Beth

I started out as a fashion and textile designer, but the design industry is predominantly digital and desk-based, which I quickly found out wasn’t for me. Fortunately, I had a brilliant manager at the time who found me a role in Brand Management. Now at M&S, I’m leading a team of Brand Managers who are responsible for all our own brand lines, from Colin the Caterpillar and Percy Pig, M&S Collection and Our Best Ever, through to our health portfolio, Made Without and Plant Kitchen.

My job is to be the voice of the customer and create a brand strategy that delivers this, while protecting the integrity of the brand and maximising profit. It’s an incredibly broad role covering everything from customer insight and product development to multi-channel advertising campaigns. Sometimes we’re refreshing an existing product line, and at other times we’re launching an entirely new product or brand, from concept to launch.

I love the responsibility and the scope to make an impact. If I want to make a big splash on Percy Pig in September 2024, it’s up to me to make the case, get people together and make it happen. If I need a decision on something, I get in a room with the leadership team and we agree a plan, there and then. There is a sense that we’re on the same page as a business, pulling together for the benefit of the customer.

I think marketing at M&S is the customer’s advocate, identifying what people might want to buy and making it available to them. Our commitment to quality, value and sustainability is sincere – and I think customers feel that we’re on their side. We know people want to treat themselves once in a while, whether it’s with Our Best Ever Macaroni Cheese or a bottle of M&S Collection wine. Our vegetarian and health ranges have a value beyond the bottom line because they are part of the relationship people build with M&S. In a household where one person suffers from coeliac disease, we offer access to a great gluten-free range as part of the weekly shop.

My advice is to work hard and love what you do, and that’s true whether you join M&S or not. If you feel stuck in a job, do something about it. It’s never too late to change direction and no experience is wasted.