Andrew La Frenz
Advancetown,QLD
Summary
Strategic leader with extensive experience in sales management and business development across diverse industries, including earthmoving, construction, and agriculture. Proven ability to enhance client engagement, loyalty and retention through tailored solutions and operational efficiency, driving significant revenue growth.
Overview
31
31
years of professional experience
Work History
Director - Australia
Wedgelock Australia
01.2023 - 01.2026
- Established Wedgelock Australia from concept to functioning company.
- Led all company operations, ensuring alignment with CEO and board objectives.
- Cultivated strategic relationships with key accounts, enhancing client retention and engagement.
- Development of business plan, its implementation and management.
- Development of marketing, sales team, reporting, training and mentoring.
- Developed new product market, maintained product aftermarket, warehousing and distribution.
- Working capital and inventory management.
- Recruitment, Performance Management, Development & Coaching.
- Development and delivery of corporate presentations.
- Risk Management, Issue Management, SHEQ, Manage quality assurance.
- Work closely with Engineering to develop products suited to the Australian market.
- Detect market trends and feedback to R&D for product improvement.
- Managed product warranty process, resolving customer concerns and improving satisfaction.
- Developed and implemented policies to improve workplace safety and compliance standards.
- Led strategic planning initiatives to enhance operational efficiency across departments.
Business Development Manager
Cascade Corporation (Agent for Wedgelock Products)
01.2018 - 01.2023
- I developed the QuickFlow product from concept to production product and developed an impressive market for it amongst Tier 1 accounts.
- Developed and implemented business plan, driving business growth and ensuring alignment with strategic objectives.
- As the only Australian representative for the Wedgelock product, I grew the Wedgelock annual sales revenue from 1.7 M to 4.9 M.
- Managed Wedgelock operations, overseeing aftermarket support, warranty administration, and marketing presentations to enhance customer satisfaction.
- Created and executed aftermarket initiatives to enhance service offerings and support customer retention.
- Development and delivery of corporate presentations.
- Work closely with Engineering to develop products suited to the Australian market.
Business Line Manager CRS – Oceania
Atlas Copco Construction Technique
01.2015 - 01.2017
- Restructured CRS business to prioritize sales, enhancing overall market competitiveness.
- Increased turnover and profitability on core products whilst maintaining sales performance against company trend.
- Managed business operations to align with organizational goals, ensuring operational efficiency.
- Drafted comprehensive business plan to steer company growth and strategic direction.
- Generated detailed reports and conducted high-level analyses for decision-making.
- Recruitment, Performance Management, Development & Coaching.
- Development and delivery of corporate presentations.
- Risk Management, Issue Management, SHEQ, Manage quality assurance.
- Management and delivery of product warranty and quality.
- Managed employee work schedules, salary structures, and incentive programs.
Regional Manager Nth’n NSW, Qld & NT
Atlas Copco Construction Technique
01.2012 - 01.2014
- Maintained dominant market share of the heavy compaction range of Dynapac rollers and established foothold for the Dynapac paving range.
- Oversaw sales and delivery processes for aftermarket services, ensuring customer satisfaction and timely support.
- Directed channel sales management activities.
- Conducted sales presentations and developed tailored proposals for clients, enhancing client engagement and driving sales.
- Led recruitment, performance management, development, and coaching initiatives.
- Represent the company at important meetings and functions.
- Participated in industry trade shows to showcase products.
- Conducted training sessions for operators on equipment operation.
- Organized and facilitated team-building activities to strengthen collaboration and improve team dynamics.
Operations Manager
Lantrak
01.2008 - 01.2012
- Restructured the Qld business and drove the company sales turnover from $13mil to $25mil.
- Oversaw major account management to strengthen client relationships and drive sales.
- Guided team members to achieve company goals through effective leadership.
- Performance Management & Coaching.
- Coaching and Development of staff members.
- Implemented risk management strategies to identify and mitigate potential issues.
- Resolved conflicts and ensured smooth operations to maintain productivity.
- Reviewed and restructured roles and responsibilities of staff members.
- Analysing client and staff needs and providing feedback to company.
- Client Management.
- Led project management efforts to ensure timely delivery of initiatives.
- Recruitment of Staff.
- Represent the company at important meetings and functions.
- Debtors and Creditor management.
QLD/ NSW Area Sales Manager
Construction Equipment Australia
01.2003 - 01.2008
- Record market share within the QLD/NSW territory in the history of JCB.
- Exceeded revenue goals by prospecting new customers, prioritising leads, and expanding business with existing accounts through referrals.
- Managed sales of new and used earthmoving equipment, achieving consistent growth in market presence.
- Introduced heavy line excavator, mini excavator, and JCB / Vibromax rollers to Australian market, significantly enhancing product range.
- Extensive experience in designing and customising proposals and tenders; skilled at listening to client needs and concerns, developing effective solutions and closing sales.
- Experienced with presenting to senior executives and key decision makers including Council Tenders.
- Consistently focused on building team morale by liaising and communicating effectively with staff from all departments within the organisation.
Area Manager/ SNR Account Manager
City search (Fairfax)
01.2001 - 01.2002
- Received the Annual Summit Club Incentive for achieving the highest sales in Queensland.
- Maintained and further developed major accounts exceeding all monthly, quarterly and annual sales targets becoming the top sales person for Queensland.
- Sold internet directory and website advertising to businesses across various industry sectors within designated sales territory.
- Conducted needs analysis for prospective clients and implemented tailored marketing and advertising strategies.
- Attended Sales Induction Programs as a guest presenter to discuss winning sales techniques.
- Created customer satisfaction survey to drive continuous quality improvement and enhance alignment with customer requirements.
National Product Manager
Silvan Pumps and Sprayers (Aust) Pty Ltd
01.1999 - 01.2001
- Further increased annual sales by 35% through identifying and establishing relationships with dealers in non-traditional markets.
- Maintained and developed existing relationships with dealerships and increased sales by 50%.
- Established strategic alliances with key decision makers in government, local authorities, rural merchandisers, fire authorities, and major resellers, enhancing market penetration in industrial and agricultural sectors.
- Conducted regional audits to assess market position and size, formulating strategies to capture increased market share.
- Collaborated with R&D to provide insights and recommendations for new product line development, facilitating entry into emerging markets.
- Introduced product range to marine industry nationally.
- Developed work instructions and standards for assembly lines to ensure continuous quality improvement.
- Division: Selecta
Area Sales Manager, South East Victoria
Nichiyu Australia Pty Ltd
01.1997 - 01.1999
- Personally achieved highest sales within a region and results were used as the benchmark for all territories.
- Developed customer database directory to enhance communication and ensure access to up-to-date service information.
- Conducted site surveys for clients and negotiated operation lease and hire agreements to align client needs with service offerings.
- Designed and facilitated in-house sales training sessions to elevate team product knowledge and sales techniques.
- Won internal sales competition between Victoria, Queensland and New South Wales Divisions based on technical knowledge examinations, machine demonstrations, dispute resolution (role playing) and customer satisfaction.
Service Manager/Consultant
Nichiyu Australia Pty Ltd
01.1997 - 01.1999
- Canvassed and secured the largest contract in Victoria for services to Target warehousing and distribution.
- Negotiated and formulated service contracts and agreements, tenders, budgets and increased services contracts by 50%.
- Supervised team of 15 in service department, enhancing operational effectiveness.
- Designed and implemented staff training programs to improve service delivery.
- Ensured ongoing profitability of both field service and workshop projects and equipment modifications.
- Conducted fleet audits and SWOT analyses to identify strategies for profitability enhancement.
- Carried out specialist diagnostics.
- Advanced to Area Sales Manager position.
Technical Sales Manager
Spray Nozzle Engineering and Pipe Support Systems
01.1996 - 01.1997
- 50% increase in sales of spray nozzles, hose reels, building and support clamps, pressure cleaning components and fluid control devices.
- Developed relationships with customers across retail, hospitality, industrial, and mining sectors to drive engagement and sales opportunities.
- Developed strategic alliances with customers in engineering, building and construction sector.
- Facilitated distributor and in-house training programs to enhance product knowledge and sales capabilities.
- Implemented and monitored quality assurance system to ensure product reliability and compliance.
Diesel Mechanic
Banbury Engineering Queensland
01.1995 - 01.1996
Apprentice Diesel Mechanic – Qualified
William Adams Caterpillar Pty Ltd
01.1994
Education
Certificate of Completion - Motor Mechanic (Heavy Stream Diesel)
STATE TRAINING BOARD OF VICTORIA
01-1993
Crane Chaser & Dogman - Crane Driver 10 tonne
Holmesglen College
01-1991
Air Conditioning License -
Batman Automotive College
01-1990
Year 12 Certificate -
TRARALGON TECHNICAL SCHOOL
01-1988
Skills
- Sales management
- Strategic leadership
- Business strategy
- Market analysis
- Product development
- Risk management
- Customer engagement
Timeline
Director - Australia
Wedgelock Australia
01.2023 - 01.2026
Business Development Manager
Cascade Corporation (Agent for Wedgelock Products)
01.2018 - 01.2023
Business Line Manager CRS – Oceania
Atlas Copco Construction Technique
01.2015 - 01.2017
Regional Manager Nth’n NSW, Qld & NT
Atlas Copco Construction Technique
01.2012 - 01.2014
Operations Manager
Lantrak
01.2008 - 01.2012
QLD/ NSW Area Sales Manager
Construction Equipment Australia
01.2003 - 01.2008
Area Manager/ SNR Account Manager
City search (Fairfax)
01.2001 - 01.2002
National Product Manager
Silvan Pumps and Sprayers (Aust) Pty Ltd
01.1999 - 01.2001
Area Sales Manager, South East Victoria
Nichiyu Australia Pty Ltd
01.1997 - 01.1999
Service Manager/Consultant
Nichiyu Australia Pty Ltd
01.1997 - 01.1999
Technical Sales Manager
Spray Nozzle Engineering and Pipe Support Systems
01.1996 - 01.1997
Diesel Mechanic
Banbury Engineering Queensland
01.1995 - 01.1996
Apprentice Diesel Mechanic – Qualified
William Adams Caterpillar Pty Ltd
01.1994
Certificate of Completion - Motor Mechanic (Heavy Stream Diesel)
STATE TRAINING BOARD OF VICTORIA
Crane Chaser & Dogman - Crane Driver 10 tonne
Holmesglen College
Air Conditioning License -
Batman Automotive College
Year 12 Certificate -
TRARALGON TECHNICAL SCHOOL