Pimentae’s Alice Parmiter on Room 101, skydiving and Taylor Swift

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Name: Alice Parmiter

Job title: Co-founder

Company: Pimentae

What was your first job? I was 16 and got a job as a lifeguard at my local sports centre so I could earn some money whilst at school. It was very boring staring at the pool all day but it did teach me first aid skills that I’ve never forgotten!

What’s been your worst job interview? I can’t think of the worst, but the hardest was probably Saatchi & Saatchi because you really had to think outside the box. They also asked me what I’d put in Room 101 and I didn’t know what that was.

What was the first music single you bought? It was a Hear’Say album called Popstars and my favourite song was Pure and Simple, that was back in the Walkman days!

“Taylor Swift is a marketing genius! The way she has built a cult-like community… we could all take a leaf out of her book”

How do you describe your job to your friends? Being a co-founder, no day is ever the same and you feel like you’re constantly firefighting (in a good way).

My role in brand and marketing means I’m responsible for defining and growing Pimentae’s brand identity, developing marketing strategies and executing campaigns to grow our consumer base. It requires a lot of creativity, adaptability and a clear vision to maintain a strong, cohesive brand across all channels.

What is the most rewarding part of your job? Pimentae’s events and activations. We create a tropical oasis of contagious energy, it’s an invitation to a vibrant, aspirational lifestyle that celebrates freedom, connection, and shared experiences to unlock a passion for life’s special moments. It’s also an incredible opportunity for us to engage with our consumers and have a margarita with them.

What is the least rewarding part? Constant admin (reporting, invoicing, forms) and a never-ending inbox of emails.

What is your motto in life? Everything in life can be figured out when you break it down.

If you were allowed one dream perk, what would it be? Free travel all over the world.

Pimentae cans

Do you have any phobias? Coriander!

If you could change one thing in grocery, what would it be? Integrate in-store scanners into phone apps so you can shop more efficiently, see reviews and price comparisons real-time and check stock levels before you make the trip in store.

What luxury would you have on a desert island? Music.

What animal most reflects your personality? I’m Sagittarius and the wolf is a spirit animal often associated with this sign. It’s seen as a symbol of strength, independence and resilience with the ability to survive in the face of adversity.

What’s your favourite film and why? Cast Away with Tom Hanks, I think it’s a really moving and powerful exploration of survival and the human spirit.

What has been the most embarrassing moment in your life? I fainted during my first skydive and got the whole thing on film.

Which celebrity would you most like to work with and why? I’m not the biggest fan of her music (sorry Swifties), however I think Taylor Swift is a marketing genius! The way she has built a cult-like community, made concerts into an unmissable experience and uses storytelling through her lyrics is nothing short of incredible.

The user-generated content that comes off the back of her shows from the outfits people are wearing, the hand-made bracelets her fans have spent hours making and the hysterical tears when she comes on stage – we could all take a leaf out of her book when it comes to marketing.

What would your death row meal be? Starter: caprese salad. Main: steak, mac & cheese, truffle & parmesan fries and a salad. Dessert: sticky toffee pudding with vanilla ice cream.