John McAughtrie
Llangyfelach,Swansea
Summary
Dynamic and results-driven professional with a strong focus on collaborative and intuitive leadership. Proven expertise in people development, sales team motivation, and product demonstration. Adept at fostering excellent customer relations to drive business success. Committed to leveraging skills to achieve organisational goals and enhance team performance.
Overview
28
28
years of professional experience
5
5
years of post-secondary education
Work History
Director of Sales
Lewis Pie and Pasty Co.
Swansea, City and County of Swansea
10.2017 - 03.2025
- Managing sales strategy for Wholesale, Van Sales, and Bakery Sales Divisions
- Cross-department responsibility with key focus on NPD, creating and developing a range of products that are market-relevant and market-leading
- Negotiated lucrative contracts with major clients, solidifying company's position in the market.
- Fostered strong relationships managing key clients for long-term business growth including Bidfood, Snackbox, QVC, Tesco, Compass, ASDA, Aldi, PHAT, Yearsley’s, Dnata, Castell Howell, Brakes, Hopwell’s, Young’s Pub Group, and AF Blakemore
- Achieved listing with QVC for Wilfred’s brand, currently worth over £200k p/a
- National Premium Pie listing with Bidfood, worth over £400k p/a
- Inclusion of pastry lines with Dnata for international flights, worth £200k p/a
- Hot Snack Lines via a third party onto Aer Lingus and Ryanair, worth approximately £400k p/a
- Young’s Brewery pie listing into all sites throughout the UK
- Over 700 customers are actively managed by the sales team to deliver volume and sales targets in line with annual company goals
Sales Director – Food Service Division
Peters Food Service Ltd
Caerphilly, Caerphilly County Borough
02.2014 - 10.2017
- Facilitated deal closures by cultivating trust-based client relationships. Built strong relationships with key clients for long-term business growth.
- Secured a £1M p/a supply contract with E-Foods to serve HC1 Care Homes
- Established a £750K supply contract with CH&Co and negotiated an exclusive £500K, 3-year partnership with Compass Wales - Principality Stadium, Cardiff City and Swansea City
- Spearheaded development of business growth programs across depots, collaborating on targeted goals to improve KPI performance and align with company objectives
- Directed the National Account Team in managing client relationships to sustain growth, personally overseeing the top three accounts
- Collaborated closely with the NPD Team to ensure product alignment with market demands, enhancing support for strategic business goals
Sales Director – Catering and Sport
Peters Food Service Ltd
Caerphilly, Caerphilly County Borough
08.2011 - 02.2014
- Appointed Chair of the Food Service Leadership Team to reverse declining sales
- Achieved substantial results, meeting budget and surpassing the prior year’s sales for the first time in 8 years
- Built long-term relationships with customers and generated referrals from existing clients.
- Navigated complex negotiations to achieve favourable outcomes.
- Oversaw the successful launch of Heinz-branded products, reaching over 2,000 accounts
- Negotiated product listings with key retailers such as P&H Plus Extra, Musgraves, NISA, Booker Group, Costcutter, and Bestway Group, driving first-year sales of over £1M
- Maintained direct management of the top five accounts, securing contracts that enhanced growth and revenue, including: A £1M contract with Adelie Foods for a co-branded range and exclusive product listings at Manchester United FC (Old Trafford), valued at £700K over three years
- Winning a supply chain agreement with Baxter Storey (WSH), £500K p/a
National Account Controller
Peters Food Service Ltd
Caerphilly, Caerphilly County Borough
07.2010 - 07.2011
- Increased sales by over £1M by strengthening client relationships and aligning services with customer needs
- Oversaw two National Account Managers, managing over 60 accounts in the Sports, Leisure & Hospitality, Workplace, and Educational Catering sectors
- Led a major stadium supply initiative, expanding distribution from five clubs in 2008 to 35 clubs by July 2011, with sales increasing by approximately £500K
- Expanded presence in high-profile venues, including: The Millennium Stadium, St Andrews (Birmingham FC), The Liberty Stadium (Swansea City and Ospreys), The Boleyn Ground (West Ham FC), Cardiff City Stadium (Cardiff City & Blues), The Riverside (Middlesbrough), Ricoh Arena (Coventry), Bramall Lane (Sheffield United), Madejski Stadium (Reading FC), Memorial Ground (Bristol Rovers), Adam’s Park (London Wasps and Wycombe Wanderers), The Valley (Charlton Athletic)
- Won two awards for excellence in client relationships with MITIE Catering (now Gather & Gather): Most Innovative Supplier and Bright Futures awards, following successful negotiations that resulted in £500K account growth within 12 months
National Account Manager
Peters Food Service Ltd
10.2004 - 07.2010
Regional Sales Manager – Wales and West
Peters Food Service Ltd
06.2002 - 10.2004
Area Sales Manager – South Wales
Peters Food Service Ltd
08.1999 - 06.2002
Area Sales Manager – Birmingham
Peters Food Service Ltd
10.1998 - 08.1999
Business Development Supervisor – South Wales
Peters Food Service Ltd
06.1997 - 10.1998
Education
GCSEs -
Dillwyn Llewellyn Comprehensive School
Swansea, City and County of Swansea 09.1984 - 07.1989
Skills
- Collaborative leadership
- Intuitive leadership
- People development
- Sales team motivation
- Product demonstration
- Customer relations
Affiliations
- Keep Fit Enthusiast and enjoy Fundraising. Since 2007 I have raised over £30,000 for various charities, including SSAFA, CRY, BHF and CLIC Sargent, by taking part in event such as the 3 Peaks Challenge, D-Day Rides, Abseiling, Running and Long-Distance Cycling.
Timeline
Director of Sales
Lewis Pie and Pasty Co.
10.2017 - 03.2025
Sales Director – Food Service Division
Peters Food Service Ltd
02.2014 - 10.2017
Sales Director – Catering and Sport
Peters Food Service Ltd
08.2011 - 02.2014
National Account Controller
Peters Food Service Ltd
07.2010 - 07.2011
National Account Manager
Peters Food Service Ltd
10.2004 - 07.2010
Regional Sales Manager – Wales and West
Peters Food Service Ltd
06.2002 - 10.2004
Area Sales Manager – South Wales
Peters Food Service Ltd
08.1999 - 06.2002
Area Sales Manager – Birmingham
Peters Food Service Ltd
10.1998 - 08.1999
Business Development Supervisor – South Wales
Peters Food Service Ltd
06.1997 - 10.1998
GCSEs -
Dillwyn Llewellyn Comprehensive School
09.1984 - 07.1989
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