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Chris Parsons grows market share and revenue for private equity-owned mid-cap businesses, to multi-billion-dollar publicly-traded global organizations. He is a strategic, operational executive with expertise in global management, digital transformation (social, ecommerce), joint ventures/partnerships, consumer marketing and retail sales. He has built, and successfully led, business operations for world-class brands (Tommee Tippee, National Football League, Ciroc®, Johnnie Walker®, Guinness®); and negotiated strategic partnerships with high visibility brands (Nike, ABInBev, Amazon, Walmart) and global media platforms (BBC, Sky, CCTV, Conde Nast, P. Diddy). LEADS CONSUMER DRIVEN TURNAROUNDS TO ACHIEVE STRONG SHARE GROWTH Chris led a turnaround as president of an underperforming division of the juvenile category-focused / PE-owned Mayborn Group to drive double-digit revenue and EBITDA growth within 18 months of his appointment. This led to a favorable sale of the company. Chris went on to lead Mayborn’s global digital transformation strategy, global marketing and e-commerce as well as taking a leading role in Mayborn's M&A activities. These provided a cornerstone of accelerated growth and led to a further highly successful exit in mid 2023. Previously, as Senior Vice President - International for the National Football League, Chris led a turnaround of the multi-million dollar global business with P&L responsibility and over 40 staff across five regions. Chris expanded the NFL brand globally, driving strong revenue, profitability and fan growth in core markets: UK, China, Mexico, Canada and Japan. GUIDES START-UPS AND TURNAROUNDS TO NET PROFITABILITY Earlier in his career, Chris held senior management positions at world-leading beverage company, Diageo, where he led a start-up business focused on growing a luxury portfolio of brands. Chris built and led his team to achieve a 200% increase in net sales in 2 years. Chris continues to leverage his unique blend of marketing, sales, operations, finance, and organizational leadership to turnaround businesses to sustainable growth and profitability across varied industries.Email: chrisdparsons [at] gmail [dot]com
Sweetens Cove Spirits
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Ceo And Managing PartnerSweetens Cove Spirits Jun 2024 - Present
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President Americas & Global Head Of Marketing And E-CommerceMayborn Group Limited Sep 2014 - Jul 2023Newcastle Upon Tyne, Northumberland, GbRecruited to lead a turnaround of the underperforming North America division of this private equity-owned consumer products company operating in the juvenile category. Quickly assessed the current business situation, engaged the Board and developed a business plan to return the business to growth– delivering 20% EBITDA growth within the first year resulting in the successful sale of the company to new ownership within 18 months. Led subsequent growth strategy and execution to deliver double digit revenue and EBITDA growth over 5 year cycle. Developed a high-performing leadership team delivering sustained market share growth facilitated through digital omnichannel expansion (content, ecommerce, data), leading the development of a successful digital and marketing transformation program at a global level.CONTRIBUTION VALUETurnaround Leadership | EBITDA Growth Acceleration | Organizational Transformation | Operating Cost Reductions | Category Leadership Results | High-performance Team Building | Sustainable Growth Strategies | Brand Engagement Increases (Leveraging Digital + Social Channels) | Global Digital TransformationSKILLS FOCUSFull P&L Responsibility | M&A, Due Diligence | 360-Degree Business + Brand Strategy Development | Omnichannel Expansion Strategies (Digital, Ecommerce, Mobile | S&OP Planning + Implementation | NPD / Stage Gate Process | Brand Marketing Segmentation Strategies | Training + Talent Development Programs | Crisis Management -
Svp, InternationalNational Football League 2013 - 2014New York, Ny, UsGeneral management executive oversees multi-million-dollar International business, P&L and global management team. Responsibilities include evaluating the risk/reward of business investment opportunities to expand the NFL brand and business internationally. Key member of senior leadership team addressing corporate strategy, including new product/service development and execution, marketing, policy development and financial goal-setting.CONTRIBUTION VALUETurnaround Leadership | Revenue Growth Acceleration | Fan / Market Base Growth Increases | Private Equity Risk/Reward EvaluationsSKILLS FOCUSGeneral Management | Global Strategy | Full P&L Responsibility | Financial Goal Setting | Private Equity Firm Engagements | Corporate Growth Strategies | New Product / Service Development + Implementation | Brand Marketing | Sponsorship Negotiations -
Vp, InternationalNational Football League 2008 - 2013New York, Ny, UsRestructured and refocused the international business to deliver turnaround financial performance delivering consistent double-digit revenue growth over a five-year period. Galvanized broader organization behind international investment including full ownership support for growth-driving initiatives. Accelerated NFL expansion into key markets by forging strong relationships with key leaders in government, media, consumer goods and general industry.Drove increases in international revenue through innovative marketing initiatives, major brand partner licensing deals, sponsorships, and monetizing digital platforms. Impact of activities grew global core fan base by 33% (12 million new fans).CONTRIBUTION VALUEGlobal Expansion Leadership| Revenue Growth | Turnaround | Digital Innovation | Licensing Incremental Revenue | Event ManagementSKILLS FOCUSGlobal Business Development | Financial Framework + Management Controls Development | Operations Alignment
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Vp Strategy & MarketingDiageo Plc 2007 - 2008London, GbLed start up business dedicated to growing luxury portfolio of 22 brands resulting in a 200% increase in net sales within 2 years. Shaped luxury brand/portfolio strategy and platforms across international markets as a member of the global Reserve brand leadership team. Successes included launch and development of Bulleit bourbon and Don Julio Tequila, along with groundbreaking marketing to grow Ciroc® brand resulting in six figure net sales growth in the first 18 months. Built accountable teams focused on developing expertise in luxury consumer-targeted marketing innovations, retail engagement and leading organizational alignment with strategic business priorities and goals.CONTRIBUTION VALUESignificant Revenue + Market Share Growth | Marketing Innovations Leadership | Organization / Business Goals Alignment SKILLS FOCUSPortfolio-wide Brand Strategy | Strategic Alliances | Team Building | Sales Performance Management -
Vp MarketingDiageo Plc 2005 - 2007London, GbLed marketing for Johnnie Walker®, Buchanan’s®, Classic Malts, J&B® and Bushmills® for Diageo’s largest market. Achieved $440MM in net sales value with an advertising and promotion spend of $70MM; Delivered $90MM net sales portfolio growth during tenure. Drove and managed aggressive growth strategies for Formula 1 Sponsorship, Relationship and Digital Marketing, Luxury, Hispanic and Malts brands. Led highly successful luxury marketing activity for Johnnie Walker Blue Label, including advertising, gifting and direct marketing; driving net sales growth of $16MM during tenure.CONTRIBUTION VALUETriple-digit Net Sales Revenue GrowthSKILLS FOCUSGlobal Brand Marketing Strategy | Sponsorships | Relationship Marketing | Multicultural Marketing + Special Markets | Direct Marketing | Luxury Category Expertise | CRM | Sponsorships
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Marketing RolesDiageo Plc 1999 - 2005London, GbBrand marketing leadership responsibility for high profile brands including Guinness®, Red Stripe® and Harp®. Success in driving profits and sales volume growth culminated in an expanded role as key member of the North America Marketing Executive team. Highlights included eliminating inefficient and inconsistent activities from brand plans to deliver 55% sales growth in Guinness and 18% growth in Red Stripe; and delivering $5MM in cost saves on Guinness by streamlining production processes.VP Marketing – Beer Brands – (2004 – 2005)Marketing Director – Beer Brands (2002 – 2004)Marketing Director – Lagers (2002)Senior Brand Manager – Lagers (2001 – 2002)Senior Brand Manager – Bass® Ale (1999 – 2001)CONTRIBUTION VALUETriple-digit Net Sales Revenue Growth | Cost ReductionSKILLS FOCUSGlobal Brand Strategy | Consumer Insights | CRM | Revenue Growth
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Global Brand Manager | Territory Business ManagerBass Plc 1995 - 1999Portfolio Strategy | New Brand Launch | Revenue Growth | SalesGlobal Brand Manager – Ales (1997 – 1999)Territory Business Manager – National Sales (1995 – 1996)
Chris Parsons Skills
Chris Parsons Education Details
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Newcastle UniversityEconomics And Business Management -
Nottingham Trent UniversityManagement Studies
Frequently Asked Questions about Chris Parsons
What company does Chris Parsons work for?
Chris Parsons works for Sweetens Cove Spirits
What is Chris Parsons's role at the current company?
Chris Parsons's current role is CEO and Managing Partner - Sweetens Cove Spirits.
What is Chris Parsons's email address?
Chris Parsons's email address is ch****@****nfl.com
What is Chris Parsons's direct phone number?
Chris Parsons's direct phone number is +164622*****
What schools did Chris Parsons attend?
Chris Parsons attended Newcastle University, Nottingham Trent University.
What skills is Chris Parsons known for?
Chris Parsons has skills like Digital Marketing, Customer Insight, Brand Management, Marketing, Marketing Strategy, Sponsorship, Consumer Products, Relationship Marketing, Cross Functional Team Leadership, Brand Development, Turnarounds, Global Management.
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