Claudia Sampson
Brand ManagerAre you a graduate? If so, what did you study?
No, however my background is quite art based and I have always had a keen interest in fashion.
Brief description of what you do.
I oversee all aspects of the brand from the in-store environment and visual merchandising, store recruitment, training the teams on our brand message, to supporting all the Aubin teams within Head Office, Design and Production, Store Design, PR etc.
I head up the marketing and events for Aubin and Wills, so create a calendar of in-store events to fit in with the lifestyle of the Aubin and Wills customer. I also work closely with the graphics and web teams to ensure the right content is going on our website and also in our almanac.
What is a standard day for you?
There isn’t really a standard day for me, each day is totally different to the next, which is one of the elements of the job I really enjoy.
One day I may be in the office liaising with all the different departments within Aubin and Wills, the next I may be in stores supporting the Visual Merchandising team on rolling out new VM concepts or launching a new season. Next I may be out and about meeting potential artists to perform at one of our in store events. I also travel quite a lot to get inspiration.
What skills have you come to rely on most in your position?
Communication is key – I have to liaise with so many different people that I have to ensure I communicate clearly and tailor my communication skills to the individual.
Adaptability is also a skill I have to rely on, as the brand is constantly growing and developing, I have to too. We are still a fairly small company so you always seem to go above and beyond the basics of your role, I am sure my role differs a lot to that of other brand managers.
If you had to pick one positive and one negative aspect of your job what would they be?
The positive is that I really enjoy being part of defining a brand that it is at such an early life stage - from seeing ideas and concepts right through to fruition.
The negative is managing my budgets!
How did you get into your role?
I moved over from my role as Area Manager for Jack Wills, it was the perfect transition as Aubin and Wills is the next life stage from Jack Wills customer and that was where I was at too!
Do you do any type of networking? If so, what?
Yes, lots. I have to network at all of my events to find new talent to possibly use in the future and to ensure everyone enjoyed them. I also attend a lot of other private views, book clubs etc to meet potential artists we may be interested in working with in the future, and also to get inspiration for our events. I work with Selfridges and Soho House Group amongst others.
Is there any advice that you would give students looking to get into your field?
Be inspired – absorb everything around you as it may give you an idea for your brand in the future. Ensure you read, watch, listen, travel as much as possible!
Is there anything else you think we should know?
Ensure you work for a brand that you feel passionately about.
