Student Name: Hershey
Pathways Programme: Pathways to Marketing (2025 Cohort)
Internship Role: Social Media Assistant
Internship Employer: Cake or Death Vegan Bakery
Summary of Organisation: Cake or Death is an e-commerce bakery specialising in delicious plant-based brownies. Customers principally order our products as gifts and send them along with a personalised message to recipients all over the UK. We’ve served well over 50,000 customers, been featured in all major press outlets and won an Exeter Living Best Food and Drink Producer award. We have a small team of 7 people and we hand make and pack all our products in our bakery in Exeter.
Please briefly outline the project/tasks/responsibilities you worked on during your Professional Pathways internship:
“As the Social Media Assistant at Cake or Death, I executed a multi-channel social media content strategy for Instagram, TikTok, LinkedIn, and email, ensuring alignment with brand objectives and campaign KPIs.
This included creating high-quality visual content (photos, videos, reels), optimising for each platform’s algorithm and format best. I also delved into the business’ Meta Business Suite analytics, Google Trends, and paid campaign performance to refine targeting and maximise ROI on every new product launch, especially for the upcoming Halloween campaign. By the end of my internship, I created a 2 month marketing and social media content calendar for the team at Cake or Death for them to find content ideas and possible series to run on social media.”
How has the Professional Pathways programme helped you in taking the next steps in your career?
“The Professional Pathways programme has been instrumental in shaping my career direction and deepening my understanding of the marketing and communications sector. The training element provided a solid foundation in key industry practices, from brand strategy and stakeholder mapping to campaign planning and performance metrics. These sessions not only enhanced my technical knowledge but also gave me the language and confidence to articulate ideas clearly in a professional environment.
The internship experience allowed me to put theory into practice, work on live briefs, and collaborate across departments in a fast-paced setting. It reaffirmed my interest in working within purpose-driven brands where creative thinking, digital strategy, and relationship-building come together. It was through Pathways that I honed my strengths in content marketing, storytelling, and stakeholder communications.
Going forward, Iāll continue to build on what Iāve learnt by integrating these skills into my evolving role as a digital marketer and copywriter. The experience has clarified the kind of work environment and values I thrive in, and itās laid the groundwork for my long-term goal of leading brand communications in the food and hospitality sector.”
How do you think this experience will impact on your employability as you enter the job market as a recent graduate?
“The biggest takeaway from my training at the Pathways programme was the inclusion of AI in the world of marketing in all its forms, and how it is changing the traditional ways of reaching people for a product/service that is being advertised. The insights I gained from this experience have enabled me to include ethical use of AI in every facet of marketing – may it be web seminars, advertisements in print or video, and even audience segmentation, which is a highly valuable skill.”
What achievement(s) were you particularly proud of during your Pathways internship?
“One of the achievements Iām most proud of during my Pathways internship was developing a multi-channel content strategy that helped the organisation drive engagement ahead of a key campaign launch. I crafted tailored copy across social media and email marketing platforms, ensuring the messaging was not only aligned with the brandās tone but also optimised for different audiences and formats.
In particular, I took initiative in analysing audience insights and campaign performance data, which led to refinements in our content approach. This directly contributed to a measurable uplift in engagement metrics during the campaign period – boosting reach and helping the team connect more meaningfully with their target audience.
Beyond the numbers, Iām especially proud that my work had long-term value for the organisation. The templates, copy frameworks, and performance reports I created are now part of their ongoing communications toolkit. Knowing that the materials I developed will continue to support the team even after my internship is over feels like a real contribution – not just to the organisation, but also to the wider community they serve.”
Given the Professional Pathways internship is 35 hours in total, what advice would you give to other students to ensure they gain as much as possible from the experience?
“My advice to future students would be to treat the 35-hour internship like a springboard, not just a internship. Go in with curiosity, ask questions early, and donāt be afraid to share your ideas – even as an intern. Be proactive: if you finish a task, ask what more you can support. Show that youāre engaged, not just completing hours.
Before the internship starts, research the organisation thoroughly and have a clear idea of what skills or insights you want to gain from the experience. That way, you can tailor your approach and ask for specific learning opportunities.
Most importantly, see this as a two-way exchange: the more initiative you take, the more valuable the experience will be, not only for your CV, but for your confidence and career direction too.”
What advice would you give to a student who has to complete an internship via remote or hybrid working?
“My top tips would be:
1. Set clear expectations early. On your first day, clarify working hours, deliverables, and communication preferences with your manager. Ask how theyād like you to update them (daily summaries, emails, or quick calls).
2. Be visible and proactive. Without hallway chats or casual check-ins, itās up to you to stay on the radar. Send regular updates, share progress, and donāt hesitate to ask for feedback.
3. Create a workspace that helps you focus. Even a small, dedicated corner can help you mentally switch into āwork modeā and stay productive.
4. Take initiative. If you finish a task or see an opportunity to improve something, speak up. Employers value self-starters – especially in remote settings.
5. Make time for connection. Ask if you can schedule a virtual coffee chat with someone in the team or department youāre curious about. Remote doesnāt mean disconnected if you reach out intentionally. I met with my internship manager before even starting the internship, and that definitely helped build trust between us and set clear expectations for the role.
Remember, a remote internship can still offer meaningful learning and growth, you just have to lean in a little more deliberately!”
Why would you recommend the Professional Pathways programme to other students?
“I would absolutely recommend the Professional Pathways programme to other students because it offers a rare combination of structured training and hands-on industry experience – all in a short but impactful timeframe.
The pre-internship training is one of the programmeās greatest strengths. It doesnāt just cover general employability – itās tailored to your chosen sector, helping you build relevant, practical skills and gain confidence before stepping into a real-world role.
The internship element gives you the opportunity to apply what you’ve learned in a professional setting and gain insights into the realities of a particular industry. Even though the internship is only 35 hours, it can be genuinely transformative. You get to network, test your interests, and add meaningful experience to your CV.
Whether youāre still exploring your career direction or trying to break into a competitive sector, Pathways gives you clarity, confidence, and a tangible step forward.”