Lyle & Scott’s international marketing and social media co-ordinator has a diverse role.
What does your diary look like today?
Full, like most days. We’ve just completed a roll-out of autumn 13 window installations with some of our key global independent partners. In addition, we’re co-ordinating international sales events taking place in Sweden, which is another key area for us.
In between all that I have meetings with our media agency and point-of-sale suppliers.
What task are you most looking forward to today?
Now the windows have gone in, it’s time to start looking at tracking sales and other ways to support the independents. They play a very important role for us so making sure they have everything they need and that our brand message is communicated clearly is essential. Learning of a reorder for a product featured in an independent’s window has just made my day - getting great results so quickly is what makes all the hard work worthwhile.
What task do you wish you could postpone?
Budget admin, the necessary evil to what I do. When juggling multiple projects from trade shows and social media content, admin is often the last thing on my mind. Luckily I keep a good grasp on it though. I force myself to.
How did you get to where you are today?
My journey in the industry so far has been a swift one; a lot of hard work and luck have both played important parts. During university I co-founded menswear and lifestyle website The Daily Street with two friends. Off the back of that I landed an internship at PR agency Sane, which then hired me full-time. I loved the company but wanting to go in-house [for a brand] after a couple of years, I found myself at Fred Perry working in the marketing department. This was a testing time when, after only a few months, the marketing co-ordinator I was assisting moved on and I was left to take the reins. After producing successful campaigns with Offspring, Asos, The Dot to Dot Festival and celebrating the 60th anniversary of Fred Perry I decided I wanted even more of a challenge, so when I heard about the changes to Lyle & Scott and the journey the brand was embarking on, it seemed like the perfect opportunity for me. I decided to take the job and that’s where I find myself today, embracing more responsibility creatively and strategically.
What has been your career highlight?
I can’t think of just one but there are moments that I’m very proud of which I won’t be forgetting any time soon.
They include getting my first credit at Sane, working on Fred Perry’s 60th anniversary, seeing The Daily Street progress to where it is now, and most recently Lyle & Scott’s work at Wool Week in October, where we helped to support the campaign by producing a short film documenting the manufacturing process of our winning jumper design for Wool School [a competition for student designers, with the winners’ designs manufactured by brands and retailers]. Being in complete control of a project from beginning to end has been a great experience and something I’ll be doing more of.
How do you see your career progressing?
The end goal is to be a director or even a managing director at some stage. I don’t have any career plans in terms of where I want to be by a particular age or year, all I know is that if you work as hard as possible and make sure you are proud of the work you do, the career path will sort itself out for you. Good, successful people respect hard work and can spot it from a mile away and it’s that kind of people you want to be surrounded by.
Who is your mentor?
I don’t think I have one. However, Steve Monaghan and Ben Grant from Sane and Dylan Ross, currently at Zalando, have all given me sound advice and all three have remained good friends.
What advice would you give to someone wanting to follow in your footsteps?
Constantly push yourself to be better and do better things. Get thrown into the deep end and work outside of your comfort zone, no matter how much you might not like to. Be ready for admin and spreadsheets and always lead by example.
- Salaries for this position range from £25,000 to £30,000 (estimate provided by CVUK)
2013 UK/international trade marketing/social media and blog co-ordinator, Lyle & Scott
2011 Assistant marketing co-ordinator, Fred Perry
2010 Online account executive, Sane Communications
2008 Co-founder, TheDailyStreet.co.uk
2008 Music Management & Artistic Development BA (Hons), Buckinghamshire New University
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