Sonya Bachra-Byrne
Alumna - Executive MBA - 2023
Sonya is the Managing Director and Co-Founder at AVIE and the Head Programme Instructor at SDA Bocconi.
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My favourite memories from my time at the University of Bradford revolve around the in-person teaching and the camaraderie with fellow MBA students. The diverse experiences everyone brought to the table made our discussions extremely rich and engaging. We shared a lot of laughter and insights as we navigated various topics together.
Journey to Bradford
"I chose to study at the University of Bradford because of its strong engagement with the local business community. In 2019, while conducting market research for my startup, I discovered that professors Sankar Sivarajah and Vishanth Weerakkody were actively reaching out to help local businesses with their challenges. This proactive approach was unique compared to other universities.
"The University of Bradford School of Management has a stellar reputation, which was a significant factor in my decision. My academic background includes business, economics, and law, although I later transitioned to fashion design and management. I had always contemplated pursuing an MBA, and the circumstances created by COVID-19 provided the perfect opportunity. With my business experiencing a slowdown, I decided to explore this educational path.
"I reached out to Sankar via LinkedIn to inquire about eligibility for the MBA program. His positive response led to a conversation with the MBA Director, which I initially thought was just a casual chat. Unbeknownst to me, it was my interview. A few days later, I received the exciting news of my enrolment.
"The decision felt serendipitous, aligning perfectly with my professional goals during the pandemic. I shared my plans with my husband, Liam, discussing the MBA’s focus areas, including digital marketing and transformational leadership. He found the program appealing and decided to apply as well. He was accepted, and we became study buddies, enhancing our learning experience together.
"This journey to the University of Bradford MBA program was marked by timely opportunities and the university’s unique industry engagement, making it an ideal choice for advancing my career and my startup, AVIE."
University life: A celebration of success
"Being a graduate of the University of Bradford holds significant meaning for me, especially after receiving the AMBA MBA Student of the Year Award in January 2024. I didn’t realise how prestigious this award is within the MBA environment, however, it felt like the perfect culmination of all my efforts.
"The journey was indeed challenging at times, filled with late nights and last-minute assignment submissions, but it was all worth it. Completing my MBA with distinction and achieving the highest mark for my management project was incredibly rewarding.
"Moreover, there's a shared sense of accomplishment among the MBA cohort. We all made sacrifices, giving up time with family and social events to focus on our studies. The collective experience of overcoming these challenges and achieving our goals has been incredibly rewarding.
"The University of Bradford School of Management's recognition as one of the top ten for value for money and social mobility, along with its numerous accolades and accreditations, I am very proud to be an alumna and MBA ambassador."
How did the MBA help your career?
"I pursued the MBA to gain knowledge to apply to my startup, and it significantly supported my business. Each module provided valuable insights, particularly in finance and accounting, which helped me engage in forward-thinking financial modelling, forecasting enabled multiple collaboration with AI tech-based companies on pilot projects. This knowledge facilitated further growth for my business.
"Towards the end of the MBA, I began to explore the intersection of tech and fashion, focusing on sustainability. My startup aimed to reduce waste in the women's luxury industry by using sustainable materials and dead stock fabrics. This direction was a natural extension of my values and interests, though I am now pivoting to my new tech venture where I have been recently awarded an Innovate UK grant to develop into an MVP, which I am very excited about! Working with key industry tech people to bring it to fruition.
"Completing the MBA was life changing. I felt like a different person with a broader perspective and exploring new opportunities, such as: my new tech venture. Before returning to Yorkshire, I lived in several countries, including three years in New York, four years in Denmark, a year and a half in Barcelona, two years in Melbourne, and Italy. In the US, I had the opportunity to work in both New York and LA, dressing celebrities for the Oscars, Golden Globes and the Grammys, which was an incredible experience but I learnt so much in terms of sales techniques, marketing and brand awareness!
"When I moved back to Yorkshire, Liam encouraged me to start my own business. He pointed out that if I didn't take the leap then, I might never do it, as the corporate contracts were very lucrative and appealing. His encouragement pushed me to take the plunge and start my entrepreneurial journey, leading to where I am today."
The MBA broadened my perspective, allowing me to apply what I've learned to benefit my business, contribute further to the local community, and the economy. This ripple effect is a testament to the value of continuous learning and professional development.
Career highlights: Making an impact
"The personal growth I've achieved as a leader and manager, particularly for my startup AVIE was life-changing. Building resilience and character during challenging times, such as COVID, Brexit, and global conflicts, has been crucial in navigating these complexities successfully.
"My biggest career successes include AVIE becoming a multi-award-winning brand and in my corporate career turning struggling companies into profitable ones. When I joined these organisations in senior leadership roles, they were failing and, in the red. I restructured their processes, reorganised their teams, and refined their product offerings. Seeing these companies turn around and succeed further has been immensely rewarding. Helping companies become profitable again was a pivotal moment in my corporate career.
"While the MBA doesn't specifically teach you how to run a startup, it provides the relevant knowledge needed to understand each department of a startup. The skills and insights I gained from both experiences have significantly elevated me as a professional and personally."
Career advice
"For those aspiring to carve a path similar to mine, whether it's in the fashion industry or any other field, my advice is this: soak up as much experience as you can. Each opportunity is a chance to expand your skill set. Identify your strengths and focus on them, but don't shy away from acknowledging your weaknesses. Embrace them as opportunities for growth.
"In my journey, it's never been solely about the salary or the job title. It's always been about learning and personal development. Every role I've taken on, I've asked myself, "What can I gain from this experience? How can I grow?" If the answer aligns with my goals, I dive in headfirst.
"The rewards financial and otherwise come naturally when you consistently prove your worth. I've been fortunate to blend entrepreneurship with corporate roles, allowing me the freedom to innovate and make significant contributions in all my roles. Although, it's always been about the journey of learning and self-improvement.
"So, my advice to anyone starting out: prioritise experience over everything else. It's through these experiences that you'll truly discover your path and make your mark in your chosen industry. It’s all part of a learning journey."
Reconnecting with the University
"To my fellow alumni community members who are considering reconnecting with the university, I'd encourage you to reach out. As alumni, we hold the power to shape the direction of our community. We've demonstrated this through past events like the MBA Leadership & Management Summit, where our collective input has made a significant impact.
"I think it is natural to desire connections with those who have shared similar experiences. Whether you're navigating post-MBA life solo or with family, the alumni community serves as a valuable support network. We've all weathered the challenges of academia together and emerged on the other side stronger for it.
"Together, we can make our alumni community even more vibrant and inclusive. And to all my fellow MBA cohorts, I want to express my sincere gratitude for the memories and camaraderie we've shared. Thank you for making my (and Liam’s) journey truly unforgettable. I hope to see you at future Alumni events."