Power 100 Next Generation: Carrie Osman, dog portfolio manager, Mars Petcare

Marketing, in association with Engine, profiles 30 of the brightest and best young marketers in the UK today.

What the agency says ‘A rising star showing incredible flair for her core craft of brand portfolio management as well as business change and innovation.'

Work beyond years and peers During her six-year tenure, she has grown share for the Pedigree can to its highest ever position (£80m, up 7% in the year to date, making it the fastest-growing brand in the market). She’s reinvigorated the brand through the 'Good Honest Food' campaign, championed the four-a-day push and delivered innovation, such as the Pedigree Health sub-range.

Brand passion ‘Passion and individuality are cherished and that's why I bounce into work every day.’

Advice to an even-younger self ‘If you don't stand for something you will fall for everything’

Inspirations ‘People who believe there is a better way: Paralympians, marketers, CEOs. Seth Godin’s blog, the Gaping Void blog and Ted Talks also inspire me.’

Proudest project ‘Turning around Pedigree can, changing 30 recipes, improving communications, improving the product, boosting profitability. My team have now led us to our highest share in five years.’

Three words to describe yourself ‘Playful, challenging, curious.’

http://www.linkedin.com/pub/carrie-osman/16/a2/757

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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