DAVID BURFORD
3 Aston Chase, Stone, Staffordshire, United Kingdom. ST15 8SD
Telephone: +44 (0)1785 819209 (Home); +44 (0)7808 096 951 (Mobile)
Email: david.burford@coorsbrewers.com
PROFESSIONAL PROFILE
An enthusiastic and dedicated professional with extensive sales and marketing management experience acquired
from a diverse and rewarding career. Proven in the driving forward of sales growth through the identification and
development of new business opportunities. An inspirational leader who is adept at managing, motivating and
developing successful and productive teams to ensure full delivery of company objectives. Utilises excellent
communication and interpersonal skills to build mutually beneficial internal and external relationships, adopting a
confident approach to customer and supplier liaison. Quick to grasp new ideas and concepts, and to develop
innovative and creative solutions to problems. Possesses a high level of commercial awareness and thrives in
results orientated working environments.
CAREER SUMMARY
2004-date COORS BREWERS LTD. (UK)
April 2008 – to date Business Transformation Manager – Business Change Project
• Full time secondment into a cross functional strategic project, developing a fixed price framework,
investment strategy and customer trading terms. Presenting findings to the board for approval.
• Working closely with internal stakeholders and external consultants to develop and deliver a full business
change strategy for the next 3-5 years.
Jan 2008- April 2008 Marketing Manager – Brand Experience
• Responsible for managing the dispense requirements across all brands with particular focus on the delivery of the
Carling C-Font programme to time and in budget. (Updated Carling brand representation in outlet). Act as an internal
Marketing consultant with regards to consumer brand experience.
• Chair the weekly Dispense Execution Meeting, which is a cross functional group (Technical/Strat Sourcing/
Commercial and Marketing) who’s collective responsibility is to ensure that all dispense requirements across the
business are agreed, signed off and delivered to time and within agreed budgets.
2007-2008 Marketing Manager – Nurture Brands
• Leading a marketing activation team, accountable for the customer marketing function for C2; Carling Premier and
Speciality Beers (Kasteel Cru; Zatec and Palm)
• Providing direction and management for a team of three Marketing managers including full career development and
performance review responsibility.
• Seconded to lead a cross functional project to develop and communicate full Category Presentations across all brands.
Act as an internal Marketing Consultant on Category positioning for all Brands.
2006-2007 Carling Brand Manager
• Managing the Retail channel as a Carling brand Manager, involving responsibility for the management and
development of brand plans for the Retail trade channel
• Delivering day to day management to the Assistant Customer Brand Manager ensuring all targets are consistently
achieved and exceeded through ongoing performance monitoring and review
• Working with Innovation team to develop and implement Carling new product developments, assessing and making
recommendations for emerging markets and delivering multiple brand plans on time and within budget
2005-2006 Brand Initiatives Manager-Carling Brand Team
• Holding line management responsibilities for Assistant Customer Brand Manager, monitoring activity providing
direction where necessary
• Accountable for Cold Beer and the development of a cold strategy for Coors Off Trade, making a significant
contribution to the development of brand strategy and full responsibility for the Trade engagement plan
• Delivering Brand plans for Scotland, London and Ireland and facilitating the implementation of the old Firm
sponsorship property for Coors Off Trade (Retail).
2004-2005 Category Planning Manager
• Developing significant category partnerships with key retail customers (JS, Tesco & ASDA) identifying potential
collaborations in addition to successfully negotiating a full exclusive category partnership with Waitrose
• Building relationships with focus customers, accountable for negotiations and service delivery from initial
identification to successful completion
• Presenting shopper trend statistics and recommending opportunities to the sales teams, enabling the development of
clear workable category plans to facilitate maximum revenue
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• Working closely with the Category Development team who were tasked with space planning and range
recommendations across allocated accounts
CAREER SUMMARY (cont)
2003.2004 Anheuser-Busch Europe Ltd , Budweiser (UK)-National Account Manager
• Primary focus of the role to manage two convenience accounts with an annual turnover of £13 million,
across multiple head office and regional locations with full budgetary responsibilities
• Directly responsible for establishing and implementing pricing, promotion and new product development
strategies for all designated accounts
• Making a significant personal contribution to the creation of a new listing for recently launched brand
Michelob Ultra, responsible for the sourcing and organisation of the first off trade account for this product
• Playing a pivotal role in the improvement of the delivery of a failing trading relationship with a key partner
The Co-op, leading to an increase in forecasted volume sales of 35% in five trading months
Carlsberg Brewing Ltd. (UK) - National Account Manager
2001-2003
• Managing four convenience accounts with a turnover of approximately £12 million per annum, responsible
for maintaining the Own Label Brand Challenge Pils along with all core brands
• Accountability for a team of two territory managers and partial responsibility for one national account
executive, delivering all aspects of day to day management ensuring performance reaches required standards
• Negotiating and implementing pricing, promotion, and product development strategies for both Own Label
and branded ranges
• Total budgetary control with P&L responsibilities, ensuring the delivery of financial and volume forecasts
• Achieving preferred supplier status for the 2002 football World Cup through successful development of
promotional strategies and the creation of a promotional pack, leading to a market share increase of 10%
• Leading an initiative establishing a new listing for Carlsberg Export, resulting in an increase in turnover of
£300k and an account profitability improvement of 12% for the financial year
• Tasked with the integration process management for the T&S account following the Tesco acquisition
Coca-Cola Enterprises Ltd. (UK) - Regional Sales Manager
2000-2001
• Accountable for the recruitment, training and management of a team of six sales development
representatives, maximising productivity through ongoing performance monitoring and review
• Receiving recognition for high performance levels in the form of an appointment as a Convenience
Champion, requiring liaison with the account team and feeding back to relevant colleagues
• Designing and delivering advanced sales skills workshops to junior staff members, facilitating the
improvement of departmental skills leading to improved performance
Coca-Cola Sabco (Principle Coca-Cola bottler for South Africa)
1998.2000
1999-2000 Senior Account Manager
• Responsible for Wholesale and Supermarket trading areas for the biggest Coca-Cola bottler in South Africa
• Accountable for the management of six account managers a presence manager and multiple merchandisers
• Delivering sales in line with budgets, responsible for the achievement of business growth while controlling
expenses for the department
• Playing a key role in promotional events and activities on a National and Regional scale in collaboration
with customers as the appointed drinks category partner (Coca Cola), presenting detailed plans to support
recommended activities
1998.1999 Account Manager
• Directly responsible for the delivery of a contract with the regions top independent retailers guaranteeing
distribution of core brands in full compliance with company requirements, resulting in an increase in sales
by 18% and profitability by 10%
EDUCATION AND QUALIFICATIONS
MBA: Business Administration (2006)
Diploma: Marketing and Business Management (1995)
High School: Jeppe High School for Boys (South Africa)
PERSONAL DETAILS
Driving Licence: Full UK
Health: Excellent
Interests Include: Motor Sports, Water Sports, Golf and Rugby Union
REFERENCES ARE AVAILABLE ON REQUEST
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