Clementine Scott, National Marketing Manager and Brand Manager of Degani
On building relevance within local markets and creating an uncontested market-space ripe for growth.
QSR Media: What makes you excited about your position and working within the company?
Clementine Scott: I’m excited about my role as national marketing & brand manager for Degani because I’m starting off with a clean slate, as far as marketing and operations go, but within a company that has more than 15 years of business success behind it. It’s a unique and exhilarating position to be in.
I’m thrilled that I’ve been given the opportunity to further my career within the rapidly evolving coffee industry and embark on establishing this iconic Victorian brand as a leading Australian franchise by creating, developing & driving new brand strategies.
The Degani system offers group support, buying power, and open and honest communication. We think of our franchisees as business partners and allow them to run their business the way they want, but with the backing of a strong, reputable brand.
QSR Media: What three goals are you focused on?
Scott: My core focus is to build relevance within local markets by boosting franchisee growth, developing our Degani loyalty program and our omni-channel marketing strategy.
QSR Media: What new changes are you planning to implement?
Scott: Many companies have long engaged in head-to-head competition in search of sustained, profitable growth, however my focus will be on implementing a new kind of marketing strategy that will succeed not by battling competitors, but by creating an uncontested market-space ripe for growth.
In order to compete in today’s already overcrowded café market, a systematic approach will be taken to create powerful leaps in value, which will then unleash new demand. My aim is to spread the Degani culture as a way of life, which all starts with our hashtag #mydegani.
QSR Media: What is your key business philosophy?
Scott: I believe that anyone who works within a support office for a national franchise should have hands-on work experience on the ground so you understand the basic operations of your company. Having worked in numerous hands-on roles within various QSR companies, I can relate to the day-to-day challenges of franchisees.
QSR Media: What previous positions prepared you for this one?
Scott: From starting as a state sales manager fresh out of University for Unilever, to gaining valuable experience in advertising as a media buyer, it is safe to say I have experienced a variety of different paths within the creative industries realm. My career path includes working with some of the top FMCG groups in Australia, sparking a keen interest in business and consumer behaviour.
