Brand Manager of the Week: Malcolm Parkinson

UK country manager, Welch's

Describe yourself in three words.

Intelligent, bold and charismatic

How would you define marketing?

Working out what the consumer wants, then giving it to them.

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


What advice would you give someone starting their marketing career?

Learn the basic principles and keep it simple.

What attracted you to your current job?

It is like running your own business; making all the business decisions for the UK. The Welch's brand has massive potential to expand as the UK's leading grapejuice range.

What was your first job?

Salesman for Mars Confectionery.

What was your finest hour?

Getting my pilot's licence. It's like learning to drive, only 10 times harder. You fly the plane, navigate, speak to air traffic control and become a weather expert while in the air.

What's your greatest ambition?

To fly a Spitfire.

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

Virgin. It is a charismatic brand that touches people's lives at many levels.

What is your favourite ever marketing campaign?

Nescafe's 'Love affair'. It connected with its target market.

What is your all-time favourite slogan?

Ronseal's 'It does what it says on the tin'.

Do you have a marketing mentor?

Bill Hewins, vice-president, international, Welch's.

What hobbies do you have?

Golf, flying and my wife's horses.

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

Sir Richard Branson.

What makes you angry?

People who waste my time.

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

The US Masters golf.

What have been your best and worst freebies?

Best was a free golf weekend in Portugal, where I got my first hole in one; worst was a weekend for two in Doncaster.