PROFILE: Are you the one? - Susan Land product marketing manager, mobile division, Samsung Electronics

The mere thought of rubbing shoulders with Keanu Reeves tends to elicit shivers of excitement from the fairer sex. But mention it to Susan Land, Samsung's product marketing manager, mobile division, and all you get is a reserved, rather coy response: initially at least. It's surprising given that the 27 year-old was due to be at the UK premiere of this summer's movie blockbuster, The Matrix Reloaded, with Reeves and other mega-stars.

Some gentle coaxing later, Land's excitement emerges as she admits that it's the icing on the cake after three months of solid work on the electronics giant's latest promotion, which ties up with the film.

"I rarely attend events such as film premieres, so going to the Matrix one is a real perk," beams Land. "There have been a lot of late nights and hard work, but we've done an excellent job on the campaign in a short space of time."

That hard work has been with agency Billington Cartmell. Between them, agency and client have created a below-the-line drive around Samsung's new picture phone V200. The push kicked off last month and gives anyone who buys the item the chance to win a trip to Hollywood and tickets to the premiere of the final installment of the trilogy, The Matrix Revolutions, in November. The drive, straplined "Are you the one?", a reference from the first film, finishes at the end of June.

To win, consumers have to take a picture of themselves with the phone and send the result to an e-mail address. From there they visit a Matrix-themed website and, if their picture is on the site, they have the chance to win weekly prizes. To win the top one, consumers have to enter a tiebreaker.

"When you buy the camera phone the first thing you want to do is play with it," says Land. "This campaign enables consumers to do that. The tie-up with The Matrix Reloaded works because phones are key to the film's storyline."

Playing with new products before they hit the high street is what Land enjoys most about her job. She smiles broadly as she acknowledges how "techy" she sounds when she's talking about being the first person to hold a brand new product.

"Seeing the new products first is a real buzz, something you can't get in any other industry," she says. "The role is challenging and unpredictable. That's a good thing: I'd probably fall asleep if I worked in the marketing department for a product such as filing cabinets."

Land's career to date has been in the technology and mobile sector. After graduating in 1997, she worked for computer giant IBM for three years in its marketing communications division. She says it was a good place to pick up valuable experience, but admits: "I didn't always have much scope to use my skills and I felt like I was a small cog in a huge organisation."

So she went to European Telecom as a marketing executive, which helped her to understand the mobile market by learning about products, tariffs and buying habits.

Asked about moving up the career ladder, Land hesitates as she phrases a diplomatic reply: she's content with her current role, but reckons the next logical step would be head of the division's marketing. "I've wanted to be in marketing since I did my A-levels," she reveals. "I've always had a flair for it and understanding consumer behaviour is something that really interests me."

Samsung is gearing up for another big promotional campaign around the final film in The Matrix trilogy, due here in November. "This time we'll have more time to plan, which will be a luxury," she concludes.


Favourite brand:

Mini Cooper. I love them and I've got one. It's my ultimate dream car

Dream job:

Unrelated to marketing, it would be as Brad Pitt's personal assistant.

Two years ago, it would have been launching the new Mini

If I won the lottery:

I'd like to buy really ugly, derelict buildings and make them look


I'd start my own business and invest in improving inner city areas for


Most embarrassing moment:

I was on a carnival float in heavy traffic, dressed in a clown outfit,

and suddenly my false nose blew off and I was left running down the road

to get it


2002-present: Product marketing manager, mobile division, Samsung


2001-2002: Marketing manager, mobile division, Samsung Electronics

2000-2001: Marketing executive, European Telecom

1997-2000: Marketing communications executive, IBM

1994-1997: Marketing degree, Bradford University Management Centre


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