JOSH GOODING
Bedford
Summary
National Account Professional with a track record of driving measurable growth across vending, catering, and sport and fitness channels. Recently delivering channel volume growth of +38%, exceeding target by 21% as the sole channel lead, securing national, group and regional contracts.
Strong commercial focus with experience in P&L management, trade term negotiation and pricing strategy, achieving up to 125% CPI realisation while improving RTM partner profitability. Proven ability to grow customer bases (+28% YoY), increase distribution and deliver market share gains through structured, data-led approaches.
Experienced across blue-chip, SME and startup environments, with a practical, hands-on approach to building partnerships, identifying opportunities and delivering consistent results.
Overview
11
11
years of professional experience
4
4
years of post-secondary education
Work history
National Account Executive - Vending Channel
Red Bull
London
2024.08 - Current
- As the sole dedicated resource in 2025, created and executed a push–pull vending strategy across RTM trade terms, national account and group acquisition and retention, and the launch of the Red Bull Catering field sales team into vending; increased buying customers by 28% YoY and grew volume from 3.7M to 5.1M cans (+38%), exceeding target by 21%, while shaping the 2026 strategy to support further growth and resource expansion.
- Negotiated 2025 CPI and growth targets with RTM partner, leveraging growth incentives, customer penetration targets and category vision to deliver 125% CPI realisation, unlocking incremental investment for end-operator growth, improving channel profitability, and driving a 2% profitability increase for RTM through a tiered operator pricing model.
- Launched the Red Bull operator reward scheme (Vending Club) and a targeted field sales programme focused on increasing distribution within regional free trade; expanded the customer base by 28% YoY and strengthened data capture to inform 2026 planning.
- Won national contracts with Vendease and 2468 Group, structuring trade terms around SKU weighting and distribution targets, delivering c.300K incremental units and 128% YoY growth.
- Renegotiated terms with key national operators including Selecta, Brodericks and The Vending People, delivering 7% growth with Selecta (the highest recorded growth for Red Bull within this account) and increasing market share by a combined 12 percentage points through targeted marketing, SKU expansion, and successful negotiation of The Gym Group tender.
- Won The Wise Group, growing volume by 16% YoY by optimising ORD terms and supporting operators including Ratio, Uptons, Surrey and Graddons through hardware deployment and category initiatives, driving an 11 percentage point share increase (excluding Decorum).
- Developed the Red Bull group trade terms framework, introducing structured incentives to drive collective purchasing behaviour (e.g. increased rewards based on no. members purchasing ), successfully used to win Cover and AVS.
On Premise Account Manager -Catering and QSR
Red Bull Ltd
London
2023.01 - 2024.07
- Held territory responsibility for over 500K cans across QSR and Catering accounts, delivering 72% growth over a 12-month period.
- Led sales growth across national group accounts including Ford Manufacturing and Compass Group, achieving 64% MoM and 300% YoY growth through effective merchandising, staff incentives and field team activation, delivering an incremental 66K cans.
- Secured and managed new national QSR accounts including Farmhouse and Auntie Anne’s, contributing 69K incremental cans to the channel.
- Developed a best-in-class approach to new business acquisition, creating strategic “distribution centre hot zones”. Show cased through delivering targeted event activations across Magna Park Milton Keynes, Distribution park; leveraged to win solus listings in all 8 contract catering accounts on site, increasing distribution from 30% to 100% which was acknowledged by Global HQ as best practice.
Professional Boxer
British Boxing Board of Control
Luton
2019.02 - 2023.01
- Https://boxrec.com/en/proboxer/883407
Wholesale Account Manager - Sport and Fitness
Musclefood Ltd
Nottingham
2020.02 - 2020.09
- Led strategy within a new division, delivering £300K in annual B2B sales through wholesalers and gym channels.
- Successfully launched MuscleFood FMCG products into wholesalers including Whole Foods and Protein Bargains, generating £98K in year one.
- Secured listings across gym chains through trials, tool support and sampling activity, including Nuffield Health (22 sites), delivering £28K in sales.
Key Account Executive
Musclefood Ltd
Nottingham
2019.01 - 2020.02
- Led B2B sales efforts, generating £260k in brand partnership listings and marketing fees with top-tier brands such as Tilda, General Mills (Old El Paso), Nando’s, and Kellogg’s.
- Orchestrated high-impact marketing campaigns, including a successful Cadbury promotion that sold over 4,000 bars in just one week on musclefood.com.
NPD project manager
Musclefood Ltd
Nottingham
2018.01 - 2019.02
- Spearheaded pivotal New Product Development projects, generating over £9 million in revenue.
- Negotiated advantageous terms on ingredient costs, driving profitability.
- Orchestrated lucrative private labelling agreements for third-party manufactured products, fueling substantial growth.
Key Account Executive and Sport Scientist
Kurio3D compression Ltd
Nottingham
2017.01 - 2017.11
- Built relationships with elite sports medical and sports science teams through targeted outbound communication, securing strategic partnerships with Leeds Football Club, GB Gymnastics and Cardiff City Football Club.
- Exceeded compression garment sales targets by £30K, delivering over £80K in revenue by effectively demonstrating and communicating product benefits to high-performance athletes and medical professionals.
Researcher
University of Valencia
Valencia
2015.01 - 2015.12
- Conduct research on the implications of compression garments on human mechanics and physiology and achieved the below publication.
- Https://www.sciencedirect.com/science/article/abs/pii/S0966636217307439
Education
PhD - Sport Science and Human Mechanics
Nottingham Trent University
2016.01 - 2017.01
MSc - Sport and Exercise Sciences
Nottingham Trent University
2014.10 - 2015.05
Bachelor - Sport and Exercise Sciences
Nottingham Trent University
2011.09 - 2014.05
Skills
- P&L Management
- Excel - Advanced
- Sales Analysis
- Account Management
- CRM software utilisation
- PowerPoint presentation creation and slide delivery
ADDITIONAL INFORMATION
Languages: Spanish (B1) Intermediate
Accomplishments
- New business. Won and activated two QSR accounts with over 80 sites, within 3 months, adding over 105k cans and £72,000 of additional volume growth and profit to the Catering and QSR channel.
- Revenue Growth. International recognition at Red Bull HQ Global Summit for Best in Class Work driving 375% YoY growth in Key Distribution Accounts.
- Awards/Activities:, Lead Field Sales professional 2023 - Red Bull, Back to back No1 Volume driver award 2 years running.
References
References available upon request.
Timeline
National Account Executive - Vending Channel
Red Bull
2024.08 - Current
On Premise Account Manager -Catering and QSR
Red Bull Ltd
2023.01 - 2024.07
Wholesale Account Manager - Sport and Fitness
Musclefood Ltd
2020.02 - 2020.09
Professional Boxer
British Boxing Board of Control
2019.02 - 2023.01
Key Account Executive
Musclefood Ltd
2019.01 - 2020.02
NPD project manager
Musclefood Ltd
2018.01 - 2019.02
Key Account Executive and Sport Scientist
Kurio3D compression Ltd
2017.01 - 2017.11
PhD - Sport Science and Human Mechanics
Nottingham Trent University
2016.01 - 2017.01
Researcher
University of Valencia
2015.01 - 2015.12
MSc - Sport and Exercise Sciences
Nottingham Trent University
2014.10 - 2015.05
Bachelor - Sport and Exercise Sciences
Nottingham Trent University
2011.09 - 2014.05