Shaun Kumar

Key Achievements:
Professional Experience JDE Peet’s – Australia

• Strategic Account Management (>$7M P&L ownership)
• Won Accor & IHG Hotels tenders (2025), strengthening JDE’s dominance in the Pacific hotel market.
• Hotel & Hospitality Segment Leadership
• National Tenders & Contract Negotiation
• Commercial P&L & Sales Forecasting
• Cross-Functional Leadership (Sales, Ops, Tech)
• FMCG Coffee Brands (L’OR, Piazza D’Oro, Campos, Moccona)
• Stakeholder Engagement (C-Suite, Procurement, Hotel GMs)

National Sales Manager – Hotels Segment

• Own full P&L accountability for the Hotels segment, worth $7M annually (12% of AU -From-Home business).
• Secured multi-year partnerships with Accor & IHG Hotels across Australia & NZ in 2025, displacing major competitors; leading implementation and rollout across 300+ hotels.
• Managing and negotiating on existing hotel agreements
• Managed the BP partnership (2021–2024) valued at $6M, delivering strong brand visibility until tender transitioned in Dec 2024.
• Leading national sales execution with dedicated sales teams and cross-functional partners (marketing, operations, technicians, trainers).
• Partner with procurement and cluster managers to optimise range, pricing, and equipment deployment, ensuring contract compliance.
• Coached sales associates in product specifications, sales incentives, and selling techniques, significantly increasing customer satisfaction ratings.
• Liaised with marketing and product development departments to maintain brand consistency (Campos, L’OR, Piazza D’Oro) and aligning with hotel sustainability agendas.

• When I started at Five Senses Coffee, the Brand was unknown in my region. This role required strategy and planning to launch in an already established and competitive market.
• Five Senses is a premium offering with a high wholesale price.
• During my time with Five Senses, I established the brand in NSW/QLD/ACT; developed a full team of sales and technicians; and positioned Five Senses as a top 3 Specialty coffee brand.
• The Highest customer acquisition per annum compared to National from 2018
• Exceeded sales targets - directly responsible for $9M sales growth
• Developed and executed a strong talent management plan
• Led a team of Business Development Managers, Account Managers and Technicians
• My team managed over 100+ key business relationships
• Developed a growth strategy to compete with local roasters
• Established relationships with coffee suppliers and key stakeholders and negotiated long-term competitive contract agreements
• Forecasting Coffee Equipment and Coffee Blends as all blends roasted in Melbourne
• Opened 5 Flagship Cafés - with sales of over $800K PA

• Always had a passion for hospitality and in 2007 I had the opportunity to purchase a café in North Sydney that needed an exciting new concept.
• Turned my business from a run-of-the-mill café into a dynamic espresso bar and diner that was overflowing at lunchtimes from Monday to Friday servicing business professionals in North Sydney.
• Staying ahead of the trend
• Increased average lunch covers from when I took over by 300%
• Overall Revenue increased by 150%
• Re-branded in 2012 and have become one of the busiest most well-known cafés in North Sydney
• Improved commercial kitchen layout to improve efficiency
• Renovated Café interior in 2012 to improve kerb appeal
• Decreased staff turnover due to culture and company values
• Financial Management – Budgeting, P&L Management, BAS, IAS