Getting Ahead: Kerry Reid

Name: Kerry Reid
Company: Epson UK Limited
Job title: Head of Marketing

What made you want to get into brands/advertising/media/marketing?
I’ve probably not followed the most conventional route in to a marketing role. I’ve come from a broad commercial background and with experience across many commercial areas, marketing became the next natural progression and I decided to build on that to increase my skill set. My earlier role at Epson gave me my first absolute marketing responsibility. Obviously with much more involvement in marketing than previous roles I have certainly built on the marketing experience I had gained to date. I love the thrill of creating a proposition, seeing it all the way through to execution and finally seeing the positive impact on revenue.

How did you get into the industry (including relevant qualifications and professional training)?
My involvement in marketing is a result of my career evolving to cover a broader area of business. My consumer background brought me to Epson and that role developed to include involvement in, and now responsibility for, marketing as well a product management and PR.

My degree from Manchester Metropolitan University was a BA (Hons) in Economics. I also completed an Executive MBA just over 5 years ago and this gave me the right tools to progress my career to a more senior level.

What was good and bad about your first job.
My first job was as a Gas Operations Analyst for Elf Gas & Power. It was at the time that the gas market deregulated, so it was a very interesting time to join the industry as it got used to its new status. It taught me a lot about commercial law, trading and forecasting. The bad bit? It was a 24 hour role. I didn’t have to work 24 hours of the day but I did have to do shift work; I never did adjust to that.

List your jobs to date
Elf Gas & Power – Gas Operations Analyst
Chevron Texaco – Retail Operations Analyst
                       – UK & Ireland Commercial Pricing Manager
                       – European Commercial Planning Manager
Homebase – Merchandising Manager
Instore PLC – Merchandise Controller
Epson – Consumer Business Manager
         – Head of Marketing (Director Designate)

What were the best and worst, and why
The best role has to be my current role. It calls on both my commercial and marketing skills. I cover a huge range of products and propositions, and being in the technology sector, it’s fast paced and allows me to make a real impact upon the revenues of the business.

My worst role, has to be my first role; purely due to the shift work.

Who has been your biggest inspiration?
I think there are two people who have really inspired me. Andrew Tong at Chevron Texaco; he’s a consummate professional and allowed me the space to learn to be a line manager and to spread my wings and try new ideas and concepts.

The second is Nick Butler, Managing Director at Epson. In many ways we think along the same lines but he will always offer a unique view on something. He’s seen the potential in me and has given me a fantastic opportunity here at Epson. I know, with his support, we will continue to make a strong impact in the markets we operate in.

Who in the industry do you most admire?
Other than my own team obviously! It has to be the marketing team at Apple. They have a single minded approach to the brand and its values across the globe.

What is your biggest achievement to date?
I think that has to be studying and obtaining my MBA whilst working full time. It was very hard work but worth it in the end.

On what do you base your success so far?
I thrive on hard work. I can cope with high volume, fast paced demands and get a great deal of satisfaction out of the results achieved. That and an ability to communicate on all levels have served me very well.

What are your ambitions?
I want to see Epson continue to develop leading edge technology to inspire people and transform the way in which they view and work with images and photos. My ambition is to see the Epson brand recognised in business markets in the same way as it is in the consumer market today.

Change one thing about your job:
Bigger budgets always certainly help!

Change one thing about your industry:
Stop price deflation – in my dreams!

Change one thing about the world:
Can I have two? Invention of a new clean fuel source and for chocolate to have zero calories and still taste as good!

What is your favourite brand?
Apple

What is the next big brand in your view?
Best Buy are planning a big entry into the UK. Undoubtedly, they will become a key player in the retail market and anyone in consumer markets will be watching that space.

List your “media diet:
Retail Week, The Economist, Marketing Week, the FT, Radio 4’s Today programme. Oh, and Heat when I want a break from reality.