Summary
Overview
Work history
Education
Skills
LANGUAGES
Hobbies and Interests
Affiliations
References
Timeline
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Mike Cassar

Mike Cassar

Area Sales Manager
Swansea,Wales

Summary

Dynamic and results-driven sales professional with a proven track record in territory sales management and key account development. Demonstrates exceptional proficiency in Microsoft Software and Salesforce CRM, leveraging these tools to drive sales territory growth and achieve a 5-star Trust Pilot rating. Skilled in contract management and bi-lingual communication, with advanced training in Belbin Profiling, ILM Level 3, ILM Coached Level 5, and RIPHH Food Safety (Honours). Committed to enhancing product and service sales through strategic planning and execution. Resourceful employee with outstanding knowledge to develop and maintain healthy customer pipeline. Consistently works to attract new business opportunities. Talent in administrative oversight, recruitment processes and customer service improvements.

Overview

14
14
years of professional experience

Work history

Retail Relationship Manager

PayPoint
South & West Wales
11.2023 - 08.2025
  • Reached the top of sales rankings financial year 2024/2025.
  • Top Revenue & Commission earner financial year 2024/2025.
  • Contributed to business operations in vacant regions throughout the South and Midlands.
  • Developed excellent working knowledge of industry trends and improvements in processes.
  • Updated databases while complying with GDPR regulations.
  • Oversaw daily operations of 850 customer accounts.
  • Planned and executed new strategies to increase sales.
  • Resolved customer queries and problems using effective communication and providing step-by-step solutions.
  • Provided installation, training and excellent early life support to all new retailers in the convenience sector.
  • Correctly and proactively sold PayPoint products into existing businesses within the defined territory of Cardiff and surrounding areas.
  • Journey planned effectively using Salesforce CRM, prioritising calls by “opportunity” and / or as directed by your line manager.
  • Comprehensively planned and prepared for each call, ensuring SMART objectives were set for each outlet each visit with a view of continually developing retailer business and PayPoint penetration.
  • Visited all leads and opportunities within agreed lead generation SLAs.
  • Successfully delivered on tasks within tight deadlines.
  • Delivered exceptional customer service by proactively listening to concerns and answering questions.

Area Sales Manager

Fortuna Healthcare
South West
11.2022 - 11.2023
  • Expanded market share by 8%, increasing sales to retailers and distributors.
  • Built lasting relationships with clients through customer service interactions.
  • Increased year-on-year sales by 24%, implementing strategic business growth and retention initiatives.
  • Monitored sales team performance, providing effective training to help reach revenue and profit targets.
  • Retained existing customers and substantially grew customer base, product line and sales volume.
  • Exceeded sales goals and improved profitability by developing sales strategies and business plans according to market trends.
  • Collected customer and market feedback and reported information to company leadership.
  • Planned and developed strategies to increase sales territory positioning, exceeding company targets.
  • Achieved exceptional client satisfaction feedback and ratings.
  • Analysed sales to identify top-performing products.
  • Carried out sales visits to current and prospective customers.
  • Produced regular reports with in-depth detail of sales performance.
  • Managed budget allocations for various initiatives; maximised return on investment.
  • Analysed industry and competitor trends to enhance sales strategy.

Area Sales Representative

British American Tobacco
South Wales
08.2022 - 11.2022
  • Developed, grew, and maximized financial results through continuous improvement efforts for individual and group sales.
  • Grew SKU's by around 5%.
  • Managed overall growth of assigned territory and exceeded targets.
  • Exceeded customer expectations with quality of service and knowledgeable support.
  • Increased market share with launch of new products and expansion of existing customer base.
  • Built diverse and consistent sales portfolio.
  • Met existing customers to review current services and expand sales opportunities.
  • Identified new business opportunities through cold calling, networking, marketing, and prospective database leads.
  • Fostered lasting relationships with customers through effective communication and quick response, resulting in long-term loyalty and expanded client base.
  • Worked independently with minimal supervision.
  • Exceptional computer skills.
  • Met with customers to discuss and ascertain needs, tailor solutions and close deals.
  • Achieved market growth with targeted sales strategies.

Regional Account Manager

Cash Zone Cardtronics Southwest
Wales & South West England, Southwest
11.2021 - 04.2022
  • Within first 6 months I have exceeded sales KPI's and received written recognition from the Sales Director (UK) for this.
  • Asked appropriate open-ended questions to better understand needs of prospective clients.
  • Provided exemplary level of service to clients, maintaining, and improving relationships for future business opportunities.
  • Increased revenue by obtaining and securing new accounts while providing value-added services to existing clients.
  • Secured long-term accounts by identifying client needs and providing recommendations to promote brand effectiveness and product benefits and delivering product on time.
  • Identified lucrative business prospects through cold calling.
  • Executed complete sales cycle process, from prospecting through to contract negotiations and closing.
  • Grew customer base by delivering relevant product solutions that met client budgets and schedules.
  • Maintained strong understanding of competitors mission, offerings, and presence in assigned territory.

Retail Relationship Manager

PayPoint Wales
West Country
11.2018 - 06.2021
  • In this role I sold business to business payment processing solutions to SME's, working for a FTSE 250 business.
  • I managed the client relationships in over one thousand convenience stores in Wales, offering Credit and Debit card services, in addition to ATM's and PayPoint terminals.
  • The role was consultative sales led, and around building trust and relationships.
  • I managed sensitive information involving credit scores and financial data.
  • I achieved the accolades of 'Best Newcomer 2018', nominated for 'Salesperson of the Year 2019', and overachieved all my Key Performance Indicators in 2020.
  • Exceeded goals through effective prioritization and consistent work ethic.
  • Explored and created new ways to resolve problems with processes, technology, or team members to improve overall efficiency.
  • Diffused challenging situations using conflict management techniques.
  • Actively listened to customers to fully understand requests and address concerns.
  • Thrived in challenging environment with energy and enthusiasm.

Retail Development Manager

Warburton's Wales & Southwest & Midlands
South West
08.2016 - 11.2018
  • The role involved full account management responsibilities, from securing new business, supporting trade shows, managing profit and loss, agreeing range and successful roll out of new to market product.
  • I worked to 10 KPI's, nine of which outperformed my peer group.
  • My customer base consisted of Symbols, Independents, and multiples, with each segment requiring a different approach.
  • I collaborated with retailers to improve the category profitability through offering business insights and discussing trends within the marketplace.
  • Planned and executed new strategies to increase sales.
  • Customized customer experiences to build brand loyalty.
  • Implemented more efficient processes and reduced wasted resources.
  • Maximized customer engagement and satisfaction by delivering excellent customer service.
  • Oversaw daily operations over 363 customer accounts with combined annual budget of £2.1 Million.
  • Spoke to customers in multiple languages to resolve problems and answer questions.

Business Development Executive

Phillip Morris International Tobacco
Wales
07.2015 - 08.2016
  • With Cosine, working on the Phillip Morris contract.
  • Part of a newly formed Sales force, I saw my SKU growth (Lines stocked in store) increase by over 80%, and my compliance rates increase by over 100%.
  • Working unsupervised across such a large area, I had the opportunity to develop skills in managing a large case load, selling into new businesses, and acquiring additional incremental sales in call.
  • Customized customer experiences to build brand loyalty.
  • Oversaw daily operations over 183 customer accounts.
  • Collaborated with team members to achieve target results.
  • Organized files to support efficiency and traceability.
  • Set up new distribution partners.

Director, Property Lettings Manager

Family Business
Cardiff
02.2013 - 07.2015
  • The role involved dealing with the local authorities, letting agents, trades people and tenants resolving day to day queries on health and safety, housing legislation, tenancy agreements, invoicing, and payment processing.
  • This opportunity has allowed me to develop skills in relation to policies and procedures in the ever changing private letting arena, also my influencing skills when making decisions affecting the business.

Regional Manager/Coach

Tesco Wales
South & West Wales
07.2011 - 02.2013
  • Making Counters Matter in partnership with Tesco, South & West Wales, turnover Twenty-six million Per Annum, headcount of 340 colleagues.
  • Region achieved 12% like for like sales growth during 2011/2012 across fresh counters, and waste came in at 8% overall - beating budget by 2% for year.
  • I achieved this by coaching of colleagues on sales floor and various workshops that I facilitated on management development.
  • This developed capability, and encouraged managers to seek solutions to their own issues rather than waiting for instruction.
  • Other key performance indicators were Range Control and Mystery Shopper.
  • Devised marketing, sales, and customer promotions to work alongside national plans.

Education

Diploma of Higher Education - Leadership & Management

Institute of Leadership & Management
Cardiff

PGCE - Education

University of Wales, University of Newport
08.2018

Skills

  • Bi - Lingual
  • Product and Service Sales
  • Belbin Profiling
  • Microsoft Software Proficiency
  • Salesforce CRM Software Proficiency
  • Territory Sales Management
  • Key Account Development
  • Sales territory growth
  • ILM Level 3
  • ILM Coached Level 5
  • RIPHH Food Safety (Honours)
  • Contract Management
  • 5 Star Trust Pilot Rating

LANGUAGES

Greek
Fluent

Hobbies and Interests

I enjoy countryside and beach walks with my 3 Labrador Retrievers, with my camera never far away.  Have started to experiment a little with flavours - and enjoy sharing this new found skill with family and friends. 

Affiliations

Accredited License holder for the sale of alcohol Trained in the use of Belbin and Herrmann Brain Dominance Member of the Institute of Leadership and Management, Hold Royal Institute of Public Health and Hygiene (Honors) Certificate.

References

References available upon request.

Timeline

Retail Relationship Manager

PayPoint
11.2023 - 08.2025

Area Sales Manager

Fortuna Healthcare
11.2022 - 11.2023

Area Sales Representative

British American Tobacco
08.2022 - 11.2022

Regional Account Manager

Cash Zone Cardtronics Southwest
11.2021 - 04.2022

Retail Relationship Manager

PayPoint Wales
11.2018 - 06.2021

Retail Development Manager

Warburton's Wales & Southwest & Midlands
08.2016 - 11.2018

Business Development Executive

Phillip Morris International Tobacco
07.2015 - 08.2016

Director, Property Lettings Manager

Family Business
02.2013 - 07.2015

Regional Manager/Coach

Tesco Wales
07.2011 - 02.2013

Diploma of Higher Education - Leadership & Management

Institute of Leadership & Management

PGCE - Education

University of Wales, University of Newport

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Mike CassarArea Sales Manager