1. What inspired you to pursue a career that embraces marketing?

I studied hotel and catering at university and very quickly decided it wasn’t for me. I switched to Marketing (as I’ve always loved ads) and immediately knew that this was the right path for me. 

2. What are the biggest challenges currently facing your marketing team?

Working in a scale up presents challenges I haven’t faced in the global companies I previously worked in. We are in a test and learn phase to discover what marketing activity works for the business which is exciting and nerve racking! We have learnt a lot already and seen great success with our Flip the Ordinary campaign to launch the Series 2 Flip bottle.  I also look after CMF (colour, material, finish) and I have introduced consumer testing to the business so we can ensure we launch products the consumer will love. 

3. Science vs Art: With scientific data-driven marketing at one end of the spectrum and genius creative ideas at the other - which side do you lean towards?

I think that insight and data is vital to ensure we have the right message, right time, right place. But data is far less powerful without great creative and the insight we gain can help inform the creative. Ultimately we need incredible creative that is emotive and resonates with the audience.  One can’t succeed without the other.

4. In marketing, when is it ok to to rely on A.I. and when do you think you definitely ‘need a human’?

I am fascinated by AI so I have experimented a lot with Chat GPT and Dalle. I don’t think it’s something I would use in comms yet but as command engineering becomes a more developed skill, I think it can help us create some very powerful content. I’d still want to ensure that comms were overseen by and tested with humans. There is a danger content could become very generic and not unique to the brand if we rely too much on AI at this moment. 

5. How is your business Riding the Storm of economic turbulence and increased cost of living?

We have some great NPD launching and this is resonating well. I think consumers understand that reusables can help save money (by bringing food and drink from home) and the brand is a renowned and trusted partner in the reusables space.

6. How do you adapt a business and marketing strategy to embrace the latest trends and keep ahead of the competition?

I adopt a growth mindset. Learning is important to me, so I keep abreast of industry changes through platforms like econsultancy and I keep abreast of trend reports. I am lucky to have a strong network of inspiring peers to learn from.

7. What role does your company’s purpose and environmental approach play within your marketing strategy? 

Our mission is to be the global authority of reusables (to reduce plastic waste) so our environmental thinking is a core part of the business. We have just launched our responsibility strategy where we outline our 6 core focus areas. This is fundamental to the business and all functions embrace this. In marketing we work to ensure that the mission and the 6 core focus areas are at the heart of what we deliver. 

8. How important is storytelling when maximising your customers’ engagement with a campaign?

Storytelling is king. We are working hard at the moment to understand who our customers are and how we best communicate our brand and products in an engaging way. Our audience is broad, so it can be challenging to get the right approach for all; but by dedicating the time to understand the audiences and shape the right products for them, the right stories will develop.

9. Creative agencies rail against the time and resource spent working on pitches to win accounts: is there a realistic, fair alternative to the pitch process?

I don’t really know the answer to this. When I worked in Agency we saw the opportunity to pitch as an opportunity to build long lasting relationships, not just win an account. It’s disappointing when a lot of work goes into a pitch and you don’t win but it’s hard to say how clients can make an informed decision without going through this process, especially when there are many stakeholders involved.. As a client, when we appoint an agency we are staking our reputation on the agency, so we want to do the right thing by both the agencies involved in the process and the business we represent.

10. From a marketing perspective, what’s coming up for your brand or business in 2023 and beyond?

Exploring new spaces – whether that be in audiences, products or marketing activations.

11. If there’s one thing you know about marketing it is…?

Understanding the consumer is vital to marketing success.


Little Grey Cells is Tim Healey’s weekly profile interview platform where leading marketers share their valuable insights and experience, presented by Worth Your While.

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