After initially working as a journalist on car magazines, Roberts’s career in PR has seen him regularly upgrade his way through some of the most famous motoring brands on earth. Starting with a press officer role at Ford, he went on to hold positions at Nissan, Land Rover and Mercedes-Benz before joining Bentley in 2012. Promoted to his current role in December, he leads a team of 22 internationally at the firm’s Crewe HQ, with regional offices in Germany, the US, China and UAE.
A qualified tennis coach, a particular highlight for Roberts arrived earlier this year at the launch of Bentley’s new concept car, the EXP 10 Speed 6, in Geneva. The team’s comms strategy generated a PR value of over €6.5 million over a seven-day period, making it the most covered car, according to Prime Research media evaluation.