Brand Manager of the Week: Sophie Macaulay

Brand manager, Cravendale

Describe yourself in three words.

Bubbly, passionate, direct.

How would you define marketing?

Creating demand in a unique way - one that stands out from the crowd. Good marketing interrupts people from their daily routine.

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

I'd open a patisserie.

What attracted you to your current job?

Cravendale is always transforming, so every day provides new challenges.

What was your first job?

Sales administrator at a Mercedes-Benz garage.

How did you get your first job?

I sent my CV to most firms in York and rang them until one gave me a job.

What was your finest hour?

Launching Cravendale's first brand link up for Disney's The Muppets. More than 130,000 backpacks were claimed in 11 weeks.

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

Kit Kat. It's been around for ever and constantly changes with consumers' needs.

What is your favourite marketing campaign?

Walkers' 'Do Us a Flavour'.

What is your all-time favourite slogan?

Apple's 'Think different'.

Do you have a marketing mentor?

I look to my former boss at Tesco Mobile for advice.

What are your hobbies?

Running, socialising and DIY hell (I'm hoping the latter won't last long).

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

My five-year-old self. Everything was simpler then.

What makes you angry?

People who don't do what they say they're going to do.

What is your favourite pub?

The Star Inn in Harome, North Yorkshire.

If you had three wishes, what would they be?

To make Cravendale the top brand in the world, to have a pause button so that I can stop time and a Harry Potter-esque invisible cloak.

What have been your best and worst freebies?

The best would be a mobile phone, the worst a plastic Olympic torch.

What headline would you most like to read in Marketing?

'Cravendale hits £350m brand value.'