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Experienced National Account Controller specialising in grocery & eCommerce
Alex Baker
,
Westbury, United Kingdom
Experience
Other titles
Skills
I'm offering
Experienced, customer-centric, leader of teams, built upon a growth mindset and invested in providing an environment for willing talent to develop, thrive and achieve their full potential. Drawing on experience of leading through periods of aggressive growth and exceptional organisational challenges. A record of implementing a culture of continuous improvement through structured coaching and ongoing feedback. Proud to live by a mantra of delivering what is right, not what is easy.
Markets
United States
United Kingdom
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2019 - ?
job
Business Unit Controller - Grocery, Convenience and eCommerce
Hi Spirits Ltd.
Accountability for leading the commercial delivery of the multiple grocery, convenience and eCommerce channels worth £25m NSV and contributing 65% of total business net sales value in 2020. Line manager responsibility for a team of 3 NAMs and one NAE. Key Achievements to date:
• Led the creation of a new grocery and eCommerce NAM team from scratch.
• Delivered 2020 sales and profit growth of 37% and 25% respectively.
• Led the creation and roll out of the first S&OP process across the business, improving trade spend efficiency across all channels & forecasting accuracy by 66%
• Grew specialist eCommerce (The Whisky Shop, Master of Malt, TWE) channel +351% vs. 2019.
• Renegotiated Amazon central terms in 2020 (AVN) resulting in +290% NSV growth vs. 2020
• Led the creation of a new grocery and eCommerce NAM team from scratch.
• Delivered 2020 sales and profit growth of 37% and 25% respectively.
• Led the creation and roll out of the first S&OP process across the business, improving trade spend efficiency across all channels & forecasting accuracy by 66%
• Grew specialist eCommerce (The Whisky Shop, Master of Malt, TWE) channel +351% vs. 2019.
• Renegotiated Amazon central terms in 2020 (AVN) resulting in +290% NSV growth vs. 2020
Ecommerce, Forecasting, Sales, Growth, Amazon, Net, Manager, LED, Convenience
2018 - 2019
job
Senior National Account Manager
Off Trade & E-Commerce.
Full P&L responsibility for over 55% of total company annual volume, revenue, and profit; senior account lead Tesco, Sainsbury's, Waitrose & Pureplay operators. Manager responsibility for convenience & impulse NAM. Functional lead for tactical and in-store field sales agencies.
• Delivered Q4 sales growth of +32% and profit growth of +34% across Tesco estate.
• On course to achieve YTD sales growth vs. LY in 3 largest customers: Tesco +23%, Sainsbury's +6% and Waitrose +14%. FYF expected to exceed budget by +12%.
• Supporting the development and progression of convenience NAM through the facilitation of a full strategic channel review across convenience and impulse (ongoing).
• Leading (ongoing) SEO project for across Tier 1 brand portfolio; encompassing full taxonomy review of all digital assets and move to full digitally rendered pack shot database.
• Instigated first 3rd party tactical field sales team across grocery and convenience through Q4; resulting in EPOS sales growth ahead of LY across total off trade of +24% vs. LY
• Delivered Q4 sales growth of +32% and profit growth of +34% across Tesco estate.
• On course to achieve YTD sales growth vs. LY in 3 largest customers: Tesco +23%, Sainsbury's +6% and Waitrose +14%. FYF expected to exceed budget by +12%.
• Supporting the development and progression of convenience NAM through the facilitation of a full strategic channel review across convenience and impulse (ongoing).
• Leading (ongoing) SEO project for across Tier 1 brand portfolio; encompassing full taxonomy review of all digital assets and move to full digitally rendered pack shot database.
• Instigated first 3rd party tactical field sales team across grocery and convenience through Q4; resulting in EPOS sales growth ahead of LY across total off trade of +24% vs. LY
Seo, Budget, Account Manager, Database, Sales, Growth, Development, Manager, Convenience, Digital Assets
2016 - 2018
job
Senior Business Account Manager
William Grant & Sons UK.
J Sainsbury's PLC,
Full P&L responsibility for WGS UK most profitable and strategically important customer
• Delivered category range rationalization project, culminating in February 2018, resulting in PAM growth to budget of £300k to £8,344k. Protected distribution of core brand distribution Grants Whisky, Russian Standard Vodka & Three Barrels Brandy, ensuring long term growth within the UK marketplace and leveraging against premium NPD portfolio.
• Achieved net distribution increase of 16% across WGS & agency brand portfolio.
• Grew 2017 profit +8% (+£580k) vs. 2016 through complete renegotiation of central terms and promotional funding principles.
• Delivered immersive brand activation across Sainsbury's supermarkets - "Hendricks Gin "Perfect Serve" 360 campaign: encompassing OOH, front of store sampling, branded shipper unit & social media geo-targeting, resulting in sales uplift of 250% and nomination as best in class in JS internal BWS conference.
Full P&L responsibility for WGS UK most profitable and strategically important customer
• Delivered category range rationalization project, culminating in February 2018, resulting in PAM growth to budget of £300k to £8,344k. Protected distribution of core brand distribution Grants Whisky, Russian Standard Vodka & Three Barrels Brandy, ensuring long term growth within the UK marketplace and leveraging against premium NPD portfolio.
• Achieved net distribution increase of 16% across WGS & agency brand portfolio.
• Grew 2017 profit +8% (+£580k) vs. 2016 through complete renegotiation of central terms and promotional funding principles.
• Delivered immersive brand activation across Sainsbury's supermarkets - "Hendricks Gin "Perfect Serve" 360 campaign: encompassing OOH, front of store sampling, branded shipper unit & social media geo-targeting, resulting in sales uplift of 250% and nomination as best in class in JS internal BWS conference.
Social Media, Budget, Account Manager, Brand activation, Sales, Npd, PLC, Growth, Russian, Net, Campaign, Social, Manager, Customer
2017 - 2017
job
3rd Party Field Sales Lead
Whole Foods Market UK.
Managed budget of £300k p/a to delivery all tactical field sales requirements across top 4 grocery and convenience.
• Instigated the move to an analysis-based system of store callage, utilising real time, daily EPOS data to understand and target availability and sales opportunities.
• Led program of brand and category training for a team of 7 RDMs; rolled out to a UK team of c. 60 field sales managers.
• Won Silver and Bronze awards at the 2016 Field marketing awards for Most Effective Instore Marketing and Most Effective Tactical Campaign via Logobrands Field Marketing.
Business Account Manager - Whole Foods Market UK
Account lead responsible for initiating and setting up a direct distribution agreement in the UK resulting in c. £85k incremental PAM to 2017 budget.
Off Trade Commercial Lead - Illva SA
• Main point of contact between off trade sales team and Illva UK customer marketing manager; interpreting, developing and executing brand strategy within UK off trade.
• Instigated the move to an analysis-based system of store callage, utilising real time, daily EPOS data to understand and target availability and sales opportunities.
• Led program of brand and category training for a team of 7 RDMs; rolled out to a UK team of c. 60 field sales managers.
• Won Silver and Bronze awards at the 2016 Field marketing awards for Most Effective Instore Marketing and Most Effective Tactical Campaign via Logobrands Field Marketing.
Business Account Manager - Whole Foods Market UK
Account lead responsible for initiating and setting up a direct distribution agreement in the UK resulting in c. £85k incremental PAM to 2017 budget.
Off Trade Commercial Lead - Illva SA
• Main point of contact between off trade sales team and Illva UK customer marketing manager; interpreting, developing and executing brand strategy within UK off trade.
Marketing, Budget, Account Manager, Training, C, Sales, Campaign, Manager, UP, Customer, LED, Convenience
2014 - 2016
job
Business Account Manager
W M Morrison PLC.
Full P&L responsibility for 3rd largest UK customer by volume and NSV
• Grew 2015 profit by +8% vs. budget.
• Led implementation of premium Malt Whisky bay trial which has resulted in wider roll out to key affluent stores within Morrison's retail estate and improved category.
• Led and implemented strategic review of 3rd party field sales operation culminating in a move to an insight-based system of dynamic call file planning.
• Responsible for planning, negotiation and in store execution of bespoke Whisky Gifting FSDU unit in 468 stores during Christmas
• Grew 2015 profit by +8% vs. budget.
• Led implementation of premium Malt Whisky bay trial which has resulted in wider roll out to key affluent stores within Morrison's retail estate and improved category.
• Led and implemented strategic review of 3rd party field sales operation culminating in a move to an insight-based system of dynamic call file planning.
• Responsible for planning, negotiation and in store execution of bespoke Whisky Gifting FSDU unit in 468 stores during Christmas
Retail, Budget, Account Manager, Sales, Implementation, Manager, Customer, LED
2016 - 2016
job
UK Off Trade Commercial Project Lead
Glenfiddich Experimental Series Launch.
Member of the UK steering team responsible for launching Glenfiddich ES into the UK market
2013 - 2014
job
Business Account Manager William Grant & Son UK
The Cooperative Group & Waitrose.
Optimizing sales, visibility, and profitability within Waitrose & Coop, through implementation of agreed promotional, category and brand plans. Ongoing management of account P&L, robust management of joint business plan and internal volume forecasts to deliver budgeted growth.
• Negotiated & implemented annual cost price increases across core brand portfolio in both accounts.
• Renegotiated 2014 JBP with the Cooperative which resulted in 2415 incremental distribution points across store estate.
• Renegotiated 2014 JBP with Waitrose including moving ORD scheme from a volume to value-based scheme; driving FY profit forecast ahead by £139k
• Negotiated & implemented annual cost price increases across core brand portfolio in both accounts.
• Renegotiated 2014 JBP with the Cooperative which resulted in 2415 incremental distribution points across store estate.
• Renegotiated 2014 JBP with Waitrose including moving ORD scheme from a volume to value-based scheme; driving FY profit forecast ahead by £139k
Account Manager, Management, Sales, Implementation, Growth, Forecast, Manager
2012 - 2013
job
Business Unit Controller
Nestle Purina Petcare.
Discounter channel
Set up new channel of trade with emerging hard discounter account base; delivering incremental sales of £8.5m in year 1.
• Negotiated 12-month continuation of Lidl contract worth £3.2m net 2012/13 (via central European team)
• Renegotiated trading terms with Poundland for 2012/13 including 6 incremental core range listings and permanent secondary fixture for range of dog treats. Net turnover projection £6.5m.
• Led commercial proposal, P&L sign off and contract negotiation with Iceland for solus pet food supply for next 24 months. Added 70bpts of incremental share growth to Purina
Set up new channel of trade with emerging hard discounter account base; delivering incremental sales of £8.5m in year 1.
• Negotiated 12-month continuation of Lidl contract worth £3.2m net 2012/13 (via central European team)
• Renegotiated trading terms with Poundland for 2012/13 including 6 incremental core range listings and permanent secondary fixture for range of dog treats. Net turnover projection £6.5m.
• Led commercial proposal, P&L sign off and contract negotiation with Iceland for solus pet food supply for next 24 months. Added 70bpts of incremental share growth to Purina
Sales, Growth, Net, UP, LED
2006 - 2012
job
National Account Manager - Cash & Carry
unknown.
July 2006 - January 2012 -
National Account Manager - Cash & Carry, Wholesale & Symbol Convenience Channels
Key responsibilities:
• Field Sales Manager, London & South East, day-to-day contact with key cash & carry depots, managing ordering and ongoing buyer relationships.
• Managed central buying office with Landmark/Todays group and head office relationship with Dhamecha, Parfetts & Batleys
• Managed central buying relationship with Bestway cash & carry, central ordering process and internal P&L.
• Managed Spar UK, covering all regional RDCs and head office relationships.
National Account Manager - Cash & Carry, Wholesale & Symbol Convenience Channels
Key responsibilities:
• Field Sales Manager, London & South East, day-to-day contact with key cash & carry depots, managing ordering and ongoing buyer relationships.
• Managed central buying office with Landmark/Todays group and head office relationship with Dhamecha, Parfetts & Batleys
• Managed central buying relationship with Bestway cash & carry, central ordering process and internal P&L.
• Managed Spar UK, covering all regional RDCs and head office relationships.
Account Manager, Sales, Office, Wholesale, Manager, Convenience
My education
2000
-
2003
University of Reading
Bachelors, Politics & International Relations
Bachelors, Politics & International Relations
1987
-
2000
Warminster School
Alevels, N/a
Alevels, N/a
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