Coote to help MarineMax superyacht brands flourish
Patrick Coote has become vice president of brand marketing at MarineMax's superyacht division.
Like a gardener encouraging different flowers to bloom at their best, Patrick Coote will look to nurture the various superyacht brands of MarineMax after leaving his role as MD Europe at Northrop & Johnson.
Coote has been appointed vice president of brand marketing in MarineMax’s superyacht division, responsible for the cultivation of brands such as Fraser Yachts, Northrop & Johnson and Fairport Yacht Management.
“My job is to ensure those brands are positioned, optimised and flying,” Coote told Superyacht Investor.
The Monaco-based Coote says his goal is ensure “highly differentiated” brands in the marketplace.
“There’s an almost homogenous group of yacht brokerage brands out there,” he added. “To excel and succeed one has to be clearly differentiated in that space, not only unique but compelling and I think we have every opportunity to do that.”
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Coote drew comparisons with financial services companies Coutts and Revolut.
“They both appeal to different audiences, they both present themselves in different ways, they both deliver a completely separate and distinct customer service experience, but they are both hugely successful,” he said.
“It is important the brands under my own administration are clearly defined and unique to the same extent as those banks.”
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Coote said the size of MarineMax’s superyacht division, following the acquisitions of leading brokerages Fraser Yachts and Northrop & Johnson, will play a “key factor” in its ability to compete in the market.
“With around 450 people actively employed in the superyacht market under the brands we manage, clearly there is a massive amount of information, data, statistics, knowledge, experience, contacts sitting within those companies,” said Coote.
“We’ve already started leveraging that by centralising a lot of that information to ensure all of the employees across all the brands have access to the best information and the best data in the industry.”
The end of Coote’s tenure at Northrop & Johnson was marked by the notable deal, secured by broker Richard Higgins, to represent the buyer of the seized superyacht Alfa Nero in Antigua for $40m.
Coote was recently part of a crew which rowed a 24ft boat across 650km of the North Sea from Scotland to Norway to raise funds for the World Wildlife Foundation (WWF). He described it as “intense”, rowing three hours on, three hours off through, at times, big waves and strong winds.
Coote joined Northrop & Johnson in May 2020, shortly before its acquisition by MarineMax, in the latest chapter of a career which has spanned the superyacht industry.
He began with a brief stint at a brokerage after a degree in European business management with marketing and moved into media and events before eight years as marketing director at Fraser. He has also held directorships at Azimut Benetti’s Yachtique brand, Blohm & Voss shipyard (2013-2017) and Vripack design studio alongside other yacht ventures in investment, business development, marketing and consultancy.
