James Ritchie
London,Londin
Overview
9
9
years of professional experience
Work History
B2B & Marketing Analyst
British American Tobacco
01.2026 - Current
- Conduct commercial, CRM and market analysis using advanced Excel and AI-driven tools to support investment decisions and business planning.
- Enhanced commercial decision-making through advanced reporting and analytics, supporting data-driven strategies for improved business outcomes.
- Managed national marketing and visibility programmes with an annual budget of over £2 million, increasing brand presence and engagement.
- Managed annual programme investment exceeding £2 million.
- Delivered national retail programmes impacting thousands of retail touchpoints.
- Partner with Finance, Procurement, Legal, SPI, Operations and Field Sales teams to deliver strategic retail initiatives.
- Built and nurtured relationships with retailers, suppliers, agencies, and key internal stakeholders, facilitating effective collaboration on strategic initiatives.
- Manage supplier performance, contract governance and programme delivery across national accounts.
Strategic Area Partner & Territory Manager
British American Tobacco
09.2024 - 12.2025
- Contributed to approximately 20% sales growth within six months through retailer engagement and visibility execution.
- Identified growth opportunities through retailer engagement and market analysis, leveraging competitor insights.
- Managed retail and forecourt relationships across independent and symbol groups, achieving visibility, activation, and commercial objectives.
- Built strong relationships with retailers and key stakeholders to improve performance and programme participation.
- Executed trade marketing initiatives and supported account development activities across the territory.
- Enhanced engagement with retailers to boost participation in promotional programs. and activation across key accounts.
Business Development Manager
Industrial Lawn Equipment
12.2023 - 09.2024
- Delivered approximately 20% sales growth through targeted business development activity.
- Secured commercial contracts exceeding £100,000.
- Negotiated commercial contracts and pricing agreements, securing supplier partnerships to enhance service offerings.
- Conducted market analysis and account planning to drive growth and market penetration.
- Managed portfolio of commercial customers across South Africa, cultivating strategic partnerships and identifying new business opportunities.
Key Account Manager
Palmstead Nurseries
01.2023 - 11.2023
- Successfully secured and retained high-value council and commercial contracts through effective stakeholder management and commercial negotiation.
- Led tender submissions and contract negotiations, driving account development activities to enhance client partnerships.
- Managed strategic commercial and public sector accounts with councils, contractors, and commercial organisations, ensuring alignment with client objectives.
- Increased account growth through proactive relationship management and strategic planning, focusing on long-term value creation.
- Built relationships with procurement teams and senior stakeholders to secure and retain long-term business.
- Managed multiple tender opportunities with individual contract values regularly exceeding £200,000.
Sales & Account Manager
Industrial Lawn Equipment
01.2018 - 12.2022
- Delivered revenue growth through account management, product launches and relationship development.
- Developed and retained extensive portfolio of commercial customers, driving revenue through strategic account management.
- Managed portfolio of 50+ commercial customers across South Africa, ensuring client satisfaction and loyalty.
- Built long-term customer relationships, fostering trust and collaboration that supported sustained business growth.
- Conducted commercial negotiations, customer presentations and strategic account reviews.
Education
Bachelor of Business Administration - Agricultural Economics
University of Pretoria
Pretoria01-2020
Skills
- Advanced Excel
- CRM Analytics
- Data-driven decisions
- Market Analysis
- Forecasting
- Sales forecasting
- Commercial Planning
- Business Development
- Key Account Management
- Account management
- Bid Management
- Strategic partnerships
- Channel Marketing
- Customer Relationship Management
- Negotiation
- Stakeholder Management
- Problem solving
- Forecourt & Retail Strategy
- Market research
- Financial Oversight
Timeline
B2B & Marketing Analyst
British American Tobacco
01.2026 - Current
Strategic Area Partner & Territory Manager
British American Tobacco
09.2024 - 12.2025
Business Development Manager
Industrial Lawn Equipment
12.2023 - 09.2024
Key Account Manager
Palmstead Nurseries
01.2023 - 11.2023
Sales & Account Manager
Industrial Lawn Equipment
01.2018 - 12.2022
Bachelor of Business Administration - Agricultural Economics
University of Pretoria