Kevin Hydes was in his third year of a hotel management course when he realised it was not for him. So he completed a night school marketing course. He joined Costa in 2005 and helped create the first digital loyalty scheme for a coffee shop in March 2010. He has since taken on an international role, managing and developing the Costa brand in 30 equity and franchise markets across Europe, the Middle East and Asia.
Best advice: "Don't assume that everybody cares, find the route to making them."