Summary
Overview
Work History
Education
Skills
Timeline
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Matt Forster

Brighton East,Australia

Summary

With 27 years of senior executive experience, coupled with a robust background in managing multilayered local and global companies, I am eager to contribute my expertise to lead Athletics Australia into its next phase of growth and success.

Throughout my career, I have demonstrated a strong focus on driving commercial growth through strategic planning and execution of corporately aligned initiatives. I have consistently delivered results by implementing innovative strategies that capitalize on market opportunities while mitigating risks. My ability to navigate through corporate governance frameworks has enabled me to uphold the highest standards of transparency, accountability, and ethical conduct.

One of my core strengths lies in my exceptional ability to cultivate and nurture global commercial partnerships. I have a proven track record as a global deal creator, forging mutually beneficial alliances that drive revenue and enhance brand visibility. My profound understanding of the dynamics of sponsorships across various sporting codes, from grassroots to elite performance, equips me with the insights needed to optimize opportunities across community engagement, coaching, player development, competition, and commercial ventures.

Central to my leadership philosophy is the belief in the power of people. I have a strong commitment to fostering a culture of collaboration, empowerment, and continuous learning within global and local teams. By leveraging the unique talents and perspectives of individuals, I have successfully fostered environments where innovation thrives, and organizational objectives are met with enthusiasm and dedication.

Overview

16
16
years of professional experience

Work History

CEO

Modern Baking (Anzac Biscuits)
  • As the CEO I took the company through a voluntary administration, saving the 150 jobs, securing working capital to enable the Anzac biscuit brand to survive
  • Key roles: Secured funding
  • Negotiated with all retailers Nationally new trading terms.

National Customer Team leader

The Wrigley Company
  • Management of the National Wrigley Sales function with a gross sales turnover of $170M
  • US
  • Achieving Gross sales, Gross margin and Trade Spend Budgets
  • Grow and develop senior relationships within the Australian retail/wholesales commercial environment
  • Negotiation of all trading terms and 3rd party trading arrangements for the Company
  • Asia Pacific sales representative as part of the Wrigley G14 Countries
  • Deploy 3rd party field labour resources to ensure the Wrigley in store presence is maintained in all of in store locations
  • Grow and develop 13 business managers, 1 space/category analyst and the 2 demand planers
  • Create and manage the Wrigley competitive response plans; ensuring market share of NCC is maintained
  • Set and maintain 3-year commercial strategy for the group; Financial, Merchandising, Relationships, range and people development being the key components
  • Management and growth of market share across Gum, mints and candies
  • This was done through the generation of category management within the Wrigley Co
  • Creation of all range reviews, research, layouts and merchandising solution for the Company
  • Develop and evaluate promotional programs to achieve maximised sales and gross margin, whilst minimising trade spend
  • Drive and maintain checkout captaincy across all banners
  • Grow and develop direct reports to ensure progress through the Wrigley Business
  • Conduct ½ yearly top-to-top meetings with all parts of the Australian domestic business partners
  • Communication of category development through reviews, analysis & opportunity identification
  • Create and deploy the new Sales Incentive plan
  • Create a conduit between marketing and sales to ensure communication between the teams is timely and effective
  • Drive the design and implementation of all Checkout & Fixture layouts
  • 17.5% sales growth within the first 12 months while also growing profit by 25%
  • New lines speed market benchmarks of 95% in 3 weeks in all distribution Targets
  • Successful negotiation of the new Woolworths Trans-Tasman trading terms
  • Non chocolate Confections market share growth of 6% up to 29%
  • Promoted to team members into Global roles with Wrigley
  • Sales forecast accuracy improved from 25th in the World to 4th with accuracy of 81% for the total year
  • This was achieved in a year that we executed 17 new line within the marketplace
  • Reduced the trade margin for all new lines by 1.8%.

National Business Manager – GHPL

The King Island Company / National Foods
  • Management of GHPL gross sales turnover of $130M
  • Management of GHPL gross margin (actual figure confidential)
  • Negotiation of trading terms with GHPL annually to maximise both sales opportunity and company profit
  • Management and growth of market share across specialty cheese, cream seafood and pate for GHPL
  • Achieving Gross sales, Gross margin and Trade Spend Budgets
  • Develop and evaluate promotional programs to achieve maximised sales and gross margin, whilst minimising trade spend
  • Communication of category development through reviews, analysis & opportunity identification, while also driving the design and implementation of all GHPL shelf layouts
  • Rebuilt the GHPL business from a 9% prior year decrease to a 12% achievement on the previous year sales
  • Negotiated 15 promotional Impulse purchase tie-ups per year within the Coles dairy case and check out areas
  • (Estimated incremental revenue $3M)
  • Designed and implemented a strategic business plan for GHPL, including shelf, promotional and space management objectives
  • 12% Sales Growth over the total GHPL business (FY 2001/2002)
  • 19% Gross Margin increase over the total GHPL business (FY 2001/2002)
  • 4% increase in market share for specialty cheese
  • 28% sales growth within the entertaining fish category
  • 32% case deal saving increasing King Island Group profit
  • Implementation of pricing strategy to improve both sales and profit for GHPL and King Island Group
  • King Island representative through market data tenders supplied by A.C Nielson, Aztec and South and Walker (Selected Aztec)
  • Negotiation and Implementation of 15 new product lines across all categories into GHPL
  • (Estimated incremental revenue at $2.3M).

National Field Sales Manager (Retail.)

The King Island Company
  • Responsibility for national field performance (retail)
  • Woolworths, GHPL and Independent retail chains field maintenance and execution
  • Sales Budget of $77 million
  • Temporary Member of executive committee
  • (March 2001)
  • National Account Manager for Independent retail accounts (Metcash and Interfrank)
  • Implementation of all national account strategies
  • Executive responsibility for achievement of market share results
  • Direction of Field Managers short & long term objectives
  • Generate profit in line with pre-agreed internal contracts via the management of trading terms (promotional programs), trade spend and product profitability
  • Provide strategic direction for the management of field personnel, with consideration for the total National Retail business
  • Ongoing communication with marketing in relation to product development and existing product performance
  • Monitoring and evaluation of competitor activity
  • Development of value added promotional activity
  • 12% Sales Growth
  • Restructure of National Retail Sales Force to increase profit and sales results to maximise sale price of the King Island Company to National Foods
  • Negotiation of the National Metcash trading terms to ensure the ongoing viability and profitability of the business relationship
  • Communication of all field activities and issues to both the business Managers and the General Manager.

State Manager - Queensland

The King Island Company
  • Sales Budget of $11 million
  • State account management of Woolworths, Franklins and Metcash Independents
  • Full General Ledger responsibility (profit centre) to profit before interest (including all overheads control)
  • Direction of Field Managers short & long term objectives
  • Formalisation of succession planning
  • Monitoring and evaluation competitor activity
  • Development of financial & production forecasts (factory on site), and associated communication
  • Develop and manage ad-hoc state sales initiatives eg Olympics & Rugby Union activity
  • Maintenance of supply chain facility, including third party supplier negotiation with TDG Logistics
  • 22% EBIT increase for the total Queensland King Island business
  • The King Island group overtook it nearest competitor in the Coles account by 2% for the first time in the history of the company
  • Developed strategic alliances with State based major event organisers, backed by long term business plans to ensure the ongoing viability and profitability of the business relationship
  • These relationships resulted in a maximising the King Island Co market share via presence at the Indy 500 and Queensland Rugby Union special events
  • Increased event sales during Indy 2000 from 12k to 64k
  • Promoted to National Field Sales Manager Retail
  • Increased the Food Service business by 50% through the launch of three satellite sites in Cains, Gold Coast and Sunshine Coast.

Senior Business Manager –CML & Coles Express

The Wrigley Company (Continued)
  • Management of Coles Myer Limited gross sales turnover of $62M US
  • Management of Petrol and Convenience gross sales of $7.2M
  • Management of GHPL and PNC gross margin (actual figure confidential)
  • Grow and develop 3 business managers and 1 space/category analyst
  • Set and maintain 3-year strategy for the group; Financial, Merchandising, Relationship, range and people development being the key components
  • Management and growth of market share across both Gum and the wider Confectionary categories
  • Achieving Gross sales, Gross margin and Trade Spend Budgets
  • Develop and evaluate promotional programs to achieve maximised sales and gross margin, whilst minimising trade spend
  • Drive and maintain checkout captaincy across all CML banners
  • Grow and develop direct reports to ensure progress through the Wrigley Business
  • Conduct ½ yearly top-to-tops meeting with all parts of the CML business
  • Communication of category development through reviews, analysis & opportunity identification
  • Drive the design and implementation of all GHPL shelf & Checkout layouts
  • Global leadership team member
  • Highest ranking Wrigley Associate for 2003, 2004, 2005,2006
  • Fastest growing account globally for Wrigley
  • 2003-2006 growth 40% growth over 3 years - CML business
  • Growth over operating budget of 8%
  • Ex-factory growth of 17% yoy
  • Coles growth 14.1%, BI Lo 14.8% growth MAT
  • 68% growth in Target 2004 (Fastest growing supplier for the total Target Business)
  • 8% growth in Kmart 2004 through account management
  • 93% growth Kmart 2005 via new checkout programme
  • Kmart 25% growth 2006 via front end merchandising studies & revision of ordering matrix
  • Launch first confections into Liquorland 2005
  • Total CML checkout captain for all businesses, Planogram’s and merchandising design.

Founder/ CEO

Red Door Asia Pacific
01.2013 - Current
  • Red-Door Asia Pacific (Red-Door or RD) was established in early 2013
  • RD is a sales, marketing, distribution and supply chain partner working with all retailers and suppliers of the region to create new categories and maximise their vendors’ brands, manufacturers volume and retailer’s profits and create points of difference
  • RD is based in Australia and can be structured to enable trading in all parts of Asia and the Pacific
  • RD has developed its own brand Tom & Bens brand for biscuits and pizza bases, and imports other brands (pineapples) that are sold to independent retailers, food services companies and corporates in Australia
  • RD has opportunity to expand its existing product range as well as expand into other products such as gluten free, ambient pizza bases and new categories
  • Red Door has 50 years of experience in it management and experienced board that has global experience
  • Red Door also exports to Singapore, Malaysia and Indonesia with trading partners in China for the right products.

Vice President sales and Marketing Asia/Oceania

Gruma Asia /Oceania
Victoria, Epping
01.2008 - 01.2012
  • In 2009 Gruma Asia and Oceania had just built its greenfield manufacturing site when I joined the company – this manufacturing facility in Epping was built to worlds best standards and had significant capacity to produce wheat and corn flour based products for the Oceania Market
  • Build a marketing brand plan that used our global insights coupled with local research to win in the region
  • Develop a strategy to maximise the Create the Retail go to market strategy for the region that ensured that the Company had a pay back on its financial investment within 5 years
  • Put together a Retail team that could launch with excellence the A&O market place in four categories
  • Bakery – Mexican – Indian -Deli
  • Create a range by category that ensure cut through with the consumers while also providing a point of difference
  • Put a Sales and Operational process into the business to ensure Company working capital is optimised
  • Create the best supply chain solution for the business across the whole retail category
  • DSD &Warehouse
  • Work with our advertising agency to ensure our packaging and go to market offer was aligned to the brand values and resinated with the local consumers
  • Negotiate all trading terms with the A&O retailers
  • Coles, Woolworths, Metcash, Costco and Ritchies
  • Engage a third party merchandising team to ensure in-store compliance
  • Work with the Victorian government on our employment programs and government grants
  • Aims program
  • Gain Ranging within all the retailers against the global trend of two brands and a home brand being in place
  • Create BTL and ATL strategies for launch
  • Negotiate and manage all A&O sponsorship deals to ensure the mission brand is leveraged in the community
  • Head up capital projects creating full ROI analysis and reporting to the Corporate office throughout the projects
  • Asia
  • Create the Retail go to market strategy by country based on the Demographic, Religion, Retailers and supply chain options
  • Put a Retail team in place by Country
  • Build a marketing brand plan that is tailored to the local cultures and shopping trends
  • Create a range by category that ensure cut through with the consumers while also providing a point of difference
  • Create the best supply chain solution for the business across the whole retail category by country
  • Negotiate all trading terms with the Asian retailers
  • Manage all sponsorship and community based projects
  • Create the wrap category that currently doesn’t exist in Asia
  • Create BTL and ATL strategies for launch
  • 470 employees in Australia
  • 80 Employees in Malaysia
  • 270 employees in China
  • Retail scan sales – $80m usd in Australia
  • Top 3 Fastest growing brands in Australia with sales over $25m for the past 7 quarters as reported by AZTEC
  • 3rd place supplier of the year for Woolworths Bakery 2010
  • Biggest new Company launch in 30 year within Australia
  • Retail sales of $4m usd in South Asia
  • Market leaders in Bakery and Indian categories in Australia
  • 83 new Mission and Private label sku’s in the market place produced out of the Epping facility
  • Won 100% Aldi contracts and sole supplier of flat breads and Mexican products to Costco
  • Bakery Market share 26.5% and consumer loyalty of 73%
  • Indian Market share 65% and consumer loyalty of 81%
  • Largest supply chain agreement in Australia formed with Goodman Fielder for all DSD for the bakery range
  • First Company to bring General Mills Global brand Old El Paso market share below 80%
  • Factory capacity at 82% and expansion required
  • 91% staff retention
  • Major sponsor of the Queensland Firebirds Netball team and the Western Bulldogs AFL team
  • Pink Breast cancer Partnership.

Education

Wrigley Leadership Academy -

01.2008

Gilbert & Chandler Cheese University -

01.2000

Bachelor of Marketing -

01.1993

Victorian Certificate of Education -

01.1992

Skills

  • Strategic Planning
  • Organizational Structuring
  • Contract Management
  • Revenue Development
  • Financial Management
  • Board Collaboration
  • Customer Acquisition
  • Operations Management
  • Staff Management
  • Performance Assessments
  • Team Engagement
  • Strategic Thinking
  • Business Planning
  • Strategic Vision
  • Revenue Generation
  • Corporate Governance
  • Talent Acquisition
  • Entrepreneurial and Innovative
  • Client Engagement
  • Board Reporting
  • Goal Setting
  • Channel Development
  • Team Leadership
  • Negotiation
  • Contract Negotiation
  • Cash Flow Management
  • Policies and Procedures Development

Timeline

Founder/ CEO

Red Door Asia Pacific
01.2013 - Current

Vice President sales and Marketing Asia/Oceania

Gruma Asia /Oceania
01.2008 - 01.2012

Wrigley Leadership Academy -

Gilbert & Chandler Cheese University -

Bachelor of Marketing -

Victorian Certificate of Education -

CEO

Modern Baking (Anzac Biscuits)

National Customer Team leader

The Wrigley Company

National Business Manager – GHPL

The King Island Company / National Foods

National Field Sales Manager (Retail.)

The King Island Company

State Manager - Queensland

The King Island Company

Senior Business Manager –CML & Coles Express

The Wrigley Company (Continued)

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