Name: Sylvie Condette Position: Strategic development manager Company: Cafédirect The job: The Fairtrade tea and coffee company is about to launch a new marketing campaign to widen its user base. "Our objective is to take the brand more mainstream, targeting a younger audience," said Condette. Her brief is to develop the overall brand strategy and oversee a heavyweight marketing communications programme, intended to raise consumer awareness of the quality and taste of the coffees and teas in the range, while also promoting cafédirect's Fairtrade policy. Background: Condette moves from Bestfoods, where she managed a wide range of household brands including Hellmann's Knorr and Frank Cooper's. A French national, Condette holds both a business administration degree and an international management diploma. {{PEOPLE MOVES }}