Dale Williams
Northcote,Australia
Summary
As a highly experienced and energetic leader in Sales & Marketing with the capability to always “find a way”. Operating in both domestic & internationals markets, I am a dedicated, passionate & highly skilled executive with a strong record of delivering & exceeding commercial outcomes. I have a strong commitment to achieving results though the combination of market & commercial understanding, analytical thinking & strong influencing skills. Demonstrated ability to lead and develop high performance teams by using a strong collaborative approach, setting clear expectations, creating conditions for success, measuring progress and supporting team delivery. We are in this together
Overview
36
36
years of professional experience
Work History
Head of International Trade
Tassal Group Limited
05.2021 - Current
- Company Overview: Cooke Seafood Canada
- I wanted to wind back from Executive position and was offered the opportunity to take over our Export business, which I accepted
- Introduced a much more sophisticated approach to managing export business
- Sourced and used extensive data to develop an ongoing export strategy
- Export business has never had better returns than in the last 3 years
- Cooke Seafood Canada
National Sales Manager
Bongrain SA
09.1999 - 05.2005
- Company Overview: Now Bongrain/Tera Lacta – Lactos Australia
- Now Bongrain/Tera Lacta – Lactos Australia
Head of Sales and Marketing
Tassal Group Limited
05.2005 - 01.2001
- Tassal was just out of receivership when I joined the company
- I was recruited with the clear mandate to lead and change the dynamic in the Sales and Marketing team and in turn the wider marketplace
- Day-to-day responsibility for the commercial function for Domestic and International markets covering all sales channels, marketing, category & insights teams;
- Redesigned & combined the Sales & Marketing teams into one commercial function to ensure greater alignment & strategic agility;
- Development & implementation of Group Sales & Marketing strategies to continue to deliver growth;
- Tassal became the clear leader in Seafood offering ongoing and data driven solutions for category development supported by a strong marketing program and NPD roll out
- Significant input into the plan to enter Prawn Farming in QLD and diversify our business to be less reliant on Salmon farming
- Part of Executive Management Team
- Sales grew from $70m to $750m in this time
Victorian State Sales Manager / National Sales Manager
Berri LTD
05.1994 - 09.1999
National Sales Manager
Betta Foods
06.1992 - 05.1994
Sales Manager NSW / State Manager Victoria
Cadbury Confectionary
09.1988 - 06.1992
Skills
- Leadership
- Strategic Planning
- Tactical Operations
- Negotiation
- Change Management
- Sales Channel Development
- Trading Terms Negotiation
- Demand Forecasting
- Brand Development
- Brand Strategy
- Communication
- Portfolio Management
- Pricing Strategy
- Innovation
- Problem-solving
- Time management
- Dependable and responsible
- Critical thinking
Currentposition
Head of International Sales, Tassal Group Ltd., Negotiable, Still Employed until 06/30/24
Idealposition
Part time Senior Sales role in FMCG – with growth agenda companies or business that may be looking for a new strategic direction and or strong leadership to take that next step.
Keyskillsbehaviours
- Experienced and achievement orientated leader.
- Highly skilled strategist and tactical operator.
- Focussed on developing a “yes yes” relationship with customers through positive negotiation tactics and the ongoing management of the business.
- A belief that there is always a way.
- Strong commercial perspective, with ability to lead & manage change.
- Proven experience in developing new sales channels, negotiating trading terms & demand forecasting.
- Proven experience in brand development & strategy across communication, portfolio, pricing & innovation.
Hobbies and Interests
- Married with 3 children, 2 in year 11.
- Reside in Northcote, Melbourne.
- Interests include physical fitness, all sport in particular AFL and cricket.
- Coaching AFL junior teams.
- Current affairs.
- Reading.
- Good food and wine.
Professional Highlights
- Leading the development and implementation of a sales and marketing strategy that resulted in revenue growth from some $70m to over $650m over 15 years.
- Changed the dynamic in the salmon/seafood market through sophisticated and meaningful communication strategies with Retailers and end users.
- Tassal brand re-launched and achieved outstanding awareness results – prompted from 20 – 70% and unprompted from 3% to 35% in 10 years on the back of integrated campaigns not seen in seafood before.
- Moved the business reliance on 3rd parties to direct to retailer model and in turn improving company and category sales and margins.
- Launched the Tassal brand into 3 new categories – Canned, Packaged and Frozen seafood.
Timeline
Head of International Trade
Tassal Group Limited
05.2021 - Current
Head of Sales and Marketing
Tassal Group Limited
05.2005 - 01.2001
National Sales Manager
Bongrain SA
09.1999 - 05.2005
Victorian State Sales Manager / National Sales Manager
Berri LTD
05.1994 - 09.1999
National Sales Manager
Betta Foods
06.1992 - 05.1994
Sales Manager NSW / State Manager Victoria
Cadbury Confectionary
09.1988 - 06.1992
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