- Family
- Golf with friends
- Good Food, Good Beer, Good Wine and Good Company
Nick Linford
Melbourne
Summary
Dynamic leader with a proven track record of growth, adept in strategic planning and fostering strong industry relationships. FMCG industry expertise and innovation mindset. Skilled in collaboration, negotiation and critical thinking, I bring senior leadership experience and a commitment to excellence.
Overview
27
27
years of professional experience
Work History
General Manager Sales and Marketing
JCs Quality Foods
11.2022 - 10.2024
- Member of JCs Senior Leadership Team reporting to owner and Managing Director
- Developed and implemented 5 year strategic plan, gaining sign off from business Advisory Board and Business Lender
- Increased business sales and profitability, achieving 10 consecutive months of growth. 15% growth FY25 YTD in flat market, and the first significant growth for the business in over 10 years.
- Managed a team of 40 Sales and Marketing professionals, improving engagement and reducing employee turnover. This included the introduction of a new Sales Incentive program
- Full P&L responsibility, managing budget development, monitoring performance against plan, and controlling expenses
- Coached and mentored a team of 6 senior direct reports in Sales and Marketing functions
- Established strong relationships with customers across all channels including Independent Retailers, Major Corporate accounts, Distributor Groups, and overseas markets in Asia and New Zealand
- Led the successful acquisition of key new business for JCs to support the growth ambition of 15% in FY25
- Introduced new sales and operations process to improve forecast accuracy and planning, decreasing inventory levels by over $1m in FY24, and improving DIFOT to 95%+
- Led the development and roll-out of new NPD process, delivering approx 100 new products to the business in a 12 month period
National Manager EeFIT and Strategic Growth
Fletcher Insulation (Fletcher Building)
01.2022 - 11.2022
- Head of eeFIT, a division of Fletcher Insulation, leading a team of approx 60 people
- Full P&L, People Engagement, Safety, Sales, Marketing, and Procurement responsibility
- Head of Strategic growth for Fletcher Insulation including innovation, acquisition and other growth opportunities
- Direct account responsibility for two of the major partners of Fletcher Insulation - Australian Plaster and Building Accessories (APBA) and Siniat. Combined with eeFit managed approximately 30% of the annual turnover for Fletcher Insulation
National Sales Manager, Fletcher Insulation
Fletcher Insulation (Fletcher Building)
07.2019 - 01.2022
- Functional leadership of Sales Team – 60 team members and member of the Senior Leadership Team
- Delivery of key measures: Safety, Sales, Sales Contribution, EBIT, Sales organization design and operation
- Responsibility for 14 sales Branches Nationally including property management
- Led Sales organisation through COVID 19 pandemic, including re-organisation to meet the new working environment, and move to online meetings and selling
- Responsibility for leading major turnaround phase, helping to deliver a 200% increase in EBIT, and the first profit for the business in over 5 years
- Re-established relationships with key major customers, stabilizing the Fletcher Insulation business following a period of many leadership changes, and lack of strategic direction
- Led the implementation price management training, and the development and execution of a new market pricing strategy
Head of Partnerships and National Business
Bricklane Brewing
06.2018 - 07.2019
- Member of the Senior Leadership team
- Primary responsibility for bringing on new business during the commencement phase of Bricklane Brewery
- Established and fostered relationships with the Coles Liquor and Woolworths (EDG) teams
- Responsible for ranging both Bricklane brands and development of partner Own Label products.
- National Ranging of Brick Lane brands into Dan Murphys, Liquorland, and soon to be Vintage Cellers, First Choice and BWS
- Worked closely with the Head Brewer (John Seltin) and his team to manage timelines, capacity, and procurement of packaging
- Implemented process, on boarded customers, and managed ongoing relationships for Brick Lane partner brewers
- Developed and launched the Tinnies in partnership with Coles Liquor
- Successfully acquiring new partners including Brewmanity, Jetty Road, Young Henrys and Bad Shepherd Brewing.
Partner and Director
Wonderland Drinks
07.2018 - 10.2025
- Developed and launched the Somma Hard Seltzer range with Coles Liquor
- Ongoing advisor and partner of Wonderland Drinks which includes brands such as Hyde Whiskey, North Star Spirits and other
National Business Manager
Asahi Premium Beverages
03.2017 - 06.2018
- Member Senior Sales Leadership team - Alcohol Division
- Full P&L responsibility for Coles Liquor, Private Label and Contract Pack managing approx $130m turnover
- Achieved 15% growth target in line with Budget for 2017 calendar financial year
- Achieved and maintained status as Number 1 Supplier in Advantage Survey for Coles Liquor
- Lead, motivate and drive a growth culture with a sales team of 3 x National Account Managers, 1 x National Account Executive, 1 x Finance Partner
- Work closely with Marketing, Category and Shopper teams to grow the business, align execution to brand strategy and launch new products
- Key brands under management included Asahi, Mountain Goat, Cricketers Arms, Sommersby, Vodka Cruiser, Woodstock and Nikka Whiskey
- Successfully transitioned two major brand acquisitions (Peroni and ASM Liquor) into the Asahi portfolio with Coles Liquor
- Development and execution of 3-5 year customer strategy for the business
- Managed partnership with key strategic acquisition target
- Led effective implementation of CRM and Third Party provider to Grocery National Accounts
National Sales Manager Operations
Schweppes Australia (Asahi Beverages)
08.2015 - 03.2017
- Manage large National Sales Operations team for the Schweppes Grocery business
- Led significant change in go to market strategy and structure of the Schweppes sales team which included internal collaboration and influencing across all levels of the organization, from CEO level down to territory manager
- Led and implemented full review and of third party merchandising team, awarding one of the largest 3rd party tenders in the country and appointing new supplier in August 2016
- Led a full review of the CRM system across all business channels of the Asahi business, including non-alcohol and alcohol
- Worked closely with HR to complete a full re-structure including out-sourcing of internal staff to the 3rd party.
- Lead a re-designed team of 95 people nationally (4 direct reports), and 3rd party merchandising team of 70 people
- Support the deliver net sales targets, and develop and implement field operational strategy for the business
- Monthly communication between the National Account Teams and field sales team to execute key sales programs at store level
- Responsible for field routing program and CRM management
- Development and implementation of an effective Sales Incentive Program
Director (Voluntary)
Rossdale Golf Club
09.2015 - 04.2021
Grocery Channel Manager
Sanofi Consumer Healthcare
01.2013 - 08.2015
- Lead the Grocery Division of Sanofi Consumer Healthcare
- Full P&L responsibility, deliver net sales targets, and development and implementation of 3+year Channel Strategy
- Create new business opportunities within the Grocery, Mass and P&C environment
- Lead a team of National Business Managers and Support Staff, including the development of a 12 month L&D Program
- Management of 3rd Party Merchandising Team (Blueprint and Crossmark), including the negotiation and renewed contract with 3rd Party Merchandiser, with a focus on delivery of core KPIs
- Implemented new forecasting tool designed specifically for the Grocery Channel
- Led the both the Woolworths and Coles teams in developing new in-store concept stores
- Improved key top-to-top relationships with both Coles and Woolworths. No1 Supplier Advantage Survey 2014
National Business Manager Woolworths
Sanofi Consumer Healthcare
02.2012 - 12.2012
- Responsible for delivering accelerated growth for the following major accounts: Woolworths, Big W, Costco and Aldi
- Quickly developed strong relationships with internal and external stakeholders
- Recognized by Woolworths Buying Team as Category Captains one year after brands were considered for deletion, growing the business 5 pts ahead of category MAT
- Successfully negotiated and finalized terms of the 2012 Major Range Review in Woolworths
- Worked with Marketing and Category Teams to launch new products. Successfully negotiated ranging of 8 incremental new lines in the Woolworths minor review (Sept), including entry into a new segment within the Woolworths Medicinal Category for Gastrolyte. Gained 13 new lines in the Big W Range Review, and worked closely with Big W to overhaul existing layouts
- Negotiated ongoing margin enhancement and share of shelf program
- Overhauled Woolworths promotion program to meet key volume and spend KPIs
- Achieved highest growth for Natures Own brand in 3 years +72%
National Sales Manager Australia NZ
Newell Rubbermaid
01.2011 - 01.2012
Marketing Manager
Newell Rubbermaid
03.2010 - 01.2011
National Business Manager
Newell Rubbermaid
03.2007 - 01.2011
Project Manager
Zenith Interiors
03.2006 - 03.2007
Category Manager
Kraft Foods
08.2003 - 03.2006
State Sales Manager
Kraft Foods
01.2003 - 08.2003
National Account Manager
Newell Rubbermaid
12.2000 - 01.2003
State Sales Manager
Gillette(Division Acquired by Newell)
03.1999 - 12.2000
Territory Sales Manager
Gillette (Division Aqcuired by Newell)
06.1998 - 05.1999
Education
Graduate Diploma - Finance
Victoria University
Melbourne, VIC06.2022
Bachelor of Business - Marketing
Monash University
Melbourne, VIC06.1998
Skills
- Multi functional experience across Sales, Marketing and Category
- Senior Leadership Experience in both both major corporates and smaller private business
- FMCG Industry Expertise
- Strong Industry Relationships across both Alcohol and Grocery Channels
- Innovation mindset
- Strategic Planning
- Collaboration and Teamwork
- Creative and Critical Thinking
- Excellent Communication
- Advisory and Board Experience
Accomplishments
- Successful turnaround of JC Quality foods delivering 10 months consecutive growth, improved margin performance, improved team capability, engagement and stability
- Successful turnaround of the Fletcher Insulation business, establishing strong industry relationships, executing a pricing transformation program, onboarding a significant portfolio of new business, and delivering record EBIT targets for 2 years. This included delivery of Strategic Project recommendation for new manufacturing business with $15m Capex
- ExceeLed extensive change programs as National Sales Manager of the Schweppes Grocery team including downsizing and outsourcing experience
- Successful ranging gains and partnership wins in start business Bricklane
- Exceeded budgeted growth delivering 15% sales growth in first year with Asahi Premium Beverages (FY17). Direct team recognized as best in class by the Coles Liquor Group team (Advantage Survey)
- Selected to be part of Sanofi Future Leaders Program in 2015
- Selection for the Global Emerging Leaders Program at Newell Rubbermaid in Jan 2011. The only participant selected from APAC Region.
- 2007/08 National Sales Award Newell Rubbermaid
- Part of the first Category team at Kraft Foods in 2004, successfully developing and launching Kraft Easy Mac in June 2004 and Maxwell House Gold in Sept 2004
- Area Directors Award – Confectionery Kraft Foods 2004
Interests
Timeline
General Manager Sales and Marketing
JCs Quality Foods
11.2022 - 10.2024
National Manager EeFIT and Strategic Growth
Fletcher Insulation (Fletcher Building)
01.2022 - 11.2022
National Sales Manager, Fletcher Insulation
Fletcher Insulation (Fletcher Building)
07.2019 - 01.2022
Partner and Director
Wonderland Drinks
07.2018 - 10.2025
Head of Partnerships and National Business
Bricklane Brewing
06.2018 - 07.2019
National Business Manager
Asahi Premium Beverages
03.2017 - 06.2018
Director (Voluntary)
Rossdale Golf Club
09.2015 - 04.2021
National Sales Manager Operations
Schweppes Australia (Asahi Beverages)
08.2015 - 03.2017
Grocery Channel Manager
Sanofi Consumer Healthcare
01.2013 - 08.2015
National Business Manager Woolworths
Sanofi Consumer Healthcare
02.2012 - 12.2012
National Sales Manager Australia NZ
Newell Rubbermaid
01.2011 - 01.2012
Marketing Manager
Newell Rubbermaid
03.2010 - 01.2011
National Business Manager
Newell Rubbermaid
03.2007 - 01.2011
Project Manager
Zenith Interiors
03.2006 - 03.2007
Category Manager
Kraft Foods
08.2003 - 03.2006
State Sales Manager
Kraft Foods
01.2003 - 08.2003
National Account Manager
Newell Rubbermaid
12.2000 - 01.2003
State Sales Manager
Gillette(Division Acquired by Newell)
03.1999 - 12.2000
Territory Sales Manager
Gillette (Division Aqcuired by Newell)
06.1998 - 05.1999
Graduate Diploma - Finance
Victoria University
Bachelor of Business - Marketing
Monash University
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