The Fiji National University’s (FNU) Acting Senior Marketing Specialist Ms Arishma Lata.

Behind every successful marketing campaign is an idea. But for Arishma Lata, the Acting Senior Marketing Specialist at the Fiji National University (FNU), the real reward is seeing where that idea can take someone.

Since joining FNU in December 2023, Ms Lata has found her place in a role that brings together creativity, people and purpose. Whether coordinating campaigns, supporting student recruitment, promoting the University’s programmes or working with its colleges and departments, she enjoys the variety that comes with being part of a busy university environment.

“One of the most interesting things about working in marketing is that no two days are exactly the same,” she said.

Her responsibilities include marketing campaigns, branding, promotional activities, institutional events and engagement with internal and external stakeholders. It is a role that calls for fresh ideas, good coordination and the ability to work with different people across the University.

Ms Lata’s journey into marketing was not necessarily planned, but her interest grew as she discovered how ideas could capture people’s attention and influence the way they see a product, service or organisation.

She holds a Bachelor of Commerce, majoring in Management and Public Administration and Information Systems, from the University of the South Pacific (USP), which she completed in 2018. She later obtained a Postgraduate Diploma in Commerce, specialising in Management and Public Administration, in 2021.

Although marketing was not her primary field of study, she found herself drawn to the creative process behind it.

“I became fascinated by how a simple idea could be developed from its initial concept into a successful campaign, product or brand that captures people’s attention, stays in their minds and becomes part of their everyday conversations,” she explained.

Her academic background has given her a useful mix of organisational, management and technical knowledge, which she now brings into her marketing work.

Ask Ms Lata what she enjoys most about her job, and her answer goes beyond campaigns, promotional materials and events. For her, it is about people.

Through FNU roadshows and student recruitment activities, she has met students and families at different stages of their education journey. She has seen their excitement, listened to their stories and gained a deeper appreciation of what a university opportunity can mean to a family.

“What I enjoy most about my work, is the opportunity to serve students wholeheartedly and contribute, even in a small way, to shaping their future,” she says.

Ms Lata is particularly touched by the sacrifices parents make, to give their children an opportunity they may never have had themselves.

“Many of our parents never had the opportunity to pursue university education themselves, yet they carry the biggest dreams for their children,” she expressed.

She recalls the emotion on parents’ faces when their children receive enrolment letters and the pride they feel, when watching them graduate.

“Those are moments that touch my heart and remind me why the work we do, is so meaningful,” Ms Lata added.

It is these experiences, that have shaped her view of marketing. For Ms Lata, it is not simply about attracting attention to the University, but helping students and families see, the possibilities that education can open up.

Behind the campaigns, events and promotional activities, is a great deal of coordination and teamwork. Ms Lata knows that much of this work happens away from the spotlight, but her efforts have not gone unnoticed.

At FNU’s Division of Marketing 2025 Year-End Awards, she received three awards, and they were, Best Cross Department Collaborator, Best College Marketing Liaison and Unsung Hero.

For her, the recognition was particularly special because, it acknowledged the commitment and teamwork involved in supporting different colleges and departments.

“Much of the work in marketing happens behind the scenes, and there are times when the effort involved may not always be visible. Receiving these awards reminded me that dedication and consistency do make a difference,” she said.

Her appointment as Acting Senior Marketing Specialist has also given her the opportunity to take on new responsibilities, challenge herself and develop professionally.

“My journey at FNU has been one of continuous learning, growth and self-discovery. I have had the opportunity to step outside my comfort zone, take on new challenges and develop skills that have strengthened me both personally and professionally,” Ms Lata elaborated.

Working with different teams has taught her that successful outcomes depend on more than individual effort.

“One of the greatest lessons I have learned is that no contribution is ever too small when it comes to making a difference in someone’s life,” she stated.

While her professional experiences have helped shape her career, much of Ms Lata’s determination comes from her family.

Originally from Suva, she credits her parents, particularly her late father, as her greatest sources of inspiration.

Losing him in 2014, during her Year 13 examination period, was a difficult time in her life. Yet, the experience strengthened her resolve to become independent, support her family and work towards a better future.

One message from her father has remained with her ever since.

“He told me, ‘You will never fail.’ Those simple yet powerful words, have stayed with me throughout my life and have become one of my greatest sources of strength and motivation,” she reflected.

When asked to describe her journey in three words, she chooses resilience, purpose and gratitude. These values also influence the way she views leadership.

“I have learned that leadership is not simply about a position or title, but about taking responsibility, supporting others and leading by example,” Ms Lata said.

She hopes to continue developing her skills in leadership, strategic management and communications, with the goal of becoming a confident leader who can achieve results while encouraging others to grow.

Ms Lata’s advice to students and young professionals is to stay open to opportunities, be willing to learn and do not be discouraged when things do not happen according to plan.

“Do not compare your progress with someone else’s success, because everyone has their own journey and their own time to shine,” she advised.

For Ms Lata, being part of FNU is about more than coming to work each day. It is about belonging to a community with a shared purpose.

“Being part of the FNU Vuvale means more than simply being an employee of the University. To me, it means belonging to a family that shares a common purpose of transforming lives through education, supporting one another and creating opportunities for a brighter future,” Ms Lata highlighted.

It is a purpose she sees reflected in the work she does every day. Whether it is a marketing campaign, a student recruitment roadshow or a collaboration with one of the University’s colleges, she sees each opportunity as a chance to contribute to something bigger.

And for Ms Lata, that is what makes the work meaningful. Not simply promoting a university but helping people discover what is possible through education.