In this episode of Magic Hour, Hope chats with Amy Liu, a brand manager with a creative twist, as they dive into what it really takes to manage and build iconic brands in the beverage alcohol industry. Amy debunks the glossy, TV portrayal of marketing (spoiler: it’s not like Emily in Paris), giving us a behind-the-scenes look at her day-to-day work. From the realities of agency life to the less glamorous, yet rewarding, tasks of brand management, Amy shares her journey, insights, and the surprising challenges that come with creating new-to-world brands like White Claw Vodka. Plus, get a glimpse into how she keeps the creative spark alive in a fast-paced corporate environment.
Episode Highlights:
- Amy gives us a peek into the real life of a brand manager—spoiler alert: it’s not Emily in Paris or Mad Men. Think less glam and more grind, but with a lot of creativity sprinkled in.
- We debunk the myths of what people think marketing is, versus what it’s really like to build brands from the ground up. Hint: there’s way more spreadsheets involved!
- Amy talks about her transition from agency life to being on the brand side, sharing what’s different, what’s better, and what she misses about agency work.
- The beverage alcohol industry is a whole different world, and Amy breaks down the challenges (and wins) of bringing fun, new products to life.
- Balancing creativity with the everyday hustle, Amy shares how she stays inspired, even when 70% of the job isn’t as glamorous as you’d expect.
Meet Our Magical Guest:
Amy graduated from the University of Toronto with a degree in Psychology and Pre-Law. Throughout her career, she has had the privilege of working with renowned brands such as White Claw, Jim Beam, Maker's Mark, Absolut, Miller Lite, Moët, L’Oréal, Lexus, and more. With over a decade of experience, Amy is currently a Senior Brand Manager at Mark Anthony Group, one of North America's fastest-growing beverage companies.
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About The Magic Hour Podcast:
The Magic Hour Podcast is an intentional space we can show up to let our curiosity drive inclusive, empowering conversations about marketing, design, entrepreneurship and socially conscious topics. Tune in as Hope Mikal, CEO/Founder of Unicorn Marketing Co. asks imaginative, light-hearted questions to her incredibly talented guests from here, there, and everywhere.
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