Premier Foods

The Best in British Food

My Role at Premier Foods

Michelle

I work as a Brand Director across all of our cake brands – Cadburys, Lyons and Mr. Kipling. Usually, as soon as I wake up I review Twitter and Facebook to see what our consumers are saying about our brands.

Thankfully, the feedback is generally very positive which gives me a real buzz to start the day.  I manage a team of seven and one of my favourite parts to the week is our Monday morning catch up, where we get together with other teams such as Insights and Innovation to review new consumer trends and then brainstorm our next steps to respond to these.  As I plan my priorities for the week ahead, align diaries and importantly share what we all got up to over the weekend.  A few hidden talents and fun stories always come out!

My job is extremely varied and no two days are the same.  As I am responsible for the marketing of all the cake brands, I am involved in lots of approvals on a daily basis such as signing-off the latest innovation concepts and creative briefs for media and advertising agencies.

Another key part of my role is the long-term strategic planning process for each brand.  I get the opportunity to build on lots of ideas based on the latest consumer research and develop new brand plans.  For this, I like to spend as much time as I can with our research teams and agency partners.

Most days involve cake testing, whether its quality checks, new products, competitor products, or in fact any excuse just to eat cake (all in the name of research of course!)

A day wouldn’t be complete without pouring over some numbers, whether it’s figures on latest sales performance, reviewing a business case for a new product launch or analysing our new product market performance.