Carlsberg is preparing to launch its next major global promotional campaign within weeks.
Leading that worldwide brand campaign, which will be based around the concept of curiosity, is Lynsey Woods.
A native of Armagh, she has been Carlsberg’s global brand director since October 2021.
Now based in the beer giant’s home city of Copenhagen, the Ulster University marketing graduate travels the world overseeing every aspect of Carlsberg’s brand, from its taste, packaging, sales strategy and its new brews.
“The role of a brand director in any organisation is actually the heart of the brand, the heart of the business,” she said.
“My role is to make sure that the work we create is true to the brand, and in line with our values.
“But ultimately I’m here to do the best thing for consumers, to get beer drinkers who already love Carlsberg to feel even better, and hopefully get more beer drinkers to try Carlsberg.
“I can wake up on a day and talk with the team in India and conclude the day talking with the team in Canada, and anything in between.
“You really feel like you can lift the phone and talk to anyone in the world, and of course I’m working in beer, and that’s one of the best categories to be in.
“Everybody’s excited no matter who I tell. They always ask, do you get free beer?
“Of course you do!”
Originally from Derryall, a townland between Lough Neagh and Portadown, by her own admission she had “a phenomenally lucky start” to her career, working under the husband and wife team of Michael and Lorraine Hall at Forest Feast in Carn.
“It was a wonderful start to my career.”
The Co Armagh woman went on to work for the Gallo wine company in London, before moving to Premier Foods and eventually joining Carlsberg in 2014.
A decade on, and Lynsey has ascended through the global drinks brand’s marketing division, relocating to Hong Kong for a period, before becoming Carlsberg’s global brand director in 2021.
“They liked the style I guess. I think Irish people are very open, very direct, and also I think we have great ambition and a great sense of being able to make things better.
“Growing up in the north shaped who I am, and that sense that things truly can get better.
“We saw it before our eyes growing up. It’s an important part of who I am.
“I love that I’m representing home, as well as Carlsberg.”
Lynsey still returns home regularly to visit mum Joan and dad Dean, who now live in Moira.
“I do like to get home to Ireland as much as possible,” she adds.
“I’ve got some loyal fans of Carlsberg in the family.
“It’s a fantastic job,” she continued. “I have just come back from Vietnam. I go to India to visit our teams there, China, Malaysia, Singapore, Laos, Cambodia, Germany, Sweden…
“I’m really enjoying it, especially after being locked in Hong Kong for two years.
“It’s phenomenal in terms of being able to explore beer culture in all of those markets and see how beer is consumed differently.
“The food consumed with it is different and the occasions are slightly different, but ultimately the motivations are same.
“Getting together with your friends to relax, to have a bit of fun, a bit of craic!”