Lee Sawford
Divisonal Head - Kitchen Retail & Trade. at CDA Domestic Appliances- Claim this Profile
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Bio
Chris Shelley
Lee was a fantastic line manager during my time working at CDA. Finally, a boss who was strong commercially and also excellent in front of customers...a rare skill set in our industry! I’ll always be grateful for Lee enhancing my IT skills and giving me confidence to deal with the challenges of my first National Account role
Lara Dean
As the Head of the Planning Department at The CDA Group Ltd, I have worked with Lee for the last 4 years on sales forecasting requirements for the company's top customer which accounted for 30% of the business' turnover. Lee managed all aspects of the account to ensure a smooth operation and the customer's needs were met in full. He developed and maintained strong relationships with his customers to understand their unique portfolio of products and the ever changing market environment. In turn, CDA saw an average sales turnover increase in Lee’s area of 25% and renewal of customer contracts year on year. Liaising successfully with all departments in CDA, including finance, product and quality, Lee was able to negotiate better prices, terms and conditions for both parties as well as ensure that quality aftercare services were provided. New product introduction was carefully managed, securing trust in launch dates and supporting in phasing out of discontinued products. By continually working closely with the customer, Lee was able to understand their business to provide CDA with a robust sales forecast and notify weekly of any previously unforeseen changes. In addition to confidently challenging the customer with any anomalies in their data, he was able to avoid potential catastrophic disasters in either failing customer demand and loss of sales or high excess inventory in both CDA and the customer’s storage facilities. From my experience working with Lee, I would recommend him to anyone looking for an experienced Head of Sales and I am confident that you will find Lee as an invaluable asset to your company.
Chris Shelley
Lee was a fantastic line manager during my time working at CDA. Finally, a boss who was strong commercially and also excellent in front of customers...a rare skill set in our industry! I’ll always be grateful for Lee enhancing my IT skills and giving me confidence to deal with the challenges of my first National Account role
Lara Dean
As the Head of the Planning Department at The CDA Group Ltd, I have worked with Lee for the last 4 years on sales forecasting requirements for the company's top customer which accounted for 30% of the business' turnover. Lee managed all aspects of the account to ensure a smooth operation and the customer's needs were met in full. He developed and maintained strong relationships with his customers to understand their unique portfolio of products and the ever changing market environment. In turn, CDA saw an average sales turnover increase in Lee’s area of 25% and renewal of customer contracts year on year. Liaising successfully with all departments in CDA, including finance, product and quality, Lee was able to negotiate better prices, terms and conditions for both parties as well as ensure that quality aftercare services were provided. New product introduction was carefully managed, securing trust in launch dates and supporting in phasing out of discontinued products. By continually working closely with the customer, Lee was able to understand their business to provide CDA with a robust sales forecast and notify weekly of any previously unforeseen changes. In addition to confidently challenging the customer with any anomalies in their data, he was able to avoid potential catastrophic disasters in either failing customer demand and loss of sales or high excess inventory in both CDA and the customer’s storage facilities. From my experience working with Lee, I would recommend him to anyone looking for an experienced Head of Sales and I am confident that you will find Lee as an invaluable asset to your company.
Chris Shelley
Lee was a fantastic line manager during my time working at CDA. Finally, a boss who was strong commercially and also excellent in front of customers...a rare skill set in our industry! I’ll always be grateful for Lee enhancing my IT skills and giving me confidence to deal with the challenges of my first National Account role
Lara Dean
As the Head of the Planning Department at The CDA Group Ltd, I have worked with Lee for the last 4 years on sales forecasting requirements for the company's top customer which accounted for 30% of the business' turnover. Lee managed all aspects of the account to ensure a smooth operation and the customer's needs were met in full. He developed and maintained strong relationships with his customers to understand their unique portfolio of products and the ever changing market environment. In turn, CDA saw an average sales turnover increase in Lee’s area of 25% and renewal of customer contracts year on year. Liaising successfully with all departments in CDA, including finance, product and quality, Lee was able to negotiate better prices, terms and conditions for both parties as well as ensure that quality aftercare services were provided. New product introduction was carefully managed, securing trust in launch dates and supporting in phasing out of discontinued products. By continually working closely with the customer, Lee was able to understand their business to provide CDA with a robust sales forecast and notify weekly of any previously unforeseen changes. In addition to confidently challenging the customer with any anomalies in their data, he was able to avoid potential catastrophic disasters in either failing customer demand and loss of sales or high excess inventory in both CDA and the customer’s storage facilities. From my experience working with Lee, I would recommend him to anyone looking for an experienced Head of Sales and I am confident that you will find Lee as an invaluable asset to your company.
Chris Shelley
Lee was a fantastic line manager during my time working at CDA. Finally, a boss who was strong commercially and also excellent in front of customers...a rare skill set in our industry! I’ll always be grateful for Lee enhancing my IT skills and giving me confidence to deal with the challenges of my first National Account role
Lara Dean
As the Head of the Planning Department at The CDA Group Ltd, I have worked with Lee for the last 4 years on sales forecasting requirements for the company's top customer which accounted for 30% of the business' turnover. Lee managed all aspects of the account to ensure a smooth operation and the customer's needs were met in full. He developed and maintained strong relationships with his customers to understand their unique portfolio of products and the ever changing market environment. In turn, CDA saw an average sales turnover increase in Lee’s area of 25% and renewal of customer contracts year on year. Liaising successfully with all departments in CDA, including finance, product and quality, Lee was able to negotiate better prices, terms and conditions for both parties as well as ensure that quality aftercare services were provided. New product introduction was carefully managed, securing trust in launch dates and supporting in phasing out of discontinued products. By continually working closely with the customer, Lee was able to understand their business to provide CDA with a robust sales forecast and notify weekly of any previously unforeseen changes. In addition to confidently challenging the customer with any anomalies in their data, he was able to avoid potential catastrophic disasters in either failing customer demand and loss of sales or high excess inventory in both CDA and the customer’s storage facilities. From my experience working with Lee, I would recommend him to anyone looking for an experienced Head of Sales and I am confident that you will find Lee as an invaluable asset to your company.
Experience
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CDA Domestic Appliances
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United Kingdom
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Manufacturing
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1 - 100 Employee
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Divisonal Head - Kitchen Retail & Trade.
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Nov 2022 - Present
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CDA appliances
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Nottinghamshire, England, United Kingdom
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Channel Head National Kitchen Retail
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Jan 2021 - Jan 2023
Channel Head National Kitchen Retail looking after National Kitchen Retailers Key Responsibilities include:- Increasing turnover within Channel accounts. Negotiating margins, buying terms and pricing strategies with customers Strategic range reviews within accounts searching for new opportunities Dealing with fiscal management of accounts including credit limit forecasts, credit/debit requests. Devise & present strategic marketing plans & business reviews to Accounts. Shaping generic quarterly promotional campaigns in conjunction with Account Buyers. Thorough data analysis to understand sales trends and support projected forecasts Managing and mentoring junior members of the team, teaching them key account skills Managing Internal projects associated with customer base and ensuring all key stakeholders on board.
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C.D.A
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Nottingamshire
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National Account Manager
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Jun 2015 - Dec 2020
National Account Manager with experience in – National Kitchen Retailer, Major DIY, UK’s largest Online Appliance Retailer and Traditional Retail. Key Responsibilities include:- Increasing turnover within Account base Negotiating margins, buying terms and pricing strategies with customers Strategic range reviews within accounts searching for new opportunities Dealing with fiscal management of accounts including credit limit forecasts, credit/debit requests. Devise & present strategic marketing plans & business reviews to Accounts. Shaping generic quarterly promotional campaigns in conjunction with Account Buyers. Managing and developing a team of 3 BDM managers (cross account based) covering the whole of the UK Setting BDM objectives, monitoring, training, coaching and mentoring them to achieve best results
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National Account Manager
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Nov 2010 - Jun 2015
A National Account Manager responsible for Major DIY, Traditional Retail and Online Retail customers. Excellent understanding of On Line & Omni Channel Retail combined with Social Media impact Enthusiastic, experienced and positive approach to all aspects of Account Management. A good verbal and written communicator with the ability to communicate at all levels within an organization. Excellent IT skills and data analysis to enable effective management of Accounts A National Account Manager responsible for Major DIY, Traditional Retail and Online Retail customers. Excellent understanding of On Line & Omni Channel Retail combined with Social Media impact Enthusiastic, experienced and positive approach to all aspects of Account Management. A good verbal and written communicator with the ability to communicate at all levels within an organization. Excellent IT skills and data analysis to enable effective management of Accounts
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Area Sales Manager
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Mar 2009 - Nov 2010
Strategic Planning of creative Playgrounds for various age groups taken into account specific objectives as set by customer and the National Curriculum Negotiating with Local Authorities and tendering contracts Strategic Planning of creative Playgrounds for various age groups taken into account specific objectives as set by customer and the National Curriculum Negotiating with Local Authorities and tendering contracts
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National Sales Manager
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Dec 1999 - Jul 2008
Joining GDH as an Area Sales Manager and through a period of 9 years working my way up the company into more senior roles as my knowledge and experience grew starting as a Regional Manager responsible for 5 area sales managers until achieving National Sales Manager within the independent teams for the last 6 months of employment. Joining GDH as an Area Sales Manager and through a period of 9 years working my way up the company into more senior roles as my knowledge and experience grew starting as a Regional Manager responsible for 5 area sales managers until achieving National Sales Manager within the independent teams for the last 6 months of employment.
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Comet
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United Kingdom
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Retail
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500 - 600 Employee
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Sales Supervisor
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Aug 1991 - Nov 1999
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Education
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1991 - 1993
Tresham Institute
Distinction in Business Studies, Business/Commerce, General -
1985 - 1990
Montsaye school
Community
