Who the hell is Carolina Mandich?
Get to know some of the brilliant minds behind our work. We’re chatting with members of the DixonBaxi studio about what makes them who they are. From the professional to the personal, nothing is off limits here. We caught up with Carolina, who heads up our growth team, about growing up in Papua New Guinea, doing a Tough Mudder, and all sorts of other adventures. This is the rest of that conversation:
Who are you and what do you do?
I am the head of growth at DixonBaxi. I have the honour of presenting DixonBaxi to fantastic, ambitious and brave clients across the globe. I am a crazy (yet loveable) Chilean, born in England but raised on a tropical island called Papua New Guinea. I work with our clients to transform their business and develop a brand identity that we are all proud of.
What’s your story?
Short story or long story? If you want the long story, I am happy to arrange a coffee date or go out for a glass of vino to tell you some funny yet adventurous stories of the Mandich.
Short story - I grew up in PNG as an expat. Loving life in the most crazy manner; walking through the PNG jungle, scuba diving with sharks and falling off sailing boats! I was very fortunate to be invited to diplomatic functions that gave me the confidence and drive that I have today.
Fast track to the UK and fresh out of university, I wanted to pursue a career in marketing. I joined a small company (some time ago… no need to mention the year lol) in London that had 95% men working in growth and business development. I was the only female at that time which made me realise I had to work harder than anyone else to prove my success and have a seat at the table.
I remember a time when they did a prank on me, where the team asked me to call a famous football manager for a meeting. Little did I know who that person was - I jumped on it! Let’s just say, through various calls, conversations, demands and charm (of course), I got his agent who kindly said I will get him off the training pitch for you. Only to have the team shout at me to get off the phone! Let’s just call it 1-0, to me.
Over the years, I have worked at a range of agencies that specialise in technology platforms, digital, experiential, loyalty, PR and branding. The love for the role makes me strive to be the best that I can be. I have worked hard to achieve my place in the top BD100 in my industry and constantly review myself to be great in my role, be a better person and be there for the team.
What are you working on right now?
It's classified! A lady never reveals her sources.
“[Good design is] beautiful. It gives you a reaction. It's timeless. And it's memorable."
Describe your working style in 3 words.
Charismatic, passionate, determined.
Tell us about some of your interests. What are you into?
I love clay pigeon shooting which has grown over the years. Now I am looking into how to improve my technique.
Travel is a big part of my life, which stems from my parents taking us away a lot. It brings me joy and excitement to discover new restaurants, sights, wine and cultures. I am lucky to have met wonderful people in my lifetime through my trips that have become good friends.
Sports is a key interest of mine. Participating, watching and competing in crazy events such as Tough Mudder and a 3km open-water swim, to name a few.
You can catch me watching crime thrillers: FBI: Most Wanted, Blindspot, Killing Eve, SWAT… I guess I should have been in MI5.
Do you think design can change the world? How?
Yes it can in many aspects, from awareness to enjoyment, to making things simple, memorable, and creating authenticity and trust. But not in other aspects. You need people to help change the world.
If you could change one thing about the world, what would it be?
If I had the power to change the world it would be… having a world without cancer.
What’s the last song you listened to?
Crikey... I have listened to range of music lately as I am planning my wedding. So, I am guessing it's an old track: Lessons in Love, Level 42.
Why do you do what you do? What motivates you?
It's that journey I take our clients on. It's like a first date - you’re nervous, the butterflies in your stomach, yet you're excited to work and create great work together. The partnership! The Winning! The clients that I meet along the way and the energy and the buzz we get from each other and the friendships I have made.
But most of all, I love the feeling that I get when I see the team get excited - when I tell them who we have won as a client and their eyes light up. I guess (between you and me), watching the team present to our clients makes me extremely proud. That magic and relationship motivates me. If you could see what I see, you would do what I do.
What’s your definition of good design?
It’s Beautiful. It gives you a reaction. It’s timeless. And it's memorable.
