Keeping BP UK’s retail brand on consumers’ minds and ensuring all of its retail outlets communicate the same positive message is a tough call, says Claire Grimes.
“The hardest part of my job is juggling a host of different projects and making sure different aspects of brand development all tie in while fitting in day-to day administration,” she says.
But as BP UK retail brand manager, a post she took up nine months ago, Grimes relishes the challenge. Having progressed from offer manager for BP’s Wild Bean Café outlets through brand manager for Wild Bean Café and BP Connect to her current role, she is in her element.
As she talks through her last full week, she conveys the impression of someone who can keep several plates in the air at once.
The week kicked off with a meeting between Grimes and her marketing colleagues from overseas BP retail operations. “We discussed global brand development,” she explains, “making sure the look and feel of the offer is consistent across the world.”
The emphasis shifted back to the UK on Tuesday, with meetings covering future
above-the-line marketing and reviewing last year’s below-the-line communications and budget management.
“On Wednesday, we looked at this year’s PR plans and met our trading team to discuss proposals for initiatives such as increased sampling.”
And after late night customer focus sessions tasting new products on Wednesday and Thursday, she ended the week with the advertising and sales promotions team, assessing the latest consumer research.
In a week full of late hours and lengthy meetings, Grimes’ enthusiasm for the task keeps her going.
She says the best part of the job is communicating directly with shoppers.
“It’s great to get out there and see what the consumer is saying about our offer.”
keeping several plates in the air