Feature

Brand Manager of the Week: Cara Laing, Brand manager, Bowmore

Describe yourself in three words - Ambitious, determined and loyal.

- What would you be if you weren't a brand manager?

I'm definitely a frustrated interior designer.

- What advice would you give someone starting their marketing career today?

Get as much work experience as possible, ideally client and agency-side. It'll give you an excellent overview of both sides of the fence.

- What attracted you to your current job?

I work on dozens of projects from NPD to updating our Facebook page and regularly visit our distillery on the island of Islay.

I couldn't ask for more.

- What was your first job?

My first proper marketing job was as an ad exec for the Union Advertising Agency in Edinburgh.

- How did you get your first job?

I pestered the life out of the managing director until he finally agreed to meet me.

- What marketing trend is dominating your job at the moment?

Social media - I'm always updating our Facebook page to keep people interacting with us.

- What's your greatest ambition?

To do a skydive to overcome my fear of heights.

- If you were a brand, what would you be and why?

Ralph Lauren. It's a classic brand that manages to appeal to all ages.

- What was your finest hour?

Launching the Bowmore Vintage Series with the 1981 last year.

- What is your favourite ever marketing campaign?

Dove's '北京赛车pk10 for Real Beauty'.

- Do you have a marketing mentor?

My dad, who is very creative.

- What is your favourite pub?

The Widder Bar in Zurich.

- What's your favourite holiday destination?

The US.

- If you could get tickets to any event, what would it be?

Formula One in Monaco.

- If you had three wishes, what would they be?

That I could have never-ending wishes, that all my wishes come true and that all my friends could have a wish too.

- What have been your best and worst freebies?

The best was a Mulberry bag, the worst a Frisbee from a leading premium vodka brand.