Hi, I’m Alex, and I’m a senior commercial leader with over 25 years’ experience across the drinks industry, spanning global FMCG brands and high-growth independent businesses. My career journey from field sales through to board-level leadership has given me a practical, end-to-end understanding of what drives sustainable commercial success.
Over the past twelve years, I have held Managing Director, Sales Director and Commercial Director roles: leading teams, shaping multi-year strategies and delivering profitable growth. I bring extensive experience across on-trade, off-trade and broader multi-channel environments, enabling a rounded and pragmatic approach to route-to-market strategy, customer management and brand development.
My category experience includes soft drinks (Red Bull), beer (Ossett Brewery, Northern Monk) and spirits (NIRVA), alongside senior commercial leadership experience outside the drinks sector. This breadth allows me to adapt commercial thinking to different business models, growth stages and market challenges.
With a strong industry network built over 25 years, and a reputation for combining strategic clarity with hands-on execution, I work closely with founders, leadership teams and investors to turn commercial ambition into reality.
More About Alex
My category experience includes soft drinks (Red Bull), beer (Ossett Brewery, Northern Monk) and spirits (NIRVA), alongside senior commercial leadership experience outside the drinks sector. This breadth allows me to adapt commercial thinking to different business models, growth stages and market challenges.
With a strong industry network built over 25 years, and a reputation for combining strategic clarity with hands-on execution, I work closely with founders, leadership teams and investors to turn commercial ambition into reality.
Client Reviews
Gary Williams & Beth Greenwood
BID Group Limited
“Sam quickly got to grips with how we operate and made practical improvements to our BigChange system. The changes to our processes and worksheets have made them far more efficient, giving us better data and improved visibility across the business.
His ongoing support has been excellent, always responsive and focused on helping us understand and improve things ourselves. He’s made a real difference to how we work day-to-day.”
Paul Robinson
Managing Director, Nationwide Lift Services
“We weren’t getting the most out of BigChange and were close to leaving, but after working with Sam, everything changed. He introduced better processes and made simple but effective improvements that transformed how we use the system.
We’re now more efficient, manage jobs better, and both our engineers and office staff actually enjoy using it. We’re finally seeing the benefits we expected from the start.”
Scott Morgan
CEO, PHD Mechanical
“Sam transformed our BigChange system from something fragmented and inconsistent into a structured, reliable platform. He improved how our data is organised and accessible, significantly reducing errors and duplication.
He also made everything easy to understand, helping our team use the system with confidence. His impact has allowed us to focus on growth rather than fixing issues.”
Simon Whitbread
Managing Director, VM Elevators
“We’ve worked with Sam for several years, and his expertise has played a key role in streamlining our operations. His ideas and technical input continue to deliver real improvements across the business.
He works collaboratively with the team and adds value at every stage. We wouldn’t hesitate to recommend him and look forward to continuing the partnership.”
Tasha Payne
External Contracting Team Manager, Insta Group
“Sam quickly understood our business and translated our needs into practical solutions within BigChange. His work has helped streamline processes and improve overall system functionality.
We now have better visibility and are using the platform far more effectively. It’s been a really positive experience, and we’d highly recommend him.”
Work With Me
If you’re looking for expert support to help your business grow, I’m here to work with you every step of the way.
INTRODUCTORY CALL
An initial conversation to understand your business, challenges and objectives.
TAILORED PROPOSAL
A clear, practical proposal outlining recommended support and approach.
WORKING TOGETHER
Hands-on commercial support focused on delivering real outcomes.