Toni Ann Richards
Huddersfield,West Yorkshire
Summary
Accomplished professional with extensive expertise in commercial strategy and planning, P&L management, and National Account leadership. Demonstrates proficiency in joint business planning, FMCG and grocery retail, and commercial negotiation skills to drive revenue and margin growth. Skilled in forecasting, demand planning, category and promotional planning, with a strong focus on relationship management and team leadership. Adept at business development strategies, commercial reporting and analysis, supply chain collaboration, and retailer management. Proficient in Power BI, advanced Excel skills, and CRM systems knowledge. Committed to leveraging these competencies to achieve strategic business objectives.
Overview
14
14
years of professional experience
Work history
Head of National Retail
KTC Edibles Ltd
2023.01 - 2026.05
- Lead the commercial management of major UK grocery retail accounts across national supermarket groups.
- Manage accounts with a combined annual turnover exceeding £50m.
- Delivered 26% year-on-year revenue growth alongside 10% prime margin growth across key retail accounts.
- Develop and negotiate Joint Business Plans (JBPs) focused on sustainable growth, profitability, and long-term customer partnerships.
- Lead commercial negotiations across pricing, promotional activity, range reviews, and annual agreements.
- Drive strategic account planning to maximise revenue opportunities and strengthen retailer relationships.
- Analyse commercial performance, profitability, and market trends to support business growth strategies.
- Collaborate with supply chain, production, logistics, and purchasing teams to ensure operational excellence and customer satisfaction.
- Lead and develop internal sales and administration teams to improve performance and operational efficiency.
National Retail Account Manager
KTC Edibles Ltd
2020.01 - 2022.01
- Managed selected strategic retail accounts within the grocery sector.
- Supported delivery of commercial growth plans through pricing strategy, promotions, and retailer engagement.
- Built strong relationships with retail buyers and key stakeholders.
- Produced sales analysis, forecasting, and commercial reporting to support business decisions.
- Coordinated demand planning and promotional activity to ensure product availability and maximise sales performance.
National Accounts Coordinator
KTC Edibles Ltd
2017.11 - 2020.01
- Supported the management of major retail accounts and day-to-day commercial operations.
- Produced costing analysis and maintained pricing structures aligned to commodity fluctuations.
- Managed retailer systems, promotional planning, and sales reporting.
- Supported forecasting and supply chain coordination to minimise stock issues and improve service levels.
- Assisted in delivering commercial reporting including P&L analysis and account performance metrics.
Customer Account Manager
Certas Energy
2015.09 - 2017.11
- Managed commercial customer accounts across domestic and large business sectors.
- Negotiated pricing agreements and supported new business development opportunities.
- Built strong customer relationships and identified growth opportunities through account management.
National Account Manager
BIC Graphic Norwood
2012.01 - 2015.08
- Managed national client accounts and customer relationships.
- Supported commercial growth initiatives and contract negotiations.
- Delivered customer account support, quotations, and operational administration.
Skills
- Commercial strategy and planning
- P&L management
- National account leadership
- Joint business planning
- FMCG and grocery retail expertise
- Commercial negotiation skills
- Revenue and margin growth
- Forecasting and demand planning
- Category and promotional planning
- Relationship management
- Team leadership and development
- Business development strategies
- Commercial reporting and analysis
- Supply chain collaboration
- Retailer management expertise
- Power BI proficiency
- Advanced Excel skills
- CRM systems knowledge
References
Available upon request.
Earlier Career Experience
Additional experience within administration, customer service, hospitality, property, and operational support roles, developing strong communication, organisation, and client management skills.
Timeline
Head of National Retail
KTC Edibles Ltd
2023.01 - 2026.05
National Retail Account Manager
KTC Edibles Ltd
2020.01 - 2022.01
National Accounts Coordinator
KTC Edibles Ltd
2017.11 - 2020.01
Customer Account Manager
Certas Energy
2015.09 - 2017.11
National Account Manager
BIC Graphic Norwood
2012.01 - 2015.08