My food & drink job: Sarah Hickman, national account manager, Emmi UK

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Sarah Hickman emmi

Name: Sarah Hickman

Age: 29

Job title: National account manager (Morrisons, Co-op, Nisa) for the Onken and Emmi Caffè Latte brands

Company & location: Emmi UK, Putney

Education: University of St Andrews for BSc Geography and Harper Adams for MSc Rural Estate and Land Management

As a child, what did you want to be when you grew up? As a child, I didn’t have one clear career path in mind, I often changed my mind. But overall, I imagined myself managing large estates or working as a wedding planner. I was drawn to the idea of creativity, management and bringing big visions to life, which in some ways still influences how I work today.

Why did you decide to go for a career in food & drink? I chose a career in the food and drinks industry after working for Camelot, which was my first experience within the fmcg world. That role introduced me to national accounts. Prior to Camelot, I had no idea about the complex work that goes on behind the scenes to get products on to shelves for consumers. I was drawn to the fast-paced, ever-changing nature of the industry, and it gave me the opportunity to be part of that process while incorporating my passion for food.

“We take pride in success and it’s a great feeling seeing current listings doing well and seeing new listings reaching the shelves”

Explain your job to us in a sentence (or two): As a NAM, I am ultimately responsible for managing the relationships with my assigned accounts; ensuring products are available on shelf, performing well and are promoted correctly. The role requires a variety of skills to deliver strong commercials and drive the category, not limited to; sales, negotiation, forecasting and category management.

What does a typical day look like for you? One of the most rewarding aspects of working as a national account manager is the variety the role offers. Each day really is different, but as a minimum I would say it involves a dynamic mix of strategic planning, customer engagement, and internal collaboration. We analyse in-store performance, review forecasts, and plan for the future on a daily basis.

emmi-caffe-latte

Depending on the time of year, we also prepare for range reviews, engage in discussions around joint business plans, and work on delivering brand plans. These tasks often require extensive preparation and cross-functional collaboration, which can span over several months.

Tell us how you went about applying for your job: I was approached by a recruiter who I’d previously been in contact with. My first round interview was an informal meeting with the grocery controller over teams – we had a really proactive conversation around the role and the values that Emmi emulated, after which I decided to proceed with my application. This was followed up with a -face-to-face interview in the Putney office, where I was asked to review some commercial and category data and pull together a presentation on next steps and how I would bridge the gaps and drive growth.

Following the interview, I was given a tour of the office and met various people within different teams. Reflecting on the train home, I knew Emmi was the perfect fit for me! Two hours later I was offered the role and accepted without hesitation.

What’s the best part about working for a food & drink company? The constant evolution of trends, both in the short and long term. We have the exciting opportunity to influence these changes and introduce new products to the shelves, giving consumers fresh experiences to enjoy.

As national account managers, we take pride in the success and it’s a great feeling seeing current listings doing well and seeing new listings reaching the shelves. These tangible results spotlight the ongoing hard work, strategy and cross-team collaboration that goes into driving brand presence and meeting various customer and consumer needs.

And what’s the biggest misconception people have about working in food & drink? One of the biggest misconceptions in the food and drink industry is the belief that new products are the result of lucky guesses and that if a product tastes good, it will automatically sell.

In reality, developing new products involves extensive research focused on understanding customer needs and missions. Even with a great-tasting product, success depends on several key factors: brand awareness, the right product size and format, effective marketing, strategic pricing, proper distribution, and optimal placement in stores. And even when all of these elements align, there’s still no guarantee the product will succeed.

What advice would you give to other young people looking to get into the food & drink industry? Do not be put off entering the industry if you feel you don’t have a “relevant degree” or you are entering at a later age than others. As clichéd as it is, transferable skills go a long way. I didn’t think when I was working within property and land management that I would end up working within the food and drinks industry. So long as you are adaptable, can think strategically and enjoy relationship management, then I’ve no doubt you’ll thrive!

Be open-minded and honest with yourself about what you enjoy and what values you uphold, it’s a long way until retirement… do what you enjoy and are passionate about.

What’s your ultimate career dream? I don’t have one fixed career dream – rather, I thrive in roles where I’m both passionate and challenged, and where I can make a tangible impact. I see myself growing in the food and drinks industry, and ultimately, I aim to lead a large team that drives the business’s ambitions forward.