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Caroline Haines
Marketing Director | Monaco
Marketing Director | Monaco
– Caroline Haines, Marketing Director
As Marketing Director, I work with the team on dreaming up, delivering, monitoring and reporting on every aspect of Y.CO’s marketing and communications.
I’ve spent most of my career marketing things people feel strongly about. Before yachting, that meant cars and motorsport, working with brands including McLaren and Aston Martin and creating experiences that ranged from the Monaco Grand Prix to driving on ice in the Arctic Circle.
I joined Y.CO in 2018 and have had my hands in most parts of the brand ever since, from big creative projects to the less glamorous bits that make the marketing actually work.
I’m a content peddler at heart and love finding the story that makes something stand out. But there’s a lot of science behind the creative too. I like getting under the skin of the audience, understanding what we’re trying to achieve and making sure the work actually does its job.
For me, the best marketing is a great idea that comes about from a very good reason for doing it!
Travel has always been a big part of my life, helped along by jobs that took me all over the world. For several years, work brought me to Monaco for the Formula One Grand Prix, and now I’m lucky enough to call this tiny principality home.
I’ve climbed Mount Fuji, cycled through the Atacama Desert, kayaked in Antarctica and explored the Andes on horseback. Antarctica was actually one of my last big trips before becoming a parent. I was pregnant with my first child and determined to squeeze in one more adventure before things became slightly less spontaneous for a while.
Closer to home, I enjoy horsepower of the four-legged variety. I’ve ridden for as long as I can remember and still love being around horses whenever I get the chance. After graduating from uni I spent a short period acting professionally. These days the performing is mostly limited to bedtime stories for my children - although I still do all the voices!
That we’re there to make things look “pretty”. Of course the creative matters, but there’s a lot more science behind good marketing than people realise. You need to understand the audience, the objective, the data and what you’re trying to make people think, feel or do. Something can look beautiful and still not do its job.
I played Lisa in the West End cast of Dirty Dancing. Before starting my career in marketing, I took a couple of years out acting professionally, so storytelling has always been part of my life.
The objective. However creative the idea, you need to know what you’re trying to achieve and how you’re going to measure it. Otherwise, it’s very easy to create something that looks great but doesn’t resonate with the right audience or serve the right purpose.
I used to have a croupier’s licence and I’m pretty good at blackjack.
Working with the Y.CO Marketing Team, definitely. We’re a really close-knit team and always find something to laugh about. I probably spend more time with them than I do with my family. However hectic things get, there is always good banter, and usually biscuits too.
High in the Andes. We’d ridden up on horseback and bivouacked overnight with a Chilean huaso, so I woke up with amazing views, horses, and not much else.
Africa is the only continent that evades me. A horseback safari would be pretty hard to beat.
35°21'47"N 138°43'49"E
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Where you'll find us
Monaco — MC
+377 93 50 12 12London — UK
+44 20 7584 1801Fort Lauderdale — US
+1 954 278 3970Auckland — NZ
+64 9 281 5133Contact us
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Where you'll find us
Monaco — MC
+377 93 50 12 12London — UK
+44 20 7584 1801Fort Lauderdale — US
+1 954 278 3970Auckland — NZ
+64 9 281 5133Contact us
info@y.coLogin/Register
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