A Biography By Executives Diary Magazine

Who Is Jeremy Stern

Jeremy Stern is the founder and CEO of PromoVeritas, Europe’s leading authority in promotional compliance and winner of the King’s Award for International Trade. Known for his calm leadership, global expertise and signature philosophy “When everyone zigs, I zag,” Jeremy has helped hundreds of brands run fair, legal and trusted promotions worldwide. His career reflects integrity, innovation and a lifelong commitment to doing things properly.

Seeing What Others Missed

Jeremy Stern’s journey begins in North London, where creativity and curiosity were part of daily life. His parents were architects who often drove through the city pointing out the buildings they had shaped. These moments taught Jeremy to see beyond the obvious, to notice how ideas take physical form and how seemingly ordinary decisions carry long-term impact. At home, he ran a small entrepreneurial venture by selling cold drinks and reclaimed golf balls to players passing the eleventh hole of the golf course behind his garden. These early experiences set the foundation for a leader who would learn to spot gaps, connect dots others miss and guide people toward safer, smarter decisions. His life philosophy emerged early and has guided every chapter since: “When everyone zigs, I zag.”

Building Skills, Vision and Character

As Jeremy grew, his academic path led him to the University of Manchester where he studied Management Sciences. His early career began in the bustling world of FMCG at Unilever. He worked on Flora margarine and helped launch Elmlea, a non-dairy cream product. The fast-paced FMCG industry rewarded precision, adaptability and creativity, qualities that would become hallmarks of his leadership.

From there, Jeremy entered the world of coffee marketing at Kenco despite not being a coffee drinker himself. It was a practical lesson in the power of insight over personal preference. Later, returning to London, he stepped into a major role at Tesco overseeing Dairy and Chilled Foods, a category exceeding one billion pounds in annual sales. This period sharpened his strategic thinking and operational discipline.

Then Jeremy shifted into the emerging digital world with a role at BT, launching phones, loyalty programs and promotional offers that helped modernize the brand. During these years, colleagues would often remark on his calm presence and clarity of thought. As one senior leader later recalled, “Jeremy understands the big picture but makes sure you don’t lose sight of the little things that can trip you up.”

Shaping Global Campaigns and Industry Standards

Jeremy’s ascent to global leadership began when Coca-Cola appointed him Promotions Director for North West Europe. He oversaw promotional activity across nine countries, managed sponsorship initiatives for the Olympics and Euro 2000 and pioneered the company’s first pan-European internet project. The role exposed him to differing regulatory landscapes, cultural expectations and creative pressures. He began to recognize a recurring weakness across markets: companies were brilliant at ideation but often unprepared for the legal and operational complexities that followed.

His next chapter at Sega expanded his global marketing capabilities even further. As European Marketing Director, he led a team responsible for advertising, sponsorships, PR, promotions and online operations. The industry was thrilling, fast evolving and fiercely competitive. When Sony dramatically cut PlayStation prices and Sega could not respond in time, the business suffered a dramatic collapse. For most, this would have been a career setback. For Jeremy, it was a profound lesson in accountability, resilience and the necessity of clear-eyed decision making.

During his time at Coca-Cola and Sega, Jeremy also contributed significantly to the advertising rulebook through his work with the Advertising Standards Authority and the Institute of Sales Promotion. His involvement in writing guidance and codes revealed how urgently the industry needed practical support. Even large brands struggled with the complexities of compliance. As another industry colleague observed years later, “He is very pragmatic, very experienced in all aspects of promotions and an excellent business partner.”

Founding PromoVeritas and Reshaping an Industry

In 2002, Jeremy founded PromoVeritas from a kitchen table in London. His vision was clear: help brands run promotions that are legal, fair and trusted. The idea bridged multiple gaps he had witnessed firsthand. Creative agencies often lacked compliance expertise. Legal teams understood regulations but did not always appreciate marketing realities. And almost no one prioritized the back-end execution that determines whether winners are selected fairly and promises are delivered as advertised.

PromoVeritas quickly established itself as the independent authority in promotional verification. The company drafts terms consumers can understand, conducts fully random prize draws, judges competitions objectively and ensures that every promotion complies with the ASA and CAP Codes. Jeremy’s belief that compliance empowers creativity became the company’s foundation.

Today PromoVeritas is active in more than 90 countries, has run over 18,000 promotions and has awarded more than 34 million prizes. Its client list includes Amazon, Pepsi-Cola, Cadbury, Kellogg’s, Mastercard, O2, American Express, Walkers and others. With nearly half of its revenue coming from overseas clients, PromoVeritas received The King’s Award for International Trade in 2024. One of Jeremy’s clients summarized his impact perfectly, noting that “his ability to analyze all aspects of a project and provide the best solutions defines the high quality of PromoVeritas’ work.”

PromoVeritas is also behind some of the world’s most iconic instant win promotions, including the famous Cadbury Hunt the Creme Egg campaign. Jeremy’s team travels the country in secrecy to place the special eggs into random stores. They have created golden cans, golden corks and even a solid gold ice cream stick for a Scandinavian brand. One such innovation sparked an enthusiastic conversation with King Charles III, who was fascinated by the craftsmanship and creativity behind these campaigns.

The company also verifies live voting for major television events. For over a decade, when viewers of a TV show hear the words and the votes have been “independently verified,” it is often Jeremy’s team ensuring fairness and accuracy.

A Leader With Depth: Personal Insights and Passions

Jeremy’s leadership is grounded in a unique combination of composure, curiosity and conviction. His favorite personal mantra reflects this: “Keep your head when all about you are losing theirs.” Those who have worked with him repeatedly emphasize his steadiness in crisis. One former teammate said simply, “Jeremy is the ideal partner. Dedicated, resourceful, savvy and a true expert in his field.”

Beyond the boardroom, Jeremy maintains a vibrant personal life. He is married with six children and thirteen grandchildren. He has served as Vice Chair of the Royal Osteoporosis Society, contributed to local police and patient committees and now advises the Department of Education on the T Level in Marketing. He is also an active mentor, speaker and member of the Worshipful Company of Marketors.

His love for the works of M. C. Escher reflects his appreciation for complexity, structure and illusion. His hobbies, including collecting antique keys and magnets, mirror his fascination with hidden mechanisms and the unseen forces that shape outcomes.

Vision for the Future

Today Jeremy leads a team of more than fifty specialists in legal compliance, digital technology, data analysis, operations and client management. He empowers his senior team, nurtures new talent and continues investing in global best practices. He remains passionate about guiding brands through complex geopolitical, regulatory and cultural landscapes. And he continues urging the industry to take compliance seriously not as a burden but as a gateway to trust and creativity.

The Power of Doing Things Properly

Jeremy Stern built PromoVeritas on the belief that doing things properly is not simply good ethics but good business. His willingness to see what others missed, to question assumptions and to pursue integrity over shortcuts transformed one idea at a kitchen table into Europe’s leading promotional compliance authority. His journey is a reminder that leadership thrives on clarity, courage and vision. Jeremy zagged when everyone else zigged, and the industry is safer, stronger and more principled because of it.