meetings, ask for feedback directly, and feel more integrated into the team culture. Understanding the deeper layers of culture, as explained in the Onion Model, helped me overcome initial discomfort and strengthen both my relationships and professional effectiveness in an international environment.
→ more info in the Appendix 17
Situation: I've grown a lot, especially in the area of reflection as a practitioner since this position has given me the opportunity to continuously develop myself via reflection and feedback. For the first few weeks, I've done the weekly reflection. However, I changed to monthly reflection (work and learn document), which is more practical with more activities and improvement to consider.
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Task: During my internship at IDEXX, I was supporting multiple colleagues across both EMEA and the US (4 colleagues in EMEA and 2 colleagues in US as well as some Area Managers), handling a wide range of tasks including visual design, event coordination, and communication. Working in such a dynamic and cross-functional environment made receiving and responding to feedback an essential part of my learning and performance. My goal was to grow both professionally and personally by actively seeking feedback, understanding it, and applying it to improve my performance - especially in time management, communication, and networking within the company.
Action: I proactively asked for feedback from my supervisor and colleagues on various aspects of my work, from design outputs to communication style (Chapter 5 - feedback form). When I received compliments such as praise for my creativity or initiative, I acknowledged what worked well. When the feedback highlighted areas for improvement, such as managing time more effectively, improving my design skill or updating the task progress more often with Marta/Angel, I took time to reflect deeply. For instance, after Matthijs pointed out the importance of prioritizing tasks due to the high volume of requests from multiple stakeholders, I evaluated my current system and implemented clearer scheduling and task tracking through Monday.com. Every Friday of a busy week, I would send Angel and Marta a wrap-up text to see what had been done during the week and what the next steps would be (Appendix 16). Another example is that after receiving initial feedback from Marta, she recommended that I keep her more regularly updated on the progress of certain tasks. In response, I proposed setting up recurring one-on-one check-ins—either weekly or biweekly, which I also implemented with Angel.
Result: Through this proactive and reflective approach, I was able to significantly enhance my time management, communication, and overall productivity. The weekly and then monthly reflection practice helped me clearly track my development and stay aligned with my goals. Feedback from my colleagues and supervisors became noticeably more positive over time, with Angel and Marta both recognizing my improved communication and organization. The regular check-ins created a consistent feedback loop and helped build stronger professional relationships. I became more confident in handling cross-functional collaboration, prioritizing tasks efficiently, and independently managing multiple projects simultaneously. As a result, I gained a deeper understanding of how to work in a fast-paced international environment while maintaining high standards.
Reflection: This experience taught me the value of embracing feedback - not just as a tool for correction but as a driver of continuous growth. I learned that reflection is not about dwelling on mistakes but about making informed improvements. Adjusting my reflection schedule from weekly to monthly helped me focus on more meaningful insights and action plans. Most importantly, I realized that feedback is a two-way street: it's about listening, adjusting, and also communicating my needs and progress. This mindset will stay with me in my future career, helping me remain open to learning, responsive to challenges, and confident in my ability to grow through self-awareness and collaboration.
PA 5: Reflective practitioner
Write weekly reflection on internship activities, identifying areas for improvement and setting new learning goals by the end of the internship.
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Reflection on learning goals and Personal internship plan (PIP)
Wow, looking back at the PIP with all learning goals set and detailed action plan I set in the first week of this internship, I feel really proud of how far I have come. I can confidently say that this experience has not only met but exceeded my learning goals. If someone asks me about the personal and professional development throughout the four year at HAN and in the Netherlands, I am deeply satisfied with my learning journey because it was intentional, challenging, and transformative! Each year, I set clear goals for myself, some ambitious, some modest, but all meaningful even though I remember arriving in the Netherlands, feeling both excited and uncertain. I committed to them wholeheartedly, not just as academic checkboxes, but as stepping stones toward becoming the person I aspired to be. I sometimes doubted myself, felt stressed when finding a subject difficult, cried with the research project, etc. In all cases I thought I was strong enough and reminded myself about the start, encouraging myself that a more little effort every day can lead to the success! From "Digital Magazine Making is really hard" during my second year to getting a 9 for it - the highest grade among 6 teams, from "Going to Australia is hard because only 2 students with highest GPA from first year will be selected" to having a great exchange semester at University of Wollongong, Australia with Distinction and exploring Sydney and Melbourne. From "It's hard to find an internship in Marketing/ Communication" to having a 10/10 for the internship report at CCV and experiencing the amazing time at IDEXX with warm and supportive colleagues as well as "forming" a mature version of Ha Nguyen in the professional life. In the end, I just want to say that I get to this point of the Bachelor degree because I always identify the goals at every stage of my study, focus on them and use my 100% effort to achieve them!
All detailed reflection has been written in each Performance Area! To sum up, Under PA1: Entrepreneurial Behavior, I actively contributed to multiple digital marketing projects - ranging from landing page optimization to managing communication materials for international events - playing a concrete role in enhancing the reach and visibility of LPD campaigns. For PA2: Innovative Capacity, I successfully mapped and supported improvements in the event management process, including offering input on optimizing ordering workflows for event organizers. Through hands-on involvement in 2025 event preparations, I gained a holistic view and contributed ideas to make the process more efficient. In terms of PA3: Collaborative Capacity, I consistently participated in team meetings, communicated progress clearly using project tools, and even reached out to external agencies - growing confident in both internal and external collaboration. With PA4: Intercultural Proficiency, I took time to observe, reflect, and adjust my communication style when working with colleagues from various cultural backgrounds, which significantly improved my intercultural sensitivity and rapport-building. Lastly, for PA5: Reflective Practitioner, I maintained a habit of monthly self-reflection to document progress, challenges, and growth areas - allowing me to constantly adapt and improve. Beyond these, I also met my personal goal of enhancing my social skills and building meaningful connections at IDEXX, making this internship not only a professional success but also a personally fulfilling experience.
Looking forward to my future career, I would imagine myself working at a B2B environment - which I have got along with from CCV to IDEXX. I will be a Marketing Communication Associate who is dedicated to creating clear, compelling, and impactful communication strategies. I want to be the link between great ideas and effective execution, whether it’s through managing campaigns, coordinating creative assets, driving internal and external messaging, or supporting events that bring value to clients and stakeholders. My goal is to contribute meaningfully to brand visibility and customer engagement while continuously sharpening my strategic and creative skills.
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Three bonus goals are set below from now till the end of my internship!
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Personal goal: Enhancing social skills and contributing to a collaborative culture
By the end of my six-month internship, I will enhance my social and interpersonal skills by actively participating in the new hires meeting, any internal tradeshows/ workshops/ parties/ townhalls organized by Netherlands Leadership Team/ HR.
Situation:
As an intern new to IDEXX and working in a multicultural, cross-functional team, I recognized the importance of developing my social and interpersonal skills, not only to feel integrated but also to collaborate more effectively within the organization.
Task:
My goal was to actively engage in opportunities that allowed me to connect with colleagues across departments, understand the company culture better, and strengthen my interpersonal communication skills. This included joining internal events such as new hire meetings, town halls, workshops, internal trade shows, and social gatherings organized by the Netherlands Leadership Team or HR.
Action:
To achieve this, I made a conscious effort to attend every event available to me, even if it was outside my immediate scope of work. I joined new hire onboarding sessions to meet other newcomers, participated in HR-led town halls and internal celebrations, and signed up for workshops where I could collaborate with colleagues from different departments. I also initiated conversations with colleagues during these events, asking questions and sharing insights to foster connection.
Result:
Through this proactive engagement, I not only became more comfortable communicating with colleagues from diverse backgrounds but also expanded my internal network significantly. I noticed that I was more confident in collaborative discussions and quicker to build rapport with new team members. My increased visibility and participation also helped me feel more integrated into the team.
Reflection:
Participating in these events proved to be a valuable step in enhancing my social skills and understanding of IDEXX’s internal culture. I’ve learned that small actions such as joining a coffee break or asking a question in a town hall can have a big impact on building trust and relationships, which will benefit me greatly in any future team-oriented or international work environment.
Bonus goal (till the end of the internship - 30 June)
Bonus goal 1: Intercultural proficiency and Reflective practitioner (Achieved!)
By the end of the internship, I will improve communication with my colleagues by providing regular updates on my workload and task progress. Specifically, I will send a brief status update via email or chat every Friday to key stakeholders (e.g., Angel, Marta, and others I support) and initiate 1:1 check-ins at least once every two weeks to ensure alignment, manage expectations, and receive feedback.
Situation: During my internship, I was supporting multiple colleagues across EMEA and the US, often juggling various design, communication, and coordination tasks. As the volume and complexity of these tasks grew, I realized that some colleagues weren't always aware of the progress I was making, which occasionally led to misalignment or repeated follow-ups.
Task: To ensure smoother collaboration and better expectation management, I needed to improve how I updated my colleagues on the progress of my workload. My goal was to proactively share updates so they would always know the current status and next steps of the projects I was involved in.
Action: I decided to implement a structured update routine. Every Friday, I sent a concise weekly wrap-up via email or chat to key colleagues like Angel and Marta, summarizing completed tasks, ongoing work, and any blockers. I also proposed biweekly 1:1 check-ins to review progress and gather feedback, which was well received and implemented. This helped establish more transparent communication and built trust with my teammates.
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Result: The regular updates helped reduce the number of follow-up requests and ensured that stakeholders stayed informed without needing to chase for updates. It also gave me more control over my time, as expectations were clearer. I received positive feedback for taking initiative and communicating proactively (Chapter 5).
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Reflection: This experience reinforced the value of clear and consistent communication, especially in a fast-paced, multi-stakeholder environment. I've learned that small habits like weekly updates and structured check-ins can significantly enhance collaboration and reduce misunderstandings. I plan to carry this habit forward into future roles.
Bonus goal 2: Entrepreneurial behavior and Collaborative capacity
By the end of my internship, I aim to more independently support the ISWAVLD 2025 event in the US and contribute to 1–2 additional EMEA events by proactively collaborating with cross-functional colleagues across global IDEXX teams, demonstrating initiative, adaptability, and ownership in event coordination.
Situation: During the time being at IDEXX, I was involved in supporting multiple high-profile events in EMEA. There is another chance for me to be skilled up and manage the ISWALVD event in Canada in June 2025.
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Task: Marta and I have been responsible for leading
the preparation meeting with the Sales team in US, maintained clear communication with them. Marta has suggested that she and I can lead the meeting 50 - 50
so that I can raise my voice and try getting out of my comfort zone when it comes to speaking/ talking with different colleagues.
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Action: I took initiative to streamline processes (read the manual sent from the ISWAVLD organizer to outline the task for me in discussion with Marta), proactively engaged with colleagues - Christoph (Director Associate Medical Affairs Global based in Bern) and Ximena (Inside Livestock Diagnostic Specialist - LPD North America East Sales Organization), Kent (Senior Field Technical Specialist- North America) who are IDEXX representatives at the booth - to communicate clearly with them about the registration process, contacted to have the insurance and sent to the organizer, and there are more tasks to do since it is an ongoing project.
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Result: So far, all my efforts have led to successful results (Appendix 12 (6)), increased trust from team members, and a growing sense of ownership in my role. I now feel a bit confident in my ability to take the lead in larger events!
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Reflection: This experience helped me build both entrepreneurial and collaborative skill, knowing when to take initiative and when to seek input. I learned that impactful results come from balancing ownership with openness to ideas, and I am now better equipped to co-lead global projects with confidence.
Bonus goal 3: Innovative capacity
By the end of my internship, I aim to complete the development and documentation of the LPD email marketing strategy - introducing creative content and targeting approaches and support the U.S. team by contributing to the execution of their wishlist (photo below), demonstrating my ability to innovate marketing solutions across regions.
Situation: The email marketing project is ongoing. The US wishlist has been sent to me since March but due to the vacation of Jason (Manager Marketing of the US team), I haven't got the chance to discuss specifically.
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Task: My responsibility is to develop and finalize an effective and innovative email marketing strategy for LPD, while also preparing to contribute to the U.S. wishlist once discussions resume. The goal is to ensure both tasks reflect creativity, audience insight, and alignment with IDEXX's brand voice.
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Action: While waiting for direct input from the U.S. team, I proactively gathered references from previous campaigns, studied current trends in email marketing, and explored segmentation and content personalization techniques to enhance engagement. For the LPD strategy, I started mapping out a structured content calendar and key messaging angles that could offer value to diverse customer segments.
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Result: These proactive steps have allowed me to stay on track with the LPD strategy, positioning me to deliver a well-prepared proposal once internal feedback is available. I have also prepared initial ideas for the U.S. wishlist, so that once Jason is available, I can move quickly and efficiently into implementation.
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Reflection: This task is strengthening my innovative capacity by teaching me how to work around delays and still make progress. I’ve learned the value of anticipation, research, and initiative, especially when direct collaboration is temporarily limited. I feel more confident in proposing creative marketing solutions tailored to different regions while remaining flexible and prepared for team input.