Hi, I’m
Matt Bruce
Auckland
Summary
Results-driven, tertiary-qualified sales and management professional with over 20 years of experience in sales, marketing, business development, and leadership across diverse industries. Managed The Premium Liquor Co. as Managing Director, successfully growing the company from inception to $18 million in annual sales and launching 19 brands. Demonstrated track record of developing winning strategies, building strong business relationships, and effectively managing P&L for sustainable growth and profitability. Proven ability to lead teams, drive new product development, and capitalize on market opportunities. Entrepreneurial mindset and dedication to exceeding expectations define career and business acumen.
Overview
21
years of professional experience
Work History
The Premium Liquor Co. Ltd
MANAGING DIRECTOR
02.2018 - Current
Job overview
- Company Overview: A manufacturer and distributor of liquor brands, servicing on premise, off promise and grocery channels throughout NZ and various export markets (annual revenue $18 million)
- Oversee the entire business unit, driving NPD, building brand portfolio, setting promotional programs and managing 14 full time staff
- Grown overall sales from $0 to $18 million in the 6.5 years from inception
- Played a key role in the ideation, creation, development and market launch of 19 brands
- Seek out major clients and form working relationships with premier buyers in the liquor industry
- Built relationships with key banner groups with core ranging, promotion and advertising programs
- Develop new business and establish networks at all levels
- Identify valuable emerging markets and product opportunities
- Accurately forecast future sales targets and form sales plans to adapt to constant shifts in the marketplace
- Ultimate responsibility for sales, constantly assessing performance against targets
- Work alongside senior management to help set a sales strategy that keeps PLC competitive and innovative
- Understand factors such as new products, pricing, costs and market demand and act with appropriate responses to any challenges these factors may pose
- Oversee PnL
- Set budget and mitigate the running costs of business work within it
- Oversee and manage National Sales Manager, Chief Marketing Officer and their reports
- Deliver enthusiastic leadership to help motivate team to achieve their individual and collective targets
- Ensure continued professional development of sales staff
- Undertake annual reviews of all direct reports
- Implementation of CRM system (Opmetrix) to help enhance company and employee performance
Grosafe Chemicals Ltd
GENERAL MANAGER
04.2016 - 01.2018
Job overview
- Company Overview: An AgChem Company servicing the horticultural, agricultural, and home garden sectors nationwide (annual revenue $5 million)
- Maintain and build client base to with a key focus on growing sales; offer high levels of customer service and support throughout all channels; establish the Grosafe brand within all possible channels nationwide
- Set annual sales and marketing budgets and monitor progress against sales targets
- Full responsibility for all cost centers within the home garden division and accountability for the P & L results on a monthly basis
- Set the sales programme for the year and allocate sales targets to team
- Coordinate staff activity throughout the year
- Maintain and build client base with CRM
Rorisons RMD Ltd
NATIONAL SALES MANAGER
04.2015 - 04.2016
Job overview
- Company Overview: A progressive limestone quarry operator supplying raw material and specialist mineral blends to the agricultural sector (annual revenue $10 million)
- Led the sales and customer services team to meet or exceed growth, revenue and profit targets by initiating, developing, measuring and maintaining strategies and objectives
- Worked with the Management team to set annual sales turnover and marketing expense budgets and developed plans and strategies which could be measured and monitored, to achieve those budgets
- Developed and continuously evaluated and adjusted promotional and advertising activities and delivered innovative business models, branding and marketing approaches
- Reported monthly on the financial performance of each market segment/region against budget and their KPI’s
Swanndri NZ Ltd
GENERAL MANAGER – SALES
09.2011 - 04.2015
Job overview
- Company Overview: An iconic clothing brand that produces casual, work and recreational clothing and accessories (annual revenue $7.2 million)
- Led and managed the wholesale sales team (NZ & Australia) to achieve its financial targets; strived for exceptional levels of customer service & relationship management; drove sales growth & commitment from existing & new customers through all sales channels (3 direct reports in NZ and 4 agents in Australia)
- Grew overall sales by 19% ($1.2 million) in the two years in this role ($6 million to $7.2 million)
- Grew B2B business by 50% – from $500K to $1 million
- Oversaw the development of Swanndri’s online sales program with an average increase in sales of 30% in the first six months of implementation
- Annual and monthly sales forecasting
- Utilised exceptional planning skills to ensure the sales function of the business was well planned to enable execution of the annual sales plan and that its activities were aligned with the strategic goals of the company
- Ensured each member of the sales team had in place an effective method to plan, prospect, schedule call cycles and achieved customer follow up
- Utilised the CRM program to optimise sales team efficiency and communications
- Developed a co-ordinated Go-To-Market strategy in conjunction with appropriate personnel for each new seasonal range
- Played a key role in building the presence of the Swanndri brand within urban NZ through a co-branded range in Barkers Menswear
Cameron Sports Imports Ltd
RIDGELINE SALES/PRODUCT/MARKETING MANAGER
05.2008 - 08.2011
Job overview
- Company Overview: A distributor of hunting based sporting and recreational products
- Designed, developed, produced, managed, marketed and sold the Ridgeline clothing and accessories brand into multiple domestic and international channels
- Grew sales by 84% within 3 years, from NZ$1.9 million to NZ$3.5 million
- Introduced 70 new SKU’s, over a three year period, to the product range that totalled 100 SKU’s
- Established and maintained pricing levels across the entire NZ range at both the wholesale and retail level
- Worked closely with overseas manufacturer/suppliers with daily contact involving numerous trips to China to negotiate and build supply relationships
- Devised sales strategy and managed national sales team (4 sales reps)
- Maintained website and oversaw the creation of the yearly catalogue, including facilitation of yearly off-site photo shoot
- Provided a monthly management report for international board of directors outlining activity, forward plans, sales, profit, and product mix contribution to directors
- Managed a comprehensive marketing programme to grow market share and solidify Ridgeline as a leading NZ hunting brand
- Negotiated contracts for naming rights and product sponsorship of presenters of a prominent NZ hunting and cooking TV shows
Hi-Tec Sports International Ltd
INTERNATIONAL ZONE EXPORT MANAGER (EE/ME/A)
05.2006 - 04.2008
Job overview
- Company Overview: A supplier of sporting and professional service footwear to over 70 countries worldwide
- Responsibility for management of over 35 international distributors (budget of US$3 million) and the brand equity and profit growth for all of Hi-Tec’s and Magnum’s footwear categories
- Sold the full range of products available to the distributors & full category portfolio, often selecting specialist distributors for each category, including government tenders
- Ensured that distributors marketed the brand effectively in their countries with marketing clearly aligned to central brand values and positioning
- Determined correct pricing strategy for distributor markets in alignment with Euro price levels established in subsidiary markets
- Researched and developed emerging markets and built relationships with new distributors
- In one year developed three new markets (Russia, Ukraine and Greece) which became two of the top five earners in my EEMENA territory
- Developed sports shoe tender business in Algerian, U.A.E and Kuwaiti markets
- New clients – Russia, Ukraine, Greece, UAE, Bahrain, Malta, Lebanon, Cyprus
AGI Australasia Ltd.
KEY ACCOUNT/BRAND MANAGER
05.2003 - 10.2005
Job overview
- Company Overview: A wholesaler and distributor of various international footwear brands (annual revenue $6 million)
- Responsibility for national brand equity and profit growth for AGI’s flagship technical footwear brand (KEEN), through effective account management and application of the marketing mix
Education
Dunedin College of EducationDunedin
Graduate Diploma of Secondary School Teaching from Physical and Outdoor Education
01.2001
University of OtagoDunedin
Bachelor of Commerce from Marketing Management
01.1999
University of OtagoDunedin
Bachelor of Physical Education from Sports Marketing
01.1999
Skills
- Leadership and Team Management
- Financial Acumen
- Business Development
- Sales Strategy and Forecasting
- Brand Development and Launch
- Brand Building
- Analytical and Strategic Thinking
- Multi-Channel Sales Management
- Relationship Management
- Negotiation
Hobbies and Interests
- Spending time with my family is equally important to me, as it brings balance and keeps me grounded amidst my professional commitments.
- Active outdoor enthusiast I enjoy getting out fishing and hunting allowing me to disconnect, recharge, and appreciate the outdoors.
- Travel and experiencing new cultures
- Serious music fan and appreciation for the performing arts
Timeline
MANAGING DIRECTOR
The Premium Liquor Co. Ltd
02.2018 - Current
GENERAL MANAGER
Grosafe Chemicals Ltd
04.2016 - 01.2018
NATIONAL SALES MANAGER
Rorisons RMD Ltd
04.2015 - 04.2016
GENERAL MANAGER – SALES
Swanndri NZ Ltd
09.2011 - 04.2015
RIDGELINE SALES/PRODUCT/MARKETING MANAGER
Cameron Sports Imports Ltd
05.2008 - 08.2011
INTERNATIONAL ZONE EXPORT MANAGER (EE/ME/A)
Hi-Tec Sports International Ltd
05.2006 - 04.2008
KEY ACCOUNT/BRAND MANAGER
AGI Australasia Ltd.
05.2003 - 10.2005
Dunedin College of Education
Graduate Diploma of Secondary School Teaching from Physical and Outdoor Education
University of Otago
Bachelor of Commerce from Marketing Management
University of Otago
Bachelor of Physical Education from Sports Marketing
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