IN PERSON IN PERSON: JO CALLOW head of communications Knauf Insulation


BMJ talks to Jo Callow, newly elected chair of the BMF’s Young Merchants Group.


How did you get started in the industry? I worked in the health and beauty industry at Boots for 10 years, including four years as a branch manager. I also worked and had customer service training with the Walt Disney Company. Following this, my Dad, who worked in construction, suggested I apply for the role of Merchant Sales Support at Knauf Insulation, and I’ve never looked back.


What appealed to you about this industry?


It was a new challenge. The industry was exciting, and I’d be travelling to merchant branches across the country meeting new customers. I didn’t know about the products, but I did know how to build relationships and that’s what merchanting is about.


What roles have you done? What have you learned in each of them that has helped you in the next role?


I’ve had four different roles since I started with Knauf Insulation nine years ago. As Merchant Sales Support I was out on the road, learning about the industry and supporting merchants with training, merchandising and product information.


My next role was North West Area Sales Manager (ASM), where I focused more on Knauf Insulation’s business priorities and gained an insight into how merchants and distributors work together. In 2018, I progressed to Merchant Sales Support Manager, my first managerial role, where I learnt about business strategy and built internal relationships.


Then last year, I became Head of Communications so now I’m learning about a different business function – marketing. But there are similarities and I’m drawing on my ability to build relationships and communicate. I also bring commercial knowledge and an understanding of what is important to our customers, including merchants.


Our main aim is to support our customers in increasing their sales by creating demand for our high-performance insulation products across the supply chain. One way we do this is by explaining how factors such as changes to building regulations, energy efficiency, fire safety and sustainability affect the demand and use of our products.


What sort of help and encouragement did you receive as a young person coming into the industry?


Everyone at Knauf Insulation, from my manager to my colleagues, were extremely supportive. I attended product training and plant tours so learnt quickly.


Early on in my career, I won the BMF Young Supplier Achiever of the Year award which was very humbling and a great honour. By getting involved with the Young Merchants Group, I built a fantastic network who I can call on anytime for advice and support. And my parents, family and friends also really believed in me and encouraged me.


Why was this important?


It meant that I had the confidence to take on a role in a completely different industry. I knew that Knauf Insulation wanted its people to succeed and do well, and they will help in whatever way they can.


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How important is it to bring younger people into the industry? It’s really important because the construction industry is changing rapidly and needs the right people to take on those challenges. A good example is sustainability. Embodied carbon accounts for nearly half of the total carbon emissions generated by the construction industry globally. If we are to achieve net zero, the industry must do all it can to reduce the embodied carbon of buildings as well as operational carbon. At Knauf Insulation, we are already reducing the carbon footprint of our products, but sustainability is a continuous process and there’s always more to be done. There will undoubtedly be new roles created and we need young people from all backgrounds who will bring passion and ideas to make real change and drive the industry forward to become truly sustainable.


What can the industry offer young people?


Construction offers young people a solid career if they are willing to work for it. It’s fun, there are great opportunities, and you’ll meet and work with some amazing people.


How can we improve things so that younger people are attracted to the industry and supported throughout their career development? We need to convey that construction offers fantastic careers for everyone. You can learn a trade, but there are paths available if you are academic too. I want to work with schools and colleges to advise them about inspiring and engaging young people about construction careers. There are so many great options in sales, marketing, accounting, management and sustainability, as well as on the tools.


Once you are working in construction, there’s lots of support available. The Young Merchants Group is exciting, engaging and helps develop your career. We host keynote speakers with industry experts and regular skills sessions covering everything from sales and negotiation to management. I’ve found them invaluable.


Now we’re post-Brexit, I want to forge closer relationships with the European Young Merchant Group so members can see how merchants and suppliers from other countries work too.


I’d also encourage merchants to join the Institute of Builders Merchants (IoBM), an industry body that represents individuals. It offers recognised training, corporate professional development, and is a great way to further your career.


How do you plan, as Young Merchants Chair, to develop younger people in the industry?


I want to support young people the way others have supported me. At Young Merchants Group events I will share my knowledge and give advice. But I also want to be approachable so members can come to me directly.


There are some great charity and community initiatives that support the development of young people. So, I want the Young Merchants Group to get more involved in fundraising and volunteering.


Finally, I hope that I will act as a role model. I want young people in the industry to look at my career and think “if Jo can do it, I can too”. My message is yes, you most definitely can. BMJ


www.buildersmerchantsjournal.net January 2022


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