Maidenhead, England, United Kingdom
A bilingual, highly motivated and result driven Head of International Sales and Marketing with extensive experience in Food FMCG across global markets (North America, Europe, South Africa, Asia and Australia). An accomplished team leader with a natural ability to communicate effectively at all levels in a fast-paced environment. Combines an entrepreneurial mindset with strong stakeholder management skills to achieve challenging objectives which have delivered outstanding results in a highly competitive market. Specialities: Project management, markets evaluation, brand marketing, trade marketing, international sales, category management, NPD, brand strategy, team leader, marketing strategy.
Coaching and mentoring the European team. Customers in 27 countries. Customer portfolio includes: Retail such as Carrefour, Monoprix, Coop, Mercadona, El Corte Ingles, Rewe, Aldi, Esselunga etc. Packaging Wholesalers, Foodservice (i.e Sodexo) and food manufacturers. • Developed and implemented a commercial strategy focusing on key markets for better ROI. • Identified new business development opportunities and maximised the potential of existing distributors to increase revenues. • Building and maintaining strong, long-lasting customer relationships through working collaboratively with their sales and marketing teams and fostering a culture of continuous improvement. • Partnering and developing relationship with customers at a senior level to understand their business objectives and maximise sales performance. • Managing pricing strategy, promotional activities and negotiating commercial terms, distributor contracts and contracts with agents in targeted markets. • Identifying prospects and coaching the sales team to manage their accounts, build joint business plans with promotional activities, product range gaps, new product launches and pricing strategy. • Reviewing and implementing processes to increase efficiency. • Working closely with the supply chain team to deliver forecast, and ensure the right level of stock at all times.
• Part of the Business Leadership Team. • Led and inspired the Marketing (Brand, Category & Trade/shopper) and NPD teams. • Development and implementation of the Company Strategy. • Responsible for brand strategy, innovation strategy, digital strategy, channel strategy and category strategy. • Accountable for the P&L of all cheese brands across all markets (UK and International) • Managed marketing and NPD resources, budget for Teams, integrated marketing campaigns (PR, social media, digital, events, media, retail toolkit), trade shows, data insights, product development testing, marketing and 5-year innovation plan. • Developed the Category Vision Project • NPD projects screening: Own Label, Brands and Licences. • Process improvement. • Led the Net Zero & Packaging recyclability group
• Part of the Senior Management Team. • Coached and mentored the Marketing and International Sales team. • Responsible for marketing plans for all cheese brands. Licenced contracts and 3rd party agencies (PR, media, design, data, digital, CRM, Trade marketing, experiential events) • Responsible for departmental budgets focusing on the P&L for the UK and International markets. • Managed pricing strategy, promotional activities, commercial terms, customer contracts across North America, Europe, South Africa, Australia and Asia. • Developed the international markets strategy and business plans. • International Trade shows : IFE, SIAL, ANUGA, the Fancy Food Show, the IDDBA, Le Salon du fromage in Paris and Alimentaria in Barcelona. • Developed and implemented the brand strategy for: The Scandinavian cheese portfolio in selected countries in Europe The British cheese portfolio in North America, Europe and Australasia. • Growing existing business by building customer relationship and providing category expertise and insights. • Prepared and presented strategic projects to the Board of Directors for Capex investment. • Evaluated potential mergers and acquisitions for company expansion.
• Managed and coached 11 colleagues within Marketing, International, Wholesale and Foodservice. • Responsible for the P&L of all brands and customers in Export and Wholesale & Foodservice Business Units. • Managed all marketing agencies for PR, sampling, designs, media, digital, trade marketing, data insights (Kantar, IRI/ Nielsen , IGD, Mintel, Brandview, Dunnhumby, etc...).
• Evaluated several European markets and identified the ones with the highest potential for the Scandinavian Product range. • Key marketing contact for the international partners and distributors. • Accountable for the Marketing budget • Brief and manage Sampling Agencies abroad. • Organised exhibitions in the UK and abroad (IFE, Speciality Cheese show, Nantwich Cheese Show, SIAL, ANUGA). • Briefed Design agencies in the UK and abroad (EU, Canada, Norway) • Design and implementation of POS in Spain, Germany and France • Created the Norseland Company positioning and logo following Tine’s acquisition of the Ilchester Cheese company. • Created the new Norseland company’s website with the company values. • Worked with all major retailers through distributors in North America (USA, Canada), Europe (Spain, France, Germany, Portugal, Lithuania, Latvia, Estonia, Poland, the Netherlands) Scandinavia (Norway, Sweden, Denmark), Australia, New Zealand, Japan, China, Taiwan.
• Managing the marketing of Scandinavian product categories in Europe by implementing the Global marketing strategy. • Prepared category presentations for all major retailers and foodservice providers. • Identified gaps and opportunities in speciality cheese. • Led market research on speciality cheese. • Managed marketing agencies (Nielsen, Kantar Worldpanel, PR and design agencies). Trade Marketing Activation. • Measurement of effectiveness of activities.