Michael Yates has been appointed as Chief Operating Officer (COO) at Ceuta Group, a global brand building business offering a unique collective of omni-channel market execution capabilities (sales & distribution), business intelligence (analytics & insights) and marketing services (creative & performance marketing).
Michael joins Ceuta Group from Procter & Gamble (P&G) after more than 25 years at the company. Michael’s career started in the UK and progressed through senior commercial and managing director roles across Europe, Africa and Asia.
During his time at P&G, Michael gained insight and experience in building brands in the UK and globally. He has broad category experience across food & drink as well as health, wellness and personal care, having worked with brands such as Pringles, Sunny Delight, Oral B, Vicks, Head & Shoulders and Pantene.
With extensive international experience, Michael brings client-side knowledge and insight of successfully expanding brands and adapting business models for markets across the globe. His appointment bolsters Ceuta Group’s leadership structure and will support the Group’s growth plans and delivery of superior client service.
Commenting on his appointment, Michael said, “Having known and respected Ceuta Group for many years for its strong culture and unique business model, I am excited to be joining Ceuta Group as COO. I’m looking forward to meeting both longstanding and new clients to hear how we can support them in their growth ambitions both in the UK and internationally.”
Michael’s immediate focus will be to meet with and hear from clients, colleagues and partners to help inform the Group’s future thinking and strategic choices.
Michael added, “It’s a challenging time for brands and businesses, and so effective collaboration between the Group and our clients has never been more important. Now is not the time for brands to stand still, business models need to be constructively disrupted to ensure they are responsive to changing consumer needs and continue to deliver value. I look forward to working with our clients across the health & personal care and food & drink industries and building their brands across multiple channels and markets.”
Edwin Bessant, Ceuta Group CEO, said, “We’re delighted to welcome Michael to Ceuta Group. His international experience and focus on collaboration will be an asset for the Group and our clients.
“The introduction of the COO role to our leadership team comes at a pivotal time and will support the Group’s plans for growth. This evolution will also allow us to align even closer to our clients to help them successfully adapt and navigate today’s changing environment.”
Michael’s new role will also focus on the exploration of future acquisitions to support the Group’s growth plans and ensure it continues to provide innovative services and unlock new opportunities for its clients.