London, England, United Kingdom
Hi, my name is Michael Lloyd and I’m a Senior Marketing Leader with over 20 years of experience growing brands across FMCG and premium spirits – blending big-company discipline (Nestlé, Pernod Ricard, Bacardi) with the agility of entrepreneurial, founder-led businesses. I have track record of success in directing all the activities of marketing, branding, project, and campaign management. I am adept at leading high-performing teams, launching new products, rebranding business, and increasing customer acquisition/retention rate. I am well-versed in delivering innovative ideas on new programs to enhance efficiency, analyse results, and produce profit. Excellent communication skills, combined with translating research findings into rich consumer insights, and providing strategic recommendations to grow company’s business. A strong leader, business partner, and brand builder fostering strategic innovation to enhance corporate image and customer experience. Connect with me today to find out how I’ll make your mission my mission, to help bring ALL of your business objectives into focus! Currently available for both permanent and interim opportunities.
Global remit for all strategic brands
As Global Brand Director at Quintessential Brands, I report directly to the CMO and lead marketing transformation across the Gin portfolio (~70% of the company’s strategic brands, including Greenall’s, Opihr and Bloom). In a lean, hands-on role, I span consumer insight, brand strategy, shopper marketing, sustainability, digital and experiential activation. Recent highlights include: - Repositioning Greenall’s Gin globally with a new platform (A Drop of Greatness), 360° activation and a sustainability-led Eco-bottle launch, winning listings across Europe and the UK, and pouring at the British Grand Prix - taken the brand from double digit decline to double digit growth and back to No2 in the U.K. based on ROS - Designing a marketing effectiveness dashboard that tracks both performance and brand metrics – ensuring decisions are driven by short impact with longer term sustainable growth. - Leading premiumisation, currently relaunching a brand from Premium into Super-Premium positioning(launched March 2025). I thrive on transforming brands and people – whether that means turning decline into growth, elevating a brand into luxury, or energising teams in fast-paced environments. For me, data + insight + creativity = tangible magic.
Interim & Independent collaborations across FMCG, Beer, Wines & Spirits – directly or through creative, consulting & marketing agencies. - Costa Coffee Global (part of the Coca Cola Company) 6 month interim - see below. - Supporting Estrella Galicia (Greene King) with various aspects of their strategy in the U.K. - Written a thought leadership paper for Diageo (Kantar) - Advised a leading confectionery manufacturer on various aspects of their business and marketing strategy following in-depth interviews with U.K. retail in order to step change their overall levels of trust with the U.K. trade – including e-commerce channel (4 months) - Stoli: Global Head - Ultra Premium Portfolio (5 months) Troubleshooting for their Ultra-Premium portfolio – Bourbon, Gin, Tequila, Mezcal, Rum – reporting to the CEO. - Delivering a luxury, global marketing portfolio strategy & brand plans across all core global markets including alignment of distributor networks in the United States. - Formulated and co-led the recruitment & development of a new marketing team. - Developed a ‘Thought Leadership’ paper, working alongside some of the industry’s leading pioneers, on the future of Spirits and Wine with implications for long term business strategy (2 months) - Partnered with various SMEs to develop their marketing and digital strategies including the repositioning of a Global Super Premi-um Gin and market entry for a ‘local’ energy/health brand - Balsa Energy Balls (Sept 2020 to present) - Migrant Leaders (Pro bono) Coaching, supporting & inspiring young migrants to capture opportunities well beyond their aspirations (May 2021 to present)
part of the Coca Cola Company 6 month interim role in the Global team - Global Head Transformation through acceleration of the 'At Home' Portfolio (FMCG platform) across the U.K., Eastern Europe, China and Mexico. - Development of a Global Range Architecture to inform pack redesign and portfolio direction within core global markets. - Step changed the visual brand identity through leading a Global Pack re-design to reflect the NEW Costa brand positioning. - Identified a need for a strategic ‘growth framework’ to inform overall Costa ‘At Home’ brand strategy and innovation – through development of demand moments. - Identified and oversaw various opportunities for innovation including development of an Italian Espresso for Eastern Europe.
I display expertise in developing and implementing new positioning and purpose strategy for Amarula to win in core global markets. I led a global influencer campaign for Amarula that increased reach and inspired new usage occasions. I supervised a cross functional team to value engineer cost from Amarula.
I drove the overall brand strategy for the Global Whisky portfolio, ensuring seamless global roll out across markets, with full responsibility for the brand P&L. ★ Delivered strategic leadership in driving double-digit growth for the whisky portfolio across developed and developing countries, in a static/low growth category, through brand repositioning’s and focused global strategies. ★ Devised five-year brand strategies, including creative innovation pipelines – product and ‘beyond the bottle’ - by assessing key trends in the US and Asia, creating a set of future facing ‘brand engagement platforms.’ ★ Delivered +51% growth for the Bain’s brand globally.
I executed a strategic business plan to double the size of the brand via a targeted launch into new markets. I supported local Taiwan market to take whisky to their highest ever market share through local tailoring of the global creative platform and toolkits. ★ Launched the brand into India, developing a new route to market and moving bottling in market, driving significant sales growth for the overall brand. ★ Significantly increased reach and brand engagement scores via new mobile first digital campaign.
I rendered expertise in devising and implementing marketing strategy of the Uncle Toby’s brand. Recommended and led a full brand positioning review for the Maggi Fusion sub-brand. ★ Developed a new TVC, and TTL campaign including new digital touchpoints. ★ Devised a full packaging relaunch for the entire portfolio, seen as global best practice by CPW.