Brand Manager of the Week: Jenny File

Product marketing manager, Traidcraft

Describe yourself in three words.

Organised, energetic, direct.

How would you define marketing?

Meeting customer needs.

What would you be if you weren't a brand manager?


What advice would you give someone starting their marketing career?

Get some good experience and be aware of what is happening around you in the market.

What attracted you to your current job?

The chance to work for a pioneering organisation like Traidcraft. We're always innovating Fairtrade grocery products.

What was your first job?

Assistant product manager at Pearl Assurance.

What was your finest hour?

Skydiving over New Zealand.

What's your greatest ambition?

For the Fairtrade market to grow even more and for every grocery category in supermarkets to have a Fairtrade offering.

If you were a brand, what would you be and why?

Berghaus. Colourful, enjoys outdoor pursuits.

What is your favourite ever marketing campaign?

The 'It is. Are you?' launch campaign for The Independent, as it's so simple. I went on to work for them.

What is your all-time favourite slogan?

'Guinness is good for you.'

If you weren't you, who would you be?

A swallow, because they're able to fly high and see from above, and to escape to a hot country when they choose.

What's your favourite holiday destination?


If you could get tickets to any event, what would it be?

The 100m final at the Olympics.

What headline would you most like to read in Marketing?

'Fairtrade sales in the UK hit £10bn.' The market is currently worth about £1bn a year - a small proportion of the UK shopping basket. It should be a lot bigger.