Michelle Atkinson

Inquirer
DISC Type : dc

Head of Marketing Capability at Carlsberg Britvic

United Kingdom

Overview

Michelle is a strategic marketing and innovation leader with over 20 years of experience growing iconic global brands. Currently the Head of Marketing Capability at Carlsberg Britvic, she previously led sustainable solutions and marketing transformation at Diageo. She is an alumna of Saïd Business School, University of Oxford.

Outside of work, Michelle is a mother who stays current with consumer trends, showing excitement for new product launches like Poppi drinks in the UK. She has a keen eye for great advertising, analyzing what makes brand marketing meaningful, distinctive, and culturally relevant in todays market.

Unique fact: She designed and led an award-winning global marketing transformation programme for over 1, 200 marketers at Diageo.

Personality Overview

Demanding

Upfront

Judgemental

They focus on objectivity in a pitch and pay little attention to bells and whistles.  They care equally about the product and its potential impact. They can be nudged to make faster decisions by offering what they value.

Topics They Care About

Strategic Brand Growth
Her entire career is focused on delivering bold, insight-led growth for major global brands within the CPG and beverage sectors.
Sustainable Innovation
As Global Head at Diageo, she led the strategy for sustainable marketing and innovation to meet long-term ESG action plans.
Marketing Transformation
She has extensive experience leading change management, embedding new ways of working, and driving agile adoption in global marketing teams.

Media Appearances

Michelle has no verified media appearances

Work History

12-2025
Head of Marketing Capability at Carlsberg Britvic
7-2022 - 10-2025
Global Head - Sustainable Solutions, Marketing & Innovation at Diageo
10-2019 - 6-2022
Global Head of Marketing Capability at Diageo
9-2015 - 8-2019
Marketing Capability Director at Brand Learning Accenture
9-2012 - 9-2015
Brand Marketing Director at Curious Minds

Education

9-2022 - 2-2023
Executive Education from Saïd Business School, University of Oxford
Bachelor of Commerce (B.Com.) from University of Birmingham

More Information

Social Presence :

Prographics :

Exp : 22 Location : United Kingdom Job Level : Mid-senior Designation : Head of Marketing Capability at Carlsberg Britvic
URL has been copied!

Insights For Selling To Michelle

During A Call Or A Meeting

DO's

  • Tell them that you are there to help them create visible impact within their organization
  • Stress on the business value that your product offers
  • Ask them questions confidently while doing discovery, don’t be apologetic

DONT's

  • Refrain from asking too many questions
  • Avoid long winding pitches, stay objective
  • Avoid repeating yourself or making generalizations

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Michelle is

  • Conviction in the product matters to them, followed by proof points and strong testimonials.
  • Will you ever get a clear answer from Michelle

  • They may not be very forthcoming, but they will say no if needed.

Insights For Deal Planning

    How fast (or slow) will Michelle move?

  • They are neither the fastest decision makers nor the slowest.
  • Can Michelle take some risk or not?

  • They can take risks but after weighing up the pros and cons.

You And Michelle

Personality Compatibility


More Profiles

Discover additional public profiles from our index.

Search more profiles

Looking for someone else? Search here for anyone.

Or visit Humantic AI to know more.