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Life after brand management: Amanda Fox


Life after brand management: Amanda Fox


Who? Amanda Fox, Dames & Divas

When and where did you work in marketing?

Graduating with a Bachelor of Marketing and the Media in 1999, I then spent 10 years in marketing, product development and product management positions across a number of industries including mining, personal care, retail, direct marketing, telecommunications and textiles.

Highest marketing level reached?

Product Manager

What do you do now?

Owner of an accessory label called Dames & Divas, www.damesanddivas.com.au

Did you choose your path or did it choose you? 

It was either marketing or journalism for me (hence the double major) however the minute I sat down in my first marketing lecture I was hooked. 

Perth is fiercely competitive in terms of marketing work.  As most head offices are based in the eastern states good product marketing positions are few and far between, making it incredibly difficult to secure positions in companies that promote growth and promotion.

I moved around quite a bit trying to find that ‘perfect position’ and company that would allow me to move higher.

I suppose my career path chose me in terms of industries and available positions as I most definitely would have rather been a brand manager of a fashion label or a chocolate company!

What’s the most important skill that you’ve taken from your marketing days?

Research, research, research!  Just because you think something is a good idea doesn’t mean your customers will!

If you had your time again, would you climb the corporate marketing ladder?

This is an interesting question.  I wish I had been braver and started my own business sooner.  However, without the knowledge gained while being a Product Manager in a number of different industries I don’t think I would be where I am at today.

I would definitely climb the corporate marketing ladder if I had to do it over again however it would be in Melbourne (it’s where all the fabulous jobs are!).

What were the best and worst parts of your role as BM?

Best – the budget I had to work with, the team of people to bounce ideas off, the sense of accomplishment when you put a plan in place resulting in increased sales.

Worst – early starts, late nights, politics and bottle necking.

What career tips would you offer an aspirant or current BM?

Go for it!  It is a rewarding and challenging career; however do not lose sight of the bigger picture.  You only live once so enjoy every day and if it doesn’t make you happy then leave!

Now that you've left the world of brand management, are you satisfied with your current role? If not, what are your future career aspirations?

Sometimes I sit and think how on earth did I end up owning my own accessory label?  I design shoes, handbags and accessories.  I spend 2 out of 7 days a week making jewellery that is stocked in boutiques around Australia.  I am definitely satisfied with my current role.  I make my own rules.  I set my own parameters.  The more I put in, the more I get out.  Life is exciting, who knows where I will be in a year or five years!


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