Vikas Shukla
Willenhall,West Midland
Summary
Sales strategist and commercial leader with 24 years of experience across FMCG, retail, banking, and automotive sectors, focused on launching brands in new markets, driving sustained double-digit growth, and building high-performing teams. Proven ability to lead multimillion-pound operations through data-led strategy, market expansion, and cross-functional leadership. Currently driving commercial performance and regional growth as the Sales Controller at Vibrant Foods, overseeing £42M+ in annual revenue.
Overview
25
25
years of professional experience
Work History
Sales Controller
Vibrant Foods
11.2021 - Current
- Promoted for consistently surpassing commercial targets, and unlocking regional growth potential across key UK markets.
- Led strategic initiatives to deliver 15% year-over-year revenue growth, despite macroeconomic headwinds, and rising cost pressures.
- Recruited, structured, and scaled the field sales team from 5 to 10, enhancing reach and capability across the Midlands, North, and Scotland.
- Instituted clear KPIs, coaching frameworks, and territory planning, leading to 30 new account acquisitions in under a year.
- Aligned sales, marketing, and supply chain functions under a unified commercial strategy, boosting agility and execution.
Senior Sales Manager
Vibrant Foods
01.2021 - 10.2021
- Achieved 65% revenue growth by establishing the TRS brand presence in the Midlands and Northern UK, developing 50 to 60 customers in six months.
- Onboarded distributor, expanding turnover from £0.5M to over £12M annually through cross-selling strategies.
- Transformed Scotland’s declining market with targeted initiatives, generating over 48% revenue increase and enhancing channel performance.
- Implemented integrated sales campaigns that boosted customer loyalty and average order value, consistently exceeding KPIs.
Sales Manager
P&B Foods Ltd.
06.2009 - 11.2020
- Established Heera brand in zero territories of Midlands and Northern markets, building a client base from scratch.
- Achieved £0.4M in monthly revenue within three months, nearing £1M by end of tenure.
- Developed cost-effective operational and marketing frameworks, elevating Heera to second strongest local brand.
- Cultivated strong client relationships and implemented effective market strategies, driving consistent growth over 11 years.
Sales Executive
East End Foods
01.2006 - 06.2009
- Achieved 25% growth in regional sales within six months through targeted prospecting and tailored presentations.
- Secured clients in untapped territories to expand market reach.
- Recognized as top performer for exceptional results during high-stakes month.
- Managed key accounts, increasing customer satisfaction and retention rates.
Retail Banking Lead
ICICI Bank
02.2003 - 06.2005
- Achieved national top rank in lead conversion and account acquisition with 12-member team.
- Promoted to Lead - Retail Banking within one year for exceptional branch performance.
- Provided leadership in sales training, enhancing team effectiveness and productivity.
Sales Representative
Panasonic
03.2001 - 02.2003
- Expanded the regional distribution footprint by 30% across Uttar Pradesh.
- Negotiated strategic partnerships and launched campaigns, resulting in 25% sales growth.
Sales Associate
Apollo Tyres
01.2000 - 02.2001
- Supported dealer channels, driving 15% growth in regional sales.
- Coordinated sales logistics and marketing initiatives across territory to enhance performance.
Education
M.A. - English Literature
Nainital University
NainitalAdvanced Diploma - Sales & Marketing Management
NIS Sparta
Diploma - Web-Centric Computing (incl. MS Office)
NIIT
Skills
- Strategic sales planning and execution
- Market penetration and brand launches
- Team leadership and talent development
- Key account and territory management
- Sales forecasting and pipeline management
- Distributor and channel sales strategy
- Cross-selling and revenue optimization
- Data-driven decision making
- CRM and sales process excellence
- Go-to-market commercial strategy- planning & execution
Nationality
- British Citizen
Languages
Hindi
First Language
English
Proficient (C2)
C2
Punjabi
Upper Intermediate (B2)
B2
Timeline
Sales Controller
Vibrant Foods
11.2021 - Current
Senior Sales Manager
Vibrant Foods
01.2021 - 10.2021
Sales Manager
P&B Foods Ltd.
06.2009 - 11.2020
Sales Executive
East End Foods
01.2006 - 06.2009
Retail Banking Lead
ICICI Bank
02.2003 - 06.2005
Sales Representative
Panasonic
03.2001 - 02.2003
Sales Associate
Apollo Tyres
01.2000 - 02.2001
M.A. - English Literature
Nainital University
Advanced Diploma - Sales & Marketing Management
NIS Sparta
Diploma - Web-Centric Computing (incl. MS Office)
NIIT
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