My food & drink job: Paulina Wagner, trade marketing executive, Oatly

Name: Paulina Wagner

Age: 25

Job title: Trade marketing executive

Company & location: Oatly UK&I, London

Education: Oxford Brookes University – BA (Hons) Business and Marketing Management 

As a child, what did you want to be when you grew up? I loved sports growing up and PE was my favourite subject, so I really wanted to become a PE teacher. However, after I realised I would have to come back to work at a school my vision shifted!

Why did you decide to go for a career in food & drink? I feel like the career chose me as it was a culmination of all my interests. It was always important to me to be in an industry where I could positively impact the planet and the people around me, while working in an ever-changing environment that allows me to be creative and think outside the box.

Explain your job to us in a sentence (or two): At Oatly, my role is to create exceptional brand experiences for anyone encountering our products in a store environment.

I take pride in bringing our impactful brand campaigns to life, ensuring they resonate in retail spaces. Whether it’s at the front of the store, within the aisles, or through immersive experiential activations, my responsibility is to seamlessly translate our campaigns into engaging, memorable retail experiences.

“More brands are embracing bold, unconventional approaches, making it an exciting space for creative thinkers who love to challenge the norm”

What does a typical day look like for you? No two days are the same in my role. One day, I’m immersed in campaign planning, collaborating with our Oatly Department of Mind Control on upcoming projects, or working with retail partners to redefine how brands make an impact in stores and beyond. The next, I could be at one of our pop-up events that could range from sipping oat flat whites at a festival to drag queens in Shoreditch, straight to your local coffee shop cupping event. It’s all about bringing creativity to every aspect of what we do daily!

Tell us how you went about applying for your job: I always knew Oatly was a brand I’d love to work for, so I regularly checked their careers page for new opportunities.

When my current role popped up, I jumped at the chance to apply. To stand out, I included a selfie of myself in front of one of their 2019 Shoreditch murals, which helped me secure a first-stage technical interview with my now manager.

I was invited back for a second-stage cultural fit screening, and a final in-person interview with the brand team, where I had to present a campaign strategy for retail and a detailed SWOT analysis of the brand to date.

What’s the best part about working for a food & drink company? The industry is constantly evolving, which means there’s always something new to learn and adapt to – something I truly enjoy!

It’s incredibly rewarding to work in a field that can positively impact people’s lives and the environment when guided in the right direction. Plus, the amazing free samples are definitely a bonus!

And what’s the biggest misconception people have about working in food & drink? The idea that working in marketing for a food and drink company is limiting or boring. The industry is constantly evolving, offering endless opportunities to push the boundaries of what’s possible in a store environment.

More brands are embracing bold, unconventional approaches, making it an exciting space for creative thinkers who love to challenge the norm and bring fresh ideas to life.

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What advice would you give to other young people looking to get into the food & drink industry? Be yourself and be a self-starter!

This is my first job in the industry, so I know it can feel intimidating in the beginning, but if you’re passionate about what you do and willing to learn, you’ll quickly find your place. Don’t be afraid to bring your unique perspective to the table – it’s often what sets you apart. Take initiative, stay curious, and trust that your enthusiasm and dedication will open doors and help you thrive in the industry.

What’s your ultimate career dream? My ultimate career dream is one I’m already living! This year, I had the privilege of contributing to one of our largest brand campaigns to date, centred around tea. I was responsible for bringing the creative vision to life within a store environment and our free WhatsApp and Airbnb sampling initiatives, which were incredibly well received.

This experience has fuelled my passion for leading more creative, game-changing campaigns that captivate audiences and deliver meaningful impact. Moving forward I aspire to work at the intersection of creativity, strategy, and innovation – pushing boundaries, challenging norms, and inspiring others along the way.

Interested in finding out more about food & drink careers? Check out GrocerJobs for the latest vacancies