Her responsibilities include Brand essence and positioning (segmentation and channeling), Consumer driven brand strategy development and implementation including advertising development and placement, consumer public relations, pricing, packaging development, experiential and relationship marketing activities, and consumer connection planning.

A woman that naturally evokes the spirit of entrepreneurship and breakthrough thinking, Safia has helped to reinvigorate the Red Stripe Brand by using outside-of-the-box thinking to conceptualize and implement projects that meaningfully engage consumers through music, sports, and other passion points and development avenues.

Some of Safia’ major achievements to date include the Red Stripe Hero Award ‘Great Times Great Experiences’ for Diageo Spirits Christmas Promotion – increasing the Diageo Spirits portfolio by 18% and volume by 22% – March 2008; Red Stripe Cool Performance Award – Organization Capability Development, Guinness Power Match - November 2003 and Red Stripe Cool Performance Award – Brand Building Excellence, Red Stripe/Red Stripe Light Carnival - April 2003

Safia, who is a graduate of the Holy Childhood High School, holds a Masters in Business Administration from the Nova Southeastern University Wayne Huizenga School of Business and Entrepreneurship and a Bachelor of Science in International Relations from the University of the West Indies. Safia has also completed a number of Professional courses including Breakthrough Thinking Intensive Training conducted by GAP International.

Interview:

JAYP: What was your reaction when you were offered the position of Brand Manager at Red Stripe; one of the largest, most recognized brands in the region and member of the Diageo group?

SC: I felt very honoured but I immediately recognized that there would be challenges and more responsibilities. In Jamaica, the brand ‘Red Stripe’ is automatically associated with big things and a positive track record for successful marketing programmes, so what you expose these consumers to and their reaction to the product is very important. The brand is also linked to Diageo our parent company so there is even more attention and greater expectations of you. But it has been wonderful and the reaction to the product is very exciting.

JAYP: Is it really as much fun as it seems to work at Red Stripe? How would you describe your experience working on the varying promotional projects, like the “Bredren Campaign” for example, for the brand?

SC: Well the people of Red Stripe make the organization and they embody the spirit of the company. The team here is very diverse, quirky and very dynamic and it makes the job lighter. The team spirit and camaraderie is facilitated by cross-functionality so there is assistance in all aspects of the execution of any programme and the personalities really make it light.

JAYP: Working for such a recognized brand must be time consuming, how do you balance both your work and personal lives?

SC: It really can be hard at times as the job can be quite demanding and sometimes, in a way you are always working but I try to find some “me time” on the weekend or even if it’s an hour in the day; just take some time to relax and regroup. It is also very important to take vacations so that you are rested and can perform optimally.

JAYP: Professionally, what is your greatest achievement to date?

SC: Professionally, it is tied into two things. First, the launching of Diageo Spirits here in Jamaica. Previously spirits such as Johnnie Walker, Smirnoff and Baileys were distributed by our competitors; but are now done by Red Stripe. The project has been very successful as Smirnoff, for example, has grown in the marketplace and is quickly becoming the brand of choice among young professionals.
Also, when I was seconded to Brazil to act as Brand Manager Johnnie Walker Black Label there. It was a challenge as I didn’t speak the language and it was a different culture and environment but it was a very successful venture and one of the most rewarding experiences in my life.
I recently received an award for outstanding service in Marketing from Caymanas Track Ltd. and Wisynco which was a pleasant surprise.

JAYP: What would you say is your best quality?

SC: I would definitely say that my best qualities are that I am easy going and humble.

JAYP: Do you like pets? If so what kind?

SC: Oh yes, I love dogs.  I have a shitzu-poodle, Dymon, who keeps me very busy.

JAYP: What CD are you currently listening to?

SC: Right now, I have Etana in my car.

JAYP: What was the last book you read?

SC: I recently finished reading Rita Marley’s Biography.

JAYP: What would you say is your biggest pet peeve?

SC: Hmmm, my biggest pet-peeves would have to be a lack of structure and not paying attention to details.

JAYP: For a date, which would you prefer; a night on the town at a hot club, romantic dinner in a posh restaurant or staying in for pizza and a DVD?

SC: I would have to say just spending some downtime at home, watching a DVD and having some good food.

JAYP: What does receiving this award/recognition mean to you?

SC: I feel quite honoured as I have been working for 8 years and it’s great to be recognized – I feel very special. However, with this recognition, I am sure there will be greater expectations of me and where I go from here. I would also like to take this opportunity to congratulate the JAYP on this initiative which seeks to showcase the talents of hard working professionals who are in the country.

Pressure being on? The JAYP has no doubt that Safia Cooper will rise to the challenge and continue to raise the bar for excellence as she gives of her talent and drive to not only Red Stripe but also to the further growth and development of Jamaica.