Brand Manager of the Week: Daianna Karaian

Brand strategy manager, EDF Energy

Describe yourself in three words.

Focused, bold, reliable.

How would you define marketing?

A promise made, and kept.

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

A food critic.

What advice would you give someone starting their marketing career?

Work for a brand you really believe in. Life's too short to do something your heart isn't in.

What attracted you to your current job?

EDF Energy's strong focus on sustainability. It's an area I'm passionate about and have always worked in.

What's your greatest ambition?

To be the Steve Jobs of sustainability – or, at least, the Jonathan Ive.

If you were a brand, what would you be and why?

Method cleaning products: plain-speaking, understated and effective. Green, but not preachy about it.

What hobbies do you have?

I love the arts and recently developed a fondness for making mosaics.

What marketing trend is dominating your job at the moment?

Experiential. We have a light show on at the EDF Energy London Eye throughout the Olympics and Paralympics.

If you weren't you, who would you be?

Paul Polman, courageous Unilever chief executive.

What makes you angry?


What is your favourite pub?

The Princess of Shoreditch, near my flat.

What's your favourite holiday destination?

Iceland. Stunning and silent.

If you had three wishes, what would they be?

Health, happiness and a constant supply of salted popcorn. No matter how big a container I have, it never seems to be enough.

What have been your best and worst freebies?

People still give away freebies?

What headline would you most like to read in Marketing?

'Apple and Google in merger talks'. How wonderful would a Goopple-enabled world be?


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