Page 23 - BOSS Today Issue 10

example, many were initially to make the presentation herself.
scathing about it. The judges were impressed
Kyrsten agrees that there with what she had to say.
always has to be room for “Our winner has made a major
innovation. “As a European difference in her organisation
manufacturer a great deal of in a very short time,” they said,
time and effort is spent ensuring “through applying lateral
we are always at the forefront thinking, influencing skills and
of innovation in both the determination in engineering
books and pads and filing and change in a very traditional
organisation categories,” she environment. She is a balanced
says. and very capable individual
who defines the description
Ease of shop ‘professional’ really well.”
Another major focus within Halley says she is very pleased
the Oxford brand manager’s to have won the award, but the
role is ensuring that both her hard work isn’t over yet. “This is
customers and the end users’ a five year plan” she says, “and
“ease of shop”, as she puts it, is we are only two and a half years
maximised. “We built quite a through it. There is much still
community of customers also to to do.”
look at things like ease of shop,
and how customers might seek Team
out what they want more easily, Like all good winners, she also
therefore boosting our trade acknowledges the help of her
customers sales,” she says. team. The good thing about
That can sometimes be Hamelin, she says, is that they
a more challenging job for have all come from different
a manufacturer who is not backgrounds. While she herself
involved in direct selling. Both used to work in the animal
Hamelin brands Halley works care industry, others on the
on are distributed through marketing team have come
wholesalers and dealers, so a lot from the worlds of food, DIY, and
of work is done on areas such financial services. Few of them
as catalogue display, on-pack have been in office products
promotions and retail POS throughout their career. “We can
material to help this process. bring in ideas from elsewhere,”
Another responsibility has she says. “The whole
been organising a TV advertising The environment probably
campaign for each of the last helps as well. Hamelin is based point of
two summers to time with the just outside Newmarket, the
back to school period. home of racing, and Halley, getting your
“TV advertising is great,” she who comes originally from the
says, “because the whole point Borders, has a love of horses. message
of getting your message across She lives in Cambridge too, so
in TV advertising is that you are market research on students across on
interrupting your customer’s – key consumers of her brands – TV is that
viewing. This has enabled us should be good.
to target new segments, such “Yes, it would be,” she says, you are
as the student market, more “but the only trouble is that the
effectively.” brand name is Oxford!” interrupting
The result of all this hard work
has of course been the hike in n For more inFormation your
sales, but also one very happy contact the BoSS
boss: director of marketing Federation on customer’s
Gerard O’Mahony put Halley in 0845 450 1565 or visit
for the award, although she had www.bossfederation.co.uk viewing.”

November/December 2011 | BOSS TODAY 23

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