Brian Goddard
Nuneaton,Warwickshire
Summary
Results-driven professional with focus on channel management and strategic partnerships. Deliver increased revenue and market share through strong relationship-building and targeted sales strategies. Excel in creating and implementing innovative channel programmes that drive business growth.
Overview
27
27
years of professional experience
Work history
Channel Leader Europe and UK Channel Manager
MSA Safety
2023.04 - 2026.07
- Directed the efforts of all UK strategic channel partners to achieve double-digit annual business growth.
- Developed and implemented MSA’s channel strategy, resulting in increased sales across Europe for fall protection, portable gas detection, respiratory and head protection.
- Established strategic partnerships through relationship-building with key industry stakeholders, contributing to business expansion.
- Strengthened partner relations through regular communication and collaborative problem-solving, enhancing overall channel effectiveness.
- Managed a team of 3 staff, driving performance with motivational strategies to exceed sales targets.
- Facilitated training workshops to improve team performance and productivity.
- Utilised CRM software proficiently to manage customer interactions efficiently.
- Ensured compliance with all relevant regulations whilst handling business operations within channels.
Channel Manager (Nordics, Belgium and Netherlands)
MSA Safety
2022.02 - 2023.03
- Implemented MSA’s overall channel strategy and sales growth in the region for Fall Protection, Portable Gas Detection, Respiratory and Head Protection. Managed our regional channel rebate and MDF program, created mutually agreed business plans, and collaborated cross-functionally with Marketing, Sales, Operations and Finance. Developed and executed marketing and sales activities to promote core portfolio growth and introduce new products.
- Customized promotional strategies to align with client needs, optimising product and service offerings.
- Analysed sales reports to identify trends, informing strategy updates to enhance regional performance.
Channel Business Development Manager
Beeswift Ltd
2021.08 - 2022.02
- Increased sales profitability through strategic management of key national channel partner accounts.
- Business development role focused on supporting national channel partners with ppe requirements (respiratory, hearing & eyewear) & workwear (ARC clothing, footwear, gloves and helmets), with a focus on construction, rail, aerospace and other sectors. Key partners included: - RS Components, City Electrical, Edmundson’s, Cromwell and Rubix.
- Defined core responsibilities to support channel partners in meeting PPE and workwear needs across various sectors.
- Provided competitive pricing options to customers, ensuring profitable margins.
Career break
2020.08 - 2021.08
Channel Sales Leader - EMEA
3M Company
2015.04 - 2020.08
- Executed West Europe channel growth programme, achieving $1.5m revenue increase.
- Activated EMEA 2019 focused vertical programmes delivering $2m sales growth.
- Enhanced annual sales performance by implementing effective growth strategies. across the strategic channel partner group.
- Delivered top and bottom-line P&L performance through partner execution.
- Owned product portfolio growth against operating plan across key partners.
- Improved product portfolio health across partner groups and focus segments.
- Launched new products and ensured stocking at channel partners for sales.
- Launched Amazon EU e-commerce and enhanced content to maximise sales.
- Managed marketing budget for focus programmes with monthly performance reporting.
- Led communication planning, execution, and review for key growth programmes.
- Facilitated Salesforce.com CRM reviews for pipeline and business-at-risk tracking.
- Managed monthly Salesforce.com reviews with area and global teams.
- Led European train-the-trainer events, sharing best practices to enhance sales team effectiveness.
- Supported transnational key account end-user activities for regional priority customers.
Head of Sales - UK&I
3M UK
2011.02 - 2015.03
- Set sales operation direction and team expectations to hit business KPIs.
- Managed profitable growth in abrasive systems division with 21-person team, driving overall sales performance.
- Oversaw strategic management of key accounts, enhancing client engagement and delivering effective relationship management with Grainger and Cromwell Ltd.
- Delivered annual regional growth of 3.5%.
- Implemented margin improvement programme to lift profitability outcomes.
- Led negotiation for large commercial agreements.
- Analysed sales data to address growth erosion and customer-specific performance gaps.
- Reviewed opportunity pipeline by territory to forecast next-period sales.
- Coached sales team on pre/post call review and pipeline management.
- Built sales capability through territory ownership and personal development planning.
- Established connections with customer stakeholders to identify business opportunities and strengthen commercial relationships.
- Contributed as UK and I leadership team member to set direction.
- Developed and recognised outstanding performance through initiatives and follow-up support.
Channel Sales Manager – UK&I
3M UK
2006.10 - 2011.01
- Increased sales by 22% across key account group over 5 years.
- Managed 6 UK&I industrial channel partners, ensuring effective commercial execution and alignment with business objectives.
- Built and nurtured strategic partner relationships within matrix organisations, driving collaborative growth initiatives.
- Gained deep understanding of customer business and KPIs through c-suite engagement.
- Influenced outcomes by developing relationships with decision makers.
- Facilitated quarterly business reviews with marketing category managers and regional directors to align strategies and identify growth opportunities.
- Managed commercial terms, growth rebates, and marketing rebates.
- Coached sales team to support key programmes and partner engagement.
- Led activity across 3M divisions: abrasives, personal protective equipment, and adhesives.
- Supported multiple exhibitions, including Cromwell Live event and Brammer Premier Supplier.
Territory sales manager
3M UK
Coventry, Warwickshire
1999.02 - 2006.09
- Managed businesses within the assigned territory for enhanced sales performance.
- Developed a strong customer base by building relationships and providing excellent service.
- Oversaw after-sales service to ensure customer satisfaction and repeat business.
- Handled customer complaints promptly ensuring customer gratification and loyalty.
- Provided product training to business partners for increased product knowledge and sales results.
Education
Masters (MA) - Management Practice
Coventry University
BA (Hons) - Business Management
Coventry University
Skills
- Channel program development
- Key account management
- Sales performance analysis
- Salesforce CRM proficiency
- Negotiation expertise
- Challenger sales methodology
- Customer-focused selling
- Sales team leadership
- Six Sigma certification
- Effective communication
- Conflict resolution
- Microsoft Office suite
Timeline
Channel Leader Europe and UK Channel Manager
MSA Safety
2023.04 - 2026.07
Channel Manager (Nordics, Belgium and Netherlands)
MSA Safety
2022.02 - 2023.03
Channel Business Development Manager
Beeswift Ltd
2021.08 - 2022.02
Career break
2020.08 - 2021.08
Channel Sales Leader - EMEA
3M Company
2015.04 - 2020.08
Head of Sales - UK&I
3M UK
2011.02 - 2015.03
Channel Sales Manager – UK&I
3M UK
2006.10 - 2011.01
Territory sales manager
3M UK
1999.02 - 2006.09
BA (Hons) - Business Management
Coventry University
Masters (MA) - Management Practice
Coventry University