- Careers
In this interview, you can find out what graduation T-shirts have to do with my training as a marketing communications specialist and how I found my career path as a result.
Hello Leontina! Would you like to briefly introduce yourself to our readers?
Yes, of course! My name is Leontina, I'm 19 years old and I've been training as a marketing communications specialist at Serviceware in Idstein since 2023. Serviceware is a provider of service management solutions for companies and resellers of IT security and data products and has been operating successfully on the European market for more than 25 years.
I am currently in my third year of training and have just moved to the Performance Marketing department. There we mainly deal with digital marketing processes, such as generating contacts, so-called leads, via websites, online ads, social media and email marketing, which is very exciting.
Did you have a concrete plan of what you wanted to do as a career straight after leaving school, or did you have to find your bearings first?
I knew quite early on what I wanted to do after school and quickly set my sights on working in marketing. I passed my qualified secondary school leaving certificate in the summer of 2022 and then went to sixth form. I was only 16 years old at the time. I started earning my first money with a part-time job in sales and was quickly able to gain my first experience in advising customers.
After a year in the sixth form, I realized that I didn't really like everyday school life anymore and that I wanted to work practically and be in contact with people. The direct exchange, organizing and communicating in particular simply gave me more than pure theory lessons. That's why I decided to drop out of school and start an apprenticeship.
How did you find your apprenticeship? And what convinced you to take this particular path?
When I was in my final year, I was the main person responsible for planning, designing and organizing the graduation T-shirts. I managed this project completely on my own back then, and I had a lot of fun planning and organizing it.
On the other hand, we discussed different communication models in German class. I enjoyed this topic so much, also because I like being around people and communicating, that I knew immediately that it should be an important part of my future career.
That's why I looked into suitable apprenticeships in this field in my sixth form and flirted with the events industry. However, as I couldn't find a suitable training company in this sector, I was offered a similar career path in marketing communications, which I am now doing.
How would you describe your time training in marketing at Serviceware so far?
Looking back, my apprenticeship was a real adventure. The ideas I started with on my first day and what I ended up with could hardly be more different. During this time, I grew beyond myself, met many new people and acquired numerous skills and new knowledge.
Of course, there have been both good and challenging phases, but the most important thing has always been not to lose sight of the goal. I was able to discover many new places, take part in various local events and learn things that I didn't even know existed before.
The whole trip can be compared to a hike through the mountains: There are beautiful viewpoints where you enjoy lingering, but also rocky and strenuous paths where you need stamina. In the end, however, it is precisely these ups and downs that make reaching your destination so special.
Was there a moment in the first few weeks of your training that you remember particularly positively?
Yes, in the third week of my training, I was allowed to take one of the company vans with a colleague to our site in Hürth and spend a day there. Some colleagues from the marketing team also work in Hürth and I had the chance to meet them there in person. It was really nice to experience everyday working life together on site. There were lots of interesting conversations and I was able to gain many new impressions. I have fond memories of that day.
How are you supported in your apprenticeship, e.g. through feedback, mentoring or training?
The support in my training company is varied. In addition to learning on the job, we have a "Marketing Academy" in the company where colleagues from different marketing disciplines share their knowledge with us three marketing trainees. This could be topics from event management or website maintenance or even marketing theory topics such as creating campaigns.
I was also able to take part in some individual training courses, such as a three-day rhetoric and presentation training course last March. In general, you are supported with many things: whether it's creating a presentation for vocational school, wanting to learn something new or simply having questions, you are well looked after. Towards the end of the apprenticeship and with a view to the upcoming exams, you will also receive intensive support in the company. This includes the opportunity to take part in exam preparation courses. In addition, we are provided with extensive exam material and are given sufficient time to prepare specifically for the exams.
We also have an annual review and a mid-year review every year. The open communication and regular feedback help me to understand what can be improved or what is already going well. In general, we have a very open feedback culture.
We also have the opportunity to get a taste of different departments: last year, for example, I was allowed to move to our sales department for a few months, where I was able to acquire even more new knowledge. Positions in the back office, legal department or accounting are also possible.
There is also a two-day workshop for us trainees, the so-called Perspectives Day. There we learn even more about our company and our prospects and can work on our strengths and weaknesses.
>As Serviceware is quite a large training company for many different disciplines, we are also always in contact with our trainee colleagues from the same year. So there is a lot of support!
What has been your personal highlight during your apprenticeship so far?
My personal highlight has been the numerous team events. We not only had lots of productive sessions, but also great extracurricular activities. These moments have given me the opportunity to get to know my colleagues on a personal level. Things that often get lost in everyday working life, such as hobbies, individual career paths or personal interests. This created a pleasant atmosphere in which we could laugh together, tell each other stories over dinner and learn new things from each other.
Another major highlight was the Serviceware Forum 2024. Being involved in the preparations and experiencing the event on site was a particularly exciting insight. Being part of the organizing team, taking responsibility for my own business unit and experiencing the entire day-to-day running of the event up close was an unforgettable moment in my training.
Is there a task or project where you really noticed that you had developed?
Let's start with the first big project I was allowed to work on. From late summer 2025 to winter 2025, I was part of the "New website and new corporate design" project. During this time, I was able to actively support and collaborate. Through this project, I grew in a new direction and was able to acquire many new skills.
One of my main tasks was to transfer the landing pages to the new design. I was particularly enthusiastic about the entire exchange within the team and seeing how the project developed step by step. I discovered new strengths in myself: forward thinking and planning. I was able to train other trainees in our project and realized that this is something I am particularly good at. I also learned to work in a more solution-oriented way.
One task that has accompanied me since the start of my apprenticeship is our online events, the webinars. Early on, I was able to manage and coordinate this process independently: from planning and communication at the interface between marketing and sales to creating, hosting and following up on the webinars. This process is where I personally grew the most. It has been with me since the beginning of my training and brings me new experiences and learning opportunities every day.
When many people think of marketing, they tend to think of agencies or large consumer brands. What does marketing communication look like in a software company like Serviceware?
Yes, that's true. Many people associate marketing primarily with eye-catching campaigns by large consumer brands or traditional agency jobs. However, marketing communication in a software company is different and at least as exciting. It's about making complex digital solutions understandable, relevant and tangible.
Instead of just generating attention, we tell stories about innovation, added value and real customer problems. Marketing works closely with sales, product management and customers to create content that informs, builds trust and fosters long-term relationships.
What does a typical working day look like for you - what makes it special or challenging?
A typical working day for me starts by getting an overview. I check where I got stuck the day before and where I can continue working. This is usually followed by the first meetings.
This is followed by meetings on ongoing projects or current tasks. We give each other updates on the current status and agree on the next steps. Of course, I also take a short break in the kitchen with my colleagues (laughs).
Afterwards, I work on my tasks independently and talk to the team in the office in between.
What advice would you give to younger people who are considering whether marketing communications is the right career for them?
If you're thinking about whether marketing communication is right for you, I can only say: Have the courage to try it out! This profession is not just about being creative or designing beautiful campaigns. Above all, it's about making complex topics understandable, telling stories and making real added value visible for customers.
During my training, I experienced how varied marketing is: from projects such as the new website to organizing webinars and team events - no two days are the same. Not only do you learn professionally, but you also grow personally, take on responsibility and discover skills you didn't know you had before.
My tip: be open to new challenges, don't be afraid to make mistakes and take every opportunity to learn. Especially the phases that are strenuous or unfamiliar are just as important as the great successes. They show you how far you can go. If you love variety, enjoy working with different people and want to experience something new every day, marketing communication is an incredibly rewarding path.
