Kleenex tissues
You work for Kleenex- Could you tell us a little more about your role?
I’m currently Kleenex Marketing Director for Europe, Middle East and Africa. I head up a great team that determines the brand strategy and delivers innovation, packaging and advertising.
What have you been up to with Kleenex recently? And why?
There are a lot of exciting developments happening at Kleenex at the moment. We’ve just unveiled stylish new packaging across the whole range and on top of that, launched a brand new product, Kleenex Sensitive. It’s been a long time in planning and it’s great to finally see everything on shelf!
The new packaging is designed to capture the contemporary look and feel of today’s homes and be something that families are proud to display. Kleenex Sensitive is also something I’m really proud to be a part of: over 50% of women claim to have sensitive skin* and this product has been designed to be gentle for delicate skin and therefore one that we hope will be popular.
Was the plan to always work for Kleenex?
The plan was always to work on a brand that I believed in, and identified with. I’m very proud to work on Kleenex; it’s a globally loved brand with strong environmental credentials.
You part own a restaurant- how do you find balancing this with your daily career?
We have a great team on the ground, plus other investors who have more experience in the restaurant industry than I do. My role is that of the consumer – I get the easy part of sampling all the delicious food and cocktails!
Why did you want to become involved in owning a restaurant?
I’m an avid home-cook and baker and I’m passionate about great
service. There’s no point in being involved in roles that you have no interest in – that would be far too much work!
As you are a mother of two- how do you ensure that quality time is spent with your children?
I think many working mums would agree that this is the most challenging part of any role. I’m lucky enough that Kimberly-Clark is a supportive and flexible employer. I will often finish early to watch my boys play sports matches, or ensure that we can all sit down to dinner, knowing I can catch up on emails later when they’re in bed. I think that one of the most important things is to avoid a rigid working style. I don’t stop being a mum when I’m at work, nor do I stop being a company director when I’m at home – you have to find a way to let the two things co-exist.
Kleenex is a family brand. Do you think that being a mum benefits you in the workplace?
Absolutely. In fact, our new Kleenex Sensitive range was based on an insight we heard from a mum. She was proudly showing off her new-born, who had been very ill suffering from allergies and her first cold. The mum was explaining that she loved Kleenex Balsam when she had a cold but was worried about using it on her baby, as she was nervous about putting anything on her baby’s delicate skin. This lead us to create Kleenex Sensitive tissues, which are extremely soft and gentle tissues but with no added lotions or balms to ensure that they are super-gentle on even the most sensitive of skin.
As a parent yourself, what do you think mums will love about the new tissue designs and product?
As a mum, you want shopping to be quick and easy, so we simplified the packaging to help shoppers understand exactly what variant is best suited to their family.
We also wanted boxes that looked great in the home– something mums will actually want to display or have with them on the go. Previously, lots of consumers told us that they kept their boxes in drawers or cupboards, as the old designs did not fit with their home décor. The new range looks really contemporary and fresh, with limited edition designs on-shelf every few months. Hopefully this will mean they can come out of the cupboards and be displayed proudly!
Kleenex tissues are a household staple and the brand has a long heritage. What is it that families love about Kleenex?
Kleenex has a very loyal following. The tissues are soft, strong and great quality and therefore a product that people have come to know, love and trust.
Tissues themselves are also a real symbol of care - offering someone a tissue is actually a very touching gesture and shows how much we care, be it for a family member or even a stranger.
What advice could you give to parents on balancing work and home life?
One of the best pieces of advice I have ever been given is to ensure that you only use one diary. If you keep a home diary and a work diary you will end up getting double booked, and the tendency is always to compromise on the home-stuff.
Secondly, define what your “no-compromise” occasions are for the year - for example parent’s evenings, school plays etc. Put these in your calendar (including any travel time you need to get there on time!) and ensure that you unapologetically stick to these. Knowing that you are there for the important occasions will make you feel better about some of those other times when you can’t be around.
* http://www.ncbi.nlm.nih.gov/pubmed/11531788