My food & drink job: Felicia Singgih, category executive, Aston Manor Cider

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Felicia Singgih - Aston Manor

Name: Felicia Singgih

Age: 26

Job title: Category executive

Company & location: Aston Manor Cider, Birmingham

Education: BSc Psychology and MSc International Business Management with Sustainability at Newcastle University

As a child, what did you want to be when you grew up? In my earlier childhood I wanted to be a cashier at a grocery store and in my later childhood I wanted to be a math teacher.

Why did you decide to go for a career in food & drink? I didn’t necessarily plan on a career in food and drink, it was something I accidentally fell into. While studying psychology in university, I focused mostly on consumer psychology as it really interests me how people make choices and interact with products. After graduating, I started as an insights analyst at a food and drink consultancy, which opened the door to the industry.

I connected with people working directly within brand and was inspired. Not only by the impact they had on shaping their brands and products, but also by how ambitious, collaborative, and genuinely supportive they were. They’re some of the nicest people I’ve met, and being around that energy has motivated me to build a career in this space. The ability to adapt and influence trends and introduce new concepts that get people talking is rewarding.

“The more you can start training yourself to think critically about why things are the way they are, the better prepared you’ll be for interviews and your career”

Explain your job to us in a sentence (or two): I bring our brand story to life through data and insights that help national account managers shine with customers. I also act as a bridge between our internal team and data partners, making sure we’ve got the right tools and knowledge to make the best decisions for our brands.

What does a typical day look like for you? A typical day usually starts with catching up on emails and picking up any requests from the team. These can range from pulling quick insights for the marketing team, to creating a few slides that our NAMs can take to customers. I also spend time working on internal reports, using tools like NielsenIQ and TWC to track performance, spot trends, and highlight opportunities. Alongside the numbers, I make sure to catch up with teammates, whether that’s for collaborating on projects, sharing ideas, or just checking in.

Aston Manor Cider's brand Crumpton Oaks

No two days are the same, which is what I love about this role! One day I might be diving into data to uncover shopper trends, and the next I’m supporting the sales team with insights that bring our brand story to life. I also work closely with our data partners to make sure we are getting the most value from our tools. It’s a nice balance of analysis, collaboration, storytelling, and relationship management.

Tell us how you went about applying for your job: I advertised myself on LinkedIn as #OpenToWork as I had just graduated from my masters programme and ended my contract with Misfits Health, as grocery data consultant. An ex-colleague approached me regarding this current role, which was a nice confidence boost as it showed that my skills and experience aligned well with what Aston Manor were looking for.

From there, the process had two stages. The first was an initial in-depth call with the category controller and HR, followed by a presentation stage. This was where I was given a set of data to analyse and turn into a great brand story.

What’s the best part about working for a food & drink company? The best part about working in food and drink is how dynamic it is. Things are always changing! Shopper behaviours shift constantly, especially as macro-environmental factors evolve in ways we can’t control, and that makes the industry incredibly fast-paced and exciting. For me, the most rewarding part of working in drinks is being able to creatively adapt to those changes, finding new ways to connect with consumers and tell the story of our brands. There’s always something fresh to learn, explore, and respond to.

And what’s the biggest misconception people have about working in food & drink? Well, being in a drinks company comes with misconceptions of people thinking we’re all big drinkers, which is far from the truth.

What advice would you give to other young people looking to get into the food & drink industry? Think bigger picture! Nothing ends up on a grocery store shelf by accident. Every product, marketing activation, and promotion is there for a reason. The more you can start training yourself to think critically about why things are the way they are, the better prepared you’ll be for interviews and your career.

What’s your ultimate career dream? My career dreams evolve over time. I’m so passionate about being immersed in consumer behaviour and having direct insight into what’s behind shifts in shopper behaviour. I’m really loving the invaluable experience gained with a value brand, which has and is still teaching me so so much about accessibility, scale, and connecting with a wide range of shoppers. But I think it would be fascinating to one day understand how luxury brands position themselves, build exclusivity, and create that sense of aspiration. Gathering insight from both perspectives would be a really exciting and well-rounded journey, I think.