Summary
Work History
Education
Skills
References
Personal
Timeline
Generic
John Lawrence

John Lawrence

Melbourne,VIC

Summary

Commercial leader with over 20 years’ experience in the interiors and textile industries. I’ve led national sales, marketing, and product teams across commercial and retail sectors, with a strong focus on sales leadership, brand growth, and wholesale distribution. Experienced in managing dealer and distributor networks, building high-performing teams, and working with architects, designers, and retail partners to drive business outcomes.

I’ve delivered consistent multi-million-dollar growth by aligning product strategy with team performance and customer engagement. My approach is hands-on, with a strong foundation in coaching, operations, and financial acumen, supported by deep capability in CRM, analytics, and sales systems.

I’m outcome-driven and focused on building long-term client value. Known for creating accountability and lifting team performance, I thrive in environments where I can lead with purpose, strengthen brands, and contribute to sustainable business growth. I'm currently seeking a permanent role where I can make a lasting impact through leadership, strategy, and execution.

Work History

SIGNATURE FLOORS / BEAULIEU AUSTRALIA
01.2024 - Current
  • Led product strategy and development for carpet offerings, with a focus on technical specifications
  • Improved sales team performance by leveraging CRM systems and sales data platforms to evaluate pipeline health, address underperformance, and implement targeted training and market-aligned tools
  • Directed complex product launches and range updates to match design trends
  • Collaborated with designers, builders and specifiers to drive early-stage adoption
  • Managed budgeting and forecasting, applying strong financial literacy to forecast demand
  • Product management and development of both locally manufactured and imported carpet solutions
  • Increased customer engagement through new colour ways, and refreshed sales strategies
  • Rewrote key product collateral including brochures, warranties and installation guides

NEXUS INTERIORS
12.2022 - 12.2023
  • Led Design Build, Fit out Sales and Customer Operations
  • Managed commercial relationships across designers, government and education sectors
  • Led cross-functional teams to secure major public sector agreements by driving specification alignment, tender strategies, and bid execution.
  • Increased sales by 23% through Procurement Australia and Health Share Victoria wins
  • Successfully tendered for the Department of Education Victoria Furniture Supplier panel all tiers

TUFTMASTER AUSTRALIA
07.2021 - 12.2022
  • Led the Sales, Marketing, and customer operations
  • Development of client relationships while identifying new opportunities to add value
  • P&L and pipeline management, budgeting, forecasting, and performance reporting
  • Developed strategic plans, budgeting, pricing, coaching, mentoring & leading a national team to exceed targets & improve bottom line profit achievement
  • Implemented new go-to-market channels, lifting revenue 17% YOY
  • Drove turnaround from deficit to profit through strategy execution

HAWORTH AUSTRALIA
05.2017 - 07.2021
  • Led all sales and marketing functions across Australia and New Zealand
  • Built relationships with architects, designers, and dealer networks across interiors and fit-outs
  • Full responsibility for EBIT, P&L, warehousing, distribution, and sell-through strategies
  • Identified, developed and managed the dealer network, wholesale, and retail channels (Bricks and mortar and online)
  • Delivered 72% revenue growth in 2020/21 through new retailers and project wins
  • Launched Australian-made ranges and secured multiple industry awards
  • Negotiated national ad support and rebates for successful category launches

BIZSUPPLY - CONSULTING
12.2016 - 05.2017
  • Consulting services (contract) for Supply Clusters and Quick Corporate Australia
  • Worked with procurement teams on indirect spend, retention, and acquisition
  • Secured $4.2m in new business
  • Increased revenue by 42.5% and margin growth by 7.7%

NATIONAL SALES MANAGER

TEMPUR AUSTRALIA
04.2012 - 10.2016
  • Led national sales and operations team across B2B and retail channels
  • Oversaw all commercial functions including forecasting, warehousing, and customer service
  • Drove retail partnerships and shop-in-shop programs
  • Directed advocacy and external marketing programs across Australasia to strengthen brand presence
  • Developed and executed strategic priorities focused on Awareness, Appeal, Availability, and Advocacy
  • Consistently exceeded national sales budgets with 18-23% annual growth
  • Implemented direct-to-consumer and retail programs across AU/NZ
  • Improved advocacy scores from 17% to 45%

SALES MANAGER

WINC (FORMALLY STAPLES)
06.2009 - 03.2012
  • Managed the team to achieve over $300M spread across major corporate clients
  • Led Advantage management team and implemented cross-sell tools
  • Oversaw all aspects of team management, including recruitment, staff development, and ongoing mentoring to support a high-performance culture
  • Successfully lead the team in 2009, 2010 & 2011 to overachieve KPIs and targeted profits
  • Successfully designed and implemented high performing frameworks bringing tools, policy and process across divisional teams that improved the customer experience – Inspired selling

SALES MANAGER SPECIALTY MARKETS

OFFICEMAX
09.2006 - 06.2009
  • Led the New Business, Technology, and Interiors and fit out divisions
  • Full responsibility for tenders, pricing, and contracts
  • Created and implemented tailored account management strategies for Commercial, Education, and Government sectors
  • Designed and implemented a high-performing sales framework that enabled teams to identify and develop growth opportunities
  • Raised performance expectations and introduced clear accountability measures, leading to a 50% revenue increase over three years
  • Consistently exceeded sales targets, earning multiple company awards for outstanding performance

Region Manager

OfficeMax
01.2002 - 01.2006

Business Development Manager

OfficeMax
01.1998 - 01.2002

National Account Manager

OfficeMax
01.2001 - 12.2001

Education

Master of Business Management MBA - Specialisation Marketing

Deakin University
01.2007

Master of Commerce MCom - Specialisation International Trade & Banking

Deakin University
01.2007

Skills

  • Sales and operations management
  • Team leadership and coaching
  • Solution selling strategies
  • Commercial Strategy and Forecasting
  • Sales strategy development
  • Pricing and margin modeling
  • EBIT and profit/loss oversight
  • Advanced computer literacy
  • Product management and development
  • Sales pipeline management
  • Tender writing and preparation
  • Strategic market positioning
  • Change management

References

Available on request.

Personal

People describe me as loyal, approachable, and solutions focused. I enjoy mentoring and leading by example and have a strong passion for design, sport, and team building. Outside of work, I follow AFL, NRL, and NBA closely, and I’m proud to have coached my children to state and national representation levels in basketball and baseball.

Timeline

SIGNATURE FLOORS / BEAULIEU AUSTRALIA
01.2024 - Current

NEXUS INTERIORS
12.2022 - 12.2023

TUFTMASTER AUSTRALIA
07.2021 - 12.2022

HAWORTH AUSTRALIA
05.2017 - 07.2021

BIZSUPPLY - CONSULTING
12.2016 - 05.2017

NATIONAL SALES MANAGER

TEMPUR AUSTRALIA
04.2012 - 10.2016

SALES MANAGER

WINC (FORMALLY STAPLES)
06.2009 - 03.2012

SALES MANAGER SPECIALTY MARKETS

OFFICEMAX
09.2006 - 06.2009

Region Manager

OfficeMax
01.2002 - 01.2006

National Account Manager

OfficeMax
01.2001 - 12.2001

Business Development Manager

OfficeMax
01.1998 - 01.2002

Master of Business Management MBA - Specialisation Marketing

Deakin University

Master of Commerce MCom - Specialisation International Trade & Banking

Deakin University

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