Amy Punchard

Enigma
DISC Type : icd

Brand Manager - Beverages at Arla Foods

Worksop, England, United Kingdom

Overview

Amy is an accomplished Brand Manager at Arla Foods, specializing in the FMCG sector with a focus on beverages and dairy products. A first-class Management with Marketing graduate from the University of Leeds, she has successfully managed prominent brands like Arla Protein and Anchor, driving growth through strategic initiatives.

Outside of her brand management role, Amy is passionate about the creative elements of marketing, including copywriting, packaging, and graphic design. She also gives back to the community by returning to her alma mater to deliver guest lectures to marketing students.

Her university paper comparing the marketing of Coca-Cola and Pepsi won the European prize for the Business Category at the Global Undergraduate Awards.

Personality Overview

Hard To Convince

Friendly Yet Blunt

Fast Follower

They are likely to ask many questions and look heavily for supporting proof as well as information.  They can sound friendly and charming but can quickly change gears to become inquisitive and probing  They are generally strong communicators and are not easy to convince.

Topics They Care About

FMCG Branding
Manages strategy for major food and drink brands like Arla Protein, focusing on branding, positioning, and packaging in the competitive fast-moving consumer goods space.
Consumer Insights
Recently delivered a guest lecture at the University of Leeds on the importance of consumer insights, demonstrating her expertise and passion for the subject.
Retail Partnerships
Actively promotes brand partnerships and activations, such as launching Arla Protein shakes in Greggs and organizing events with major retailers like Ocado.

Media Appearances

Lunch with alumni – Amy Punchard (Brand Manager). Featured in University of Leeds – Leeds University Business School

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Amy Punchard | Leeds University Business School | University of Leeds. Featured in Leeds University Business School

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Amy Punchard – Arla Foods Org Chart Profile. Featured in TheOrg.com

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Work History

3-2025
Brand Manager - Beverages at Arla Foods
11-2024 - 3-2025
Interim Brand Manager - Anchor at Arla Foods
8-2024 - 11-2024
Brand Manager - Arla Protein & Arla Skyr at Arla Foods
8-2023 - 8-2024
Brand Manager - Arla Protein at Arla Foods
4-2022 - 8-2023
Assistant Innovation Manager - Milk, Yogurt, and Organic at Arla Foods

Education

2018 - 2022
Management with Marketing from University of Leeds
2019 - 2019
International Summer School from Southwestern University of Finance and Economics

More Information

Social Presence :

Prographics :

Exp : 8 Location : Worksop, England, United Kingdom Job Level : Middle Designation : Brand Manager - Beverages at Arla Foods
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Insights For Selling To Amy

During A Call Or A Meeting

DO's

  • Help them realize that any personal risk in making this decision is far less compared to what the results could mean for them
  • Let them lead the discussion, create opportunities for them to speak if they are not very forthcoming
  • Build rapport slwly without rushing, it will come handy to handle hard questions later

DONT's

  • Don’t brush off any concerns, take all questions seriously. They are easily deterred
  • Don’t be too objective but make sure to pad your storytelling with data points
  • Avoid long presentations and just 'high-level' value proposition, dive into the details

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Amy is

  • Proven value, strong objective evidence are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Amy

  • They are practical and friendly, but can give a clear response with a little prodding

Insights For Deal Planning

    How fast (or slow) will Amy move?

  • They like to be detailed, so unless they develop strong conviction, they can take their time to arrive at decisions
  • Can Amy take some risk or not?

  • They evaluate their decisions systematically and do not take risks that often, unless you can get them to develop strong conviction

You And Amy

Personality Compatibility


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