Lizzy Johnson

ELEVION is a UAE based consulting and fractional leadership company backed by the global investment company, Hamilton Bradshaw, founded by James Caan. Partnering with start ups, scale up and established businesses within multi-sector industries to transform Marketing and Customer Experience into value creation and step-change growth. Working from within your organisation, embedding world-class leaders with deep sector expertise who bring clarity, structure, and measurable commercial impact.

Founder-led, Global Hospitality Group | 40 locations across South Africa, UAE, KSA, Bahrain & UK Key Achievements:    •   Built and led a new international marketing organization, designing structure, recruiting top talent, and implementing operating processes to support international growth.    •   Defined and executed digital and marketing strategy, aligned with new categories, geographies, and brand expansion.    •   Launched digital reporting and analytics tools to drive data-led decision making, to optimize and improve ROI across campaigns. - Worked with an incredible team https://www.tashasgroup.com

Acquired by McWin Capital Partners (2022). Franchise Italian Restaurant Chain | 155 Restaurants Across 32 Countries | Key Achievements    •   Redefined Global Brand Strategy and customer value proposition by designing a digital-first customer journey with an integrated technology stack (Oracle, Wi-Q, Adyen Payments) piloted in the UK.    •   Led new product innovation and market trials in the UK to inform an international rollout.    •   Redesigned global restaurant concept to new brand standards, with implementation in Vienna, Barcelona, and Abu Dhabi.    •   Developed and executed marketing strategy, launching a CRM and loyalty platform that delivered proven monthly incremental revenue; rollout to 5 international markets in 2024 (UK, France, Netherlands, Austria, Australia).    •   Built and scaled cross-functional teams, driving collaboration across marketing, digital, operations, and customer experience. UK Board of Directors

A new luxury hospitality Group – hotels, residences and planned Beach Club in restored heritage buildings.

Sustainable focused, D2C E-commerce Grocery | Organic & Premium Fresh Food | Awarded “Fresh Produce Foodtech of the Year” Managing Director (previously Advisor to the Chairman)    •   Led turnaround strategy, improving P&L of a loss-making business for onward sale.    •   Delivered digital transformation, launching new e-commerce platform & mobile app → +25% online sales growth and enhanced customer experience.    •   Drove category rationalization & expansion, achieving +30% growth in product range and market share.    •   Optimized last-mile logistics and introduced 24/7 automated customer service.    •   Scaled digital performance marketing, cutting CPA by 50%, increasing purchase frequency, and expanding user base by +80%.

Leading International Food & Convenience Delivery Platform | IPO 2021 Regional Marketing & Growth Lead – Middle East    •   Drove direct-to-consumer (D2C) and B2B growth initiatives in the Middle East, strengthening market share through enhanced consumer value proposition.    •   Delivered significant market growth and consumer engagement in the United Arab Emirates.    •   Designed acquisition-to-retention strategies for diverse audiences (English & Arabic), supporting Deliveroo’s journey to IPO.    •   Launched Deliveroo Express, expanding inventory range and enabling faster delivery times.

Middle East’s Leading Live Entertainment & Events Company | Owned by The Executive Affairs Authority & Miral Asset Management (Etihad Arena, Ferrari World, Warner Bros, Yas Marina Circuit – Abu Dhabi F1) Marketing & Customer Strategy    •   Led marketing & communications strategies with a customer-centric approach, delivering campaigns for flagship events including Abu Dhabi F1 After-Race Concerts, Mubadala World Tennis Championship, Abu Dhabi Classics, and UAE National Day ’48 & ’49.    •   Spearheaded digital transformation initiatives, leveraging GCC consumer insights for segmentation, driving higher engagement and brand loyalty.    •   Implemented Salesforce CRM, unlocking new business opportunities and streamlined campaign management.    •   Commissioned and rolled out the first-of-its-kind customer motivations research in UAE & Saudi Arabia, applied across multiple business functions to optimize targeting and customer segmentation.

Independent International Spirits Company | Award-Winning Portfolio | Named Gin Distiller of the Year Executive Board Member | Group Marketing Director (CMO) & Group Strategy & Innovation Director    •   Held full P&L ownership with mandate to deliver a 3-year EBITDA turnaround; scaled company from start-up to 240 employees and positive EBITDA.    •   Delivered 14% annual turnover growth to £92M, launching and expanding a 14-brand premium & luxury portfolio across 4 categories in 20+ markets (UK, Europe, USA, Australia).    •   Led global repositioning & innovation in gin:       •   Greenall’s Gin (No.2 UK / No.7 globally): new brand positioning, packaging & marketing → +20% YoY growth, £50M retail value.       •   Bloom Premium Gin: repackaging, flavor innovation, international expansion → +115% YoY growth in UK, USA, Middle East & APAC.       •   Opihr Oriental Spiced Gin: fastest growing super-premium gin, UK No.6 → +135% YoY growth.       •   Berkley Square: developed & launched “world’s most luxurious gin.”    •   Expanded Irish Whiskey & Cream portfolio through M&A and innovation:       •   Integral to acquisition of The Dublin Liberties Distillery and Irish blender.       •   Developed & launched award-winning whiskey brands (The Dubliner, The Liberties) and cream liqueurs (O’Mara’s – USA No.1, Feeney’s – UK No.2 challenger to Bailey’s).

World’s Leading Premium Drinks Business | Captain Morgan – 6th Largest Spirits Brand Worldwide Led global brand strategy, innovation and P&L for one of the World’s largest spirits brands    •   Held full global P&L responsibility for the Captain Morgan portfolio with £120M A&P budget; oversaw a top 6 global spirits brand (10M+ 9L cases, #2 in rum, #4 Diageo brand).    •   Delivered 29% of total Diageo volume growth in FY14, with 70% of volume from North America.    •   Developed a 3-year brand strategy with double-digit growth ambitions, targeting £700M NSV by 2017 and £1B NSV by 2020, alongside a mandate to achieve #1 brand in the rum category.    •   Created and implemented a unified global brand strategy & marketing platform, with a strong focus on digital execution across 15 international markets.    •   Led global innovation strategy, managing the Innovation Gate process and launching Captain Morgan White Rum in the USA.

Newly created role to develop UEFA as the centre of excellence in sports and entertainment. During my time there, we delivered: - New brand positioning of UEFA, with CSR initiative “say no to racism” and corporate brand identity refresh. - marketing strategy for 6-year period across all competitions. UEFA Champions League value increase from €3.0 Billion to €3.5bn in 1-year cycle, UEFA Europa League and UEFA Euro 2012 – Poland & Ukraine - Introduced digital approach working with European Broadcasters accross the 55 National Associations and Host Cities to drive engagement. UK Gold Award for best engagement campaign. - commercial approach to use of insights & research, adding value to commercial sales and marketing effectiveness - Brand Identity for UEFA Euro 2016, UEFA Champions League Finals, UEFA Europa League Finals, UEFA Supercup

CMO to CEO Sponsored by McKinsey and Company