Thomas Buckle
Llanharan,Rhondda Cynon Taff
Summary
Sales, marketing, and operations leader with a proven track record in brand growth and distribution channel expansion. Skilled in building strategic partnerships and managing teams to achieve significant results. Extensive experience in growing beer and cider brands across various channels, with a focus on increasing market share and profitability. Strengths include strategic thinking, workload management, and a results-driven approach.
Overview
13
13
years of professional experience
Work history
Head of Off Trade & Export
Prime Time Beers
Remote
03.2025 - Current
- Developed and executed retail and export strategy for Prime Time, directly reporting to co-founders.
- Achieved growth in Off Trade & Export share from 8% to 15% year-to-date.
- Secured 25% distribution increase in Waitrose by expanding SKU range from three to four, reaching 1,400 points.
- Increased average rate of sale by 150% from March to October.
- Boosted Waitrose revenue by 196% year-on-year.
- Negotiated listing with Tesco, launching in 150 Express stores across London in October 2025.
- Established exclusive distribution agreements with importers in UAE, USA, and Ireland.
- Onboarded external sales agent, resulting in acquisition of over 60 independent retailers year-to-date.
Channel Controller - Off Trade & Export
In Good Company Brewing
Remote
09.2024 - 02.2025
- Expanded role to oversee Export channel, managing global partner distributors.
- Focused on key markets: Sweden, UAE, Singapore, and Italy.
- Achieved Off Trade channel revenue of £3.6m.
- Generated Export channel revenue of £750k.
- Role concluded following business liquidation in February 2025.
Channel Controller - Off Trade
In Good Company Brewing
09.2023 - 09.2024
- Oversaw commercial strategy for off-trade channel, including Grocers, E-Commerce, Convenience, Wholesale, and Cash & Carry.
- Drove growth and profitability by setting and executing channel strategy whilst managing a team of three.
- Achieved 62% year-on-year growth in total off-trade volume during 2023.
- Increased off-trade share of total business from 28% in 2022 to 42% in 2023.
- Secured major range expansion in Tesco, increasing from one SKU in 570 stores to three SKUs in 1,450 stores.
- Integrated licensed brands Maison Sassy and Tsingtao into portfolio with targeted distribution strategies.
- Coached and developed team members, resulting in promotion of an NAE to NAE
Senior National Account Manager - Off Trade
In Good Company Brewing
03.2023 - 09.2023
- Promoted to senior account management role in off-trade channel, overseeing distribution of brands such as Fourpure, Magic Rock, and Big Drop Brewing Co to key accounts including Tesco, Lidl, Waitrose, Sainsbury's, and M&S
- Managed two direct reports (2x NAE) and provided strategic guidance across their account base
- Led commercial strategy for onboarding Big Drop Brewing into portfolio, securing long term distribution partnership with Real Drinks Group for Off Trade retail distribution
- Negotiated strategic partnership with Beer52, positioning IGC as one of three UK contract brewing partners, delivering 65% YOY growth across branded and contract brewing volume.
National Account Manager - Off Trade
In Good Company Brewing (formerly Lion)
01.2022 - 03.2023
- Held P&L responsibility for national retailers, including Morrisons, Lidl, and M&S.
- Led private label strategy for craft beer with partners such as Lidl, M&S, and Beer52.
- Secured exclusive range worth 15,000HL with Lidl across three SKUs, accounting for 25% of total business volume in 2023.
- Negotiated and delivered joint business plan with Ocado, enhancing online visibility for Fourpure and Magic Rock.
- Managed range review cycle with Morrisons, increasing product offerings from three to four SKUs while gaining distribution in additional 500 stores.
National Account Manager - On Trade
Lion Little World Beverages UK
10.2020 - 12.2021
- Managed key on-trade distribution partners, including Matthew Clark, Nectar Imports, and James Clay, along with major multiple operators like Young's, Fullers, and Revolution Bars
- Grew volume across account base by 42% YOY
- Successfully negotiated and implemented joint business plans with key distribution partners Matthew Clark and Nectar Imports, driving incremental volume growth across all portfolio SKUs.
National Account Executive - On Trade
Lion Little World Beverages UK
07.2019 - 10.2020
- Established national RTM strategy for craft beer brands, transitioning from local direct distribution model in London.
- Managed national accounts including Young's, Fullers, Robinsons, Nectar Imports, Matthew Clark and Enotria&Coe.
- Delivered P&L growth through effective negotiation of national distribution agreements.
- Secured exclusive pouring agreement with Gourmet Burger Kitchen, providing 80 draft lines across 40 sites nationwide.
Key Account Manager
SA Brain & Company Ltd
12.2017 - 07.2019
- Managed key accounts including EI Group, Punch, and Admiral Taverns, as well as on-trade wholesale channels in Wales
- Agreement of annual JBP with EI Group to deliver set volume in innovative rotating cask ale programme
- Account base worth 6500 brewer's barrels PA (45% share of total sales)
- Led the NPD team on new projects and entry into growing craft beer category
- Development of the 'Partner Distributor' model to prioritise key RTM relationships.
Brand Development Executive
SA Brain & Company Ltd
02.2017 - 12.2017
- Drove distribution across North, Mid, and West Wales through various RTM partners
- Managed the Welsh Wholesale channel with full P&L responsibility
- Grew Barry Island IPA (key SKU) distribution by 317% YOY within the Welsh Wholesale channel.
Business Development Representative
AB InBev (now Budweiser Brewing Group UK&I)
04.2016 - 11.2016
- Managed the Cardiff and Bristol territories, developing on-trade accounts for AB InBev's global brands including Budweiser, Corona, and Stella Artois
- Secured over 60 draught installations within 6 months
- Delivered the 'Budweiser Wales Euro 2016' trade marketing activation, distributing over 25,000 free beers to the Welsh On & Off Trade : https://www.walesonline.co.uk/whats-on/food-drink-news/budweiser-giving-everyone-wales-free-11559456
Intern
National Corporation for Tourism & Hotels, Abu Dhabi
05.2013 - 07.2013
- Worked with the Liquor division in a sales and marketing role, assisting with product launches and distribution strategies
- Managed the launch event for Crystal Head Vodka in the UAE
- Redesigned the NCTH Wines and Spirits portfolio brochure.
Education
GCSEs - undefined
Ysgol Gyfun Llanhari
A Levels - Spanish, Law, Politics
Ysgol Gyfun Llanhari
BSc (Hons) International Business, 2:2 -
University of Chester
Skills
- Profit and loss management
- Negotiation
- Financial analysis
- Sales forecasting
- Contract negotiation
- Relationship building
- Market trend analysis
- Joint business plans creation
- Cross-Functional collaboration
- Effective communication
- Promotional planning
- Revenue growth strategies
PROFESSIONAL QUALIFICATIONS
- Blue Point Negotiation and Questioning Courses (Pipers Crisps)
- The Final Metre Sales Training (AB InBev)
- The Complete National Account Manager Course (Alpine Training)
- Presenting With Impact and Coaching for Excellence (Lion)
Affiliations
- Playing and Watching: Football, Golf and Rugby.
References
References available upon request.
Languages
Welsh
Fluent
Spanish
Elementary
Timeline
Head of Off Trade & Export
Prime Time Beers
03.2025 - Current
Channel Controller - Off Trade & Export
In Good Company Brewing
09.2024 - 02.2025
Channel Controller - Off Trade
In Good Company Brewing
09.2023 - 09.2024
Senior National Account Manager - Off Trade
In Good Company Brewing
03.2023 - 09.2023
National Account Manager - Off Trade
In Good Company Brewing (formerly Lion)
01.2022 - 03.2023
National Account Manager - On Trade
Lion Little World Beverages UK
10.2020 - 12.2021
National Account Executive - On Trade
Lion Little World Beverages UK
07.2019 - 10.2020
Key Account Manager
SA Brain & Company Ltd
12.2017 - 07.2019
Brand Development Executive
SA Brain & Company Ltd
02.2017 - 12.2017
Business Development Representative
AB InBev (now Budweiser Brewing Group UK&I)
04.2016 - 11.2016
Intern
National Corporation for Tourism & Hotels, Abu Dhabi
05.2013 - 07.2013
GCSEs - undefined
Ysgol Gyfun Llanhari
A Levels - Spanish, Law, Politics
Ysgol Gyfun Llanhari
BSc (Hons) International Business, 2:2 -
University of Chester