RootWave are pioneering the use of electricity to kill weeds, a sustainable alternative to traditional chemicals and an important
Agritec startup in Farming and Amenity markets.
As Global Head of Sales and a member the senior leadership team I had complete strategic ownership to develop a completely
new market for our innovative product opening doors by demonstrating indoors/outdoors to large groups of customers on
farms, parks, gardens, estate, councils, contractors and national organisations.
Key Achievements
• Initiated UK direct business winning notable customers – His Royal Highness the King at Highgrove, Transport for London,
Arsenal Football Club, English Heritage, Royal Greenwich Park, Exmoor National Park & Wildlife Trusts.
• Value of £3m of business won.
• Won self-appointed distributors within Netherlands, Belgium, Germany, Austria & France.
• Won orders for New Tractor mounted pioneering machine for Orchards & Vineyards.
• One direct report.

Strategic autonomy for the UK & Ireland region reporting direct to CEO in The Netherlands. P&L and budget responsibility.
Leading a European team of 5 Account Managers & 2 Customer Service Managers relations with Retail & network of PPE
Distributors/Wholesale across market sectors of Agriculture, Retail DIY, RNLI, Fishing, Construction & Food Processing.
Key Achievements
• Succeeded in increasing business every year now worth €17m, achieving 25% growth bonus in 2013, 18% in 2014 & 33% in
2015 & Record year earning 15.5% in 2016.
• New customers wins – Ernest Doe, Go Outdoor, Cromwell, Lyreco, Sports Direct, Survitec, Yeoman’s, Northern Diver,
Spalding’s, Gaol Force Marine, M&S, Brantano & Deichmann.
• Five remote direct reports.

General Electric (GE) – Lighting Category
Responsible for the largest European customer - Tesco accounting for 50% of GE Lighting total revenue. Full category management
supplying +160 technical lighting lines of both Tesco Private Label & Branded.
Key Achievements
• Won 2-year Tesco contract Feb 2010 worth £50m over 2 years & 100m light bulbs, incl. Private Label, LED’s & CFL’s.
• Record Promotional Sell - over 110 trucks worth of stock (£1.7m OFD) for Christmas 2010.
• Tesco Joint business plan (JBP) delivered target beating £28.2m in 2010.
• One direct report.

Carphone Warehouse (Office based) Mar 08 – Nov 2008
Management of Carphone Warehouse, accounting for over £146m turnover. Responsibilities included full account management-