I am a commercial strategy and sales transformation leader with 20+ years of senior leadership experience in FMCG across different international markets.

My career includes senior roles such as Commercial Director, Sales Director, Strategy Director and General Manager, working in scale international companies including SABMiller and British American Tobacco, as well as building and leading my own FMCG distribution business in Europe. I led large-scale sales and distribution transformations, and delivered sustained growth in volume, revenue, profit, and market share.

A core part of my work has always been coaching, training, and developing teams at all levels — from junior to senior managers. I have designed and delivered training programs in Commercial Strategy, Annual Sales Planning, Route-to-Market, Key Account Management, Trade Marketing, Commercial Excellence and Performance Management, often in complex, multi-country environments.

My teaching style is practical, structured, and experience-based. I focus on how the business works in real companies — not theory — helping professionals build credibility, discipline, and confidence in their commercial decisions.