Alexander Wells
Jackfield
Summary
Food and beverages are far more than a career for me; they're a genuine, deep-seated passion that has shaped my journey. My travels across Europe and beyond, always seeking new delights and learning directly from producers, have enriched a decade of hands-on industry experience—from navigating the evolving craft beer scene in production to strategically identifying emerging market opportunities in technical sales. This foundational understanding is what fuels my drive; I'm less focused on merely spotting current trends and more on truly understanding the 'why' and 'how' to anticipate where the market is heading next. What genuinely excites me is the privilege of partnering with clients to help them envisage and actively shape the future direction of this dynamic industry. I’m passionate about leveraging innovation, especially in areas like automation and sustainable practices, to ensure not only their success but also to contribute to the positive growth and evolution of the food and beverage world as a whole.
Overview
20
20
years of professional experience
Work History
Technical Sales Specialist
Airco Products
09.2024 - Current
- Analysed client purchasing behaviours and contributed to the launch of a mobile-optimised e-commerce platform, achieving a significant increase in hits and online sales.
- Prospected for and developed opportunities in emerging beverage markets, including no-and-low alcohol drinks, factional beverage beverages like kefir and kombucha, and cold brew coffee.
- Identified and explored opportunities to supply burgeoning UK-based cosmetic brands and innovative subscription models (e.g., Skin + Me), diversifying market reach.
- Presented data-driven insights and strategic recommendations to management and clients.
- Provided expert technical guidance, onboarding, and training for clients on equipment and systems.
- Utilised CRM and reporting tools to monitor system performance (KPI and key metrics) and gather customer feedback for continuous improvement.
Lead Brewer & Technical Operations Manager
Hobsons Brewery
11.2015 - 11.2022
- Played a key role in transforming the brewery into a more forward-thinking producer, contributing to new product development and refined marketing strategies.
- Conducted ongoing market observation and analysis to inform product development and stay ahead of craft beer scene evolutions.
- Pioneered and implemented sustainability initiatives, including strategies for renewable energy and reduced energy consumption.
- Managed the implementation of new brewing equipment and utilised data analytics to enhance quality control and efficiency.
- Developed and delivered training programmes for staff and customers on products and processes.
- Collaborated with national breweries on projects aimed at enhancing quality control and sharing best practices.
Brewery Operative
Salopian Brewery
12.2014 - 04.2015
- Supported daily technical operations, including equipment maintenance and ensuring smooth production.
- Provided clear technical explanations and assistance during customer demonstrations.
Bicycle Mechanic & Sales Consultant
Bicycles By Design
01.2005 - 01.2014
- Delivered expert technical service and bespoke advice to customers.
- Mentored apprentices and contributed to marketing efforts for events.
Education
BA (Hons) - Photographic and Fine Arts
University of Westminster
01.2014
Foundation Diploma - Art and Design
Shrewsbury College of Art and Design
01.2012
A-Level - 3D Design and Product Design
New College
01.2011
GCSEs - Maths, English, and Science
William Brookes School
01.2008
Skills
- Market Insight & Strategic Development: A natural ability to analyse the market, understand its foundations, and develop strategies that anticipate future directions, helping clients prepare for and shape what’s next
- Presentation & Storytelling: Skilled in transforming complex information and future-focused insights into clear, compelling narratives and visually engaging presentations for diverse audiences
- Data Synthesis & Application: Adept at piecing together multifaceted information—from market figures to on-the-ground producer stories and sensory data—to deliver actionable, data-driven recommendations
- Client Engagement & Consultation: Passionate about building collaborative partnerships with clients, deeply understanding their unique business priorities to help them achieve success and innovate
- Digital Transformation & Innovation Leadership: Keen interest in and understanding of how digital tools, automation, and innovative practices can transform businesses and the industry
- Sustainability Advocacy & Implementation: Committed to understanding and promoting sustainable practices within the food and beverage sector, aligning with future consumer and industry needs
- Project Management: Organised and proactive in managing projects from conception to delivery, ensuring clarity, timeliness, and alignment with strategic goals
- Technical Literacy: Proficient with Microsoft Office (especially PowerPoint), CRM systems, online research tools, and familiar with data analytics concepts
Additional Information
Extensive travel across Europe and North Africa (including a self-built campervan journey) has provided broad cultural insights and understanding of diverse market conditions., Committed to regularly updating skills and knowledge in areas like data analytics, emerging technologies, and evolving industry best practices., Full, clean UK licence; fully eligible for remote work and travel.
Hobbies and Interests
- A deep interest in food and beverage innovation, global market developments, and the progression of sustainability.
- Enjoy technical projects, photography, and outdoor pursuits like climbing, surfing, and sailing.
Technology And Industry Insight
- Advanced Manufacturing & Automation
- Digital Innovation
- Sustainability Understanding
Timeline
Technical Sales Specialist
Airco Products
09.2024 - Current
Lead Brewer & Technical Operations Manager
Hobsons Brewery
11.2015 - 11.2022
Brewery Operative
Salopian Brewery
12.2014 - 04.2015
Bicycle Mechanic & Sales Consultant
Bicycles By Design
01.2005 - 01.2014
Foundation Diploma - Art and Design
Shrewsbury College of Art and Design
A-Level - 3D Design and Product Design
New College
GCSEs - Maths, English, and Science
William Brookes School
BA (Hons) - Photographic and Fine Arts
University of Westminster
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