Why did you decide to join Warburtons?
I decided to join Warburtons purely and simply because it’s a great brand with a great tradition. The people at the company are inspiring and a pleasure to work with. I also decided I wanted to live in the North West and this provided me with a great opportunity to do so.

What do enjoy most about your role?
The reason I enjoy this job so much is the great variety of things that I get to be involved with. Helping the Warburtons brand continue to grow also makes this role exciting. We can never rest on our laurels!

What makes your brand stand out in a very competitive market?
There are two reasons why Warburtons stands out. Firstly, the freshness and quality of our product is better than the competition. The ingredients we use are superior as are the skills of our bakers.

What also makes us stand out is our brand image: we are a real family owned bakers with a passion for bread unlike the majority of our competitors.

Are there any other brands you admire?
There are masses of brands I admire. One that particularly stands out for me is Innocent. They were really ahead of the game in tapping into an uncatered for need for their target market which allowed them to steal a march on many larger, more established competitors.

Guinness' consistency is stunning: they invariably create high quality campaigns and the continuity of their brand building over time has paid dividends.

Another sector which I think really understands the power of communicating differentiated emotional benefits in what could otherwise be a generic area is the luxury car market. BMW stands out for me as it has really owned a sense of status and conveys the message of what BMW means to their customers in its communications superbly.

What is your new campaign about?
The strapline for our campaign is ‘Bakers Born and Bred” .We are a real family of bakers with a passion for bread who care deeply about delivering the finest quality to our consumers and customers.

Is there a motto you live by when working?
‘Enjoy yourself and be yourself.’ That’s when I believe you’re at your best and when you enjoy working for a company. It’s the best way to be.

How do you think you are perceived by your customers?
I think we are perceived very positively because we help them to grow their own businesses by selling them a product that people really enjoy and is renowned for its quality. Our customer service levels are also exceptionally high, which is critical in a 24/7 high volume logistical industry like bakery.

What are your goals for your brand this year?
Our key marketing goals for this year are to increase our consumer penetration and frequency and so increase volume sales and brand share, all of which I am happy to say are ahead of target currently.

And finally…

What’s your favourite sandwich filling?
Ham and tomato – a classic sandwich filling!