Brand manager of the week: Tariq Dag Khan, chief marketing officer, RatedPeople.com

- Describe yourself in three words.

Passionate, inspirational, focused.

- How do you define marketing?

The goal is always to make the phone ring, at incrementally lower cost.

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

Back in venture capital, or adventure travel.

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

Be teachable, be a team player and work harder than everyone else.

- What attracted you to your current job?

Nascent-market start-ups have been my focus for the past decade. RatedPeople.com represents the next big thing - using the web as a bridge to deliver quality, local services.

- What was your first job?

Investment banking at Merrill Lynch (I was fortunate to be recruited on campus). Then on to start-ups.

- What was your finest hour?

Fatherhood - an incredibly rewarding yet humbling brand-building exercise.

- What's your greatest ambition?

To inspire positive change and growth in whatever I do.

- What is your favourite marketing campaign?

US burger chain Wendy's outstanding 'Where's the beef?'ads.

- What is your all-time favourite slogan?

Best idea wins.

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

Our focus is on optimising yield, but it is important this be done using a co-ordinated yet diversified channel strategy where 1+1 = >2. No one source should be too dominant.

- What makes you angry?

A wayward tee shot. No, seriously, what upsets me is injustice.

- What's your favourite holiday destination?

Aspen for skiing and food; Harbour Island for sun and beach; Buenos Aires for polo and tango; El Salvador for surf and Corona; Cap Ferrat for £35 burgers.

If you had three wishes, what would they be?

That my home renovation would finally end, that all tradesmen were 'Rated', and that I had joined Sergey and Larry 10 years ago.

- What have been your best and worst freebies?

Best: a private U2 concert for NetJets. Worst: first pub event for tradesmen (only two showed up).

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