From Arts to Tech: UCC Alumni spotlight Nancy Mai Harnett

25 Feb 2025

• Nancy Mai Harnett’s shares her journey from studying Arts at UCC to her successful career in marketing and the tech industry.
• Nancy shares advice for Arts and Humanities students looking to break into marketing and tech. 

UCC Arts graduates are thriving in a diverse range of industries, applying their skills in innovative and creative ways. In this edition of our UCC Alumni Series, we speak with Nancy Mai Harnett, a Bachelor of Arts (CK101) in Economics with Computer Science and Management and Marketing MSc graduate, who has built a successful career in the tech and marketing sectors.

Now the Head of Affiliate Marketing at HubSpot, Nancy’s journey highlights the versatility and creativity of an Arts degree, demonstrating how interdisciplinary skills in economics, computer science, and business can lead to leadership roles in fast-paced industries.

From data-driven marketing strategies to building global partnerships, her work showcases the value Arts graduates bring to the digital world.

In this Q&A, Nancy reflects on her academic and career path, sharing insights on how her Arts background equipped her for success in B2B SaaS, digital marketing, and partnerships management.

She also offers valuable advice for students looking to carve out their own unique careers, blending analytical thinking with creativity in an ever-evolving fastpaced landscape.

Nancy, what drew you to the Bachelor of Arts in Economics with Computer Science at UCC?

Looking back on my undergraduate, the BA in Economics with Computer Science at UCC was a natural fit for me. When I left school, I didn’t know what I wanted to do for a career, so the BA offered me the flexibility to explore various options. Ultimately, it led me down a path that I knew, deep down, I always had an inclination towards—something within the business and/or tech sectors.

I’m not someone that typically thrives in a theory-based environment, so finding a course that offered a balance between theory and practice was crucial for me.

Economics and Computer Science may not seem like an obvious combination, but I found the link between them both fascinating and hugely beneficial, especially in my career today.

Now, I find myself working in the tech sector, having worked with various B2B SaaS businesses and building out programs that require a unique balance between building business relationships, and building a profitable program for the business. The skills acquired during my undergraduate years have been invaluable to me in getting to where I am today. Working in Partnerships, I’ve had the opportunity to apply some of the learnings to enrich the value I bring to our partner base.

What motivated your decision to pursue your postgraduate in MSc in Management and Marketing?

As my undergraduate was coming to an end, I knew that my career path was leading me into the business sector. The prospect of delving deeper into Marketing—a field that I was already actively working in—combined with Management, made the MSc in Management and Marketing an ideal choice for me.

One of the appealing aspects of the MSc program was that it didn't require a strong business degree background. This openness allowed me to look beyond my initial degree and focus on areas I truly enjoyed working in. It was a chance to explore and expand my interests in Marketing and Management.

I've always been a bit of a 'hustler,' always pushing to do more and learn all I could in business. This drive aligned perfectly with the offering of the MSc program, which focused on both theory and practice. One aspect that appealed to me most was the option of work experience in the second half of the year—which ultimately led me into the world of B2B SaaS when taking a role at Teamwork.com.

The Management aspect of the program was crucial for me. It was an opportunity to learn the intricacies of managing organizations—knowledge that I continue to apply in my current role as a people leader. My BA paired with the MSc created a well-rounded skillset that has been invaluable following my time at UCC.

As someone who has founded their own marketing agency and now leads a high-performing team at HubSpot, you emphasise the importance of data analysis, trend recognition, and relationship-building.

How did your Arts education, particularly your studies in Economics and Computer Science, prepare you to excel in these areas within the marketing industry?

Studying Economics allowed me to gain a solid understanding of market dynamics and consumer behavior. Given the industry I work in, change is happening every day, so being armed with the skills learned in my BA has allowed me to make better informed decisions when setting our yearly/quarterly/monthly strategy for the HubSpot Affiliate Program.

Part of my day-to-day work is developing the program technically. I work very closely with our technical teams at HubSpot, working through various scenarios when we’re looking to enhance our partner experience. Studying Computer Science has equipped me with the background knowledge needed to communicate effectively with our development team. It’s also enabled me to delve into data analytics further by using coding languages—bringing Economics and Computer Science together.

One of the biggest takeaways from both my BA and MSc is the ability to problem-solve, think critically, and communicate effectively in a professional setting. These skills are sometimes underrated, but to be an effective leader or contributor to a team, they are important to master.

What advice would you give to current or prospective Arts and Humanities students at UCC who are considering a career in marketing, particularly in roles that require both creative and analytical skills, like affiliate marketing or partnerships management?

There is an exciting journey ahead! For those ambitious or determined enough to break through the noise, you’ll have the opportunity to blend creativity with data, getting the best of both worlds. This journey is not just about achieving professional success but also about unleashing your potential to innovate and inspire in a rapidly evolving field.

Getting started, seek out hands-on experience through internships or volunteer positions that expose you to marketing. This real-world experience will provide practical insights and help you build a strong portfolio. Remember that your network is your net worth. Take the initiative to reach out to people on LinkedIn. They were once where you are today, most are happy to have that conversation.

Remaining humble and being consistent will be your greatest asset in anything you set out to do. Growth won’t always be comfortable, but make sure that you’re putting your best foot forward and enjoying the journey!