Sabrina Moser knew early on that she wanted to "do something in business". The decisive moment? An advert in the Kleine Zeitung – which led her directly to the first full-time degree programme in Marketing & Sales at FH CAMPUS 02. Today, she is Marketing Manager at Lindt & Sprüngli Austria – and is responsible for one of the sweetest product ranges in the country: chocolate bars.
In our interview series “Graduate of the Month”, Sabrina talks about formative ‘aha’ moments during her studies, her career steps with international FMCG companies, and why brands today need – more than ever – a clear stance, flexibility, and genuine sensitivity to consumers.

What made you decide to enrol in the Marketing & Sales degree programme at CAMPUS 02?

When I finished my A-levels in 2001, I knew I wanted to pursue something in business. I then happened to come across an advert in the Kleine Zeitung that, for the first time, promoted the previously part-time Marketing degree as a full-time course. Back then, the university wasn’t even called CAMPUS 02 yet – which just goes to show how long ago that was. The combination of small class sizes and a strong practical focus immediately appealed to me. In hindsight, it was definitely the right choice.

Can you share a special memory or highlight from your time studying?

Our year was the first full-time cohort – MVZ01 – and we got straight to work: whether it was the C(r)ampus socials, the May Festival, or the campfire in Pachern, we really helped shape the spirit on campus, and I dare say: in a lasting way. I recently heard that even former lecturers still talk about these events today – that says it all, doesn’t it?

Which skills or knowledge that you gained during your studies have helped you the most in your career?

What remains particularly memorable for me are the marketing lectures by Mr FH-Prof. Dr Georg Jungwirth and FH-Prof. Dr Eva Koban-Röß – highly practice-oriented, with a focus on FMCG, brand and product management. I took away a lot from these for my roles at Henkel, Campari, and Lindt. But also the accounting and controlling courses with Mr MMMag. Dr Kassegger strongly shaped my business thinking. That was a great foundation to build on.

And for everyone currently working on their dissertation: engaging intensively and academically with a topic in the grand finale is not only important for your studies – it also sharpens your focus on what really matters and hones the structured thinking skills you’ll need in professional life more than you might initially believe. You’ve got this!

What did your career path look like after graduation? What stations did you go through?

It actually all started during my studies: after my work placement at Neckermann Versand in Graz, I had the opportunity to continue working in marketing there – a fantastic chance to complete my degree alongside my job. After that, I was drawn to the consumer goods industry. I moved to Vienna and have spent the past 20 years working in various FMCG companies and roles – from Junior Brand Manager to Marketing Manager.

A particularly formative stage was also my role in Key Account Management. This experience sharpened my understanding of sales dynamics and gave me an even better insight into the interplay between brand, trade, and consumers – something that is now a central part of my work.

You are currently working at Lindt as a Marketing Manager. What tasks do you undertake in this role and what areas of responsibility do you have?

I am responsible for the chocolate bar category in Austria. My goal: the perfect range for the Austrian market – with lots of love for the product and a keen eye for what consumers really want.

What answers do premium brands offer to the challenges of shifting values, consumer individualisation, and price pressure?

Premium brands can really score here – not despite, but precisely BECAUSE so much is changing. It’s about showing conviction, delivering quality, and being authentic. Individualisation is an opportunity: those who manage to offer personalised experiences while remaining consistent will win. And yes – premium has to be tangible. This can be achieved through design, quality, or a clever product and pricing strategy. What’s important is that the added value is clear.

Are there specific trends or developments in the field of Marketing & Sales that students should keep an eye on?

Nothing works without AI anymore – whether for trend analysis or content creation. Omnichannel marketing is also a must: online and offline are coming together, and retail media is becoming an increasingly important piece of the purchasing process. And last but not least: brand experience. People want more than just a product – they want the feeling of being part of a brand. Those who achieve this stay in people’s minds and – key word lovebrand – ideally also make it into the hearts of consumers.

How important do you think further education and lifelong learning are in this field?

Absolutely essential. I still remember the graduation ceremony when – I believe it was Dr Erich Brugger – who appealed to us graduates: “The only constant is change – and never, ever reverse that sentence on me!” Those who stay curious and regularly step out of their comfort zone continue to develop and can grow – both professionally and personally.

A few words with Sabrina:

I still have from my time at university...

• … my student ID, all my old lecture notes, and many fond memories.

Who has inspired you? 

• It was less about one person, more about the whole package: dedicated lecturers from industry, excellent facilities, a dynamic environment, and a really great community.

If I were to study again, I would...

• … definitely take the opportunity again to complete my studies alongside work after the internship. For me, it was the perfect combination of theory and practice.

My studies in 4 words:

• Passion
• Springboard into the FMCG world.
• Practice-oriented & future-ready.
• Community that lasts.