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A Day in the Life

A Day in the Life: Minnie Harding, Talent Director, YM&U Group

Having previously worked in roles at RCA Record, Sony Music, and Adidas, Minnie Harding has now been managing a roster of talent at YM&U Group for eight months.

Minnie has great experience in the influencer space having previously worked with fashion and music talent helping them to share their stories for huge global brands such as Nike, Apple, and Adidas.

Now, at YM&U, Minnie looks after a roster of talent via a strategic management lens, supporting them in developing their influence, increasing their brand equity, and defining commercial opportunities that will establish them as global entertainment leaders.

Her decision to move into talent management was exclusively because of the core values of YM&U, the leadership team, and the clients. Minnie feels as though the company is resourced to execute at the highest level for its clients, and ambition to scale runs throughout every division and at every level.

Minnie chatted with Talking Influence, giving us an overview of what a typical day looks like for her. 

I am usually up by 7am. I am one of those people who has an extreme amount of energy the moment I open my eyes, I look at my phone the minute I wake up and start strategising my day (a habit my boyfriend doesn’t love!) I like to check in on our clients too, see if anything has come in from LA overnight, and then get going.

I usually get to the office for 9-9.30am. We work right in the heart of Fitzrovia which makes the commute enjoyable especially when the sun is out.

There is no typical day at YM&U which is what I love about it, but my foremost priority is our clients, so my schedule is usually built around them. We are really fortunate to work with elite talent who are true multi-hyphenates and most crucially, in a business that has the internal structure to execute their ambitions to a global leader’s standard.

My day is spent with my team and our incredible in-house specialists who range from partnerships to digital, events to intellectual property, and publishing to corporate. 

Our client’s projects often run simultaneously, so you need to be able to think laterally and move to action fast. 

My day ranges from meetings with production companies on new TV formats, connecting with publishers on a book deal, working with promoters on live events, or collaborating with brands on campaigns and ambassador deals. 

It really is a multi-faceted, dynamic team effort, with our clients leading and setting the tone.

I like to get lunch with key contacts to keep up to date with how the industry is moving and where trends are starting to develop. This is also a chance for me to showcase our clients’ strategic and creative vision and build meaningful relationships for them.

Our CEO, Mary Bekhait and Managing Director, Holly Bott, empower us to be creative and curious, which means we work in a truly collaborative way. My day is often sharing ideas, supporting each other through insights, and being as ambitious as our clients are. I am very lucky to work alongside such driven, interesting, and most importantly kind people.

Monday to Wednesday I head over to Psycle for a ride after work. My best friend is an instructor there and I genuinely feel like it’s a combination of therapy and clubbing, which as you can imagine is a great way to end a busy day.

On Thursday we like to head over to our local as a crew. It is often a mix of lots of different people across the division, from interns to directors, it is always a complete laugh, joyful and sometimes ends with a late night out on the streets of Soho!

Minnie’s role is certainly an exciting one, and it’s great to learn more about all of the elements that go into managing talent across multiple niches. 

If you or one of your colleagues has an interesting role within the influencer marketing industry, we would love to hear from you. Send through your submissions via our Typeform.