Brit Pack Interviews
Feb 13th 2013
RICHARD MCLEOD
Name: Richard Mcleod
Profession: Marketing Director - D'USSE VSOP Cognac at Bacardi USA
Current Residence: Miami, Florida
UK Residence: Luton
Came to US in: 2008
Fresh from a business trip to LA, Richard Mcleod is spending a chilled Saturday morning with his wife and eighteen-month old son.
Pleasantly open and warm, there are no signs that life in Miami has bloated his ego or distorted his down-to-earth English demeanor. In fact he’s determined not to let American life change him or his accent.
“If I go to a restaurant I refuse to say ‘water’ like an American, I’d rather go without, I just can’t do it,” he tells me from his Miami apartment. “I was in McDonalds once and ordered a sausage and egg muffin, no butter. It took about ten minutes for me to order it. I nearly said ‘butter’ like an American but I refused. So the next time I went in there I pretended I’d lost my voice and wrote my order down on a piece of paper!”
It’s that steadfast determination that brought him across the pond from Luton five years ago. Having worked for Barcardi UK for several years things were getting a little stagnant. So instead of just dreaming about making a life in America he put a plan into action and within three months his whole life changed.
“Coming here was always my goal. I’m a big basketball player, I love watching the NBA and NFL. There’s a feeling when you’re younger that everything happens in the US and anything can happen once you can just get out here,” he admits.
After seeking out international opportunities through his company’s HR department Richard went for a interview in the Miami office and was offered a job in the marketing division as Brand Manager for Grey Goose Vodka. It was a proactive and gutsy move but not a particularly straightforward one. He had to clearly demonstrate skills above and beyond any American candidate. He also had to convince his partner, Karlene, to come with him.
Profession: Marketing Director - D'USSE VSOP Cognac at Bacardi USA
Current Residence: Miami, Florida
UK Residence: Luton
Came to US in: 2008
Fresh from a business trip to LA, Richard Mcleod is spending a chilled Saturday morning with his wife and eighteen-month old son.
Pleasantly open and warm, there are no signs that life in Miami has bloated his ego or distorted his down-to-earth English demeanor. In fact he’s determined not to let American life change him or his accent.
“If I go to a restaurant I refuse to say ‘water’ like an American, I’d rather go without, I just can’t do it,” he tells me from his Miami apartment. “I was in McDonalds once and ordered a sausage and egg muffin, no butter. It took about ten minutes for me to order it. I nearly said ‘butter’ like an American but I refused. So the next time I went in there I pretended I’d lost my voice and wrote my order down on a piece of paper!”
It’s that steadfast determination that brought him across the pond from Luton five years ago. Having worked for Barcardi UK for several years things were getting a little stagnant. So instead of just dreaming about making a life in America he put a plan into action and within three months his whole life changed.
“Coming here was always my goal. I’m a big basketball player, I love watching the NBA and NFL. There’s a feeling when you’re younger that everything happens in the US and anything can happen once you can just get out here,” he admits.
After seeking out international opportunities through his company’s HR department Richard went for a interview in the Miami office and was offered a job in the marketing division as Brand Manager for Grey Goose Vodka. It was a proactive and gutsy move but not a particularly straightforward one. He had to clearly demonstrate skills above and beyond any American candidate. He also had to convince his partner, Karlene, to come with him.
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“I knew I wanted to be with Karlene so I proposed to her in America. I was out here for eighteen months on my own before we got married and she was able to come here, but in that period I saw her about six times.”
Granted swapping life in an overcast and overpopulated city for sunny Miami may well be what the Yanks call a ‘no-brainer’ but the upheaval and uncertainty of relocation can be too much for some. Luckily the couple shared the drive and ambition it takes to make it work. Barcardi US played a big role in helping them settle. They arranged Richard’s L1 visa, found them an apartment and shipped over his belongings. “I didn’t really know anything about the structure of the US company so I just humbled myself,” he reveals. “That was my mission, just be a sponge and take everything in.” It’s a sensible strategy that has helped him climb to the position of Marketing Director for Bacardi’s new high-end cognac D'usse. |
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Much like a food taster his job is frequently misunderstood. Contrary to popular belief he’s not constantly partying. Between liaising with sales teams, co-ordinating advertising, researching the consumer, monitoring pricing and more there’s little time for sampling the product he promotes in every bar across the country. Richard sees himself as the guardian of the D'usse brand and although the company's main focus is the quality of the brandy it doesn’t hurt that Jay Z is an advocate of the brand and can often be seen swirling a glass of D'usse in videos and award shows.
The brand recently launched at the Superbowl and in California as part of the Grammy’s brunch with Roc Nation. Getting to attend both these events are added perks of the job and all part of a lifestyle Richard admits he’s fortunate to have.
“I grew up playing basketball so just having the Miami Airlines Arena across from our apartment or going to Miami Heat games or the NBA finals is great. I’ve met President Obama four times and driven in his motorcade.”
The brand recently launched at the Superbowl and in California as part of the Grammy’s brunch with Roc Nation. Getting to attend both these events are added perks of the job and all part of a lifestyle Richard admits he’s fortunate to have.
“I grew up playing basketball so just having the Miami Airlines Arena across from our apartment or going to Miami Heat games or the NBA finals is great. I’ve met President Obama four times and driven in his motorcade.”
They’ve both worked had to establish themselves in Miami and through some excellent networking are now pretty well connected. Karlene has recently been appointed Regional Brand Ambassador for Mount Gay Rum and also runs Neon Flair - a successful TV production and Event Management company.
But establishing themselves as a Miami power couple has taken time and hard graft.
“People have to understand that we haven’t just been given these things,” Richard tells me. “We worked as hard as we could to get the right connections and elevate ourselves within our work environments. There are so many pros to living in the US if you’re willing to work hard. You’re not going to come here and have it handed to you on a plate. In the UK people would rather make ten dollars once than two dollars twenty times. People in the US are a lot more willing to open up their network to you and just be part of a bigger movement.”
After five years the couple are putting down roots and becoming more settled. Their son Hudson was born in America but has already been to England three times. They’ve also just bought their first house in Aventura on the Florida coast. It’s currently being built and they plan to move in April.
Richard is also considering going for their US citizenship when he becomes eligible next year.
“For us it’s about moving forward together. We took a massive gamble coming here, so I just feel blessed to be where I am in my career and my life and I’ll support other people as much as possible."
Follow Richard on Twitter @rmcleod78
But establishing themselves as a Miami power couple has taken time and hard graft.
“People have to understand that we haven’t just been given these things,” Richard tells me. “We worked as hard as we could to get the right connections and elevate ourselves within our work environments. There are so many pros to living in the US if you’re willing to work hard. You’re not going to come here and have it handed to you on a plate. In the UK people would rather make ten dollars once than two dollars twenty times. People in the US are a lot more willing to open up their network to you and just be part of a bigger movement.”
After five years the couple are putting down roots and becoming more settled. Their son Hudson was born in America but has already been to England three times. They’ve also just bought their first house in Aventura on the Florida coast. It’s currently being built and they plan to move in April.
Richard is also considering going for their US citizenship when he becomes eligible next year.
“For us it’s about moving forward together. We took a massive gamble coming here, so I just feel blessed to be where I am in my career and my life and I’ll support other people as much as possible."
Follow Richard on Twitter @rmcleod78
