Liam Fidler
Worksop,Nottinghamshire
Summary
Dynamic professional with over twenty years of experience in leading high-performing sales teams, particularly in the Beers, Wines & Spirits sector. Proven track record of achieving sustainable sales growth through strategic planning across all UK off-trade channels. A strong communicator and public speaker with a talent for adapting style to the situation at hand. Established a robust network of relationships within the UK off-trade channel, enhancing team development and collaboration.
Overview
28
28
years of professional experience
7
7
years of post-secondary education
Work history
Head of Off-Trade
Damm UK Ltd
Bedford
05.2021 - Current
- Developed off-trade strategy for UK, enhancing brand visibility across channels.
- Increased distribution in Grocery by over 5,000 stocking points within two years.
- Responsible for over £70m gross sales and YoY EBITDA growth of +28%.
- Achieved over 25% growth in Grocery and Convenience/Wholesale channels during same period.
- Realised share growth exceeding 20% through twelve months of continuous improvement.
- Contributed to UK leadership team, leading cross-functional teams across UK and Spain. Including global E-Commerce strategic plan.
- Established entire off-trade team at inception of UK business and now lead a team of sixteen with five direct reports.
- Developed UK portfolio to ensure market relevance and address off-trade demands, including the introduction of award winning brands including Estrella Damm.
Sales Director
Trossachs Distillery
Stirling
08.2020 - 05.2021
- Developed off-trade launch strategy and growth plan
- Led sales and marketing teams in developing new distribution across the off-trade channel, through utilising existing relationships.
- Oversaw pack redesign and revised positioning strategy
National Account Controller
Asahi / SAB Miller
Woking
06.2009 - 08.2020
- Led high-performing sales team across grocery, convenience and wholesale channels.
- Achieved continuous year-on-year profitable growth.
- Developed category initiatives that propelled super-premium beer segment, notably Peroni Nastro Azzurro.
- Established market-leading e-commerce strategies with Ocado, Waitrose, and Sainsbury's.
National Account Manager
Kettle Foods
06.2006 - 05.2009
National Account Manager
Thorntons
05.2002 - 05.2006
Graduate programme / Sales Executive
Coca-Cola Enterprises
09.1997 - 05.2002
Education
Bachelor of Science - Business Management
University of Bradford
Bradford 09.1996 - 05.2000
B-TEC National Diploma - Business
North Derbyshire College
Chesterfield 09.1991 - 06.1993
GCSEs - Nine inclusive of Maths and English
The Bolsover School
Bolsover 09.1989 - 05.1991
Skills
- Public speaking
- Team building
- Strategic planning
- Leadership
- Communication skills
- Composure under pressure
Languages
Spanish
Intermediate
Affiliations
- A keen sports person, I have run and cycled competitively. I now also enjoy supporting my daughter in her sporting endeavours.
References
References available upon request.
Timeline
Head of Off-Trade
Damm UK Ltd
05.2021 - Current
Sales Director
Trossachs Distillery
08.2020 - 05.2021
National Account Controller
Asahi / SAB Miller
06.2009 - 08.2020
National Account Manager
Kettle Foods
06.2006 - 05.2009
National Account Manager
Thorntons
05.2002 - 05.2006
Graduate programme / Sales Executive
Coca-Cola Enterprises
09.1997 - 05.2002
Bachelor of Science - Business Management
University of Bradford
09.1996 - 05.2000
B-TEC National Diploma - Business
North Derbyshire College
09.1991 - 06.1993
GCSEs - Nine inclusive of Maths and English
The Bolsover School
09.1989 - 05.1991