Jay joined Quintessential Brands (QB) 9 months ago, a global drinks business set up by a former Investment Banker and the ex-CEO of Campari Group. Jay was brought on board to lead the relaunch of their most recent acquisition, Alize, a French Vodka and Cognac liquor, firmly associated with Hip Hop music in the 90’s.
Since joining Jay has led a full brand turn around, refining the Alize proposition and making it relevant to the modern day. Jay has relaunched the brand in the UK via disruptive partner and influencer marketing, embedding Alize in the UK’s vibrant urban music scene. Jay’s most recent work, was a cultural mash-up, creating online videos partnering Big Narstie (Brixton rapper), with Caggie Dunlop (Made in Chelsea), teaching consumers how to drink Alize, driving amazing engagement and sales. Further to this, Jay has developed simple and executional growth drivers, moving the brand into new consumption occasions, engaging new and existing global distribution partners to take the brand on and invest in local activation.
A true all-rounder, Jay is the driving energy responsible for turning the Alize business around, managing everything from creating breakthrough content, to securing new distribution partners across the globe. Currently, Jay is working on a number of innovations for Alize primarily focused on Asia, as well as taking on new QB brands and building a team to create an enviable challenger portfolio. Prior to this Jay spent 5 years at Diageo, starting on the graduate scheme, working across marketing, innovation and commercial roles. Most recently Jay was regional Innovation Manager for Africa launching two value beers, before moving onto Guinness, where he was the European Brand Manager, covering the packaged beer portfolio, leading the re-launch of Guinness Original in the UK and Ireland.