Kevin Sinfield describes himself as a Bettys & Taylors of Harrogate ‘lifer’, having spent 20 years at the business, which owns the Yorkshire Tea and Taylors coffee brands. He is credited for helping to deliver revenue growth for Yorkshire Tea of over £20m in just over two years, increasing market share from 12.8% to 17.9%. He was also responsible for implementing a new marketing strategy in 2013 that led to 750,000 new homes becoming Yorkshire Tea drinkers. Thanks to activity like this, the brand was a surprise entry on YouGov BrandIndex’s annual ranking of the top UK brands, coming in at number seven, a feature of which he is justifiably proud. “Hopefully the best is yet to come when Yorkshire Tea overtakes Tetley to become number two in the standard black tea market,” he says. This ambition to overtake its competitor has been supported by a significant marketing commitment including the launch of a £5m campaign last year. “Defying conventions can deliver the cut through that you need with consumers,” he adds.
Best advice: “Trust your gut. Instinct is a powerful tool and nobody knows a brand better than the people who manage it day in, day out.”