The Post: Sales and Marketing Director, Morelli’s Ice Cream
The Post: Holder: Daniela Morelli
Good communication and positivity are key attributes for Daniela’s role working in her family business.
Give a brief outline of your career to date.
I studied Media Studies at the Northern Regional College in Ballymoney and after that I went straight into the Morelli’s family business, working in the factory and ice cream shop in Portrush. I then took some time out and sold cars for two and a half years in Bushmills, until returning to Morelli’s Ice Cream. Since I came back to the business, I’ve been focused on the brand’s expansion and that has been a really exciting time for us.
What was your favourite subject at school?
I always loved English throughout my school years and I think that passion has led me to where I am today.
Did you go on to further/higher education, if so what did you study and where?
I studied a BTEC in Media Studies at the Northern Regional College in Ballymoney. University didn’t feel like the right path for me.
How did you get into your area of work?
The family business is in my blood. I started helping my parents out when I was 10. Summer holidays were always spent flipping burgers, making milkshakes and of course, serving ice cream at my parents’ shop, The Savoy Café in Portrush. After briefly working for a dealership selling cars, I came back to the business in 2007 and have been here ever since.
Is this what you always wanted to do?
Growing up, I wanted to be a writer or a journalist. I wrote a book about the history of my family to mark our business centenary in 2011 so I have had the opportunity to showcase my writing as well as continuing the family business. I reckon there’s still another book in me though.
Were there any particular essential qualifications or experience needed?
You need to have patience, tolerance and an understanding of what is needed. My interest in writing has benefited me immensely for the marketing part of my role. I write the copy of our website, brochures and promotional materials. Working in the retail side of the business also gave me a great deal of experience early on. There’s no experience quite like working with the public.
Are there alternative routes into the job?
Yes, of course. We focus on the person rather than their qualifications. University isn’t for everyone and we wouldn’t put that against anyone applying for a role at Morelli’s.
What are the main personal skills your job requires?
Communication and positivity are so important in the workplace, especially when you’re selling ice cream. I also like to set out objectives and ensure everyone is on the same page. I feel like this really helps to get the best out of people.
What does a typical day entail?
My routine changes dramatically depending on the time of year. Summer is always our busiest time. I look after retail operations at our Portrush ice cream parlour. I’m a firm believer that you have to be present in the business for it to function smoothly. I would be at the parlour every day and then I would go to our office to catch up on emails and complete the rest of my ‘to do’ list for the day. During the autumn and winter periods, I would be partly based in the office and partly out on the road visiting customers and prospective customers.
What are the best and most challenging aspects of the job?
The best part of my job is seeing the smiles that ice cream puts on people’s faces. The nostalgia and stories that our brand creates for people is just fantastic. I love when people share their ‘Morelli’s memories’ with us in Portrush. When it comes to challenges, right now it’s pricing and staffing for the retail business.
Why is what you do important?
I believe that if you are the best that you can be and work hard to achieve your goals, then what you do is important because it’s important to you.
If you weren’t doing this what would you like to do?
If I wasn’t in the family business, I would pursue a career in writing or journalism. I have always had a passion for writing and I’m happy that I can use my skills in my career.
What is the one piece of advice you would give to yourself on your first day?
The famous American author Robert Greene once said, ‘In the end, you win through superior craftsmanship, not marketing’ and that has always resonated with me. As much as marketing can make a great impact on the product, it’s the quality that will win every time. I always believe that you shouldn’t worry about the small things in life. If your product is good, people will buy it!
Describe your ideal day off.
My dream would be to have a relaxing lie-in followed by a delicious lunch and a glass of wine, ending the day watching the sunset on Portrush beach with an ice cream!
And finally, what’s the key to any successful job search?
You have to think about what you would like to achieve and set goals for yourself. The most important key in career searching is to find a job that will make you happy.
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