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Brand manager of the week: Michelle Topping

Brand manager, Coors Light.

Michelle Topping, brand manager, Coors Light

Michelle Topping, brand manager, Coors Light

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Describe yourself in three words.

Optimistic, outgoing, competitive.

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

Freestyle ski bum.

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

To be successful, you can't be afraid of hard work, but the results are very rewarding so take the time to remind yourself that it's worth it and you have a great job.

It's easy to get carried away by the day-to-day, so make a conscious effort to find something to smile about at least once a day, and ask questions. There is always something to learn, and today it's nearly impossible to stay at the forefront of consumer needs and communications - so be inquisitive and challenging.

What attracted you to your current job?

A combination of working on a brand with such a challenging ambition and so much potential, and the fact that enjoying a beer is one of my favourite pastimes.

What was your first job?

Production executive at McCann Erickson Communications House.

What was your finest hour?

Coming ninth in the Freestyle Skiing World Cup Halfpipe.

What's your greatest ambition?

To know I always tried my hardest and gave everything a go. I wouldn't want to regret not trying or achieving something that was within my power to do so.

What is your favourite marketing campaign?

One I keep being drawn back to, for many reasons, is Apple's 'Think different' - a spark of genius.

What is your all-time favourite slogan?

Nike's 'Just do it'. It's a fairly predictable answer, but this slogan resonates with me as a consumer and I believe that Nike is one of the few brands that lives and breathes its essence in everything that it does.

What hobbies do you have?

I have a true love for skiing (and the battle wounds to prove it), but my real hobby is simply trying new things and finding new ways to have fun.

What makes you angry?

Cruelty to animals and realising I have drunk the last beer in the fridge without replacing it.

What is your favourite pub?

Any pub that makes good pies, serves a good pint, has a fire and lets me in with my wellies and dogs.

What's your favourite holiday destination?

I really don't have one favourite place.

I very rarely go back to the same place twice as I love to experience new things. All the places I have visited have something unique about them that I love - the craziness of Havana, the parties in Las Vegas and the mountains in the Alps.

Choosing between them would be impossible.

What marketing trend is dominating your job at the moment?

This is ever-changing, but this week the topic of conversation is definitely content. We consumers are complex characters, and trying to keep up and remain relevant is quite a task.

What is your perfect day?

Something different from the day before.

What's your guilty pleasure?

With great pride, I would have to say One Direction.

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

Michael Jackson's Bad World Tour at Wembley Stadium.

If you had three wishes, what would they be?

World peace, the ability to fly and infinite wishes.

What have been your best and worst freebies?

Worst: a tin of mints that turned furry a day after they were opened. Best: a Nixon watch; I asked for it as a joke at a trade show, so was pretty pleased when they handed it over in exchange for a T-shirt.

This article was first published on marketingmagazine.co.uk

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