Decisions That Made Me: Claire Daniels (Trio Media, CEO)

The Bottom Line

BBC

Personal Journals, Society & Culture, Business

4.6 • 606 Ratings

🗓️ 3 April 2025

⏱️ 14 minutes

🔗️ Recording | iTunes | RSS

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Summary

Grief hits everyone differently. For Claire Daniels, it changed her life; she had been working as the head of marketing for a technology firm and believed she’d keep climbing the corporate ladder, but after her brother’s death she found herself needing time out and quit. Later she began working for her sister in law’s business as a stopgap measure while she got herself back on track, but then that ended up becoming permanent. The marketing executive talks to Evan Davis about what it was like to work for family, and how she eventually became CEO of Trio media.

Production team: Producer: Bob Howard Editor: Matt Willis Sound: John Scott Production co-ordinator: Katie Morrison

Transcript

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0:00.0	BBC Sounds, Music, Radio, Podcasts.
0:05.2	Would you start a business with your partner, your parents, your children?
0:09.2	You might think it would be easier to work that way.
0:12.2	They are, after all, a known quantity.
0:14.8	And Britain has loads of family businesses, like Timpsons,
0:19.0	the High Street key cutting and mobile phone repair business.
0:21.9	It was founded in 1865 and it's still chaired by a Timpson today.
0:27.2	Or the cosmetics giant Lush began as one and is still family run.
0:30.9	And Spec Savers began with a husband and wife team, Doug and Mary Perkins.
0:35.5	It's been a family run business for 40 years. But if the going
0:40.5	gets tough, it may mean when you get home, there's no escape. I'm Evan Davis and in this episode
0:47.1	of the decisions that made me, our series of interviews with business leaders from the team
0:52.3	behind the bottom line, I'm with someone who
0:55.0	stepped into a family business after a tragedy struck. Claire Daniels is the chief executive of
1:01.2	Trio Media based in Leeds, but before she became the boss, there was another member of the family
1:06.8	running it. Claire, let's start by going back what you were up to in your 20s, say 10 years ago.
1:14.3	Where were you then? I was busy working on my marketing career. So I did actually study marketing
1:19.8	management at university and then went off into several successful marketing roles, which led me
1:26.5	to where I am today that obviously will get into.
1:29.4	Yeah. Seven years ago, you reached something of a watershed moment. Just tell us about that.
1:33.9	Yeah. So at the time, I was head of marketing at a technology company. I'd actually always had
1:38.7	dreams of starting my own business, but I was really settled in that company and thought,
	...

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