Steve Challouma is the General Manager of Birds Eye UK, the brand leader in UK Frozen Foods, encompassing the Birds Eye, Aunt Bessie’s and Goodfella’s brands. He has spent over 20 years in the FMCG industry, starting his career at Unilever.
He is also judging this year's The Marketing Society Awards. Here is his advice on what you need to know before entering in 2021.
Why is recognizing marketing excellence through the Society’s awards so important for the industry?
They is always a need to reinforce, share and celebrate the critical value that marketing plays in driving economic, social and human value.
What advice would you offer brands entering our awards to make their entry stand out?
Blend the inspiration and perspiration in your entry. What is unique, original and creative about the case, how did it engage consumers and how can it stir others to greatness? However, equally importantly, how did it bring value to the business or entity - and what was the commercial impact relative to it’s objectives? The results need to be robust.
What is your most hated business expression?
Oh there are too many – words more than phrases. ‘Touch base’ and ‘Reach out’ are quite bad. Not a fan of ‘humaning’, ‘codifying’ nor ‘curating’ either – shall I stop?
What’s the biggest risk you’ve taken in your career?
Staying put on the same brand for nearly 25 years, when advised many times to leave, to mix it up elsewhere to progress my career.
Which leader do you admire most and why?
Elon Musk – he is the ultimate follower of his own dreams.
What inspires or motivates you every day to do what you do?
Belief in the role that our brands play to provide food that consumers love, keeps them and their families well fed and healthy – and puts a smile on their face. I haven’t met anyone yet who isn’t tempted a Fish Finger sandwich.
If you could achieve just one thing in 2021 what would it be?
Meet my team in person and celebrate what they have collectively achieved – over a glass of wine!
2021 entries are now open. Find out more about how you can enter The Marketing Society Awards here.