HA Collective develops, markets and distributes skincare and nutritional supplement and powderproducts. Leading strategic direction and growth of the business whilst capitalising on increasingdemand in Australia, South East Asia, Middle East & USA markets. This comprised of development and global execution of multi-year business and strategic customer plans, maximising the influence of capital injection to springboard company profits.Designed and implemented investment strategy to meet business growth plans and ensurecommercial sustainability.

An executive leadership role, I set the direction for Freedom Foods’ newly established Nutritionals & Milk Inputs business unit, leading multi-year strategies and customer plans to drive revenue, profit and market growth across Australia, South East Asia and China. I also lead the Group’s dairy strategy, and since 2018, have forged a new way forward to meet increased procurement demand while ensuring commercial viability for farmers. Today, I lead a business that represents 60% of the business’ profit and working in partnership with key internal and external stakeholders, are set to position Freedom Foods in the top 2% of dairy protein producers globally.• Delivered double-digit revenue and profit growth year on year, increasing market capitalisation to place Freedom Foods in the ASX200;• Returned a multimillion-dollar manufacturing capital investment through new business development into protein powers, negotiating a multimillion-dollar long-term agreement with global pharmaceutical;• Established Freedom Foods direct dairy farm supply base from the ground-up to procure 400M litres of supply;• Influenced wider growth within the dairy industry, bringing a new way of thinking to gate pricing that ensures long-term commercial viability for farmers.

Appointed Acting CFO in 2015, I built the capacity and capability of the accounting, finance and IT teams to support a rapid growth trajectory. In FY15/FY16, I held accountability for the financial health and integrity of the business, overseeing end to end financial management including cashflow, budgeting & forecasting, treasury, statutory reporting, audit, tax, consolidation and corporate governance. In 2016, and as a result of significant growth, my role shifted to lead commercial finance for the Group. Providing leadership across product pricing, lean manufacturing, effectiveness and OPEX management, I also managed relationships with major retailers, including Woolworths, Coles, Aldi and Costco.• Led Freedom Foods through a period of +35% YOY revenue and profit growth to position the business as one of Australia’s fastest growing food and beverage companies and a Top 5 supplier to major retailers;• Drove a 4 base point increase in Group margin in FY18 through a focus on internal analysis, category margin benchmarks, promotional effectiveness, price strategy and cost management;• Built production capacity and capability via capital investment in state-of-the-art manufacturing facilities;• Managed a multimillion-dollar portfolio of brands and manufacturing facility acquisitions;• Implemented a new BI platform and reporting suite (ERP) that mitigated risk and improve visibility across performance, selected as a best practice example to QAD’s global customers.

Appointed to lead the growth of the Seafood category and New Zealand market, I developed and executed data-led business development, sales and marketing strategies and promotional plans that expanded the customer base and elevated performance across channels. I led a series of sales, growth, cost and quality improvements to deliver on market share, revenue and profitability targets. A customer-facing role, I also managed key account and pricing strategies with major retailers across ANZ.• Increased profitability by 13% whilst effectively managing price pressure on cost of goods, translating data insights to identify optimal price points and competitive promotions;• Delivered a 10% uplift in sales by identifying and converting new SKU opportunities in line with market trends, managing development and launch with manufacturers, suppliers and producers;• Led the first re-brand of the Brunswick range for ANZ.

Joining Freedom Foods in 2011, I led the day to day activities of the accounting and commercial finance functions, enabling the CFO to focus on strategy, M&A and manufacturing opportunities. A period of ambitious growth, I provided technical leadership to 30 accounting and commercial professionals spanning head office and manufacturing sites, and identifying new ways of working, drove major gains in performance.• Delivered a 3-fold reduction in month-end reporting time through IT solutions and automations, with time and resources saved diverted back to value-add commercial activities;• Reduced costs and increased profit of manufacturing sites by 35%, leading business case analysis for capital investment projects to ensure strong ROI;• Built the commercial and business partnering capability of the team to enable 40% YOY growth.

Joining the business when it traded as VersaCold Logistics to lead the accounting and finance teams, I used analysis and insights to defend revenue and identify profit opportunities while ensuring the business continued to meet customer expectations. In doing so, I delivered 15% savings on the Coles account. During this period, I also led several successful key tenders from financial modelling to end negotiation.

Progressing from a relationship management role to Commercial & Financial Analyst, I developed and executed strategic reporting and national sales pricing templates for Coca-Cola Amatil’s largest division, Grocery and Petroleum, representing 65% of the business’ profit. Key outcomes included pricing models for optimal shelf price, discount, competitor analysis and profit growth that are still in place today.