Kate Blackmore

Country: United Kingdom
Sector: CPG - Consumer Packaged Goods
Job title: Trade Marketing Manager
Subject of study: Geography
Year of graduation: 2015
Type/Level of study: Undergraduate

Current Employer/Organisation Name

Wella Company

What have you been doing since leaving Exeter, and what are you doing now?

After leaving Exeter I wanted to work for an FMCG company. I applied for a few grad schemes but was unsuccessful, mostly because I struggled with the speed of the Numerical Reasoning Tests! I got a job in sales in Exeter and worked as an Account Manager for just under a year. With that experience I was able to join PepsiCo as a Sales Development Representative (the same job the grad scheme starts on). As an SDR my role was to visit 11 stores per day, speak with the manager and try to educate them about the best range to stock and how to display them, plus help merchandise the fixtures to maximise sales. It was a lot of hard work, and a lot of driving, but I loved working with the customers and it was nice to know that a lot of the leadership team at Pepsi had also come into the company through this role. I was promoted within the year to Trade Marketing Executive, based at PepsiCo Head Office. I had no experience in Trade Marketing at all, but the company supported me to learn the ropes. Trade Marketing is essentially the go-between for Marketing and Sales. Brand Marketing create new campaigns and new launches, Trade Marketing work on the pricing, promotions, forecasts and targets, point of sale materials, planograms, sales presentations, briefing meetings and anything else needed to execute the launch, then sales sell it into customers. After two years in role, I decided I wanted to take some time out to travel. I quit my job and started working for Topdeck Travel as a Trip Leader – essentially my role was to lead group tours around Europe. I would pick up up to 48 18-30 year olds in London, and travel with them around Europe, organising all the on-the-ground logistics and giving tours into the history and culture of each country. I did this for one ‘summer season’, then spent the winter backpacking in Latin America. Then Covid hit! While travelling, I had lined up my next role in my Trade Marketing career, as a Trade Marketing Manager in the beauty industry. I was pleased to know I could come back to my career at a higher level than before, and my employability hadn’t been destroyed by my year of travel! I started working for Wella Company in their Gain/Grow team, developing plans to gain new customers to the business. After one year I was promoted to my current role, managing the execution of Colour campaigns (our biggest brands).

Why did you choose this career? And what do you enjoy most about your work?

I got into Trade Marketing mostly at the suggestion of the management team at PepsiCo – when the role came up, they recommended me for it and felt it would suit my skill set. I hadn’t even heard of Trade Marketing when I was at university! I love that my work is closely linked to the execution of campaigns and has real tangible results – even just walking past a salon window and seeing POS I created. I also love how cross-functional Trade Marketing is as you really do work with all parts of the business – you work most closely with Sales and Marketing, but I also have to work with Supply Chain to ensure we have the right forecasts, with Finance to build the promotions and EComm to ensure the digital side of the business matches what we put out in person, with Category Management and Consumer Insights to ensure we get the messaging right and so much more!

Please tell us if you were a member of any societies, groups or sports clubs?

I was an active member of Debate Society.

Were you part of the Exeter Student Ambassador Scheme at any point during your studies?


What did you enjoy most about your programme and what was the biggest highlight?

I was really passionate about Geography, having moved across in second year when I realised I didn’t want to study law anymore! This made me appreciate the lectures even more. I particularly loved the Political Geography modules with Nick Gill.

What skills and experiences have been most useful for your career?

I think the biggest take-away from my time at Exeter was learning to put yourself out there and try new things.

What advice would you give to a current student who wishes to pursue your career?

I wish I’d known, when I was at Uni, that there are a million different routes your career could take. There are different ways to achieve the same result – the career I have now is the same as if I had got onto the grad schemes. There are pros and cons of each approach – grad schemes tend to offer additional support and can offer a faster pace of progression, but often at the expense of control over your career and you sometimes have to work stints in jobs you wouldn’t necessarily have chosen. It can be a bit harder (but not impossible) to progress at the same pace off the schemes, but you can absolutely work for the same companies, in the same roles, and you’ll have more choice over which moves you make internally. I was also so scared to take time out to travel, but I would recommend it to anyone!


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