Hugo Mills
Edinburgh
Summary
Highly experienced senior executive with a unique commercial, strategic and partnership background with a know-how of delivering substantial commercial revenue within leading global sports, media and international drinks organisations including the R&A, Sky Sports, Diageo and Heineken.
15+ years' experience of leading high growth potential and more established mature global organisations. Extensive strategic partnership 'know how' with an outstanding strategic, commercial and relationship building acumen.
A committed people leader with a high emotional IQ, naturally able to build relationships with positive energy. Exceptional organisational and communication abilities that inspires the creation of high-performing teams built around, empowerment, high engagement and talent growth.
Overview
21
21
years of professional experience
Work History
R&A Global Development Director
R&A
St Andrews
07.2024 - Current
- Oversee 150+ National federations worldwide and responsible for a significant amount of investment from the proceeds of The Open Championship
- Implemented robust stewardship and governance and created global investment framework to drive R&A impact and influence globally.
- Oversee corporate partnerships for Golf Development programmes and increasing organisational visibility and engagement with Global Affiliates.
- Investigated new revenue streams to diversify funding sources increasing funding by 55%.
- Strengthened company's position by fostering strategic alliances with USGA, PGA, EGA, Augusta National.
- Crafted a comprehensive plan for process improvement and technology integration for overall operational enhancement to drive future strategy.
Commercial Director
Sky UK
02.2022 - Current
- Overseeing significant part of SKY UKs overall EBIT
- Leading Hospitality, Accommodation, Gaming & Leisure Sectors (£120m Revenue)
- 10%+ Revenue and EBIT growth in 2022 and unlocked highest levels of product %
- Leading multi site Sales, Operations and customer service teams for over 60 employees that achieved highest divisional people engagement scores of 86
- Provide regular performance and forecasts figures to SKY board and have become a reliable "go-to" of market intelligence
- Spearheaded trail and delivery of future product offerings based on in-depth market research including launch of SKY Glass & Sky Q that has added over 1000 new customers
Director of Strategic Partnerships
Sky UK
11.2017 - Current
- Responsible for the largest operating division of SKY Business, reporting to the Group Managing Director and a member of the Group Executive Board responsible for £80m+ revenue
- Responsible for the targeting and negotiation of annual partnership, sponsorship contracts and managing budget and setting internal strategic expectations
- Responsible for leading national accounts teams and P&L, shaping strategy and creating and imbedding commercial trading terms managing commercial contracts across 800 customers
- Recontracted £75m of annual revenue through multi year agreements including Greene King, Stonegate, Ladbrokes
- Led on price and proposition strategy and activation plans with rights holders and internal stakeholders in Now TV and SKY Sports to Premier League rights renewals
- Introduced use of Salesforce in 2021 that led to a successful onboarding that supported the business gain more visibility on performance metrics.
Commercial & Sales Director
Molson Coors UK
03.2014 - 11.2017
- Reporting into the UK MD, accountable for the commercial delivery of MCBC in Scotland with a turnover of £20M+, leading a cross functional team of 25 including marketing, commercial, finance, sales, customer service and operations
- Grew the business from EBIT negative to £5m+ and increased brand portfolio share from 6% to 16% in 2 years.
- Accelerated brand advocacy by 20% ( "my first choice brewer") measured by implementation of CRM system and consumer and partner data project
- Transformed corporate positioning in the market and led on govt engagement to discuss policy making towards alcohol in Scotland
- Led strategic review and turnaround of RTM strategy creating a new indirect partnership with Matthew Clark
- Secured long term key sponsorship and partner deals with SKY, SFA, Celtic & Rangers with Carling in Scotland that helped grow brand consideration to 80% ( previously 40%)
Regional Director Western Europe
Campari International
02.2012 - 03.2014
- Head of UK Sales, Marketing and Operations for Gruppo Campari
- Overseeing the company's growth agenda, managing distributor partners, RTM Strategy and UK On and Off Trade.
- Responsible for Appleton Rum IMC team in the UK with 24 employees
- Created and delivered UK brand strategy for Spirits portfolio including Aperol, SKY Vodka, Campari, Wild Turkey, Glen Grant, Appleton Rum overseeing activation, sponsorship and PR delivery
- Awarded best brand execution for Aperol Spritz in UK drinks market
- Responsible for the restructuring of the UK RTM and 5 year strategic plan that unlocked £7m of annual revenue growth.
- Unlocked over 20,000 new ontrade accounts with Aperol in 3 years
Gulf General Manager / VP
DIAGEO International
11.2009 - 02.2012
- Global Travel & Middle East, Member of the Diageo Senior Leadership Team for Diageo GTME managing the Gulf Markets of Dubai, Abu Dhabi, Bahrain and Oman
- Responsible for the delivery of an annual operating plan of over £270m and successfully grew that by over 50% over a 3 year period
- Responsible for 60 employees in offices in Lebanon, Dubai, and Bahrain.
- Led on award winning brand activations with Johnnie Walker and Mclaren in Dubai Duty Free and launched world first activation including House of Walker Emporium
- Responsible for leading global account teams managing Aer Rianta, Dufry and at a regional level Dubai Duty Free
- Managing the sales and distributor development for the regions plus retail hub airports & airline operators including Emirates Airlines and Etihad.
RESERVE Brands Regional Sales Director
DIAGEO International, MENA
10.2007 - 11.2009
- Overseeing the strategic brand development of Diageo's Reserve portfolio and in region brand marketing covering (Ciroc vodka, Johnnie Walker Blue, Ketel One)
- Setting forward the regional marketing plan, brand positioning & strategy, devising key platforms, market segmentation and overseeing distributor brand execution and training and P&L performance
- Managed global launch of King George V in Dubai Duty Free along with Johnnie Walker Double Black and successfully grew Johnnie Walker to DDF No1 selling brand.
- Architect behind launch of Reserves Retail Emporium and partnership with LVMH and Dubai Airports
- Launched Diageo's first every "World Class" cocktail programme in Dubai with Salvatore Calabrese
Head of Sales - UAE
HEINEKEN/SIROCCO
11.2005 - 10.2007
Account Manager
INBEV UK, Sainsbury's
London
10.2004 - 09.2005
Education
BA Hons - History 2:1
University of Northumbria
2001
High School Diploma - Economics, History, Business Studies, Maths
Daniel Stewarts And Melville College
1997
Skills
- People Leadership
- Affiliate & Partner development
- Business growth modelling
- Corporate social responsibility understanding
- Commercial & Brand strategies
- Excellent communicator
- Disruptive Brand Activity
- Strong Cross-functional & Exec level engagement
- People Development and Engagement
Timeline
R&A Global Development Director
R&A
07.2024 - Current
Commercial Director
Sky UK
02.2022 - Current
Director of Strategic Partnerships
Sky UK
11.2017 - Current
Commercial & Sales Director
Molson Coors UK
03.2014 - 11.2017
Regional Director Western Europe
Campari International
02.2012 - 03.2014
Gulf General Manager / VP
DIAGEO International
11.2009 - 02.2012
RESERVE Brands Regional Sales Director
DIAGEO International, MENA
10.2007 - 11.2009
Head of Sales - UAE
HEINEKEN/SIROCCO
11.2005 - 10.2007
Account Manager
INBEV UK, Sainsbury's
10.2004 - 09.2005
BA Hons - History 2:1
University of Northumbria
High School Diploma - Economics, History, Business Studies, Maths
Daniel Stewarts And Melville College
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