Susan Atefy

Susan Atefy
Trade Marketing

I work in London and I am responsible for Trade Marketing for Forevermark™, reporting into Dominic Brand, Marketing Director.

My responsibilities cover the development of Visual Merchandising in-store concept of Forevermark, the retail sales training programme and the development of the trade marketing support package.

I joined the Diamond Trading Company four years ago.

I started in marketing working for Unilever and Lindt&Spruengli, both in a classical marketing and sales function. 

Then I moved to Diamond Trading Company Sales, where I led the implementation of Value Added Services, a benefit to our Sightholders (clients).

My years at De Beers have certainly been challenging, never a boring moment.

The industry is complex and it takes time to truly understand the dynamics and interdependencies. Relationships and networks are very important and give the business a human touch, which I like.

Although not having the size of market share we once had, De Beers still plays a leading role.  This means whatever De Beers does with full commitment will have impact in the market place.

It is exciting to know that your work can impact on a global scale and at the time this comes with great responsibility too, ensuring its right first time!

I have had the opportunity to learn by doing during my time at De Beers.

New challenging assignments gave me the opportunity to use my past experience and to apply it to the diamond industry.

Working in a global function allowed me to learn to deliver through people across the world.

I love the global appeal of my work while dealing with a variety of exciting cultures. I guess this is why I have chosen to live in the multi-cultural city of London.

De Beers is in a phase of transition. It is exciting, because change is exciting. For sure, the weeks seem to be short at De Beers.