CEO Today Global Awards 2023 - UNITED KINGDOM - - 40 - Edwin Bessant Founder and CEO Ceuta Group Ceuta Group is a global provider of Brand Building and Route to Market solutions for consumer-led manufacturers and retailers in the Health & Personal Care and Food & Drink industries. From brand strategy development and creative design to channel sales and distribution, right through to influencing consumers and shoppers’ purchase decisions, Ceuta Group helps brands/businesses around the world unlock opportunities and deliver sustainable growth. Edwin has pioneered and cultivated Ceuta Group from seed to the leading global business it is today. What started with an idea in 1994 with founding partner Annette D’Abreo, has blossomed into a company with a unique position and a collective turnover of £300m+. The rewards of running a successful business Edwin’s greatest reward from leading a highly successful business is undoubtedly the satisfaction that comes from delivering exceptional results to Ceuta Group’s clients, partners, shareholders and of course his 350+ employees; supporting their career development and making the office and field work environment a place where culture, values and collaboration are created. Edwin believes that for many organisations this cannot be achieved by working from home in isolation. Ceuta Group is a global provider of sales, marketing, branding and distribution services to the Health & Personal Care and Food & Drink industries. As an example, Ceuta Group is responsible for the management and development of Breathe Right (a leading OTC brand owned by a PE-backed consumer business in the USA) in 22 countries. The team delivers services ranging from strategy, regulatory, sales and distribution to logistics and marketing, in markets which include Japan, Australia, New Zealand, Europe, Canada, Africa & MENASA. Via Ceuta Group, the team at Breathe Right have access to 22 international markets through one point of contact. This puts Ceuta in the unique position of driving growth for brands on a global scale without them having to invest in retail bricks or headcount, creating tangible solutions and sustainable growth for its clients. “Hearing from a client how we have delivered a positive impact to their business, gives us all exceptional satisfaction in knowing that we have made a difference,” says Edwin. Doing it differently? Edwin always looks 3 years ahead to ensure that Ceuta Group remains relevant and fit for tomorrow’s marketplace and their client base. Edwin never looks back unless there is a learning. This approach has underpinned the consistent growth and success of the business over the past 28 years and ensures that the company’s fully prepared for the future, protecting the business, its people, and its clients. Hindsight is a wonderful thing, but it’s experience and a decisive mind that truly create wisdom and clear direction for the future of a business.
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