Brand Manager of the Week: Lee Willett

- Describe yourself in three words

Passionate, funny and driven.

- What would you be if you weren't a brand manager?

Probably in sales, negotiating prices through gritted teeth.

- What advice would you give someone starting their marketing career today?

You can't have enough enthusiasm. As a brand manager, you have to be the most passionate person in your business about your brand - and this passion needs to be infectious. If you don't believe in the brand, how can you expect anyone else to?

- What was your first job?

I was a laundry boy in an old people's home - don't ask. There were some bad days there, and whenever things get tough at work I know it can't be as bad as it was on certain mornings in that laundry room.

- What was your finest hour?

Working at Wall's Ice Cream (yes, I have worked for Wall's Ice Cream and Sausages).

I was the account manager for Asda and our team had a bet with our managing director that we could drive a double-digit revenue increase in a flat market - something he thought was impossible. By ensuring adequate levels of stock, some new product development and a point-of-sale campaign, we managed to achieve our goal. I remember the team all dancing round in the office and celebrating with our prize - a case of vintage Champagne.

- What is your all-time favourite slogan?

'Naughty, but nice' - come back to advertising, Salman.

- What marketing trend is dominating your job at the moment?

The question I'm always asking myself is how to convert online fame into sales for an FMCG brand. We know that Wall's is getting increasingly famous, thanks, in part, to our new TV ads and our work with Jason Donovan. The one thing we continue to find challenging, though, is how to convert these fans into loyal consumers.

- If you could get tickets to any event, what would it be?

The Super Bowl.

This article was first published on marketingmagazine.co.uk