Breaking Into UX and Marketing: Career Insights from IBM’s Sunaina Singh

In today’s digital-first world, the line between user experience (UX) and marketing is blurring faster than ever. Brands that succeed are not only the ones that market effectively but also the ones that create experiences people genuinely value.

To understand what it takes to start a career in this space, Brandsnug spoke with Sunaina Singh, User Researcher at IBM iX, United Kingdom, about her journey from studying psychology and business to working at one of the world’s leading tech consultancies.

Her story provides valuable lessons for beginners looking to enter UX, research, and marketing-driven design.

How Sunaina Started Her Journey

Sunaina studied Psychology and Business at Aston University—a combination that naturally tied into user-centered thinking and commercial awareness. During her student years, she gained exposure to market research and customer-facing roles, from working as a Market Researcher at Perspective Research Services to being a barista at Organically, where she experienced customer interaction first-hand.

A year-long Business and Operations internship at IBM iX gave her the breakthrough she needed, offering exposure to design, operations, and client collaboration. She later joined IBM full-time as an Associate Business Consultant before moving into her current role as a Design Researcher.

“Every role I’ve taken—even short internships—taught me something about people. Whether it was observing customers in a café or conducting structured user interviews, it’s all about understanding human behavior,” Sunaina shares.

What Does a User Researcher at IBM iX Do?

At IBM iX, Sunaina’s role is about bridging research and strategy. She works with clients to understand users’ needs, behaviors, and pain points, translating those findings into actionable design and business decisions.

Her work doesn’t stop at data collection—it’s about:

• Running user interviews and usability tests.

• Collaborating with designers, marketers, and developers.

• Ensuring that digital experiences align with business goals and human expectations.

For beginners, it’s a reminder that UX isn’t just about design screens—it’s about human-centered problem solving.

Why UX and Marketing Go Hand-in-Hand

Sunaina highlights that marketing and UX are no longer separate functions.

• Marketing attracts users—but UX decides whether they stay.

• User research informs marketing—by understanding real motivations and frustrations.

• Design strategy enhances brand value—making customer journeys seamless.

“Great marketing promises value. Great UX delivers it. The two together build trust and loyalty,” she explains.

Skills Beginners Should Focus On

For anyone starting in UX or marketing, Sunaina suggests focusing on three pillars:

1. User Research Skills – learning how to conduct interviews, surveys, and usability tests.

2. Storytelling with Data – presenting insights in a way that influences design and business decisions.

3. Empathy + Curiosity – truly caring about users and asking the right questions.

She also stresses the importance of digital fluency—understanding analytics, design tools, and emerging tech like AI.

How Can Beginners Enter a Career in UX and Marketing?

Sunaina believes breaking into UX and marketing is less about a “perfect degree” and more about building a portfolio of experiences. Her roadmap for beginners:

• Start with small projects: Volunteer for student societies, freelance, or work on case studies. Real-world practice matters more than just theory.

• Leverage internships: Even short internships—like her own early stints in research and admin—help build credibility.

• Learn design + research tools: Get comfortable with Figma, Miro, and survey platforms. Beginners don’t need mastery, just working knowledge.

• Show your thinking: Employers want to see how you solve problems. Document your process, not just the outcome.

• Network early: Connect with UX professionals on LinkedIn, attend design meetups, and ask for feedback on your work.

“Don’t wait for your first official job title to start practicing UX. Create your own projects, collaborate with peers, and show initiative—that’s how you stand out,” she advises.

Common Mistakes to Avoid in UX Careers

Many beginners think UX is only about “designing pretty interfaces.” Sunaina warns that overlooking research and strategy is a major mistake.

Another pitfall? Trying to specialize too soon. Instead, she recommends exploring different aspects of UX—research, design, content, and strategy—before narrowing down.

“UX isn’t just a job title. It’s an approach. The more you expose yourself to, the more valuable you become,” she advises.

The Future of UX and Marketing

According to Sunaina, three big trends are shaping the industry:

• AI-powered personalization – tailoring experiences in real-time.

• Ethical and inclusive design – making digital platforms accessible to all.

• Experience-led marketing – where campaigns are designed around real customer journeys, not just slogans.

These trends signal that UX researchers and marketers must work more closely than ever.

Final Advice for Beginners

When asked what advice she would give her younger self, Sunaina says:

“Don’t underestimate small experiences. Every role teaches you something valuable. Stay curious, ask questions, and focus on people—that’s the foundation of UX and marketing.”

Conclusion

Sunaina Singh’s journey from a psychology student to a User Researcher at IBM iX is proof that careers in UX and marketing are built step by step. For beginners, her story highlights the importance of curiosity, empathy, and a willingness to learn from every experience.

In a world where digital experiences define brand success, the future belongs to professionals who can combine research, design, and marketing strategy—just as Sunaina has done.