A graduate in Business and Finance specialising in Brand Marketing and a member of the Institute of Export, Michael is a FMCG commercial specialist with over 30 years sales experience in International Marketing and Development. Prior to joining BIC Innovation, Michael was Export Director for Wessanen NV, Europe largest healthy Food group. Working at board level, leading the international development of 7 healthy food brands across a range of categories, developing the international strategic marketing plans to support and achieve company objectives. In addition, Michael advises and assist a number of Food and Drink brands with their International development and worked for the Department of International Trade, Whitehall – Food division as their Food & Drink Trade Specialist.
Michael can demonstrate practical experience of taking niche domestic brands out to mass international markets, using strategic marketing tools to help businesses understand their competitive position and their marketplace. Michael understands the value of using market intelligence and developing a 3–5-year International strategic plan to assist business’s to grow their International presence.
Michael is experienced in using a range of tools to develop International brands including packaging development, partner selection, term of business, Cross border tariffs and customs clearance, International marketing, IP protection and event management including trade and consumer international shows.
In one sentence, what do you do at BIC?
Delivering International Trade development programs and the Welsh Food and Drink Export club in the Food and Drink sector.
Tell me how you got started in your career.
From University started out in FMCG sales with UK largest tobacco company and then moved over to food and Drink with Del Monte, Clipper Teas, Whole Earth and Kallo Foods
What’s the worst job you’ve ever had, and what did you learn from it?
University Job working in Wimpy’ s first fast food burger bar in Kingston upon Thames over Christmas period. I learnt that I was a dab hand on the French fries section but still to this day I have dislike for fast food burgers!!
If you could only eat one item for every meal for the rest of your life, what would it be?
Spaghetti Carbonara from Vincenzo’s trattoria at Porto Pia, Rome.
If you could choose a superpower, what would it be?
Next weeks lotto numbers