Brand Manager of the Week: Katherine How, Comic Relief Partnership Manager, Sainsbury's

Marketing, February 20, 2013 | Go to article overview

Brand Manager of the Week: Katherine How, Comic Relief Partnership Manager, Sainsbury's


- Describe yourself in three words.

Dedicated, outgoing... tall.

- How would you define marketing?

It's fast-paced and dynamic; there are always new challenges and exciting projects to work on. In my time in the industry I have seen it change dramatically, especially with the surge in digital marketing.

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

I'd indulge in my passion and be an interior designer.

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

It's essential that you know early on that it's not about your personal preferences, but the customer and communicating to them. Or, to quote an old manager of mine: 'You've got two ears and one mouth, so be quiet and listen to your customer.'

- What attracted you to your current job?

Working on Comic Relief is a huge honour and the role is very varied. I can go from organising a photo shoot to being on a conference call with a celebrity and their agent to approving POS. I liaise with a lot of people both inside and outside the business, which means every day is different. The important thing, though, is knowing that I am working toward a worthy goal. On the big BBC night, when they announce how much Sainsbury's has raised, I'm bursting with pride, knowing the difference it's going to make to some of the world's poorest communities.

- What was your first job?

I worked in WH Smith as a Saturday girl and thoroughly enjoyed it. It was a great way to understand retail and learn how to interact with customers. Retail offers great opportunities to young people.

- How did you get your first job?

I smiled a lot at the interview. Being a bubbly person goes a long way.

- What was your finest hour?

Announcing Sainsbury's Sport Relief 2012 total. We worked very hard to make sure it was a great success in the 'biggest year of sport' - pounds 5. …

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