Briefly tell us a little about yourself and what your role involves as Group Commercial Strategy Director at Baxters Food Group?
I am Group Commercial Strategy Director at Baxters Food Group. Simply my job is to drive value transformation of our business, identifying and creating demand for our unique set of brands and businesses.
What’s your golden rule - at work and in life?
The harder I work the luckier I get.
What motivated you to join The Marketing Society Scotland Advisory Board?
The Scottish ethos and mentality can change the world and we need to make sure our Scottish Marketing talent and brands do just that.
In your opinion, what is the biggest challenge facing your industry today?
The value paradigm has shifted. Consumers are savvier than they have ever been and brands more than ever need to bring more value to people’s lives.
Which leader do you admire most and why?
An obvious one but Phil Knight at Nike because he captured the fundamental emotional need that transcends elite sports athletes to Joe Bloggs in “Just Do It” and has been delivering on it ever since.
Why is being part of the Marketing Society important for your career?
Because my career relies on developing brilliant marketing talent and without talented people my career just doesn’t happen.
What would be your one piece of advice to those just starting out in your industry?
Commit proper time and I mean proper time in your consumers’ lives and homes not in focus groups or webinars to instinctively understand their everyday needs and challenges.
Tell us something that isn't on your CV
Cooking food for others is my happy place.
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