Yahneake Sterling, Staff Reporter

The charming Safia Cooper, brand manager for Smirnoff Ice and Spirits, smiles as she speaks to Flair about her upcoming trip to Brazil to take up the position of brand manager for Jonny Walker Black Label. - Ian Allen/Staff Photographer

Safia Cooper walks into Dragon Garden Restaurant at Constant Spring Road, her slender figure clad in a stunning black pin striped pant suit. With an air of confidence, she flashes her stunning smile, then greets the team from Flair.

There are several reasons for her smile, but this 26-year-old achiever is grinning from ear to ear because of her latest achievement.

Safia, the current brand manager for Smirnoff Ice and Spirits at Jamaica's leading beer company Red Stripe, has been chosen by the company to go to Brazil on temporary assignment as Johnny Walker Black Label's (JWBL) brand manager for six months.

"I'm so excited. I've always wanted to do this," she told Flair noting that she is now trying to learn as much Portuguese as possible so she'll be able to communicate effectively in her new position.

For Safia, the journey to Brazil began back in 2001 when she was accepted as an intern in Red Stripe's graduate internship programme.

After enduring gruelling interviews and 18 months of intense on-the-job training in marketing, promotions and sales, she was offered a permanent position in the company. Safia worked in the promotions department for four months, before being promoted to the marketing department as assistant brand manager for Smirnoff Ice and one year later she became the brand manager for Smirnoff Ice and Spirits.

New Role

In her new role, Safia will be responsible for leading the 2008 Game Planning Process for JWBL, implementing the JWBL Citizen of the World Above and Below The Line Campaign (on and off trade) activations.

She will also develop Experiential Marketing Plans for Phase 2 of the JWBL Citizen of the World Campaign, monitor and include the Keep Walking Club within the JWBL Citizen of the World Campaign, Guarantee performance, rethink pricing strategy for JWBL.

Safia leaves for Brazil on January 13.

Asked what strategies she has employed over the years to survive in that competitive arena, Safia says that using consumer insight has been key.

Quizzed about what it has been like as a young manager, she said, "You have to be able to manage personalities. We are all high performing at Red Stripe, so using that as the foundation ... you can then balance your personality with their personality."

Her most memorable moment to date was when she stepped into Red Stripe for the first time and met her manager.

A confident Safia rates her performance in the industry to date as 11 on a scale of 1-10.

Though she is on top of the world with her latest achievement, this young lady intends to go even further.

"After Brazil I want to develop the Diageo Spirits locally... I (also) want to do a law degree and then move into my father's business," she explained. Safia is the daughter of Pulse's head honcho Kingsley Cooper.

Wanting to be successful drives her to achieve. "I hate to fail," she told Flair.

To relax and unwind, Safia enjoys watching television series Law and Order, Sex and the City and comedies. She treasures friendships and family as important components in her life.