Oato’s Lawrence Moore on ROI, Woolworths and lasagne

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Oato Lawrence Moore

Name: Lawrence Moore

Job title: Commercial director

Company: Oato

What was your first job? When I was about 15, I used to work after school in a petrol station. We offered attended service, so I merrily filled up cars with fuel and did the odd jet-wash. That’s where the tips were!

I always remember being genuinely happy in my work back then and that’s always something I have tried to keep hold of throughout my career.

What’s been your worst job interview? I can’t recall any absolute disasters, but the most ambitious thing I ever attempted at interview was to crack a joke in French, when interviewing for a very well-known French automotive brand some years ago.

At the time, I thought it landed pretty well – but I didn’t get the job!

“I love data and insight, but part of me thinks we have lost a little human instinct”

What was the first music single you bought? It was either a Town Called Malice by The Jam, or Ghost Town by the Specials in the early 1980s. Can’t remember which, but it was certainly “town-centric” in its theme.

The 7” vinyl will almost certainly have cost 99p, have been bought in an independent record shop or Woolworths and been the single most exciting thing that happened that week. I’d have brought it home and been cautioned by my dad to be “careful with the stylus”. Happy times.

How do you describe your job to your friends? I work with a great bunch of talented people, selling the freshest oat milk on the market via supermarkets and milk rounds. There’s nothing better than collaborating with an amazing team, great customers and selling a brand in which you have unwavering confidence.

Most of my friends work in very different fields and are always fascinated by food & drink. That’s what I love about it – it’s universal.

What is the most rewarding part of your job? I love working in a challenger brand business, counting on each other to move things forward. There is real joy to be had in achieving something together and being able to make decisions quickly. I have always enjoyed that about SME environments.

The other great part about grocery is that you can see shoppers interact with the brand, too. I’ve always found that rewarding.

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What is the least rewarding part? Trying to get to which bit of your brand marketing is actually generating ROI! Always tempting to confuse correlation for cause.

What is your motto in life? I have always been fond of the quote, “If you want to build a ship, don’t summon people to buy wood, prepare tools, distribute jobs, and organise the work; teach people the yearning for the wide, boundless ocean.” from Antoine de Saint-Exupéry.

It appeals to the romantic in me, but also, I firmly believe we can all get enchanted by “what’s next” and forget about our purpose, which should ultimately drive us.

If you were allowed one dream perk, what would it be? A teleportation device to the office, so the Thelwall Viaduct no longer plays any role in my working life. That, or a fantasy zero-emission version of a Koenigsegg, to make my journey more exciting!

Do you have any phobias? Not really. Hippopotomonstrosesquippedaliophobia is certainly my favourite name of a phobia. I love the inherent irony. But I find dance floors quite anxiety-inducing.

If you could change one thing in grocery, what would it be? I think there is sometimes a little too much faith in systems and technology when it comes to decision making. I love data and insight, but part of me thinks we have lost a little human instinct and (dare I say) creative risk-taking within the sector.

What luxury would you have on a desert island? If I am not allowed my wife and family with me, then a full and authentic recreation of Augusta National Golf Club would do nicely, thank you. Also, to have fellow Northern Irishman, Rory McIlroy on hand to help me with my gloriously imperfect swing.

What animal most reflects your personality? A border collie. I am naturally industrious, driven and curious about pretty much everything. I also like biscuits and long walks!

What’s your favourite film and why? I adore film, so this is a tough one. Inception is certainly much admired. It has a complexity that allows for repeated watching and the discovery of small details which you may previously miss. That’s not an easy thing to craft and still appeal to a mainstream audience.

What has been the most embarrassing moment in your life? For me or my family? I am sure my two sons could give you a list! I don’t think I embarrass easily, outside the aforementioned dancefloor.

Which celebrity would you most like to work with and why? I would love to work with Roger Federer. He is my absolute sporting hero and conducts himself with unbelievable grace under pressure. We can all learn from that.

I cried far more than I should have watching the documentary on his retirement and his relationship with his colleagues, rivals and the genuine love he has for the game of tennis.

What would your death row meal be? My wife, Rebecca, makes an Italian grandmother-rivalling lasagne! A bottle of any celebrated northern rhone would certainly accompany that. For dessert, trifle or a vanilla slice. I am a seventies child – what can I say?