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MARKETING | Staff Reporter, Australia
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Lisa Otterburn, National Brand Manager of Eagle Boys

On taking Eagle Boys Pizza to the next level, making customers happy and understanding the industry.

QSR MEDIA: What makes you excited about your new position?

OTTERBURN: Eagle Boys is such a great Aussie brand. I am really looking forward to taking the brand to the next
level as it continually evolves to appeal to an ever-changing industry and consumer. By building relationships with complementary brands, we will be able to offer a vast array of ‘extras’ to our customers. The possibilities are endless! 

QSR MEDIA: What 3 goals are you focussed on?

OTTERBURN:

1. Increasing the value of the brand to the company and the customer
2. Raising awareness of the brand and Eagle Boys delicious products
3. Establishing mutually beneficial relationships with brands that complement and enhance Eagle Boys customer offering to differentiate us within the pizza market place, basically I want to make all of our customers happy and get more customers to make them happy too!

QSR MEDIA: What will you do differently in this position?

OTTERBURN: The structure of Eagle Boys has changed over the previous 12-18 months and I am not directly replacing anyone. I think that my skill set is complementary to others within the marketing department so I will be able to assist with the growth of the department and business as a whole. On a personal level I do like to try and think a little differently; I have been in marketing for ten years now with experience in the UK and Australia and I have a tendency to try things that can push a few boundaries and really explore out of the box thinking. I love branding and establishing exclusive partnerships in unique ways.

QSR MEDIA: What changes are you planning on?

OTTERBURN: I will be looking at every partnership with fresh eyes and approaching companies that might not have been considered in the past as a ‘perfect pizza match’. I will be engaging my creative juices to the job role and aim to make our customer offering one that is a ‘must’ in the industry and offers something ‘that little bit different’ for the customer.

QSR MEDIA: What are your key business philosophies?

OTTERBURN: Understanding your industry and be an expert in what you do. I believe knowledge is power and the more I know about my brand, the more I know about my customer – the more I can meet their needs. Also - work hard and play hard! Like most people I believe that business is all about balance, family and friends are important as well as working really hard to achieve your business goals.

I think it is also important to set goals, both in your business and personal life. This allows us to be accountable and on completion of these goals – it is very rewarding!

Finally I believe that loving what you do and bringing a bit of fun into the workplace is also important, you have to wake up every morning wanting to try harder and do better than the day before.

QSR MEDIA: What previous positions prepared you for this one and how?

OTTERBURN: Of my marketing positions over the years, I have to say one of my early positions in the UK has grounded my whole career. I worked for a company that gave me the opportunity to deal with many ATL and BTL campaigns, sponsorships, and massive retail and online growth in a short space of time. My boss was a great mentor and taught me a lot, in fact we still keep in touch and I still turn to him for advice.  

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