Chris Parsons Email & Phone Number

Newcastle Upon Tyne, Northumberland, Gb

Recruited 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

New York, Ny, Us

General 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

New York, Ny, Us

Restructured 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

London, Gb

Led 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

London, Gb

Led 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

London, Gb

Brand 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

Portfolio Strategy | New Brand Launch | Revenue Growth | SalesGlobal Brand Manager – Ales (1997 – 1999)Territory Business Manager – National Sales (1995 – 1996)

Ba, Economics And Business Management

Post Graduate Diplioma, Management Studies