Experience

Belvoir Farm

• United Kingdom
• Food and Beverage Services
• 1 - 100 Employee

• Channel Manager - On Trade

  • Feb 2021 - Present

  I head up the On Trade sales team for Belvoir, selling our range of premium soft drinks and cordials. I also manage our key national and regional accounts including Matthew Clark, LWC, Greene King, M&B, Whitbread and The Restaurant Group. I work with our existing customers to develop relationships and drive volume, as well as prospecting for new business. I set the channel strategy and work closely with our marketing and category team to support our customers and create compelling selling stories. I have three direct reports in my team. Show less



SHS Drinks

• United Kingdom
• Food and Beverage Services
• 1 - 100 Employee

• National Account Manager

  • Jan 2019 - Feb 2021

  In addition to my Commercial role, I added responsibility for managing On Trade national accounts including LWC, Amathus & Nectar, developing existing customer relationships and driving new business for our alcohol and soft drinks portfolio. • Turned performance around from -1% volume and -4% profit into +14% volume and +13% profit YoY across customer base by building relationships and tailoring strategies to each specific customer need• Successfully secured NPD listings in 2019 and 2020, driving distribution in line with brand strategy• Full P&L accountability and responsible for setting the pricing and promotional strategies in each customer• Negotiating new contracts and JBPs• Selling and presenting our brands and NPD, working with marketing and insights team to drive growth in line with the corporate sales strategy• Build cross functional relationships with buying, supply, marketing and insights teams Show less

• Commercial Planning Manager

  • Jun 2017 - Feb 2021

  Responsible for the GB Out of Home channel and the International exports markets, including Pubs & Leisure, HORECA, Wholesale RTM and Foodservice for the alcohol, soft drinks and NPD brands. Delivering the annual volume and profit growth targets by providing commercial strategy and direction to the sales team.• Responsible for a £19m alcohol and soft drinks portfolio• Accountable for profitable return and implementation of £3.8m trade spend• Step changed the channel strategy for WKD that stopped a decade of double-digit decline, returning the brand to 2% growth in On Trade channel in 2019• Creating the annual strategic channel plans and P&L by sector and region to deliver value and volume KPIs• Leading the delivery of the channel strategy with specific customer commercial, promotional and activation plans• Built and negotiated over 50 commercial tenders in 2019 to win new business and drive incremental sales• One direct report• Work with Category Insights, Brand Marketing and NPD to create compelling brand and category selling stories• Leading monthly channel meetings to review performance vs budget and forecast• Presenting performance updates to key stakeholders at monthly sales team and internal meetings Show less

• Category Insights Executive

  • Aug 2015 - May 2017

  Responsible for turning data into insights to create compelling selling stories and driving the overall brand strategy on our alcohol portfolio. I worked within the Grocery Mults, Convenience and On-Trade channels, with key accounts including Tesco, Asda, Sainsburys, Morrisons, Lidl, Aldi, Co-Op, Bargain Booze, Stonegate, Wetherspoon, M&B.• Grew the Merrydown brand by £1m+ by redefining it’s role within the cider category and fixture, therefore influencing Tesco to increase Merrydown Cider’s distribution from 370 to 703 stores• Worked with Tesco, Asda, Sainsbury's and Morrisons to develop category partnerships and using Nielsen data for RTD category recommendations and building planograms via Spaceman• Built compelling category and brand selling stories for the On-Trade channel, including quarterly updates with key accounts such as Stonegate• Part of a project team working on WKD and Merrydown brand relaunches. This involved working with external consumer research agencies right through to presenting the relaunch at our internal work conference and to external customers • Regularly presented brand and insights recommendations to key customers• Implemented NPD trackers to monitor performance and the effect on category sales• Analysed performance of feature space, promotions, media campaigns and returns• Advised on fridge planograms and category best practice in the On-Trade through liaising with the marketing teams• Involved in setting budgets and contract negotiations with Nielsen, CGA and other data and insight providers Show less

• Customer Marketing Executive

  • Jan 2013 - Jul 2015

  Developed channel strategies including commercials and marketing and built strong relationships with the sales team and the brand marketing team to create bespoke customer activations. Generating theatre in accounts, for example point of sale themed nights and tailored promotions.• Presented brand plans and commercial strategies to customers• Attended regular trade shows and days in trade to sell our brands to licensees

• Promotions Analyst

  • Oct 2011 - Dec 2012



SHS Sales & Marketing (GB)

• Food & Beverages
• 1 - 100 Employee

• Trade Marketing Analyst

  • Aug 2008 - Oct 2011

• Customer Service Representative

  • Jul 2007 - Aug 2008