Name: George Holt
Age: 28
Job title: Senior marketing and social manager
Company and location: Sides, Manchester
Education: Level 4 apprenticeship in Business Management
As a child, what did you want to be when you grew up? Like most kids that grew up in Manchester, I always dreamed of becoming a Manchester United player. While I never made it to the pitch myself, I’ve had the chance to work with a few players during my career, which was pretty special. Watching my bosses, the Sidemen, take over Wembley this month for their Sidemen FC charity match, raising over £4m for charities including BBC Children in Need, was probably as close as I’ll get to the football pitch these days.
In terms of my current role in marketing, I became fascinated with advertising as a teenager. It was the creativity behind iconic TV ads like the ‘no nonsense’ John Smith’s campaign with Peter Kay, Nike’s Joga Bonito, and Sony’s Bouncing Balls that captured my interest. These ended up being the driver behind my career in marketing, and sparked my interest in this industry.
“Gain as much hands-on experience as possible. Whether through internships, part-time jobs, or even volunteering, real-world experience will give you much-needed insights”
My career has also developed alongside the rise of social media, and I have always been drawn to the concept of “thumb-stopping” content. Luckily I’ve ended up in a career that blends my passion for sports, advertising, digital content and of course food.
Why did you decide to go for a career in food & drink? I chose a career in food and drink because it’s an industry everyone has an opinion on, which makes it exciting and engaging. I love being part of marketing campaigns that spark conversations and connect with people. Food is central to people’s lives, and the ability to influence trends or introduce new concepts that get people talking is incredibly rewarding.
Explain your job to us in a sentence (or two): Managing all marketing touch points for Sides – a restaurant brand created by the Sidemen, designed to bring their fans together through delicious food. Best known for their quality fried chicken, Sides also has a number of retail ranges from ice cream to jerky.
What does a typical day look like for you? As anyone in marketing knows, there aren’t many ‘typical’ days. Add in the fast-paced, start-up environment and the entrepreneurial nature of the Sidemen, and you can imagine there’s a lot of fun in the ‘chaos’.
A typical day can involve anything from meeting with suppliers alongside our director of food & drink to discuss upcoming plans and innovations, to visiting Wembley Stadium as part of the Sidemen’s charity match planning. I might also be on set shooting content with the Sidemen, visiting future Sides site locations, or tackling whatever else comes my way.
Tell us how you went about applying for your job: I was fortunate to be approached by a recruiter. I must have ticked some initial boxes, as I wasn’t actively looking. But as soon as I heard it was a Sidemen brand, I was in – hook, line and sinker.
The first stage was a really informal initial chat with Jordan Schwarzenberger (the Sidemen’s manager) about the role and whether I was interested. Jordan wanted someone to join the team, at a time when the Sides brand was in early stages of growth, to help grow Sides with a ‘social first’ approach across all marketing touch points. I learned about the business structure, how the senior leadership team envisioned the growth of the brand, and the development of the role. It also included a Q&A session, giving me a deeper understanding of their expectations from my side.
The second stage involved a task/ideation phase and a more formal conversation focused on my interests and areas for growth within Sides. I got to learn more about the day-to-day responsibilities and how I would fit into the Sidemen’s brand ecosystem.
What’s the best part about working for a food & drink company? The best part is collaborating with our food director, Gordon McDermott, to brainstorm ideas for innovation and new products. We’re also fortunate to have had the opportunity to go on food exploration trips internationally. I’ve visited places like Switzerland to find the best cheese for Sides’ festive menu Cheese Sauce Board, to Nashville to hunt down the hottest ‘Nashville chicken’ to inspire the seasoning scale in our restaurants.
I also love working with our partners, who are incredibly passionate about their field, and bringing people together to create great products.
And what’s the biggest misconception people have about working in food & drink? I don’t actually work in a kitchen… but sometimes you’ll have some great ideas by visiting new restaurants and seeing behind the scenes.
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What advice would you give to other young people looking to get into the food & drink industry? My advice would be to gain as much hands-on experience as possible. Whether through internships, part-time jobs, or even volunteering, real-world experience will give you much-needed insights into the inner workings of the industry.
It’s also essential to stay on top of trends and developments. The food and drink industry is constantly evolving, so being genuinely passionate about it will help you stay ahead. Visit new places, try different foods, and explore new concepts. Engaging with people in social settings - whether it’s at events, restaurants, or even casual conversations can give you a deeper understanding of what resonates with consumers and what makes them tick.
What’s your ultimate career dream? My ultimate career dream would be to score a hat-trick for Manchester United in a Champions League final… or slightly more realistic, to become full-time on a travel or food show that would make Antony Bourdain proud.
Interested in finding out more about food & drink careers? Check out GrocerJobs for the latest vacancies
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