Newcastle University Business School

Caroline Watt

Alumni profile


About Caroline

Current job: Brand Manager at Pernod Ricard UK
Current location: London
Nationality: British
LinkedIn: Caroline Watt


About Caroline's career

Since graduating, what have you gone on to do?
When I graduated in July 2017, I was delighted to be offered a job as an Assistant Brand Manager (ABM) at Pernod Ricard UK, the company I undertook my 'Bright Futures' year in industry with whilst at university. I have been responsible for Malibu, Havana Club and Kahlua, assisting in developing marketing strategies for the brands, bringing new products to market and creating fun consumer experiences to bring the brands to life. There is nothing more exciting than seeing a product or media campaign you have been working on appear in stores and on billboards/TV/ social media across the country. After nine months I was promoted to Brand Manager and I am now looking after Malibu & Kahlua building on the knowledge and relationships I had previously developed as an ABM.

Is the above what you planned to do before starting university?
My interest in marketing developed during my time at school when I studied Business Studies and always found the way companies advertised their products fascinating. However, it wasn't until I under took my year in industry that my interest in the drinks industry developed. I can't go into a supermarket or bar now without scanning the shelves to see if our brands are listed.


About Caroline's Newcastle experience

What was your favourite thing about your course?
I really enjoyed the Business Enterprise module I undertook in second year as this gave us the chance to set up a business for the year, gaining experience in writing a business plan, being mentored by a local Business Manager and actually having a go at selling. 

Did you complete a placement year/study abroad/summer internship during your time at Newcastle?
As previously mentioned above, I undertook a Bright Futures Insights and Marketing Internship at Pernod Ricard UK working on Havana Club and Plymouth Gin. My job involved community managing the brands social media channels, assisting in coordinating and managing Havana Club events, producing monthly insight reports and assisting with yearly brand plans for both brands. My year in industry went on to inspire the topic for my dissertation 'Consumer Purchasing Behaviour in the Spirits Industry' and ultimately resulted in my return to Pernod Ricard UK after I graduated to build on the knowledge and relationships I had previously developed.

What extra-curricular activities or societies were you involved with during your time here?
I was Treasurer of Newcastle University Sailing Team, a member of the Kick Boxing Club, a Peer Mentor for the Business School, a member of the Business School Student/Staff Committee and a Placement Ambassador in my final year to assist second year students who were applying for internships.


About the future

How do you see future technologies and new ways of working (future of work) affecting your sector?
Technologies are continually advancing. These will affect multiple touchpoints in the drinks industry, from new machinery and processes that aid the production of our products, to the latest digital platforms that we can use to communicate with consumers. It is important to always stay up to date with these advancements to ensure we are delivering great opportunities for our customers to maximise wine and spirits sales.


Profile uploaded: 01/05/2019