Now a marketing consultant, Martin Riley was formerly CMO of Pernod Ricard where he oversaw its innovative push into digital. Under his reign, the drinks giant had pulled back on traditional advertising to invest 20% of its global marketing budget on tech marketing. As a marketer, Riley spent almost 20 years within the Pernod Ricard Group.
"The best advice I ever received early in my career was to go and work in a market outside the UK to get to know other trade structures and understand different consumers. I went to Benelux."