Gurdeep Dhaliwal
Redditch
Summary
Highly motivated sales leader with over 10 years of experience in driving growth across the FMCG sector, particularly in the premium spirits and the beverages market. A proven track record of launching and expanding brands globally, increasing revenue, and managing multi-million-pound portfolios. As the CEO of Influenco Consultancy, I’ve helped international spirit brands thrive, driving £2.1 million in revenue growth within just 10 months. My hands-on approach, strategic acumen, and ability to build strong client relationships have consistently delivered exceptional results across competitive markets.
Overview
12
12
years of professional experience
1
1
Certification
Work history
Global sales director
Influenco Consultancy LTD
03.2023 - Current
- Providing consultancy services to international Wine, Spirit and beer brands wanting to launch across the globe across All channels including retail, On trade, Wholesale and match making brands with distributor partners for needed markets
- Successfully launched spirit brands in Holland, Spain, UAE, USA, and UK
- Launched through direct model or distributor model
- Driven Revenue growth in 10 months of £2.1m for partner brands
- Working with distributors, wholesalers, DTC partners
- Create strategies for RTM
- Create Value chains to ensure success in market
- Budget management
- Work with Marketing and social media agencies
- Analyze data to WIN in market
- Utilize contacts across all key markets to ensure brands succeed.
- Streamlined operational processes for more efficient workflows and reduced costs.
- Negotiated profitable contracts with suppliers, enhancing profit margins significantly.
- Conducted thorough market analyses to inform strategic planning efforts effectively.
Head of sales Premium on and off Trade Europe and India
Britvic Soft Drinks PLC
09.2020 - 02.2023
- Reporting into the Director of Global sales, I was responsible for managing a team of 5 direct regional sales managers, 2 marketing activation managers and 40 indirect sales managers across Europe and India
- In addition to these 11 indirect brand ambassadors
- Key in developing insight led strategic Annual plans to be rolled out by regional sales managers and local sales teams
- Driving YoY growth in Volume, NR, Trading contribution and EBIT
- High level involvement in Central marketing decisions, global A&P investment, and supply chain management
- Focusing on protecting existing business and launching in new regions
- Key in developing a forever changing but growing On Trade business across the biggest region in the world
- Overseeing of 38 markets across Europe, Scandinavia, and India through regional managers
- Managing key global distributors directly
- Portfolio management of circa £17m in 2022 with growth of £7m in past 24 months
- Accountable for full P&L
- Building overarching regional plans using A&P and local investment of £2m
- Creation of detailed regional AOP plans which are presented to the Board on a quarterly basis
- Over seeing all marketing activation and marketing plans
- Focus on building long term strategic brands
- Providing sales reports, activity reports and revenue forecasts
- Stock forecasting
- Strong logistical and supply chain acumen ensuring smooth supply of brands into overseas markets and UK Markets
- Budget Management and forecasting
- Strong Negotiation with GAP certified
- Building strong customer relationships with Key Accounts, food service customers
- Extensive knowledge and experience of the Export market and UK market
- Building Strong partnerships with Spirit partners such as Diageo, Campari, Bacardi and more
- Arranging participation in European exhibitions such as Berlin Bar show and Athens Bar show
- Brand events and masterclasses
- Ensuring best in market execution, visibility, and awareness.
Northern Europe, Scandinavia, and India Business manager
Britvic Soft Drinks PLC
09.2017 - 09.2020
- Covering Northern Europe, Baltics, Scandinavia, Greece, India
- Responsibilities: Management of 14 markets across Europe, Scandinavia, and India
- Portfolio management of circa £3m in 2019 with growth of £2m in 18 months
- Accountable for full P&L
- Building plans using A&P and local investment
- Creating joint annual plans with distributors
- Creation of detailed AOP plans which are presented to the Board on a quarterly basis
- Introducing Britvic Mixers, London essence company and Tesseire into On and Off trade
- Focus on building long term strategic brands
- Preparing concise value chains to ensure accurate consumer pricing to meet market demand and ensure profitability
- Providing sales reports, activity reports and revenue forecasts
- Stock forecasting
- Strong logistical and supply chain acumen ensuring smooth supply of brands into overseas markets
- Budget Management and forecasting
- Strong Negotiation in each market to ensure brands compete
- Building strong customer relationships and customer influence
- Extensive knowledge and experience of the Export market and UK market
- Build partnerships across all markets with Spirit partners such as Diageo, Campari, and others
- Creating spirit pairings with nonalcoholic brands such as Seedlip and Bitter note to follow consumer trends
- Arranging participation in European exhibitions such as Berlin Bar show and Athens Bar show
- Management of 6 brand ambassadors across markets to build and execute brands with regular masterclasses across multiple.
European/ North America Business Development Manager
AG Barr Ltd
06.2015 - 09.2017
- Covering Europe, Balearics, America, Canada, Baltics, Balkans
- Responsible for developing and maintaining commercially productive relationships with both new and existing clients across Europe
- Developing insight led trading strategies and solutions tailored around country and customer to meet their needs and organisation initiatives
- As well as achieving revenues in accordance with country and brand targets within set frame times and sales budgets
- Launching of new brands such as Rockstar energy in Italy Snapple into Holland in 2016
- In 2017 launch in Baltic and Balkan states of all AG Barr brands
- In addition growing current sales and distribution in current markets
- Responsibilities: Management of 30 distributors across Spain, Benelux, Italy, Portugal, Eastern Europe and UK Export houses
- Portfolio management of circa £5m in 2016 with growth of £1.8m in 2016
- Year 1 growth of 23% based on 7 months in 2015
- Accountable for full P&L
- Creating joint annual plans with distributors
- Introducing new brands into new markets and retail
- Concentrating on retail listings and Ethnic business through existing and new distributors
- Generating new business both via face-to-face meetings and over the phone
- Writing up concise, value-based sales proposals
- Preparing concise value chains to ensure accurate consumer pricing to meet market demand and ensure profitability
- Providing sales reports, activity reports and revenue forecasts
- Forecasting from stock to sales figures
- Budget Management
- Negotiation skills
- Building strong customer relationships and customer influence
- Extensive knowledge and experience of the Export market
- In process of launching Rockstar energy into Italian market, launch date 1st August 2016
- Launch of Rockstar in Baltic and Balkan states in 2017.
Regional Business Development Manager
AG Barr Ltd
08.2012 - 06.2015
- Covering the M25 Corridor & London
- Responsible for developing and maintaining commercially productive relationships with both new and existing clients
- Developing insight-led strategies and solutions tailored around the customer needs and organisation’s initiatives
- As well as achieving revenues in accordance with agreed targets, renewal rates and sales budgets
- Sharing best practice, knowledge and expertise
- Responsibilities: Management of 18 independent and national accounts, including Bestway/Batley Group, Booker Estate and buying groups such as Today’s Group and Confex
- Account Management of 5 Bestway Depots (LY Turnover £3.7 million)
- Portfolio management of £8.5m
- 3 successive years of portfolio growth
- Accountable for full P&L for independent accounts
- Promote the company brand to buyers, ensuring their knowledge is current and appropriate
- Generating new business both in face-to-face meetings and over the phone
- Writing up concise, value-based sales proposals
- Providing sales reports, activity reports and revenue forecasts
- Forecasting from stock to sales figures
- Budget Management
- Negotiation skills
- Building strong customer relationships and customer influence.
Education
Certificate of Higher Education - Business and IT
Aston University
BirminghamSkills
- Strategic planning
- Financial management
- Business development
- Stakeholder management
- Risk assessment
- Business turnaround strategies
- Market analysis
- P and L accountability
- Commercial acumen
- Crisis management
- Sales forecasting
- Brand building
- Leadership and motivation
- Change implementation
- Corporate communication
- Innovation leadership
- Product development
- Effective networking
- Contract negotiation
- Regulatory compliance
- Financial acumen
- Leadership development
- Commercial awareness
- Budgeting oversight
- Negotiation tactics
- Operational efficiency
- Stakeholder engagement
- Regulatory compliance understanding
- International business operations
- Data-Driven decision-making
- Strategic partnerships building
- Team motivation techniques
- Employee performance review
- Brand positioning
- Competitive analysis
- Key account management
- Revenue generation
- Budget control
- Resilient decision-making
- Distributor relationships building
- Cross-Cultural adaptability
- Product launch coordinating
- Trade show execution
- Financial analysis
- Supply chain understanding
- Data analysis
- Leadership in high-pressure situations
- Adaptability to market changes
- Agile project management
Affiliations
- Gym
- Football
- Squash
- Traveling
- Family and Friends
Accomplishments
Awarded Britvic Shining star for 2019,
Awarded Britvic Star for 2020
Certification
GAP Certified
Languages
English
Native
References
References available upon request.
Timeline
Global sales director
Influenco Consultancy LTD
03.2023 - Current
Head of sales Premium on and off Trade Europe and India
Britvic Soft Drinks PLC
09.2020 - 02.2023
Northern Europe, Scandinavia, and India Business manager
Britvic Soft Drinks PLC
09.2017 - 09.2020
European/ North America Business Development Manager
AG Barr Ltd
06.2015 - 09.2017
Regional Business Development Manager
AG Barr Ltd
08.2012 - 06.2015
Certificate of Higher Education - Business and IT
Aston University
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