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The Power Team

Thursday April 12 2012    |     Views: 4052    |     Comments: 0   |     Print    Bookmark and Share





Baileys Irish Cream is a universal brand enjoyed by people all over the world.  An Irish whiskey and cream based liqueur, the trademark is currently owned by Diageo,  the world’s leading premium drinks business with an outstanding collection of average alcohol brands including Johnny Walker,  Crown Royal, J&B, Windsor, Buchanan’s and Bushmills whiskeys, Smirnoff, Ciroc and Ketel One vodkas, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.
Baileys can be enjoyed by itself, over ice, or as part of a variety of cocktails. It is also commonly used as an addition to coffee in lieu of cream or sugar. Promoting a brand like this and making sure it gets to the end consumer is no mean feat. Behind every sip of Baileys is a group of hardworking women who ensure that the liqueur is delivered meticulously.
We present to you the crème ladies behind the cream brand. Baileys is the most adored spirit brand, and it’s the job of Patricia Jemibewon, Head of Marketing, Spirits, to keep it that way. Brand Manager for the Baileys brand, Folakemi Brown-Emodi is charged with building volume and bringing the brand to the hearts and minds of consumers. As the Finance Manager, Busola Doregos is in charge of investment and profitability. Osato Walter Wong is responsible for managing Baileys’ promotional activities and the outlets that carry Baileys, while Dorcas Mashingil supports implementation and execution of Baileys activities in all over Nigeria.















Patricia Jemibewon
Head of Marketing, Spirits


Tell us about you, your educational background and how has it helped you in your current position.
People always get confused when they see me – they expect a Nigerian because of my name, they expect an American because of my accent, and then they see a Taiwanese.  I am all – a Taiwanese American, married to a Nigerian.  
Educationally, I received a BBA in Marketing at the University of Texas, and an MBA in Marketing and Strategic Management at Wharton, the University of Pennsylvania.  I learned the theories and the frameworks on how to look at business, not just marketing.  Then, I used the networks that I made at school to help with career opportunities.  Beyond that, I met my husband at business school.

As a member of the Bailey’s team, what are your core responsibilities?
It’s the most adored spirit brand, and my job is to keep it that way.  We are constantly looking for new and innovative ways to connect with our consumers.  That starts with big campaigns where we remind Nigerians how Baileys is a great drink to have when you are really enjoying your time with friends, and goes all the way down to the luxury jewelry line that we reward our consumers with when they enjoy a Baileys.

Would you say you are in the ideal job you always hoped for? Why?
My life is always changing in ways that I can’t imagine.  So am I where I always dreamed I would want to be?  No.  There’s still a lot more for me to accomplish.  But would I rather be anywhere else right now?  No.

Please describe a situation when you were asked to do something, but later on the direction was changed. How did you deal with it?
Direction always changes as life is always changing. We don’t live in a static environment, and we have to move with it.  The situations are endless – how I deal with it is the same.  Move fast and adapt.

What is more important to success — a good product or good executive management team?
Hard question – it’s both.  But if I had to choose, probably a good management team.  Because if your product is bad for whatever reason, it takes a good team to identify the issue and resolve it.

In your current position, in a typical day, how much time do you spend communicating with prospects and customers?
A lot – if I am not close to how my product is performing, then I’m not doing my job.  But I also have a lot of experience within my organization that I spend time learning from.
What approach do you take to ensuring that your team is effective and motivated?
The biggest thing is openness and honesty.  When we do a great job, we celebrate.  When we don’t do our best, we hold ourselves accountable.
A product is only as good as it is promoted. How do you ensure that the Bailey’s brand is promoted properly?
I don’t always have the answer.  But if I have done everything I can to ensure it’s a good program – used research, use the brand guidelines, etc – then I go for it.  And if it isn’t right, I fix it.

Most brands in your collection are alcohol-based. How do you ensure proper and responsible use of your products?
Drinking responsibly is very important to Baileys, so we ensure everything we do has a drink responsibly message.  For every program, we govern ourselves through a set of guidelines, which includes how we advertise, and how we act in any event – like making sure everyone goes through our responsible drinking training, ensuring all those we serve are legal drinking age, to name a few.

What are the major challenges you face in your job?
I never think anything is good enough, so I’m always pushing for more.  I put a lot of pressure on myself and it’s probably not the best.
How do you balance your work with your personal life?
It is sometimes hard to balance your role as a professional, a wife and a mother, especially when the kids are young and haven’t found their independence.  I work hard when I’m at work, so that I can be there for my family when I’m at home.  And when I need help, I ask for it.
How do you spend your spare time?
I go out with the girls when I need to release, I go to dinner and the movies with my husband, and I play with my kiddies.  We try to go out for Sunday brunch as a family every week, and I really enjoy that.  It’s also really important to me to connect with my family and friends back in the US.












Folakemi Brown-Emodi
Brand Manager - Baileys

Tell us about you, your educational background and how has it helped you in your current position.
I’m married to my best friend (a really cool guy) and we have two beautiful sons. I graduated from university in 2000 with a Bachelors’ Degree in Microbiology from Olabisi Onabanjo University, Ogun state, and then got a Post graduate Diploma in Business Administration and a Masters’ degree in International Public Relations both from Cardiff University, Wales UK in 2005 and 2006 respectively.
My entire educational background, though not in Marketing per se, has shaped my perspective on Marketing, the industry and how I do my job. To be a good marketer, you have to ‘be’ the consumer you are targeting and explore what appeals to that consumer – that’s the ‘art’ of the role. The science is what you learn from experts that are your managers and mentors as well as policies and processes that guide the job role.

As a member of the Bailey’s team, what are your core responsibilities?
It’s actually my responsibility to ‘manage’ the Baileys Brand as one would manage an entire company. I manage its advertising budget, oversee and direct the creative and experiential agencies that work for us, strategize and conceptualize plans that not only build volume but bring the brand to the hearts and minds of consumers.

Would you say you are in the ideal job you always hoped for? Why?
I’m living my dream!!! I manage an iconic brand that speaks to me even on a personal level as one of its most adoring consumers, in one of the best companies in the world. Definitely the ideal job!

What is one of your defining experiences working with the Baileys brand?
The “Spoil your friends” Dinner! We invited about 30 well known female celebrities to a dinner hosted by Baileys where each lady brought their own best friend. It was an absolutely fabulous event because we got to know the people our celebrities cherish in their personal lives and Baileys helped celebrate those friendships.

Please describe a situation when you were asked to do something, but later on the direction was changed. How did you deal with it?
Oh, this happens all the time. In a market as dynamic as Nigeria, you have to be flexible and ready for things to change with no notice, especially when you are dealing with factors out of your control. The solution is to anticipate 10 different scenarios and plan for 100.

What is more important to success — a good product or good executive management team?
Your people are always your most precious resource. Even if the product is perfect, it is dependent on the management of people to make sure it’s positioned correctly. (A good product also does not hurt)

What approach do you take to ensuring that your team is effective and motivated?
It’s important to have great interpersonal skills and a very open demeanor. When you are able to carry your team along on the journey, they see your vision as theirs. It also pays to see them as people with a life outside of work. That way, you are able to relate to them with understanding; people appreciate that.
What are the major challenges you face in your job?
Rising costs in all things such as media, transport and other activity mechanics make it difficult to deliver optimum results on my activations

How do you balance your work with your personal life?
I have a saying: “Let home stay at home and work stay at work.” It’s not always easy especially with two kids under 5 years old. You just have to learn to prioritize. My husband and kids mean the world to me and spending time with them is very important, so I try not to take work home with me. It’s not always easy but we try to make it work.

How do you spend your spare time?
With my life so full, spare time is like gold dust! But when I can, I watch movies, go shopping and work out at the gym.














Busola Doregos
Finance Manager, Diageo Brands


Tell us about you, your educational background and how has it helped you in your current position.
 I’m married to my best friend and confidant and we are blessed with a beautiful daughter. I attended Queens College Lagos, graduated from the University of Lagos with a Bachelors’ Degree in Accounting, and then got my accounting professional qualification (ACCA).  After which I later decided to get a Master in Business Administration from Kent Business School, UK. My entire educational background definitely played a significant role in my career choice. I also have no doubt that the skills and experience gained so far have been valuable contributors in my current position.

As a member of the Bailey’s team, what are your core responsibilities?
 As the finance manger, my role is to ensure Baileys is well managed for increased sales growth, appropriate investment and profitability.

Would you say you are in the ideal (desired) job you always hoped for?  Yes Why?
As a little child, I grew up wanting to become a certified accountant and one of my role models was Chief Mrs Kuforuji Olubi ( Nigeria’s first  female Certified accountant). Being a certified accountant and working on an International brand like Baileys has been enjoyable and satisfying. Indeed I have no regrets about my choice of career.

Managing finances is not as easy as most people think. How difficult or interesting would you say your job is?
 Every job comes with its challenges, but what is important is your ability to overcome those challenges at the same time while enjoying what you do. If I were to choose a different career I would say finance again. My job as a finance manager has enriched my life, not materially nor in terms of cash, but in terms of the exposure and capability developed from having to understand consumers, customers, sales, markets and the total business in order to make cost effective decisions and deliver profit.

You have no doubt made huge achievements on your way up to this position. What other achievements do you think you'd love to attain?
To be a finance director in the near future of a leading multinational company and I’m also very passionate about having a consultancy business of my own.

Are your brands self-sufficient or do you generate revenue from other means?
We mange each brand on its own as one would mange an entire business , and our  ultimate goal is to ensure our brands  generate sales for growth and profitability .
What are the major challenges you face in your job?
Dealing with increasing cost of doing business in Nigeria, and in the light of this delivering profit for the company.

How do you balance your work with your personal life?
It’s a balancing act that one continues to perfect as the years roll by and life changes.  I try to put my family first and ensure I am there for them as much as possible by making sure I create time in the evenings when I get back from work,  and leaving my weekends free.

How do you spend your spare time?
Being a great music loving person, I enjoy listening to music, watching movies and shopping. Also very important to me is being able to spend quality time with my daughter to play games, watch TV and sing nursery rhymes.



















Dorcas Mashingil

Tell us about you, your educational background and how has it helped you in your current position.
My name is Dorcas Mashingil, from North Central Nigeria; to be specific, Plateau State. I’m a graduate of Public Administration but interestingly I practice marketing due to my love and interest in brand building. I have attended several courses/training in marketing that broaden my knowledge in Brand Management and Marketing as a whole. However, learning on the job is still my greatest experience.

As a member of the Bailey’s team, what are your core responsibilities?
Basically, I support in managing, implementation and execution of Baileys activities all over Nigeria. My core function is to help bring the Baileys vision to real life and so far the experience has been phenomenal.

Would you say you are in the ideal job you always hoped for? Why?
I have always wished to work on international brands. Working on Baileys has made my career dream come true. Even though the job has its challenges, I can boldly say I am in the ideal job I always hoped for.

Please describe a situation when you were asked to do something but then later on the direction was changed. How did you deal with it?
Sometimes it’s not easy but considering the type of environment we work in, most plans are not “cast in stone.” So you adjust and move on.
 
What are the major challenges you face in your job?
The rate of inflation in Nigeria is affecting the cost of advertisement in such media channels as Outdoor, TV, Print etc. The cost keeps increasing year on year and thus increasing cut-through level and impacting on effective media planning.

How do you balance your work with your personal life?
Hmmm, it’s not always easy but I try to respect my time at home and treat home as home time especially at weekends. In as much as I work hard, I enjoy my spare time. Sometimes I watch movies, go shopping and try to exercise more often.








Osato Walter Wong


Tell us about you, your educational background and how has it helped you in your current position.
I am Mrs Osato Walter Wong. I’m the first in a family of four.  I had my secondary education at Presentation National High School, before proceeding to Ambrose Alli University, Ekpoma where I had my first degree in Chemistry. I got a Post graduate diploma in Management from University of Calabar. My educational background as a chemist has made me an analytical thinker and a result-oriented person which has enabled me in delivery my core responsibilities in my current role.

As a member of the Bailey’s team, what are your core responsibilities?
My core responsibilities are managing Baileys promotional activities and the outlets that carry Baileys.

Would you say you are in the ideal job you always hoped for? Why?
Yes, I would say I’m in my ideal job because I had always loved challenges and always wanted that job that will bring out the best in me. My background as a chemist has greatly helped in delivering my key performance indices as a retail manager.

 What are the major challenges you face in your job?
Because my job entails commuting from place to place, the traffic situations in Lagos is a major challenge to meeting my daily goals.

How do you balance your work with your personal life?
I always make friends out of the people I meet in the course of my work and I introduce the people in my life to the Diageo culture of celebrating life every day, everywhere.

How do you spend your spare time?
I love to chill at home with my husband and a glass of Baileys on ice and watch movies.


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