Ingrid Potter

MSD animal health is at the forefront of preventative medicine. My role as key account manager allows me to connect with veterinarians and end user producers alike to advise on the provision of innovative preventative health care solution packages as well as supporting them in offering the gold standard care whilst delivering vaccines to their herd. With a market that severely contracted in 2021/2022 (-25% of the sow herd), our combined vet/producer UK pig strategy allowed us to support the sector through crisis mode to return to strong growth across our portfolio in 2023 and beyond.

Below are outlined some of the key activities in which I have been involved during my time at MSD;

• Spearheaded the UK market launch of Porcilis Lawsonia to support our producers reduce the impacts of subclinical disease on farm, reduce antibiotic usage, and improve profitability.
• Coordinated and delivered the Gut Health Roadshow in collaboration with the team.
• Built a producer facing clinical club to support our key integrated customers in upskilling their field staff and raising awareness of the impacts of welfare and health management on farm
• Supporting the onboarding and coaching of new team members to ensure that every one of our customer interactions is the gold standard
• Working with end user customers to devise new pig handling systems to reduce stress for piglets and employees at weaning
• Building content and hosting our pig team podcast - Growing Healthy Pigs.
• Coordinating the IDAL project – collaborating with our marketing team to integrate our customers into the Maxx system, driving the development of our local service centre and introducing a customer centric approach to managing vaccination devices in the field.
• Working with our end user producers to educate on the benefits of intradermal vaccination and running certified training courses for new users
• Building the Porcilis 360 strategy to engage our producers with MSD’s 360 approach to preventative health care
• Project managing the launch of LeeO in the UK market
• Negotiated contracts with major accounts to secure profits.
• Executed financial forecasts for accurate budgeting and planning.
• Researched market trends to inform product launch strategy.
• Orchestrated impactful product launches, creating compelling marketing campaigns to maximise brand visibility.

ForFarmers is a market leader in the European farm feed industry, offering a total feed solution for local producers by offering a bespoke package, delivered by experts in the industry, ForFarmers delivers a robust service with better returns, healthier livestock and greater efficiency for their customers. My role at ForFarmers allowed me the opportunity to work across the pelleted young animal feed range as well as specialising in the formulation of early diets for our UK’s Homemix customers. My role included;

• Identifying key business opportunities for our full range of pig starter feed products and developing a prospect pipeline for winning new business allowing me to deliver £1.2m in incremental sales of high revenue starter feed in the first 12 months in role
• Working with on farm raw material profiles to formulate bespoke home mix diets to optimise progeny growth potential
• On farm trial work to explore the effects of the removal of Zn from early-stage feeds and the effect of fermented corn cob mix and buffered acid on the condition of the gut
• Supporting the marketing team with a UK facing marketing strategy and raising the profile of the starter feed team
• Working on the development of the Agriscoop data analytics platform that pulled data from the farm Agrisoft software, analysed the input and created a dashboard to support on farm management decisions.

A G Barr have been supplying the UK with some of their most iconic soft drinks since 1875. With their foundations in Irn Bru, their portfolio now extends to include some of the UK's leading brands including Rubicon, Rockstar and Strathmore. During my 7 years at A G Barr, I worked in a number of roles supporting the growth of our core brands

HoReCa Manager (Hotels, Restaurants and Contract catering)

• Setting up the framework for a catering role in England and providing the opportunity to expand the sales force
• Recruiting, onboarding and leading a small team to build a solid account portfolio and realise an incremental £5m in untapped sales
• Building a marketing strategy with our key customers to promote the Barr brand at a regional and local level
• Fiscal management including forecasting, budgets, expenditure & profitable return on investment
• Implementation of brands plans and NPD tailored to each customer’s needs National Impulse (Symbol Groups and National Wholesalers) Managing a large portfolio of accounts to grow number of SKU lines and increase revenue
• Grew my accounts portfolio by 12% over 18months
• Sales reporting to wider business to showcase the successes in National Impulse

Multiples (Local and national retailers)

• Collaborated with key account managers to coordinate product demonstrations in store at key retail periods
• Fostered and facilitated in-store relationships in order to gain greater visibility of our products and increase sales
• Grew accounts consistently at an average 9% against a declining soft drinks market.