Summary
Overview
Work History
Education
Skills
Professional Development
References
Timeline
Generic
Kevin McCudden

Kevin McCudden

Warrandyte,VIC

Summary

  • Passionate and results driven FMCG Commercial Leader.
  • 20+ years of experience in Strategy Development, Customer Management and Team Leadership.
  • Experience across multiple markets, channels and categories.
  • Strategic category planning and business development in fast-paced FMCG environments.
  • Improving operational efficiencies and driving profitable growth through senior customer relationships.
  • Driving authentic team cultures that encourage innovation and growth.

Overview

29
29
years of professional experience

Work History

General Manager – Sales & Marketing

CHEN FOODS GROUP
07.2022 - Current
  • Accountable for P&L and strategy development as a member of the senior leadership team
  • Lead a Commercial Team of 10 to achieve profit objectives across all Chen Foods Group sales channels (NAMs, Marketing Manager, Brand Manager, Graphic Designer, Demand Planners & Sales Representatives)
  • Utilized significant consumer and shopper research to lead the development of a 3-Year Category & Channel Where to Play and How to Win Strategies
  • Scoped the project and coordinated with various departments to ensure successful execution of the Trade Promotions Management system
  • Created and delivered a comprehensive Leadership Development Program to support the growth of Chen Foods' top 10 future leaders
  • FY24 achievements include +8% NSV, ranging of +20 Grocery SKUs, +120 customers and +12% SKU distribution within the Asian Route Channel.

National Sales Manager

CHEN FOODS GROUP
05.2020 - 06.2022
  • Managed senior buyer relationships in leading grocery store chains, including Woolworths, Coles, Metcash, and Aldi
  • Successfully achieved commercial objectives by overseeing a team of 2 National Account Managers and 1 National Account Executive
  • Developed 3-Year Sales Roadmap, encompassing strategies for Category, Channel, and Customer
  • Successfully established Sales & Operations Planning Process at Chen Foods Group within initial 3-month period by integrating detailed SKU-based forecasting along with 2-way profit modeling and integrated Demand Management processes involving NPD, Marketing, and Operations departments
  • Collaborated cross functionally with Marketing, Finance, Operations, and Supply teams to develop the FY21 and FY22 Woolworths JCPs, Coles BDPs, and Annual Customer Growth Plans for Metcash and Aldi
  • Increased sales performance by +21% FY21
  • Successfully rolled out additional product offerings with the introduction of +26 SKUs across Frozen & Ambient categories in Grocery accounts, including an improvement of SKU distribution by +300% within the Independents Channel.

National Business Mgr – Coles, Foodservice & NZ

TWININGS & CO AUSTRALIA
05.2019 - 05.2020
  • Owned senior customer relationships within Coles, NZ and Foodservice Distributors to achieve commercial and brand goals through leading a team of 2 National Account Managers and 1 National Account Executive
  • Successfully met important internal financial goals by delivering around $55m NSV and $30m Gross Contribution
  • Collaborated with cross-functional teams (Marketing, Category, Revenue Management, Finance, and Distributor Partners) to create Coles JBP and NZ Business Plan as well as implement growth strategies for the Foodservice Channel
  • FY20 achievements include +9% GC growth, ranging of +7 incremental Tea category SKUs and a +13% increase in overall shelf space.

National Business Manager – Growth Channels

TWININGS & CO AUSTRALIA
03.2018 - 05.2019
  • Developed and executed the Twinings’ Australia growth channels strategy in partnership with Category Strategy & Development Team
  • Identified and financially validated Channel Opportunities to support 5YP goals
  • Partnered with Marketing teams in the creation of portfolios and the development of Go-to-Market strategies for Growth Channels
  • Evaluated Route-to-Market options for Indirect Sales Channels, resulting in actionable recommendations delivered to Twinings’ Australia Exec Team
  • Developed partnership contracts with distributors including Lavazza Australia and guided sales teams in executing channel/customer sales strategies, business plan development, and NPD initiatives
  • Oversaw strategic planning and execution of key initiatives for Woolworths and New Zealand during the interim period
  • Led a team consisting of 3 National Account Managers and 1 National Account Executive to oversee senior customer relationships, ensuring the successful delivery of commercial and brand objectives.

Sales Manager - Key Accounts

CARLTON & UNITED BREWERIES
11.2012 - 04.2015
  • Managed P&L for Key Accounts, Metro Retail, and Hybrid Hotels Channels in Victoria as Sales Manager reporting to the General Manager Southern (Vic/Tas)
  • Led a team of 18 sales professionals, including 5 direct reports, and managed key customers such as IBA, IGA, LMG, Thirsty Camel, Food Works, ALM, Duncan's, SILG along with various on premise hotel groups like Crown Casino and Federal Group
  • Exceeded sales target by delivering an 8.537m standard cases budget, resulting in a $200m AUS Net Producers Revenue (NPR) and $102m Gross Profit (GP)
  • Drove expansion of CUB market share in Victorian off premise market, achieving a significant +1.2% MAT increase to end January 2015
  • Negotiated optimized Trading Terms Contracts with major Victorian Retail Banners, aligning promotional slotting, Joint Business Plans (JBPs), and MSP pricing agreements
  • Negotiated pouring contracts with various hotel groups including Lorne Hotel, Hunter Group, Premier Hotels, Nikakis Group, and Unified Buying Group
  • Fostered professional development and coaching to team members, resulting in 3 direct reports achieving promotions to more senior positions within CUB
  • Participated in cross functional team (Project Diocles) to diagnose and design effective Commercial Planning Processes for CUB nationally
  • Achieved recognition as a member of the award-winning Regional Leadership Team Vic/Tas, receiving State of the Year Award for FY2014.

State Manager VIC/TAS

DIAGEO AUSTRALIA
07.2010 - 11.2012
  • Leadership and management of a team of 23 people including 4 Key Account Managers, 1 Field Operations Manager, 15 Business Development Managers, 3 Field Sales Managers and 2 Sales Administrators
  • Included the development and execution of the VIC/TAS Business Unit Sales Strategy to achieve commercial objectives in the Off Premise, On Premise and Events/Stadia channels (customer universe of circa1400 outlets)
  • Achieved Volume target of 1.62m std cases, Net Sales Value of $57.1m, Gross Profit of $34.8m and overall Trading Profit target of $27.4m
  • Managed overheads within budget of $4.96m
  • Optimised Trade Spend budget of $4.6m including the strategic planning and execution of an Advertising and Promotional (A&P) budget of $900k
  • Grew market share in Vic/Tas markets (+1% RTD, +1% Spirits) across 10 key competitive battlegrounds (e.g.: Bundaberg Rum RTD vs Jim Beam RTD)
  • Active member of National Sales Leadership Team (SLT) – development of Trading Strategies, Promotional Activities, Pricing Initiatives, People Development, etc
  • Development of key business relationships at senior level with key stakeholders – Key Account customers, independent retailers and wholesalers, liquor licensing, Australian Hotels Association (AHA), Liquor Retailers Association (LRA), etc
  • The Vic/Tas team was awarded Business Unit of the Year for FY 2011/12.

State Manager SA/NT

DIAGEO AUSTRALIA
07.2007 - 06.2010
  • Led and managed a diverse team of 20 individuals, comprising 2 Key Account Managers, 9 Business Development Managers, 2 Trade Marketing Managers, 1 Field Sales Manager, 4 Merchandisers, and 2 Administrators
  • Led the development and execution of the SA/NT Business Unit Sales Strategy
  • Delivered successful business growth across diverse sales channels (Off Premise, On Premise, and Events/Stadia) – in both the SA and NT liquor markets
  • Achieved 5% YOY growth in achieving a volume target of 700k std cases
  • Exceeded Net Sales Value target by 6% to reach $26.4 million for the year
  • Demonstrated a consistent increase in profitability by achieving a Gross Profit of $18.3m (+5%) and exceeding the Trading Profit target with $14.5m (+6.5%)
  • Effectively managed a $2.5 million overheads budget, achieving a 4% underspend in F10, alongside overseeing a $1.5 million Trade Spend budget
  • Implemented effective Key Account Management strategies to drive sales growth and strengthen relationships with major retailers
  • Increased market share in South Australia and Northern Territory markets by 1% in the ready-to-drink category and 2% in spirits, competing against brands like Absolut by implementing strategies across 10 key battlegrounds
  • Increased outlet calls and coverage for a customer universe of 500+ by the highest margin in F09 compared to F08
  • Contributed to the development of Trading Strategies, Promotional Activities, Pricing, and People Development as an active member of the National Sales Leadership Team (SLT).

National Account Manager – Coles

DIAGEO AUSTRALIA
12.2004 - 06.2007
  • National Account Management responsibility for all Coles banners, including Liquorland, Vintage Cellars, 1st Choice and Coles Hotels Group
  • Utilized negotiation skills to successfully implement promotional programs that maximized volume, NSR, and gross profit for both national and state-specific endeavors
  • Efficiently conducted category reviews for RTD, Spirits, and Premium Beer categories alongside overseeing the performance of Key Account Executives in line management role
  • Successfully negotiated incremental ranging and distribution of Diageo products for all CLG banners, resulting in a 30% increase during FY07
  • Negotiated re-structuring of CLG trading terms in FY07, transitioning from a 'bundled' to a 'pay for activity' conditionally based contract
  • Successfully achieved reduction in Central Warehousing Allowance from 5.0% to 4.5%
  • Negotiated “first pour” status for Diageo Spirits brands consecutively for 3 years in Coles Hotel Group
  • Delivered outstanding results by outperforming the F06 Gross Profit budget with a remarkable improvement of +$700k (+6% YoY).

National Category Manager – Woolworths

PZ CUSSONS (PZC) AUSTRALIA
07.2002 - 12.2004
  • Led the Woolworths Group sales team in achieving PZC commercial objectives across Woolworths Supermarkets and Big W stores in Australia
  • Spearheaded financial management for the Homecare and Personal Care product categories (Laundry, Soaps, Dishwashing, Skincare) with a responsibility for a $111m GSV budget and $36m Gross Margin budget
  • Managed a team of 2 Key Account Managers and a Category Analyst within the Woolworths Account Management Team
  • Successfully achieved a +14% increase in Homecare category sales and surpassed the $36m Gross Margin target for FY03
  • Negotiated new national Trading Terms with Woolworth's, resulting in ranging gains of Homecare and Personal Care SKUs across Supermarkets and Big W
  • Played a key role in leading the team responsible for successfully executing the S&OP project at PZ Cussons Australia
  • Implemented category Demand forecasting process using ‘Promax' software.

Sales Manager – Direct Accounts Channel

L'OREAL AUSTRALIA
05.2000 - 04.2002
  • Developed and executed the Direct Accounts Channel sales strategy to achieve commercial objectives through Key Account and Field Sales teams
  • Managed and exceeded a sales budget of $120 million GSV across major retail outlets including Woolworth's, Coles, Metcash, FAL/Action, Big W, Kmart, Priceline, Harris Scarfe, Pharmacy, Myer and David Jones
  • Managed a team of 3 National Account Managers, 2 Account Executives, and 1 Sales Administrator in the Direct Accounts Channel Sales department
  • Exceeded sales expectations by achieving a growth rate of 18% in calendar year 2001 with a budget of $120m AUS GSV
  • Attained health and beauty category captain designation in leading retailers via collaborative team efforts in category management initiatives, business reviews, and strategy sessions
  • Negotiated improved trading terms agreements with multiple Direct Account customers such as Coles, Myer, Big W, and Kmart.

National Account Manager – Coles & BI-LO

GOODMAN FIELDER (UNCLE TOBYS)
11.1998 - 05.2000
  • Accountable for driving national business growth across the Cereals and Snacks categories (GSV $90m AUS) with a focus on GHPL (Coles and BI-LO), while also handling new business development initiatives, such as introducing Snacks line in Target stores
  • Developed and implemented sales and promotional programs to achieve GF commercial objectives at Coles Supermarkets
  • Successfully drove sales results by realizing a notable +12% overall growth in FY2000 when compared to FY1999, with an outstanding performance from the Snacks category at +21%
  • Enhanced reporting capabilities for GHPL Accounts team by developing Sales and Trade Promotions Expenditure reports
  • Optimized demand forecasting accuracy for GHPL (Coles and BI-LO) DC with a measurement lag of 3 months.

State Manager - Tasmania

MARS CONFECTIONERY
10.1996 - 10.1997

Territory Sales Manager

MARS CONFECTIONERY
07.1995 - 10.1996

Education

Graduate Certificate in Direct Marketing -

Melbourne University (ADMA)
11.1994

Bachelor of Business in Economics & Marketing -

Swinburne University of Technology
06.1992

Victorian Certificate of Education -

Mount Lilydale College
11.1987

Skills

  • Profit and Loss Management
  • FMCG Sales & Account Mgt
  • Negotiation Planning & Execution
  • Joint Category & Business Plans
  • Category Range Reviews
  • Innovation & NPD Development
  • Category & Channel Strategies
  • Team Leadership
  • Strategic Selling
  • Integrated Business Planning
  • Sales & Operations Planning
  • Trade Promotions Systems
  • Demand Management

Professional Development

  • Mini MBA in Marketing, CMW PLC, 11/2022
  • Finance for Non-Finance Managers, AIM Melbourne, 10/2021
  • Microsoft Dynamics (Business Central & Power BI), 04/2021
  • AC Nielsen Intermediate Training, 11/2020
  • Value Creating Negotiations – Real World Marketing, 10/2018
  • Joint Value Creation & Category Strategy - Real World Mktg, 05/2017
  • Blueshift ONE Trade Promotions System, 08/2016
  • The Advanced Negotiator - GAP Partnership, 06/2013
  • Breakthrough Performance Coaching – Diageo Australia, 07/2010
  • Advanced Negotiations Skills - The Negotiation Experts, 07/2008
  • Situational Leadership (SLII) - Diageo Australia, 09/2007
  • High Performance Coaching - Diageo Australia, 03/2007
  • Persuasive Selling Skills Course - Diageo Australia, 10/2006
  • Aztec/IRI Scan Data Platforms, 05/2005
  • Leadership Dvlpt Program - Mt Eliza Business School, 08/2004
  • Sales & Operations Planning - Oliver White & Associates, 06/2003
  • Category Strategy & Development - L'Oréal Australia, 03/2002

References

References available upon request.

Timeline

General Manager – Sales & Marketing

CHEN FOODS GROUP
07.2022 - Current

National Sales Manager

CHEN FOODS GROUP
05.2020 - 06.2022

National Business Mgr – Coles, Foodservice & NZ

TWININGS & CO AUSTRALIA
05.2019 - 05.2020

National Business Manager – Growth Channels

TWININGS & CO AUSTRALIA
03.2018 - 05.2019

Sales Manager - Key Accounts

CARLTON & UNITED BREWERIES
11.2012 - 04.2015

State Manager VIC/TAS

DIAGEO AUSTRALIA
07.2010 - 11.2012

State Manager SA/NT

DIAGEO AUSTRALIA
07.2007 - 06.2010

National Account Manager – Coles

DIAGEO AUSTRALIA
12.2004 - 06.2007

National Category Manager – Woolworths

PZ CUSSONS (PZC) AUSTRALIA
07.2002 - 12.2004

Sales Manager – Direct Accounts Channel

L'OREAL AUSTRALIA
05.2000 - 04.2002

National Account Manager – Coles & BI-LO

GOODMAN FIELDER (UNCLE TOBYS)
11.1998 - 05.2000

State Manager - Tasmania

MARS CONFECTIONERY
10.1996 - 10.1997

Territory Sales Manager

MARS CONFECTIONERY
07.1995 - 10.1996

Graduate Certificate in Direct Marketing -

Melbourne University (ADMA)

Bachelor of Business in Economics & Marketing -

Swinburne University of Technology

Victorian Certificate of Education -

Mount Lilydale College

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