BEHIND THE BRAND | HEATHER MCDONALD
- Heather McDonald
- Senior Project Coordinator
1. What is involved with your role?
As a Senior Project Coordinator, my role is all about turning ideas into reality and making sure everything runs smoothly from start to finish. I work closely with clients, suppliers, operational teams and the wider TRO team to keep projects on track and ensure every detail is covered. No two days are ever the same – one day I might be managing timelines and budgets, and the next I could be onsite overseeing an event build or dealing with any last-minute challenges that pop up. It’s a fast-paced role that keeps you on your toes, but that’s exactly what I love about it. Seeing a project come together and come to life after months of planning is always incredibly rewarding.
2. Outside of work, what are your passions? How does it influence your work at TRO?
Outside of work, you’ll usually find me in the gym, travelling or spending time with friends and family. Fitness is a big part of my life, and I’m lucky to be part of a really supportive community gym, which has introduced me to some great people and keeps me motivated both physically and mentally. It helps me stay focused, energised and ready for the fast-paced nature of the industry.
I also love travelling and discovering new places, whether that’s exploring a new city, experiencing different cultures or finding hidden gems to eat and drink. Whether I’m travelling, training or catching up with friends, I’m constantly taking inspiration from the experiences around me, which often influences how I think about creating engaging and memorable brand experiences at TRO.
3. Who are your favourite people to follow for more inspiration on this? Influencers, podcasts, experts...
I tend to follow a mix of fitness, business and lifestyle creators for inspiration. I’m especially inspired by women in business and fitness, particularly people like Krissy Cela. Seeing how she’s built something from the ground up with Oner Active, created such a strong community and scaled it into a global brand is honestly really inspiring. It’s that mix of passion, drive and authenticity that I really admire, and it’s also made me think a lot more about how I could potentially build my own brand or business one day too.
4. What’s been your favourite TRO project to work on and what made it special for you?
One of my favourite projects I’ve worked on has been the PR launch for Celsius. What made it really special for me was the level of responsibility I had throughout the whole process. I was the main point of contact for suppliers and worked closely with the client from the early planning stages right through to delivery, so I was involved in pretty much every part of the project.
I really enjoyed juggling all the different parts, coordinating multiple suppliers, building relationships with stakeholders and making sure everything came together smoothly. Being involved from start to finish gave me a real sense of ownership, and it was so rewarding seeing months of planning turn into a live experience.
The best part was definitely seeing it all come to life on the day and watching people actually engage with the brand. Whether that was members of the public, influencers, media or the wider team, it was great to see everyone enjoying something we’d worked
so hard to create. That’s the bit I love most about experiential – creating something memorable that people genuinely connect with.
I’m also really excited about continuing to work with Celsius, especially around their partnership with the Aston Martin F1 at Silverstone. I love anything fitness, sport and travel-related, so it’s exactly the kind of project I’d want to be involved in. Being part of creating experiences around such a huge global event is something I’m really looking forward to.
5.Who’s your dream client to work with and why?
My dream clients would be brands that really align with my personal interests, especially around fitness, wellness and lifestyle. Brands like DFYNE, Oner Active and Adidas would be incredible to work with because I genuinely live in their clothing, love the brands, and fitness is such a big passion of mine.
I’m also really inspired by how far some of the women-founded brands like Oner Active have come and the communities they’ve built along the way. It’s amazing to see how they’ve grown and the impact they’ve had in the industry.
I’d also love the opportunity to work with a global brand that would allow me to travel and experience different countries and cultures through work. One of the things I enjoy most about experiential marketing is creating memorable experiences, so being able to do that on an international level, while also combining my love of travel, would be a real dream.
6. What advice would you give someone looking to break into the wonderful world of experiential?
My biggest piece of advice would be to just go for it. Experiential marketing is such a unique and exciting industry, and if you’re someone who enjoys variety, creativity and working with people, it’s incredibly rewarding.
My friends often tell me how interesting my job sounds, and I feel very lucky to work in an industry where no two days or projects are ever the same. One week you could be planning an event behind the scenes, and the next you could be onsite bringing a brand experience to life. The variety is what makes it so exciting.
That said, it can be hard work. The hours can sometimes be long, especially in the lead-up to events, so having a genuine passion for what you do is important. Being organised, adaptable and willing to get stuck in will take you a long way. There will always be challenges to overcome, but seeing a project come together and knowing you’ve played a part in creating a memorable experience for people makes it all worthwhile.
If you’re curious, eager to learn and enjoy working in a fast-paced environment, I’d absolutely encourage you to give it a go. It’s a career that’s constantly evolving, full of opportunities, and one that has given me experiences I never would have had elsewhere.
