1. RÉSUMÉ
JON RATCLIFFE
Contact details:
149 BANK STREET
SOUTH MELBOURNE VIC 3205
0408 354 704 (Mobile)
ratcliffejonathandavid@gmail.com
SUMMARY
• Skilled and knowledgeable Sales and Marketing professional
(including Petrol and Convenience, FMCG Food, Packaging
and Fast Food, Food Ingredients)
• Team player with strong business partnership skills
• A senior Management role for 10 years in the Fuel Industry
with Shell and a Regional petrol station Group
• New Business Development roles and customer service
strengths
• Highly organized energetic team player with proven track
record in the Fuel Industry and the Food Industry, managing
Local, National and International accounts
• Highly motivated, confident and a self starter
• Ran my own Food business (Small business Enterprise)
Jon Ratcliffe Page 1

2. EMPLOYMENT HISTORY
December 2013 – December 2015
Small Business Enterprise Owner
Coffee Shop and Take away Café, Tullamarine
I bought an existing business and ran it for two years. The business used all my experience that
I had gained from my previous Corporate life.
Responsibilities:
• Sales of food, coffee and beverages rose by 15% from when I bought it
• Cash flow management, profitability and investment
• Health and safety, training, supervision, purchasing and accounts payable
• BAS tax, superannuation and staff welfare
• Coffee sales, Fresh hot and cold food and beverages
• Catering sales, Hot food and sandwich platters
• Managing 5 staff
• Day to day running of a small business (hands on and ownership responsibilities)
April 2009 – November 2013 Franchise and Business Development Manager
APCO Service Stations
My role at APCO was exciting and varied. I was employed to inject growth in sales, partnering
and cohesiveness within the Franchise group and introduce some sales measurements within
the fuel, retail and franchise operations at APCO. This role included improving Franchise
selection, on time and on budget new store openings, staff training, all commercial systems,
operational running of sites, sales improvement and marketing strategies. I had several
departments reporting to me and I enjoyed working with, leading, setting and measuring goals,
motivating, mentoring and improving staff skills within the APCO organization.
Responsibilities:
• Manage Sales and Marketing strategies to grow store sales growth. Sales were up 5%,
profitability improved by an average of 3% and introduction of Category management
• Managed and improved Franchise Business systems. Including Alliance/Compliance
audits (Demonstating the benefits to Franchisees), site audits (4 per year) and a
monthly mystery shopper program. This improved the traffic routes, impulse
opportunities and store layout in stores and increased store traffic numbers by 10%.
• Managing Supplier and Head office partnerships to get the best financial results for the
Company. Improved discounts for all Franchisees (increasing their profits). More focus
given to top 10 major suppliers delivering a $2M benefit to the bottom line
• Organising and running the Franchise of the Year Awards. Resulting in more motivated
and engaged Franchisees. Improvement in retention rate, resulting in no franchisees
leaving the organisation in last 2 years (saving training costs in start up of operators)
• Improved Marketing strategies, monthly promotional programs, delivering sales growth
of 5% per year, improved store traffic, (up 10%) and greater use of selling space within
the stores. Slow selling lines were deleted through category reviews and greater
support from suppliers. The result was a more successful model.
• TV and Radio advertising. Working with advertising agencies to make commercials.
Working with TV and Radio stations, booking slots to co-ordinate with company
promotional programs to gain improved sales results, up 5% at store level.
• Improved trading terms, better discounts and category management. Strict adherence
to Trading terms and Compliance programs in store, shelf space management and
planograms. Focus given to the major categories (Tobacco, Beverages, Confectionary
and Food)
• Organizing government training grants ($3000) for console and Cafe staff, resulting in
better skilled staff, better retention rates and increased job satisfaction
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3. • Big improvement to Franchisee and Head Office relationships, by demonstrating the
improvements of stores, and lifting the performance of poorer performing stores
Achievements:
• Increase of 5% in retail sales growth for Total Group every year.
• Increased store profitability by 3% to 37%
• Introducing budgets and goal setting. To drive increased effort and direction of
Franchisees and other department within the organisation
• Took part in a 12 month ‘Total Store’ review study on all aspects of the APCO business
model (Coles Express model) Delivering better profitability, increased sales, more store
traffic and better category management in all stores
April 2005 – March 2009 National Wholesale Fuels Manager
Shell Company of Australia
During this 5 year period I held two roles at Shell in the Commercial Fuels Division, one with
Regional and one with National responsibility, and being a member of a National and Strategic
team. The National Accounts were Independent Fuel customers. 7 Eleven Stores Pty Ltd (190
sites), United Petroleum (200 sites plus 200 distributors) and Matilda Fuels/Neumanns (90
sites)
Responsibilities:
• All the day to day demands of three National accounts. Multi-tasking with logistics,
pricing, contract compliance, payments and forecasting.- I changed the culture and
relationship between Shell and these accounts and grew the business by another 400
million litre per year (+25% increase)
• Contract negotiation, new business growth and problem solving – I lead a cross
functional team and we achieved very successful outcomes for Shell and the
customers. This resulted in covering overheads at terminals and contributing to profits
• Forecasting of demand through 10 different terminals nationally. Working closely with
all departments within the customers organisations, senior management, supply,
orders, accounts departments and IT – Cost savings in inventory costs, $1M per year
• Building strong relationships with key stakeholders in each state. Head offices were
based in Melbourne and Brisbane, but some operational issues were handled locally or
interstate. I dealt with complexity and prioritizing of tasks to deliver a successfull
partnership, which in turn resulted in more volume and profit for Shell. $1M per year
• Formulating annual sales budgets with 15% growth on prior year.
• Achieving sales targets in excess of $1.6BL (1.4BL litres of fuel) with a significant
contribution to profit
• Being the largest contributor to the Shell Commercial Division (wholesale fuels
segment)
Achievements:
• Re-signing of two rounds of major contracts in the wholesale segment (7 Eleven,
United) United – 700M, 7/11 – 600M and Matilda – 100M
• Significant improvement in customer relationship to stimulate growth in these major
accounts. Contribution to profits $3M, Overhead recovery $1M, Volume increase 4M
• Turned around challenging customer relationships to drive volume and profit growth by
adding value and understanding customers needs
• Successful and accurate budgets achieved
February 2003 – March 2005 State Sales Manager Victoria and Tasmania
Huhtamaki
Huhtamaki was a specialised packaging company supplying the Foodservice industry, Dairy
industries and Fresh Produce suppliers (meat, eggs, fruit and vegetables) with paper, foam and
plastic packaging solutions. Huhtamaki’s brands include Polarcup, Lily and Chinet.
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4. Typical Retail and Foodservice end users were 7 Eleven, Coles Express, Coffee roasters and
venues like the MCG, Docklands Stadium and the Tennis Centre (beer cups, wine glasses and
fast food packaging), and contract caterers like Sodexho, Spotless Catering and Delaware Nth.
Responsibilities:
• Key Account Management of packaging Distributors in Victoria (7) and Tasmania (2).
Working with Sales Managers, salesforces and senior management at each account.
Achieving a 33% growth of business each year, and increased profitability by 3%
across the range
• Presenting sales promotions to grow the business (+33%) and increase profits (+3%)
with new business and product launches (6 per year)
• Building strong relationships with key users in Victoria. (Coffee companies,
convenience stores, hospitals, contract caterers, breweries and small to medium sized
fast food outlets) Greater sales and buy in of new profitable products
• Achieving sales budgets for 2 years with a 33% increase year on year, $5.5m sales with
a average profit margin of 35%
Achievements:
• Successfully turned around declining sales in many categories, Introduced consistent
pricing policies, earned the trust and support of the major Distributors
• Raised the level of professionalism in the role through hard work and determination
• Won new business with coffee companies, beer companies, vegetable and meat
packing suppliers
January 2002 – December 2002 National Sales and Marketing Manager
ColdTRAC Logistics
ColdTRAC Logistics was a division of an established freight company, called The Letterbox Group which
specialised in providing delivery solutions to the retail food industry. It had a national network of warehouses,
and a flexible fleet of delivery vehicles in each state.
Operating in a niche segment, it provided an express delivery service to all mainstream retail outlets,
supermarkets and convenience stores. (For example, Coles, Woolworths / Safeway, Shell, BP and Mobil)
The fresh products were short shelf life foods, (like bakery items, salads, meat and poultry and dairy products.)
which required regular on time deliveries to many stores.
ColdTRAC Logistics
Responsibilities and Achievements:
• Successful Launch of ColdTRAC
• Completed Sales Strategy and roll out of sales programs.
• Completed Marketing Strategy, established market profile and a reliable reputation Nationally
• Developed close business relationships with all major customers
KRAFT FOODS LTD (1990 – 2001)
2000 – 2001 Kraft Foods - Key Accounts Manager Middle East / Asia
Responsibilities and Achievements:
• Introduced and drove Regional Key Account Growth Strategies to substantially increase the size of
the International business. (Middle East, Africa and Asia) Increased by 50%
• Identified growth and branding opportunities in fast food and dairy industries to drive more sales
and profits for the Company. (Singapore, Malaysia and Hong Kong) A$5M sales and A$2M profit
• Successfully ran a business review and renewal of the supply contract for McDonald’s (+6%),
Burger King ( +40%) and Subway (+35%) in the Region. A$3M sales
• Managed the successful sensory work and alignment of McDonald’s cheese cutting results with
Kraft’s Quality Measurement Panel (QMP) to retain ‘Target’ status. (Hong Kong)
• Increased the number of countries in which Kraft supplies products to (new business in 10
countries)
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5. • Burger King new business: Thailand, Philippines, Taiwan and Jordan, delivering an increase in
incremental volume of +40%
• Designed and Negotiated a new Regional Pricing Policy for Burger King Asia, The Middle East,
Australia and New Zealand
1997 – 2000 Kraft Foods - Business Manager, Middle East and Africa (MEA)
Responsibilities and Achievements:
• Managed all projects relating to the MEA Export market to deliver budget and strategic targets.
A$150M
• Project management and communication relating to MEA, and Australian operational business for
this Key Export market (65% of Exports)
• Project Leader for all new product launches, pack/label or formulation changes. Ensured projects
were run efficiently, with competing Company resources, and were launched on time to the market.
Increased profits, sales and overhead recovery
• Identified productivity savings, and briefed relevant departments on specific projects to deliver
targets for each year. A$2M per year
• Worked with production planning, manufacturing, logistics and Kraft’s shipping companies to deliver
a shorter supply chain from order receipt to delivery to the market, thereby improving product
freshness and competiveness with local suppliers. Resulting in increased market share and profits
• Reversed Kraft’s market share decline of Cream Cheese Spread in the Middle East, by launching a
new range of glasses and large packs (1kg) into the Market. Retail sales value of this market was
worth US$100M. Share grew from 21% in 1997 to 41% in 3 years ( I received a Kraft President’s
Award for this achievement)
• Delivered 30% volume growth of the business over the 4 years. (US$84M to US$117M)
• Identified Productivity savings of $1M each year, which was invested in sales promotions to drive
share and category growth.
• I initiated improved communications between Kraft’s production team in Australia and the London
based marketing team
• Gained a very good understanding of the Middle East market
1990 – 1996 Kraft Foods - National Food Ingredients Manager, Australia
Responsibilities and Achievements:
• Focused on the top 20 Major customers to deliver 80% of the Division’s profit, (Turnover was $12M
and profit was $4M)
• Retained contracts with major snackfood, cheesecake and dip manufacturers, and grew volume
particularly in the cream cheese category
• Successfully managed extra ordinary events, like the sale of the cheese powder business and a
Company wide product recall. (Peanut butter)
• Successfully managed the Division to deliver increased volumes (approximately 10% each year) and
increased profits (approximately 5% to 9% p.a.)
• Presidents award for exceptional work in managing all aspects of the Ingredients Division 1994
PREVIOUS WORK HISTORY
1989 – 1990 National Marketing Co-ordinator, Hungry Jacks, Australia
1988 – 1989 Promotions Manager and Media Assistant, General Foods*, U.K.
1986 – 1988 Sales Administration Manager, General Foods,* U.K.
1984 – 1986 Foodservice Major Accounts Manager, General Foods,* U.K.
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6. 1982 – 1984 Foodservice Sales Representative, General Foods,* U.K.
*General Foods, U.K. was known as Cottees in Australia
PERSONAL DETAILS
EDUCATIONAL: Tertiary:
Nene College, Northampton U.K 1987
Degree in Marketing (MRCIM)
(Member of the Royal Chartered Institute of Marketing.)
Henley College of Management U.K. 1978 – 1982
Degree in Management (MHCIMA)
FURTHER EDUCATION: Numerous courses for senior management at Shell, Kraft and
Huhtamaki including negotiation skills & presentation skills (Rogen),
ASSOCIATIONS: Royal Chartered Institute of Marketing
Hotel, Catering and Institutional Management Assoc
Arab Chamber of Commerce
REFEREES: Available on request.
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7. 1982 – 1984 Foodservice Sales Representative, General Foods,* U.K.
*General Foods, U.K. was known as Cottees in Australia
PERSONAL DETAILS
EDUCATIONAL: Tertiary:
Nene College, Northampton U.K 1987
Degree in Marketing (MRCIM)
(Member of the Royal Chartered Institute of Marketing.)
Henley College of Management U.K. 1978 – 1982
Degree in Management (MHCIMA)
FURTHER EDUCATION: Numerous courses for senior management at Shell, Kraft and
Huhtamaki including negotiation skills & presentation skills (Rogen),
ASSOCIATIONS: Royal Chartered Institute of Marketing
Hotel, Catering and Institutional Management Assoc
Arab Chamber of Commerce
REFEREES: Available on request.
Jon Ratcliffe Page 6