Summary
Overview
Work history
Skills
Accomplishments
Timeline
Mark Lewis

Mark Lewis

Sales Director
Caerphilly,caerphilly

Summary

I am a highly accomplished and motivated sales and commercial professional, offering over 30 years of experience with blue-chip companies across FMCG brands and food manufacturing businesses. I firmly believe in creating value by applying commercial insights to manufacturing excellence. I adopt a consultative approach with both clients and food manufacturing teams to ensure consistent success in winning business while upholding a 'right first time' culture. My core strengths include creating revenue-driving strategies, change management, and team leadership. Results-driven Director of Sales and Marketing known for transforming underperforming teams into high-achieving units. Delivered significant revenue growth through innovative strategies and streamlined processes. Recognised for fostering strong client relationships and driving brand visibility.

Overview

28
28
years of professional experience

Work history

Director of sales and marketing

Country Bakery Ltd
Leatherhead, Surrey
07.2023 - 12.2024
  • Following the closure of Father’s son Bakery in May 2023, I conceptualized, developed Country Bakery Ltd.
  • Established all operational systems and procedures, including accounting, health and safety protocols, due diligence processes, recruitment strategies, premises management, communications, website development, and social media management.
  • Negotiated and secured suppliers for third-party logistics (3PL), production, and outsourcing partnerships, building a lean and agile business model.
  • Secured contracts with multiple National Accounts, including placing 10 SKUs with the Co-operative business, along with securing notable contracts at a regional level.

Director

Fatherson Bakery UK Ltd
West Midlands, Warwickshire
01.2019 - 05.2023
  • Acquired the business and rapidly enhanced sales, margin, and productivity, establishing a thriving bakery brand within a highly competitive environment.
  • Achieved substantial growth at Fatherson Bakery through the development of both the team and resources necessary to sustain ongoing business expansion.
  • Broadened the customer base and increased market reach and brand visibility through focused marketing strategies and networking activities.
  • Spearheaded product research initiatives that led to the introduction of innovative bakery items, significantly expanding our product range and improving customer satisfaction.
  • Enhanced cash reserves and liquidity by implementing effective cash flow management strategies, thereby ensuring sustainable growth and financial stability.

National sales manager

Diversey Lever NZ Limited.
New Zealand , Diversey Lever NZ Limited (1997 – 1998).
01.1997 - 12.2018
  • Piloted the launch of new products, contributing to portfolio diversification.
  • Increased product awareness, leading to enhanced consumer interest.
  • Devised robust sales forecasts based on thorough market analysis.
  • Developed innovative sales strategies for improved market presence.

Owner /Director

All wear Solutions Ltd
Caerphilly, Caerphilly County Borough
07.2010 - 10.2018
  • Grew the business from the ground up to achieve £0.5 million in annual revenue, establishing a strong market presence in garment and embroidery services.
  • Developed a comprehensive sales strategy that resulted in a 40% increase in customer acquisition, expanding the client base across schools, industries, and sporting clubs.
  • Introduced advanced embroidery techniques and customized service offerings, enhancing product quality and customer satisfaction, leading to a 30% repeat business rate.
  • Fostered strong relationships with key suppliers, securing better terms and ensuring a consistent supply chain, which contributed to uninterrupted service delivery and growth.

Sales & Marketing Director

Aimia Foods Ltd
01.2005 - 10.2007
  • Spearheaded strategic sales initiatives, restructured the sales team, and optimized market penetration efforts, which effectively doubled the Retail Division's turnover from £3 million to £6 million.
  • Secured long-term contracts with key customers, including Tesco, Sainsbury’s, and Bunzl, thereby ensuring consistent revenue streams and enhancing market stability.
  • Directed the development and implementation of the company-wide Strategic Plan, which fostered alignment across Sales and Marketing divisions, enhanced overall performance, and established clear growth objectives.
  • Enhanced market share by introducing a core strategy for hot and cold drinks aligning products with market demands. Sales were boosted through targeted Marketing campaigns and product innovation.

Field Sales Director

Unilever Foods
06.2004 - 01.2005
  • Implemented a comprehensive CRM strategy, including the deployment of a new Siebel software package, which doubled new account acquisitions and increased new product introductions by 25%.
  • Managed a turnover target of £120 million and a trading contribution of £13 million, successfully leading a team of 92 across field and tele business operations to exceed financial goals.
  • Developed and executed a strategic plan for the division, setting and achieving key performance indicators (KPIs) that drove market growth and operational efficiency.
  • Directed the rollout of drive brand activity for the market, enhancing brand visibility and product adoption, contributing to a significant increase in sales and market share.
  • Spearheaded multiple cross-functional projects, promoting collaboration across departments, which resulted in streamlined processes, cost savings, and improved product delivery timelines.

Channel Controller

Unilever Foods
09.2000 - 06.2004
  • I managed all marketing, trade, and indirect budgets, and successfully coached teams in day-to-day operations.
  • I also led new product development projects for the product portfolio, ensuring we met our sales and profit targets.
  • Identification and capitalized on a new channel opportunity worth £800k and launched new products, significantly boosting revenue.
  • By fostering robust distributor relationships and strategic initiatives, I enhanced collaboration and improved market penetration and sales effectiveness.

Customer Group Director (I&L) NZ

Diversey Lever
01.1998 - 09.2000
  • Delivered a $0.5 million trading result through effective cost control and team restructuring, which significantly enhanced overall operational efficiency and profitability.
  • Achieved ambitious performance and budget targets, earning a high achievement award for three consecutive years. This reflects exceptional leadership and financial management skills.
  • Managed a team of 43 employees, overseeing an annual turnover of $NZ19 million and a trading result of $NZ1.7 million, delivering operational excellence across three strategic business units.
  • Promoted to a key role on the Executive Board for Australasia, where I contributed to regional strategic decision-making and drove initiatives that supported business growth and market leadership.

Skills

  • Business development savvy
  • Regulatory compliance knowledge
  • Crisis management expertise
  • Risk management proficiency
  • Ethics enforcement
  • Financial literacy
  • P and L management
  • Sales growth strategies
  • Performance metrics tracking
  • Board level communication
  • Leadership acumen
  • Contract negotiation techniques
  • Contract management
  • Financial management
  • Financial Forecasting
  • Process Improvement
  • Regulatory compliance
  • Microsoft Office Suite

Accomplishments

  • Fatherson Bakery Ltd, Increased revenue from £3.5m to £6m in three years through strategic growth and market expansion.
  • Aimia Foods Ltd (Retail Division), Doubled turnover to £6m by optimizing sales strategies and securing long-term contracts with major retailers.
  • Unilever Best Foods UK, Implemented a comprehensive CRM strategy that increased new product introductions by 25% and doubled new account acquisitions.
  • Unilever, Achieved consecutive year-over-year sales growth of 18%, 28%, and 30% as Channel Controller, driving substantial revenue increases.
  • Aimia Foods Ltd, Directed £50m turnover and delivered £3m net profit, overseeing a team of 33 and managing a £5m trade/marketing budget.
  • Diversey Lever New Zealand, Led the company to £19m turnover with £1.7m trading result, earning high achievement awards and a promotion to Customer Group Director.
  • Allwear Solutions Limited, Built the company to £0.5m in annual revenue, achieving market leadership in garment and embroidery service within South Wales.

Timeline

Director of sales and marketing - Country Bakery Ltd
07.2023 - 12.2024
Director - Fatherson Bakery UK Ltd
01.2019 - 05.2023
Owner /Director - All wear Solutions Ltd
07.2010 - 10.2018
Sales & Marketing Director - Aimia Foods Ltd
01.2005 - 10.2007
Field Sales Director - Unilever Foods
06.2004 - 01.2005
Channel Controller - Unilever Foods
09.2000 - 06.2004
Customer Group Director (I&L) NZ - Diversey Lever
01.1998 - 09.2000
National sales manager - Diversey Lever NZ Limited.
01.1997 - 12.2018

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