Guy Mcbride Email & Phone Number

Developing strategic plans and implementing launch of ambient Juice Drinks and Smoothies into the Retail/ Wholesale/ C&C/ Foodservice markets, from a ‘start up’ new business. Key successes include:- Listings negotiated with Booker, Parfetts, Dhamecha, Costcutter, Netto, and +50 other customers. - Build Telemarketing and Sampling resource; identifying and reaching every significant retail and foodservice buying point in the UK.- Drove trade awareness campaign with a series of trade and consumer shows and PR initiatives.

Spearheading launch of branded frozen desserts range into the UK market, setting up the office, back office systems, sales and marketing plan, support agencies and implementing into wholesale network and foodservice operators. Key successes include:- Successful exhibition programme including Hotelympia and Food & Drink Expo. - New business supplied to National network of Wholesalers together with major end-user customers.- Direct Marketing campaign developing 50 new business initiatives with targeted wholesalers and National Accounts across all key Foodservice sectors.

Leading the development of Consultancy, Research and Outsourced Salesforce Services to branded manufacturers in the UK Foodservice market. Pioneering the strategic direction, defined services offer, fee quotation and delivery of project workload; including Associate recruitment, new business pitching, and market communications. Key successes include:- Delivery of new business unit concept for multi-national Coffee manufacturer, including vision/ identity/ goals, product/ equipment specification, service delivery and initial trade introductions. - Developed a network of high calibre Associate Consultants to deliver the Fusion Projects workload, together with agency collaborations enhancing Fusion’s services capabilities. - Conducted Foodservice industry wide high level interviews identifying best practice in food.

Led the Sales and Marketing initiative for a £25m Tetley Foodservice business delivering to all Operators via the wholesaler/ C&C network, controlling a Marketing budget of £1.3m, and a team of 9. Determined the strategic marketing plan and recruitment/ development of marketing (SBM and Marketing Exec) and sales (ADs, NAMs, BDMs) staff. Key successes include:- Market leadership achieved 2003 (+8% share y/y) in declining market with 13% profit growth - ‘Strategic Category Partner’ supplier status for tea with 3663 and Brakes delivered wholesalers- Key Project Manager in developing £84m JV Business Plan for Hot Drinks Dispensing business.- ‘Foodservice Brand of the Year’ Award 2001 & 2003 by Federation of Wholesale Distributors

Developed overall sales and trade marketing plans for all National/ Regional Accounts in Foodservice. Winning high profile accounts, including the largest UK Account for tea (Compass).

Pioneered the sales and marketing plan for ‘Aspen Book Marketing’ retailing books to Grocery Mults. Clients included: Safeway, Somerfield, Asda, and Compass.

Second line manager of team of 14 NAMs/ NAEs in Catering Sector consisting of Delivered Wholesalers, National Accounts, Independent 'Free' trade and Vending customers worth £44m.