Wesley Morrissey

• Responsible for defining and executing the overall B2C and B2B Sales Strategy, to drive revenue and profitability growth in line with the overall business goals
• Currently managing a team of 25 Sales Managers and executives to deliver the overall Sales Revenue and Profitability
• Development of the Coffee Planet Sales Strategy across the entire business in order to meet the growth and value aspirations of the Board of Directors
• This includes establishment of sales objectives and KPIs, team management, motivation and monitoring as well as forecasting and budgeting top line revenues and profitability in line with the company’s objectives and growth ambitions
• Working closely with our International Distributors across the Middle East, African, SE Asian and European markets, to ensure we are jointly maximizing the Coffee Planet opportunity in these regions
• Build & maintain strong, long lasting customer relationships with key existing stakeholders, as well creating new relationships with New business clients
• Up to date knowledge of professional market and product knowledge within the coffee industry as well as competitor landscape and trends in order to make educated strategic decisions and develop informative reports accordingly
• Develop appropriate policies and procedures to cover key areas of sales activity and ensure effective systems are in place for monitoring compliance to established service standards
• Implementation of suitable systems to control and monitor performance for sales activities function of the business, as well as implementation of enabling technologies or processes through CRM
• Ensure that the sales team are working in a highly motivated environment
• Offering mentorship, knowledge and expertise, to help and support the team in their everyday roles
• Develop and deliver internal Training Development programmes for the sales team, to give them the skills to establish and build relationships with new and existing clients, as well as increase productivity.

• Gulf Region
• Responsible for Total Volume, Revenue and Margin performance across the Gulf Region relating to the 2 largest Retailers - Carrefour & Lulu
• On target to achieve over 700m in revenue in 2022 (+18%)
• Managing a team of 6 Key Account executives across the Gulf region to deliver our KPIs and objectives
• Managing above and below the line activates to drive revenue and margin growth YOY
• Joint Business Planning with Top 2 National Accounts – preferred Partnership
• Promotional Exclusivity & Rotational Activity (Eg: Carrefour exclusive promotions)
• Account H/O to store commitment
• Account Complexity Management Solutions
• Space to Share Management
• Epos Data usage / Education of Retailer
• Brand Support Solutions
• Training – Upskilling our team with ongoing development training
• Identified and pursued valuable business opportunities to generate new company revenue and improve bottom line profit

• Controlled P&L responsibility for €6m turnover
• Delivered budgeted sales/profit and commercial strategies
• Shaped sales, marketing and operations strategies to drive profits
• Grew revenue from €5m to €6m
• Delivered YoY growth, 2015/16 (+21% revenue, +16% margin, +56% EBITDA)
• Established relationships with key customers and influencers, both head office and clients
• Tendered and won €100k p.a
• Contract at Cliffs of Moher, competing against 14 major coffee companies
• Key role in winning European wide contracts with Intel and Symantec, 2015 (worth €3m p.a.)
• Sole responsibility for securing European contract extension for Intel through engaging with other markets
• Led a team of 48 staff, both field sales and office
• Reinvested in sales people to grow revenue by +21%
• Reduced overheads by 18%, 2015/16
• Reduced payroll by +11%
• Reduced annual fleet costs by €65k, 2016.
• Reviewed financial and operational reports on regular basis to make effective decisions

• Led sales team to drive performance, profitability and new business
• Delivered €13m to €15m sales p.a
• Developed customer relationships with large clients, both at local and head office level
• Worked with trade marketing to develop and implement strategic marketing plans
• Achieved +11% sales versus budget, 2013
• Increased buying stores by 6% (54 stores)
• Implemented incentive scheme to hit Group Q4 sales revenue target, 2014
• Team hit +9% target
• Launched and trialled a new bakery concept in my region, 2013
• Achieved 34% uplift in sales
• Analysed trends to reduce waste by 13%
• Store used as testimonial site for other roll outs
• Presented at food tradeshows.

• Drove Revenue growth in key retail accounts (Musgraves, ADM Londis, Costcutter, Subway & forecourts)
• Designed and implemented innovative promotional and marketing strategies
• Forecasted and controlled budget spend for accounts, and ensured ROI in line with targets
• Grew ADM Londis customer base by 11%, 2009
• Converted 31 non buying stores
• Achieved +3% YoY growth in 2010, an extremely tough trading year
• Achieved +14% YoY account growth, 2011 (target 0%), and 34% uplift on volume versus previous Xmas
• Received PepsiCo Reward & Recognition Award, 2010

· Promoted to Regional Sales Manager (West of Ireland), August 2007. Reported to National Sales Manager.

· Lead a team of 12 Van Sales Reps.

· Analysed market data to develop and implement local marketing strategies.

· Achieved +23% growth in 2006/07.

· Achieved +8% growth in 2007/08.

· Increased distribution of Top 10 lines from 68% to 84%.

· Achieved largest number of secondary displays (487) placed in trade versus other three areas of business.

· Instrumental in growing sales within Gala retail group by 24%.

· Reported to Regional Sales Manager.

· Responsible for managing large grocery retailers and wholesalers across North Munster.

· Built relationships with customers to drive revenue and maximise opportunities.

· Grew sales by +18% YoY within region.

· Placed 26 secondary display units in one store during Xmas period, highest no. placed in 1 store in Ireland.

· Recruited and led a team of 3rdparty merchandisers. Uplifted product pull through and repeat purchase.

· Received PepsiCo Sales VIP Award, 2005.

• Responsible for managing symbol retail groups and independent retailers
• Transformed area from -12% to +33% in year one
• Built strong working relationships with customers
• Awarded PepsiCo / Boyne Valley Sales Rep of the Year, 2001
• Received PepsiCo Sales VIP Award, 2003.