Darren Nickolls

I am part of the company's senior leadership team. Responsible for the strategy and growth of RKW's premium retailers across all of our channels, including SDA, housewares, gifts, nursery, and outdoor living. I am. I also manage the independent sales channel and have five area sales managers, two key account managers, and three agents, with a combined budget responsibility of £30 million.

• Developed an excellent working knowledge of industry trends and improvements in processes.
• Built and maintained courteous and effective working relationships.
• Identified issues, analysed information, and provided solutions to problems.
• Oversaw daily operations of 600 customer accounts, with a combined annual budget of £30 million.
• Explored and created new ways to resolve problems with processes, technology, or team members to improve overall efficiency.
• Explored and created new ways to resolve problems with processes, technology, or team members to improve overall efficiency.
• Conducted regular performance reviews with sales staff, setting objectives, and providing constructive feedback for career growth.
• Conducted comprehensive market analysis to identify trends, opportunities, and challenges for informed decision making.
• Collaborated with the marketing department to create compelling sales materials and campaigns tailored to target demographics.
• Managed key accounts, fostering long-term relationships, and securing repeat business to boost revenue growth.
• Streamlined sales processes, introducing efficiency measures that reduced time to close deals, and increased customer satisfaction.
• Monitored competitor activities, adapting strategies to maintain competitive edge and market share.
• Provided ongoing training and mentorship to sales team, elevating performance through skill development and motivation.
• Organised and participated in industry events and trade shows, enhancing brand visibility and generating leads.
• Negotiated contracts with major clients, achieving favourable terms that maximised profit margins and customer satisfaction.
• Evaluated sales territories for reallocation or expansion, optimising coverage and resource allocation for maximum impact.
• Promoted products passionately and enthusiastically, using outstanding persuasion and negotiation skills to close high-value sales.
• Managed time effectively to consistently meet daily customer sales and delivery goals.
• Researched the target market, analysed data, and gathered insight, using it to inform the sales approach and increase sales.

Responsible for the growth of the Housewares division of the business, including the management of several major customers, recruitment of a sales force, and helping guide the channel regarding its NPD.

• Developed annual budget and monthly forecasts.
• Prepared detailed financial reports for senior management, enabling informed decision-making and strategic planning.

In line with the global business strategy to develop a HORECA channel, I was promoted to Food Service Director to construct and implement a plan to grow sales. This included the UK and global.

• Managed budgeting and forecasting, setting financial targets and tracking performance to guide strategic decision-making.
• Developed and implemented strategies to enhance team performance, improve processes and increase efficiency.
• Advocated for a customer-centric approach across the organisation, aligning operations with customer needs and expectations.
• Leveraged research to penetrate market and shape value-added solutions and approaches for key audiences.
• Spearheaded strategic sales initiatives, resulting in annual revenue growth of 15% across key markets.
• Analysed market trends and competitor activity to inform and adjust sales strategies effectively.
• Showcased product features and benefits to drive sales.

Due to the success of National Accounts I had responsibility for 10 Direct Reports including 7 National Account Managers, a National Field Sales Manager, 2 Sales office Managers in additional Sales Agents in Ireland.

I managed a total sales budget in excess of £40 million pounds split between fields sales and National Accounts, and work with my team to ensure accurate forecasting is being delivered to the business.

I direct my teams to deliver a clear strategy for their individual accounts as well as setting them personal objectives to ensure training and coaching needs are their being met and goals achieved.

I have additional board responsibilities which which includes working with other board members to ensure the business objectives are being met including business reporting, brand and channel strategy, pricing and selection of new products.

• Leveraged research to penetrate market and shape value-added solutions and approaches for key audiences.
• Proactively identified and solved complex strategy problems that impact sales management and business direction.
• Identified high-performing sales associates by conducting behavioural-based interviews.
• Planned and executed promotional in store events to increase business and sales revenues.
• Partnered with sales representatives during customer consultations to strengthen agency and customer relations.
• Trained in negotiations and time management.
• Managed regional sales staff of ten members.
• Shared product knowledge with customers while making personal recommendations.
• Streamlined operational efficiencies through restructuring two sales divisions into one.
• Negotiated pricing with distributors and customers to optimise cost savings.
• Developed strategies to position business to shape and capitalise on emerging customer and market needs.

Due to the growth of National Accounts we split the department into 2 divisions traditional retailers including `bricks and clicks`and pure play E-commerce.

I took over the running of the former with responsibility for the P&L, budgets, strategy along with managing a team of 3 National Account Managers, and administration support

In addition i continued to Manager the Lakeland Account which was the largest account within the business.

• Developed expertise and knowledge in home wares to ensure consistent delivery of outstanding service levels. As a business we won the Industry service award for 11 out of 12 years.
• Continually met sales and margin targets through high levels of customer service, attentionto detail and a consistent approach.
• Delivered an exceptional level of service to each customer by listening to concerns and answering questions.
• Received consistently positive feedback for service, continually working with energy and enthusiasm and delivering in a timely fashion.
• Oversaw daily operations over 30 customer accounts with a combined annual budget of £25 million.
• Developed 3 year strategies by account, positively impacting sales whilst growing market share
• Monitored multiple databases to keep track of all company inventory and was responsible for moving excess and obsolete stock.
• Managed team of twenty employees, overseeing the hiring, training, and professional growth of employees.

Due to the success in Field Sales I was approached to join the National Accounts Team of which there were only two national Account managers.

My account responsibilities at this time were for managing Lakeland, TK Maxx, Tesco, Waitrose, Steamer Trading, Robert Dyas and many others.

During my time managing these accounts I personally raised the profile of the Kitchencraft brands and made the business the lead supplier in the majority of cases.

I had full P&L responsibility and not only grew sales but also margin for the business.

I was also awarded Britain’s best Housewares salesperson in 2013 at the Housewares Innovation Awards.

• Completed additional learning opportunities to advance knowledge as senior team member.
• Drove team success by completing jobs quickly and accurately and using category management to grow customer sales.
• Looked for ways to go above and beyond job requirements.
• Worked hard to learn all required tasks quickly to maximise performance.
• Continually met budget targets through dedication to customer service and gained through trust and building relationships.
• Delivered an exceptional level of service to each customer by listening to concerns and answering questions.
• Monitored multiple databases to keep track of all company inventory.
• Oversaw daily operations over twelve National customer accounts with a combined annual budget of £12m,

I successfully managed the London and South East territory, including responsibility for looking after some key accounts, including Fenwick, Bentalls, and Selfridges.

• Raised customer satisfaction, helping to build lasting relationships with customers and breaking company sales records in year one to exceed £1m.
• Oversaw all elements of account management, including diary planning, sales presentations, and product training.
• Increased sales to distributors and retailers, resulting in a significant increase in market share.
• Acted as the primary point of contact for key accounts, building strong relationships and ensuring customer loyalty.
• Managed sales pipeline efficiently, ensuring consistent flow of business and meeting of sales objectives.
• Identified and pursued new business opportunities in untapped markets, expanding company reach and influence.
• Guided sales team through challenging negotiations, securing deals that met both client and company objectives.
• Negotiated favourable terms with suppliers and partners, reducing costs and improving profit margins.
• Organised trade shows and exhibitions, showcasing products and services to potential clients and industry professionals.
• Collaborated with product development team to align offerings with customer demands and market opportunities.
• Cold-called prospective customers to build relationships.
• Grew customer base by acquiring new customers and identifying needs to deliver relevant products.
• Generated sales by prospecting leads, cold calling and closing deals.
• Listened intently to customers to identify upselling opportunities.

I worked within the buying team with full responsibility for buying tools and gadgets, knives, bare ware and bakeware. Analysing sales, visual merchandising and stock planning

Along with buying, I also managed a team of 20 full and part time staff, including recruitment and training.

• Accurately evaluated quotations, maintaining that quoted costs were in accordance with budget and margin requirements.
• Implemented regular range reviews to determine profitability.
• Updated and maintained product sales data, generating clear and concise reports.
• Raised purchase orders against project demand, guaranteeing orders were placed in-line with supplier quotes.