Minesh Mehta
Wootton,Northamptonshire
Summary
Results driven Brand Activation Manager with a proven track record of delivering exceptional commercial growth and consistently exceeding KPIs within the FMCG and convenience retail sector. Experienced in translating brand strategy into high impact field execution, driving territory performance, and building strong relationships with independent retailers.
Recognised as a top performer, having rapidly expanded territory accounts from 70 to 250 within four and a half months, and trusted to train and develop Brand Activation Managers across multiple teams. A people focused leader with hands-on field experience, strong commercial acumen, and a passion for coaching and performance development, now seeking to progress into a Regional Support Field Manager role.
Overview
8
8
years of professional experience
Work history
Brand Activation Manager - IVG
Phoenix 2 Retail
2025.10 - Current
- Drove significant territory growth, increasing active accounts from 70 to 250 within 5 months, expanding brand presence and revenue
- Consistently exceeded monthly KPIs across sales, distribution, and in store execution, regularly ranking as a top-performing BAM
- Execute IVG's commercial strategy across the convenience retail sector, translating national objectives into measurable field results
- Identify and secure new business opportunities, building strong relationships with independent retailers and key decision makers
- Analyse territory performance and adapt approach to maximise growth and efficiency
- Selected to train and onboard new Brand Activation Managers, both within the IVG team and across other business units
- Provide ongoing coaching and support to peers, improving overall team capability and performance
- Maintain high standards of brand compliance, execution, and customer engagement
Company director
Super Snack Store
Northampton, Northamptonshire
2020.08 - 2024.08
- Cultivated long-term partnerships with key clients, suppliers, and strategic partners, strengthening the company's industry presence.
- Directed day-to-day work of 5+ employees and motivated teams to exceed objectives.
- Conducted market research to identify potential business opportunities.
- Contacted and converted potential customers via telephone, email and in-person enquiries.
- Delivered exceptional customer service, addressing customer queries and handling customer complaints.
- Managed key accounts, ensuring high levels of customer satisfaction.
- Negotiated high-value contracts with clients and suppliers, enhancing profitability and securing long-term partnerships.
- Optimised financial performance with cost control measures.
- Developed professional relationships with business partners, shareholders and authorities to establish trust, rapport and reliability.
Manager
Fast Food Takeaway
Northampton, Northamptonshire
2018.01 - 2020.07
- Dealing with a range of customers face to face, taking orders and completing orders at a fast pace to ensure consumer happiness and satisfaction
- Assisting with the management on invoices and cashing up at the end of the day.
- Worked fast and accurately to meet customer needs and service goals.
- Assessed food quality before serving customers to meet high-quality standards.
- Received incoming stock shipments, rotated current supplies and placed new items into correct storage locations.
- Delegated tasks to make best use of individuals' skills.
Education
GCSEs -
CAROLINE CHISHOLM SCHOOL
Caroline Chisholm School
NorthamptonCaroline Chisholm School
Skills
- Team Leadership & Coaching
- Field Sales Management
- FMCG & Convenience Retail Expertise
- Business Development & Account Management
- Territory Growth & Commercial Performance
- KPI Management & Performance Analysis
- Communication & Presentation
- Strategic Planning & Execution
- Resilient to pressure
- Product knowledgeability
Accomplishments
The business which I established received the accolade for Best Family-Run Snack Retailer in both 2023 and 2024.
Timeline
Brand Activation Manager - IVG
Phoenix 2 Retail
2025.10 - Current
Company director
Super Snack Store
2020.08 - 2024.08
Manager
Fast Food Takeaway
2018.01 - 2020.07
GCSEs -
CAROLINE CHISHOLM SCHOOL
Caroline Chisholm School
Caroline Chisholm School