Hamish Anderson
Ripon,North Yorkshire
Summary
Accomplished sales professional with extensive expertise in strategic planning, revenue generation, and market analysis. Demonstrates a strong hunter mentality with proven success in new customer prospecting and B2B sales. Skilled in CRM database building, contract negotiation, and pricing strategy development. Adept at managing sales funnels and launching products while engaging stakeholders and formulating brand strategies. Proficient in advanced data analysis, profit and loss understanding, and networking to build lasting relationships. Committed to driving business growth through effective sales strategies and key account handling.
Overview
34
34
years of professional experience
3
3
years of post-secondary education
Work History
MANAGING DIRECTOR
H Anderson Consulting
01.2019 - 02.2025
- Formulated & shareholder approved a new sales & marketing plan across B2C & B2B channels for UK, EU, USA & Asia
- Built a meaningful mission statement, brand promise, identity & tone of voice for clients brand and created the ATL marketing launch plan
- Lead & managed Commercial, Marketing & NPD teams to deliver objectives
- Created a B2B wholesale website
- Formulated the business' Digital marketing strategy
- Established performance metrics KPI's & dashboards for commercial, marketing and NPD functions
- Renegotiated and agreed new commercial contracts relating to all client business activities
- Managed and grew client's customer base at senior level
- Negotiated profitable contracts, increasing company revenue across customer base
ACCOUNT DIRECTOR
APS Produce Ltd
01.2018 - 01.2019
- Oversaw the integration of Greenery UK Ltd business into APS Produce Ltd
- New Business Development
- External Grower relations
- Iceland Account Director
- Doubled profitability of Iceland account in first year
- 1st Customer presentation adopted and used in next retail board meeting by Iceland
- Championed process improvements elevating business performance via introduction of a commercial strategy template adopted and rolled out across the company
- Redesigned and introduced a new NPD process and RACI across the group fostering innovation
MANAGING DIRECTOR
Greenery UK
01.2014 - 01.2018
- Responsible for entire UK sales & marketing operation £35million with a management team of 20, and North Bank Growers Nurseries £6.5M with 126 employees
- Creation and Presentation to Stakeholders Sales & Marketing Strategic Plans
- Full UK P&L responsibility
- Develop and improve structures and reshape business & core management team
- Turn around of UK operation to profit after 3 years of loss making
- Oversee UK divestment of nurseries, and identify future strategic partner
- Within 8 weeks successfully tendered for JS Summer 2015 business winning 21% additional volume; 25% additional turnover +£1.625 million for 6 month supply (Sept 2014)
- Within 5 months promoted to Sales & Marketing Director (Jan 2015)
- Within 6 months formulated & presented 3-year UK strategy to Group CEO (Nov 2014)
- Within 11 months promoted to Managing Director (July 2015)
- Created P&L blueprints for Greenery UK & North Bank Growers Nurseries (Feb 2015)
- Renegotiated winter supply of imports increasing margin vs last year (May 2015)
- Recruited new grower worth additional £5.5M business (Nov 2015)
- Won new business with the Coop worth £2M (Nov 2015)
- Negotiated and sold 2 operating companies (January 2016)
- Successful restructure of UK Business returning UK operation to profit (Dec 2016)
BUSINESS DEVELOPMENT DIRECTOR
Northern Produce Ltd
01.2013 - 01.2014
- Within 2 months won contract supplying Gilbert Thomson wholesaler
- Within 4 months won new contracts supplying Baakavor Food Group, Troy Foods
- Explored new markets with comprehensive research and analysis.
- Negotiated contracts, securing favourable terms for the company.
- Developed strategic plans with a focus on long-term growth.
- Established strong business relationships to enhance company reputation.
- Implemented new marketing strategies, boosting brand awareness.
- Identified potential partners for successful collaborations.
- Devised financial forecasts, aiding in effective budget management.
GROUP SALES & MARKETING DIRECTOR
Greyfriars UK Ltd
01.2006 - 01.2012
- Attract new Blue-chip customers and increase presence within existing customers profitably
- Shopper/consumer insight research planning & Innovation Program Management identifying and analysing trends, and utilising shopper insight to develop and influence strategy
- Strategic and tactical category growth plans for own and customer organisations making compelling presentations to the retailers providing rationale influencing customer decision making
- Ranging, merchandising and promotional planning to meet retailer, shopper, and category needs
- Development of organisations competencies to optimise success
- New Product Idea generation and Innovation
- Short, Medium Strategic Plan Development to deliver corporate budget targets
- Elected by Industry peers- Chair of Marketing for Mushroom Bureau; - agency management; media, digital and PR/comms and Campaign Implementation, to reverse the decline of fresh mushroom market
- Increased company turnover by 59% and more than doubled net profit
- Won new accounts with Asda (2011) and Booths (2008)
- Developed and Co-managed From My Farm local produce brand in Yorkshire
- Creation of business plans which doubled Greyfriars range portfolio into retail via NPD
- Developed model to optimise best promo mix and establish potential new business profit
- Secured EU financing for mushrooms marketing campaign whilst Chairman of the Marketing Committee for the mushroom industry
- Identified right Ad Agency and Media Planning agency, developed, and launched magazine and social media campaign ‘More to Mushrooms' €2.6M spend
GROUP MARKETING MANAGER
Moy Park (OSI) Ltd
01.2001 - 01.2006
- CRM Category Management, Expertise in Marketing Shopper/Consumer Analytics turning information into valuable, actionable insights
- Promotional planning, investment, and evaluation of effectiveness
- Ranging and space planning to meet retailer, shopper and category needs
- Packaging effectiveness and design briefing
- Management of Moy Park Tertiary branding
- Leading edge Eye tracking shopper research for Tesco leading to new understanding and innovation
- Secured Tesco category captainship for all categories
- Winner – Grocer Gold Award for best OL supplier in meat, fish, and poultry industry (2004) for category insight and NPD
- Doubled Tesco OL sales in frozen breaded category to increase turnover by £16m via strong NPD strategy
- Doubled Tesco revenue for chilled roast poultry category over four-year period
- Grew revenue for Tesco chilled breaded poultry by 87% over four-year period
- Planned short-, medium- and long-term strategy for Moy Park, 2005
- Created compelling sales presentations, resulting in increased retailer buy-in.
- Led cross-functional teams for smooth execution of trade marketing campaigns.
- Developed successful trade marketing strategies by analysing market trends and consumer behaviour.
- Conducted regular competitor analysis to stay ahead in the dynamic marketplace.
- Leveraged data analytics for making informed trade marketing decisions.
- Coordinated product launches to enhance market penetration.
- Managed trade budgets efficiently, ensuring optimal use of resources.
- Fostered positive relationships with retailers for improved shelf presence.
- Identified new customer segments and target audiences to expand reach.
- Conducted market research and analysis to identify emerging opportunities and maintain competitive market edge.
NPD & MARKETING MANAGER
Grampian Country Foods
01.1997 - 01.2001
- Devised product launch plans for successful market entry and uptake.
- Directed content creation, boosting organic traffic on digital platforms.
- Analysed competitors' activities, keeping abreast of industry dynamics.
- Developed marketing strategies for effective brand positioning.
- Led multi-disciplinary team in the creation of innovative products for market growth.
- Ensured all regulatory requirements were adhered to during every stage of product development reducing compliance risk.
- Fostered a culture of creativity within the team, generating fresh ideas for new products.
- Oversaw all stages of product life cycle, ensuring timely launch and success in the marketplace.
- Managed cross-functional teams to achieve strategic goals and objectives.
- Facilitated brainstorming sessions encouraging input from all members of the team.
- Identified opportunities for cost reduction in the value chain improving overall profitability.
- Developed comprehensive business cases for potential new products, securing executive buy-in.
- Delivered new product concepts with detailed market research and feasibility studies.
- Leveraged consumer insights data to inform design decisions enhancing user experience.
- Evaluated research findings to provide key development insight.
- Coordinated and allocated resources for different research projects based on budgets, timelines and staffing requirements.
- Selected, trained and performance-managed research and development staff.
- Protected intellectual property rights using patents, trademarks and copyrights.
ASSISTANT NPD MANAGER
Birds Eye Walls, Unilever
01.1993 - 01.1997
ASSISTANT SCIENTIST NPD
United Distillers, Guinness
01.1991 - 01.1993
Education
BSc - Applied Food Science with Marketing
Queen Margaret University
Edinburgh 09.1988 - 07.1991
Post Graduate Advance Diploma - Professional Development
University of East Anglia
Norwich, NorfolkSkills
- Strategic planning
- Revenue generation
- Market analysis
- Sales forecasting
- Customer relationship management (CRM) database building
- Hunter mentality
- New customer prospecting
- Customer relationship management
- Contract negotiation
- Pricing strategy development
- B2B sales expertise
- Sales funnel management
- Product launch experience
- Stakeholder engagement
- Brand strategy formulation
- Key account handling
- Advanced data analysis
- Profit and loss understanding
- Networking and relationship building
- Presentations and public speaking
- Sales strategies
Affiliations
- Classic car restoration, Rugby, Cycling
Accomplishments
Grocer Gold Award Meat, Fish and Poultry Category 2004
Timeline
MANAGING DIRECTOR
H Anderson Consulting
01.2019 - 02.2025
ACCOUNT DIRECTOR
APS Produce Ltd
01.2018 - 01.2019
MANAGING DIRECTOR
Greenery UK
01.2014 - 01.2018
BUSINESS DEVELOPMENT DIRECTOR
Northern Produce Ltd
01.2013 - 01.2014
GROUP SALES & MARKETING DIRECTOR
Greyfriars UK Ltd
01.2006 - 01.2012
GROUP MARKETING MANAGER
Moy Park (OSI) Ltd
01.2001 - 01.2006
NPD & MARKETING MANAGER
Grampian Country Foods
01.1997 - 01.2001
ASSISTANT NPD MANAGER
Birds Eye Walls, Unilever
01.1993 - 01.1997
ASSISTANT SCIENTIST NPD
United Distillers, Guinness
01.1991 - 01.1993
BSc - Applied Food Science with Marketing
Queen Margaret University
09.1988 - 07.1991
Post Graduate Advance Diploma - Professional Development
University of East Anglia
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