This Spotlight is with the fab Yelena Bennett!
How did your career start in Partnerships?
I never worked directly in partnerships before, but in all my previous roles, the thing I enjoyed most was working on projects that involved building relationships and collaborating with multiple stakeholders.
Whether that was planning a joint event, or a social media campaign for clients with a specific influencer or organisation. I really enjoyed bringing different people and brands together to achieve a common goal. When I saw that you could work specifically in partnerships, I applied for the job, and I’m really enjoying it!
What is your dream brand to work with?
That’s so difficult! I really love skincare and beauty, so it would be cool to work with a brand that was doing something new and exciting in that space. I also love travelling, so working with a hotel brand or and airline would be a dream!
It would be just as fun to work with a brand that I don’t have previous knowledge on, because I would enjoy the process of researching a company, and understanding their objectives for a partnership.
Could you tell us about a loyalty scheme or brand partnership that you find impressive?
I think the American Express x British Airways partnership is impressive because it’s so effective, yet simple. Everyday spending feels rewarding as you’re working towards something exciting, like a holiday.
I also really liked the Rhode X Sarah Pidgeon collaboration. It was a great example of a brand responding to a trend in a timely and relevant way for their audience.
What’s a goal you’re working towards right now?
A goal I’m working towards is improving my German! I started learning the language at university but since graduating haven’t kept it up unfortunately. So, I’m going to try and do some self-studying at home or enrol in a language course.
What’s your favourite destination you’ve been to?
I loved Oslo – I think it’s a fascinating city and has beautiful nature and architecture. I especially loved seeing people leaving their offices after work and going for a swim in the fjord in the middle of the city. The water is beautiful and there are even floating saunas you can rent out, to then enjoy a cold plunge in the fjord. Not quite the same as the Thames!
I also really enjoyed going to Almaty in Kazakhstan – it’s a vibrant city with beautiful scenery, great restaurants and an interesting history.
If you could live anywhere in the world, where would it be?
I want to live in New York City for a bit. I’ve been a few times and I’ve loved it every time. I just think it has such a cool energy; I feel like I’m constantly on a film set. Maybe somewhere in Scandinavia as well, with beautiful nature.
What is your favourite hobby / thing to do outside of work?
Walking around London! I feel like you can explore forever – every neighbourhood is different and has something going on.
What did you want to be when you were younger?
An ice skater!
What has been your biggest achievement / most proud of inside or outside of work?
My biggest achievement has been my university experience in general. Because I really made the most of being at university in terms of societies and trips and made some amazing friends. I studied in London, and being a student in the city was so much fun! I also had the opportunity to study abroad in Germany, which I really enjoyed.
