In the High Flyers spotlight this week is Michelle Donnelly, digital and marketing manager at Bassetts NI, which supplies plumbing, heating, bathroom and renewable energy solutions to the trade and public
What was your first job?
I worked part-time as market analyst for fDi Intelligence, part of the Financial Times, when I was 21 and still studying, but after a while I was offered a permanent position.
What qualifications do you have?
I left St Joseph’s Grammar in Donaghmore after my A-levels to study marketing for four years at the University of Ulster. I have a 2:1 BSC (hons) in marketing as well as being Google certified.
What do you attribute your success to?
I’ve always had a hunger for working hard and keeping busy, probably because it’s something I grew up with. I have an amazingly supportive family and friends network who are all very hard-working themselves, so I suppose that’s been a big help in shaping my ambitious nature. I find that marketing moves very fast, I dedicate a lot of time to learning new tactics and keeping my knowledge up-to date.
How would you describe yourself to someone who has never met you?
I would say that I’m a very balanced individual as I’m extremely well-organised but I’m also quite calm and collected. A big personality trait would also be my creative flair! I am an optimist, anything is possible if you work hard enough.
Who do you look up to in business?
I'm inspired by a lot of grassroots entrepreneurs who are challenging the status quo and approaching business in an innovative way, such as Cassandra Stavrou from Propercorn and Chupi Sweetman. Chupi Sweetman is an Irish jewellery designer and a major idol of mine because of her hard-working nature. She was scouted quite young but has worked her way to the top. I love the brand she has created and the storytelling that comes with it.
How do you get the best out of a team?
It’s vital to have a clear understanding of each individual member of the team’s abilities so that we can set realistic expectations for each project. I would never expect anyone to do something I wouldn’t do myself. I encourage gratitude and praise.
If you could change one thing about doing business in Northern Ireland, what would that be?
I always say that Northern Ireland could do with thinking bigger. It often feels like we’re five years behind the likes of London and Dublin, and this slow speed at which we’re moving can be frustrating sometimes. However, I’ve got to admit that I sometimes like the village feel we have here. Each industry is very close so it’s easy to make contacts and to learn quickly from one another.
What’s the most rewarding aspect of your job?
It is great to work with like-minded people who share my ambition to make our brand truly iconic. I work under a great managing director, Alan Wright, who is very open minded when it comes to my ideas. He gives me a lot of freedom to be experimental with things like social media and collaborating with influencers, so it’s fun to be able to showcase my creativity. We are embracing an online culture at Bassetts and it is rewarding to lead that journey.
Tell us something interesting about yourself.
I was on Deal or No Deal back in 2013. I may not have won the big £250,000 but I did take the banker’s third offer and walked home with £9,000, which was a massive help having graduated three years prior to this.
What’s your greatest passion outside work and family?
Even outside of work, I’m still such a magpie for interiors. I love exploring Instagram to discover new styles and trends, although I’ll always be a sucker for a velvet couch no matter what the trends for sofas are at the time. I like things that are a bit different.
Have you any unfulfilled ambitions?
Not really, as there is still scope to do so much more in my position at Bassetts. The brand is growing so quickly, so each day brings new opportunities.
If you could swap jobs with anyone else for the day, who would it be and why?
I would love to be Prue Leigh from The Great British Bake Off, so I could try all the delicious bakes and see if they really are as good as they seem.
