José L. Quevedo
Pre-MS Job Title and Company:
User Lifecycle Global Operations Team Lead at KAVAK.com
Post-CBS Goals:
Lead a growth marketing team focused on acquisition, activation, and/or retention in a digital-first B2C startup or SMB.
CBS Activities or Clubs:
Marketing Association of Columbia, Technology Club, Wine Society, and Running Club
Favorite NYC Activities:
Discovering new restaurants and running in its parks
Fun Fact about yourself:
I’m a BBQ and meat smoking enthusiast.
What drew you to pursue a Master of Science degree at Columbia Business School?
I come from an engineering and business administration background, and I actually discovered my passion for marketing a bit later in my career. I wanted to formalize that interest and bridge the gap between what I’d learned on the job and a stronger academic foundation. Columbia Business School stood out as the top program in the U.S. for master’s in marketing, and the chance to study that in the heart of New York City, one of my favorite cities in the world, made the decision even easier.
Which courses or professors have had the biggest impact on your learning so far?
Behavioral Economics and Decision Making with Eric Johnson has been one of the most impactful courses. He’s a leading expert in the field, and his passion for the topic is contagious. The class gave me a much deeper understanding of how people make decisions, with clear applications to marketing and consumer behavior.
I’ve also been shaped by Christopher LaSala’s Product Management class. Chris was a Product Manager at Google for more than 20 years, and his real-world experience really showed. He was constantly connecting theory to practice and sharing stories from industry, which helped bridge the gap between the classroom and the product world in a very tangible way.
Have you taken electives outside your core MS program? If so, what stood out?
Yes, I’ve taken several electives across the Product Management area: Product Management, Intro to User Experience, Business Analytics 2 (Foundations of AI), and Growth Hacking. What stood out to me was how interconnected they were; each course went deep into a different piece of the product puzzle, from understanding users and designing experiences to using data and AI, and finally, figuring out how to grow and scale digital products.
What’s been the most valuable insight or skill you’ve gained from learning at Columbia Business School?
I’ve gained a much clearer view of the mix of technical and soft skills a successful Product Manager needs: strategic thinking, comfort with data, cross-functional collaboration, and empathy for users. Even though I don’t see myself becoming a PM, I plan to work in growth marketing, where I’ll partner closely with product and engineering teams. Having this “product mindset” gives me a real competitive advantage: I can speak the same language, understand trade-offs, and design growth strategies that are realistic to build.
What have been some of the most valuable relationships or connections you’ve built through this program?
One of the highlights has been the friendships I’ve built with other international students. Our close group includes people from Turkey, China, Korea, India, Lebanon, and Ukraine. We’ve celebrated birthdays, milestones, and small wins together, which has made New York feel like a true home away from home.
I’ve also been lucky to build a strong relationship with Professor Bolong Li, Global VP of Growth at Audible. Our shared interest in performance and growth marketing led to some great conversations during his Growth Marketing and Media Planning course, and later he guided our Capstone project while we worked with his team at Audible. That combination of mentorship and real-world exposure has been incredibly valuable.
How has access to Columbia Business School’s resources and alumni network shaped your professional opportunities or mentorship experiences?
To be honest, I feel like I’m only starting to tap into the full power of the Columbia Business School network. So far, my main experience has been through professors who are also senior industry leaders, and through classmates with very diverse professional backgrounds. Even with that limited slice, I can already see how strong and supportive the CBS community is, and it’s something I plan to lean into even more as I move forward in my career.
What would you tell a prospective student about managing the fast-paced structure of the MS program? Any application tips you would like to share?
I’d tell them to remember that if they got admitted, it’s for a reason: they’re more than capable of succeeding here. The program moves very fast, so it’s easy to get caught up in stress, but it’s important to pause, be grateful, and enjoy the experience while it’s happening. Don’t wait until graduation to look back and realize how special it was. On a practical level, discipline is key: plan your time, stay organized, and be intentional in how you balance classes, recruiting, and your social life.
For the application, I’d recommend being honest and specific about your story: why this program, why now, and how you’ll use it. Show your curiosity, your willingness to work hard, and what unique perspective you’ll bring to the class.
What has been the most rewarding part of your MS journey so far?
The most rewarding part has been how much I’ve grown in every dimension of my life. Academically and professionally, I’m discovering new passions and strengths I didn’t know I had, especially at the intersection of marketing, product, and data. Personally, I’ve met incredible people from all over the world and built friendships that go far beyond the classroom. And even physically, with support from the CBS athletics clubs and the friends I’ve made there, I’m training to run my first long-distance race as I graduate, something I never imagined I’d do before coming here.
Post-MS career interests?
After the program, I’m interested in roles in Growth, Performance/Paid Marketing, Demand Generation, and Lifecycle Marketing. I’d love to focus on customer acquisition, activation, and retention through digital channels, ideally in B2C or SMB environments. I’m especially drawn to companies where I can work across a wide range of responsibilities, experiment a lot, and be accountable for something that really moves the needle. I thrive in fast-paced, constantly changing environments where there’s room to test, learn, and see the direct impact of my work.