Mike Cassar
Swansea,West Glamorgan
Summary
Results-driven area sales manager with 30 years of experience in retail healthcare and consumer goods. Expertise in Salesforce CRM and strategic territory management, consistently exceeding KPIs. Advanced certifications in leadership and coaching enhance ability to optimize sales strategies and improve customer experiences, driving revenue growth and expanding market share.
Overview
15
15
years of professional experience
Work History
Area Sales Manager
TED Experience - Philip Morris International
Swindon, Bristol, Cardiff, Swansea
12.2025 - Current
- Achieved and surpassed sales targets consistently, contributing significantly to the company's growth and profitability.
- Led regional sales teams to exceed sales targets through strategic planning and execution.
- Analysed sales performance data to identify trends, track progress against targets, and formulate strategies for improvement.
- Drove team's performance and exceeded KPIs through coaching, clear goal-setting, and day-to-day support
- Motivated sales staff to continuously improve strategies through competitions and personalised coaching plans.
- Managed sales forecasts and budgets, ensuring optimal allocation of resources for target achievement.
- Monitored real-time metrics to identify and resolve issues promptly.
- Provided training and mentorship to new sales staff, sharing knowledge and best practices to enhance team performance.
- Delivered impactful field training, especially for new starters and underperformers
- Supported onboarding, ongoing development, and tailored coaching for every team member
- Mentored sales representatives to demonstrate proven sales strategies and apply best practices.
- Maintained records of sales activities to identify trends and uncover opportunities for growth.
- Analysed performance data to extract insights and take action
- Upheld high standards of presentation, customer experience, and sales execution
- Maintained high standards of compliance, customer journey, and brand representation.
- Managed attendance and performance, including PIPs for consistent improvement
- Fostered a positive, purpose-driven team culture with recognition and morale-building
- Submitted weekly plans and reports, ensuring alignment with team objectives.
- Overseen kit logistics, ensuring all equipment was fully functional and well-maintained
- Assessed team members' performance, offering constructive feedback and coaching for career development.
Retail Relationship Manager
PayPoint
11.2023 - 08.2025
- Achieved #1 sales ranking and top revenue/commission earner for FY 2024/2025, driving significant territory growth.
- Managed 850+ customer accounts, overseeing operations and ensuring GDPR-compliant data management.
- Developed and executed sales strategies, increasing PayPoint product penetration in Cardiff and surrounding areas.
- Delivered training and early-life support to new retailers, enhancing adoption and satisfaction in the convenience sector.
- Leveraged Salesforce CRM to prioritize high-opportunity calls, setting SMART objectives for each client visit.
- Resolved complex customer issues with clear communication, maintaining high satisfaction rates.
- Supported operations across South and Midlands regions, ensuring continuity in vacant territories.
- South & West Wales
Area Sales Manager
Fortuna Healthcare
11.2022 - 11.2023
- Boosted market share by 8% and year-on-year sales by 24% through targeted retailer and distributor strategies.
- Cultivated strong client relationships, earning exceptional satisfaction feedback and retention rates.
- Trained sales teams to exceed revenue and profit targets, aligning strategies with market trends.
- Analyzed sales data to identify high-performing products, optimizing portfolio and strategy.
- Managed budgets and reported performance metrics to leadership, maximizing ROI on initiatives.
- South West
Area Sales Representative
British American Tobacco
08.2022 - 11.2022
- Grew SKU portfolio by 5% and exceeded territory targets through new product launches and client expansion.
- Built a diverse sales pipeline via cold calling, networking, and lead generation, enhancing market share.
- Delivered tailored solutions to meet client needs, fostering long-term loyalty and closing deals efficiently.
- Operated independently, leveraging strong analytical and computer skills to drive results.
- South Wales
Regional Account Manager
Cash Zone Cardtronics
11.2021 - 04.2022
- Surpassed sales KPIs within 6 months, earning recognition from UK Sales Director for outstanding performance.
- Secured new accounts and strengthened existing ones by delivering value-added services and solutions.
- Managed full sales cycle, from prospecting to contract negotiation, growing customer base within budget constraints.
- Maintained competitive intelligence to position offerings effectively in the market.
- Southwest - Wales & South West England
Retail Relationship Manager
PayPoint
11.2018 - 06.2021
- Managed 1,000+ convenience store accounts for FTSE 250 company, selling payment processing solutions.
- Earned ‘Best Newcomer 2018’ and ‘Salesperson of the Year 2019’ nomination, overachieving 2020 KPIs.
- Built trust-based relationships, handling sensitive financial data and delivering consultative sales.
- Enhanced client satisfaction through proactive issue resolution and tailored solutions.
- Wales - West Country
Retail Development Manager
Warburton’s
08.2016 - 11.2018
- Outperformed 9/10 KPIs, managing 363 accounts with a £2.1M annual budget across diverse customer segments.
- Collaborated with retailers to improve category profitability, leveraging market insights and trends.
- Streamlined processes to reduce waste and enhance customer engagement, driving brand loyalty.
- Supported new product rollouts and trade shows, securing new business and increasing sales.
- Wales, Southwest & Midlands
Business Development Executive
Phillip Morris International Tobacco
07.2015 - 08.2016
- Increased SKU growth by 80% and compliance rates by 100%, driving sales in a new sales force.
- Managed 183 accounts independently, securing new business and incremental sales.
- Established distribution partnerships to expand market reach.
- Via Cosine - Wales
Director, Property Lettings Manager
Family Business
02.2013 - 07.2015
- Oversaw operations, liaising with authorities, agents, and tenants on compliance, safety, and agreements.
- Developed expertise in policy, legislation, and stakeholder influence in the private lettings sector.
- Cardiff
Regional Manager/Coach
Tesco
07.2011 - 02.2013
- Coached teams through workshops and on-floor training, enhancing skillsets and achieving significant KPI improvements.
- Drove 12% sales growth and reduced waste to 8% (2% under budget) for £26M turnover region with 340 staff.
- Oversaw operations across South and West Wales region, ensuring alignment with organisational objectives and operational efficiency.
- Developed local marketing and sales promotions in line with national strategies, driving regional engagement and sales.
Education
PGCE - Education
University of Wales
Newport08-2018
Skills
- B2B sales and leadership
- Territory management
- Key account development
- Contract negotiation
- Salesforce CRM expertise
- Data analysis and trends
- Relationship management
- Performance measurement
- Target setting and monitoring
- Leadership and training
- Team coaching
- Microsoft Office Suite proficiency
- Compliance management
- Sales performance optimization
Languages
Greek
Intermediate
B1
Custom
linkedin.com/in/mikecassar
Accomplishments
- Recognised by Philip Morris as developing a sales culture that delivered an outstanding result through collaborative working practices. Moved region from bottom quadrant to best region in the business for the passed 3 months and ongoing
Timeline
Area Sales Manager
TED Experience - Philip Morris International
12.2025 - Current
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
11.2021 - 04.2022
Retail Relationship Manager
PayPoint
11.2018 - 06.2021
Retail Development Manager
Warburton’s
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
07.2011 - 02.2013
PGCE - Education
University of Wales