Summary
Overview
Work History
Skills
Accomplishments
Timeline
Generic
Anna Sheldon

Anna Sheldon

London,LND

Summary

Dynamic and results-driven professional with a proven track record in leadership excellence, business development, and revenue growth. Demonstrates exceptional business acumen, commercial awareness, and expertise in financial planning to drive success. Skilled in process improvement and organisational structuring to achieve optimal operational efficiency. Committed to leveraging strategic insights to achieve long-term business objectives.

Overview

21
21
years of professional experience

Work History

Managing Director

CM Delta Ltd
London, United Kingdom
04.2022 - Current
  • Set annual goals, identify key focus areas for strategic success
  • Direct P&L responsibilities, lead budgeting processes, evaluate business performance and execute reforecasting
  • Oversee all business functions and activities, instilling performance-driven culture and encouraging team success beyond goals
  • Facilitating smooth integration of new business initiatives company-wide
  • Manage brand partnerships and lead contract negotiations to enhance profitability
  • Resolved operational challenges through team restructuring and strategic selection of new 3PL provider
  • Delivered successful six-month system implementation, driving £100K annual savings and operational efficiency
  • Led company-wide initiative to streamline workflow processes, boosting productivity

Commercial Director

CM Delta Ltd
London, United Kingdom
05.2019 - 04.2022
  • Developed and led commercial strategy for wholesale business unit
  • Guided brand managers in creating and executing brand strategies
  • Led annual sales, margin and marketing budgets, boosting wholesale revenue from £5.4M to £7M over three year period
  • Identified and pursued strategic growth via retailer partnerships and new initiatives
  • Provided monthly performance assessments, identifying gaps and taking action to protect profit margins
  • Developed influential connections with retail partners to drive business growth
  • Demonstrated deep understanding of product categories, price points, and competitor landscape
  • Oversaw pricing and margin sign-off for all brands and products
  • Approved stock purchases to align with sales objectives and managed stock levels to target
  • Led team development including progression plans, goal setting, and performance monitoring

Head of Wholesale

The Dune Group
London, United Kingdom
08.2015 - 05.2019
  • Led development and execution of five-year strategy to expand global wholesale business through distribution and retailer partnerships
  • Advised CEO on strategies and timelines for new market entries
  • Increased wholesale business revenue by £1M year 2016-2017 through onboarding of 10 x new retail accounts/distribution partners across 7 new markets
  • Managed Wholesale Sales and Sales Support functions, driving performance and team development
  • Implemented team reorganisation to facilitate expansion plans in collaboration with Logistics and Buying
  • Partnered with retail, buying, merchandising, and logistics to meet strategic objectives
  • Fostered strong relationships with executive management, buyers, assistant buyers and planners in key retail accounts
  • Developed and implemented key account plans before each season launch
  • Worked with Buying and Design Teams to ensure optimal brand and product selection for customers
  • Completed company-sponsored Leadership Development Programme tailored for emerging leaders

EMEA Sales Manager

FitFlop Ltd
London, United Kingdom
10.2012 - 08.2015
  • Contributed to three-year EMEA strategic business plans, defining growth opportunities and revenue targets
  • Built and managed relationships with 15 distributor partners across 30 countries
  • Increased regional sales figures from £15M to £22M across three year period
  • Collaborated with partners to execute global strategies across EMEA region
  • Negotiated contracts and established partnerships across new territories to expand brand presence
  • Developed sales budgets by region, monitored performance, addressed gaps to meet targets
  • Evaluated distributor performance, conducted market visits and delivered actionable feedback to enhance sales
  • Replaced non-performing partners in EMEA markets as needed
  • Ensured optimal stock maintenance and clearance guidance for EMEA markets

Head of Customer Service

FitFlop Ltd
London, United Kingdom
11.2011 - 10.2012
  • Line management responsibility for team of ten, strengthened Customer Service structure to drive sustainable growth and meet evolving organisational needs
  • Enhanced departmental efficiency by formalising responsibilities, creating KPIs, and establishing succession framework
  • Developed and implemented training programmes to enhance team knowledge and skills
  • Took active role in UK market strategic planning project, involving detailed customer account analysis
  • Appointed to cross-functional management team driving business strategy and improvement
  • Increased customer satisfaction by improving processes, aligning operations with internal stakeholders and third parties
  • Actively involved in business initiative to provide clear and accurate insight via transactional processes
  • Optimised order book management through accurate rule application and coordinated monthly target-driven actions

Sales Manager

Snowy Peak Ltd
Christchurch, New Zealand
03.2008 - 04.2011
  • Key Responsibility Areas: Team Management, Sales Function, Planning, Budgeting, Reporting, Brand Development, Pricing, Stock Management, Trade Fairs
  • Successfully opened Australian market, generating $2M revenue over three years

Sales Executive

Snowy Peak Ltd
Christchurch, New Zealand
06.2006 - 03.2008
  • Key Responsibility Areas: Account Management, Sales Function, Planning, Budgeting, Reporting, Brand Development, Trade Fairs

Customer Service Representative

Snowy Peak Ltd
Christchurch, New Zealand
09.2003 - 06.2006
  • Key Responsibility Areas: Customer enquiries/complaints, order entry, on-time delivery to market, preparation for sales trips/sell-in of new ranges, accurate price lists, showroom maintenance, shipments by sea and air, back-up reception

Skills

  • Leadership excellence
  • Business acumen
  • Commercial awareness
  • Business development
  • Revenue growth
  • Budget planning and forecasting
  • Process improvement
  • Organisational structuring
  • Relationship-building
  • Global mindset

Accomplishments

    Positive Intelligence Program - 2024 - 6 weeks

    BOLD Leadership Coaching Programme - 2023 - 6 months

    Corporate Women Unleashed - 2021 - 8 weeks

Timeline

Managing Director

CM Delta Ltd
04.2022 - Current

Commercial Director

CM Delta Ltd
05.2019 - 04.2022

Head of Wholesale

The Dune Group
08.2015 - 05.2019

EMEA Sales Manager

FitFlop Ltd
10.2012 - 08.2015

Head of Customer Service

FitFlop Ltd
11.2011 - 10.2012

Sales Manager

Snowy Peak Ltd
03.2008 - 04.2011

Sales Executive

Snowy Peak Ltd
06.2006 - 03.2008

Customer Service Representative

Snowy Peak Ltd
09.2003 - 06.2006

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Anna Sheldon