Matthew Byrne

Continuation of Lead Account Manager role for One Stop. Transitioned into the Tesco Team with responsibility for the Ribena brand at Back of Store.

Responsibilities:

Tesco: Execute the SBF GB&I Commercial Plan within SBF's largest UK customer through liaison with my associate National Account Manager. Support creation and delivery of the annual Joint Business Plan by implementing a comprehensive and commercially focused trade plan on Ribena.

Key Successes:

• Secured the One Stop listing of Celsius across 2k distribution points and agreed the replacement of a key competitor through a separate Joint Business Plan. Delivering an incremental 323k Litres & £354k Net Sales Value to the SBF Grocery Channel.
• Grown One Stop by 2m Litres/£2.4m Net Sales Value/£1.2m Gross Profit during my tenure as Account Manager.
• Achieved the incremental listing of Ribena Summer Fruits 850ml NPD in Tesco. Delivering +214k Litres & +£244k Net Sales Value to the business. The highest volume and value contributor to the NPD in 2026.

Responsibilities

Lead Account Manager on the Tesco-Booker Account for One Stop and 2x largest Booker National Forecourt Operators, Shell & MFG.

• One Stop : Implement the wider business convenience strategy to drive physical availability of our core drink now/drink later brands. Deliver the annual budget that feeds into the total Tesco-Booker commercial plan & create/manage the annual JBP Terms implementation.
• National Forecourts : Lead the forecourt convenience strategy and create/manage the annual JBP Terms. Liaison to the Booker Team to ensure alignment with the Booker commercial strategy.

Key Successes:

• Delivered the largest distribution win of any supplier into One Stop's range review in 2025, securing +5k distribution points through a comprehensive category deep dive into the One Stop Chilled & Back of Store range. Grew One Stop volume by 34% YOY.
• Negotiated pricing terms that protected LRS from aligning Net Prices between Tesco & One Stop. Delivering a terms package that benefited both businesses in the long-term trading.
• Implemented the Forecourt Promotion Plan into Booker in 2025, which enabled the National Forecourts to run bespoke deals that aligned with the industry promotion pricing index. This drove improved commercial compliance for LRS and balanced the share of profit between us and the customer.
• Secured Celsius listings across the Shell & MFG estate. Shell and MFG became the first national forecourts to list the strategically critical brand into their Stimulation Categories.

Responsibilities

Execute the H&F Commercial Plan across a matrix of key customers including Pure Gym, SLM & David Lloyd through implementation, and adherence, of the Joint Business Plan.

Key Successes:

• Achieved agreement of 5 year JBP with the UK's largest gym operator, Pure Gym. Securing Lucozade Sport as the exclusive Sport Drink provider for the contract term & the only Supplier Operated vending partner across the estate.
• Developed and implemented the channel's first Promotion Plan through innovation in vending operations & point of purchase advertising.
• Created the Field Sales JBP strategy to develop commercial agreements with Regional H&F accounts and widen our exclusivity network, amidst growing competitor activity outside of National Operators.
• Developed and led the induction plan for 3 new H&F NAE's, moving from agency role to direct employment. Supporting their transition from exclusively Sports Science based selling, to a combination of a Commercial & Education approach.

Responsibilities:

Covering the Essex/Herts territory. Responsible for the commercial development of Foodservice customers across Regional Health and Fitness sites, Higher Education, Leisure and Business and Industry.

Key Successes:

• Cecil Macdonald Ltd: Achieved a new business win with the UK's largest travel retail supplier, setting up a direct order account and agreeing listings of 11 SBF products for supply to World Duty Free (DUFRY). Cecil Macdonald also supply to operators such as British Airways, P&O Ferries and Virgin Trains. The account achieved National Account status due to Net Sales Value exceeding Regional Account remit.