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Reena Patel

Marketing executive, Blue Inc

What does your job involve?

The main focus of my job is to promote [men’s young fashion chain] Blue Inc by developing and organising marketing campaigns. I work alongside senior management, designers and store managers, who ensure the Blue Inc ethos is communicated across the business.

I find advertising opportunities and organise contra ventures with other companies that complement our brand. Within any campaign that Blue Inc puts its name to I also monitor its success and assess where we sit in the market.

What skills do you need?

The art of communication combined with key organisational skills are a must for anyone working in marketing. You are constantly juggling other people’s timelines as well as ensuring the information you are giving is accurate. Therefore you must keep ahead of your diary and always

have an acute awareness of all that is going on around you, be it with the design team, buyers or seasonal promotional activity within Blue Inc’s 100 stores.

What do you like and dislike about your job?

The best part of the job is meeting such a wide variety of people, all using different skills that, when combined, get results. With Blue Inc I’ve been extremely fortunate and have had the opportunity to visit many of the stores and see first-hand the success of a coherent marketing campaign.

However, I find the pressure of waiting for others to deliver on time occasionally stressful.

How did you get where you are today?

Going from a science degree to working at a high street fashion retailer isn’t an obvious career path but it was fairly organic for me. After graduating I began working in a Blue Inc store and found the company good to work for. I set myself career goals and with the support of the team, self-motivation and the willingness to adapt what I learnt in retail to marketing, I’ve ended up where I am now.

What is your proudest career achievement to date?

I like to feel the vast growth of the company has something to do with everyone that works in the Blue Inc team and

I’m extremely proud of that. On a more personal level, while at Blue Inc I’ve mastered a computer design programme that has given me further tools to do my job with finesse. The partnership that Blue Inc has with [leisure company] Club 18-30 is one I’ve nurtured and am developing further. This has been hugely successful.

What are your ambitions?

Ultimately to head up a marketing team.

How do you intend to get there?

Ingenuity, integrity and hard work. I’m constantly learning new skills. I also think a positive attitude towards my work and constantly pushing what is achievable will enable me to do this.

What three words sum you up?

Communicative, artistic and organised.

What advice would you give to someone wanting to follow in your footsteps?

Understand the brand and know who your customers are. Ensure you are targeting the right market and be aware of your competitors.

You need to have confidence in yourself, your decisions and the way in which you communicate and express these to others.

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