COMMERCIAL MANAGEMENT · FMCG & RETAIL

Senior Commercial Manager & Margin Recovery Specialist

I take control of complex P&Ls, rebuild trade spend structures, and turn margin leakage into recovered profit — fast.

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P&L Managed

Revenue Growth Delivered

New Business Listing Secured

FLORA / UPFIELD

DISCOUNTER CHANNEL

GÜ / BIDFOOD

£21M

23%

£800K

Three P&Ls. One consistent pattern.

Track Record

Flora Food Group

Senior Key Account Manager, 2023 – 2025

Problem

£360k of fixed trade investment locked into unconditional terms, structurally eroding margin.

Action

Restructured into conditional, performance-linked terms across a £9m P&L.

Result: Protected margin integrity while delivering 23% channel growth and the business's first private label win.

Gü Desserts

National Account Manager, 2022–2023

Problem

Trading terms across Discounters and OOH were structurally unprofitable, with no route into frozen foodservice.

Action

Negotiated double-digit CPI and built a new frozen supply chain and single-serve format.

Result: Structurally repaired profitability and secured an £800k Bidfood listing.

Johnson & Johnson

National Account Manager, 2020–2021

Problem

Category under delist pressure during a range review, with full P&L accountability on the line.

Action

Built a category-data defence and executed a first-to-market exclusive NPD launch.

Result: Defended the range and delivered a £2m launch — J&J's biggest in category of 2021.

August 2025 – Present

The Strategic Sabbatical

I stepped away from full-time employment to manage a defined family transition — my son starting primary school — and to complete a residential property renovation. Both were finite, planned commitments with clear end points.

Rather than step away from commercial thinking entirely, I applied it to a small number of finite consulting projects, including Total Cost of Ownership analysis and negotiation strategy for high-value asset purchases. These are now concluded.

The family transition is complete. The renovation is complete. The consulting projects are closed out. I'm planning a full return to a senior commercial role from late September onwards — with 100% focus and no competing commitments.

A coaching mentality in commerce

Sustainable commercial results don't come from driving volume harder — they come from building teams that can sustain the result without you.

At Upfield, this meant acting as onboarding lead for new starters and UK Engagement Lead for internal communications, alongside a lead role in a promo systems rollout — from development through to organisation-wide training..

Team capability development & onboarding leadership

Cross-functional systems implementation

Internal engagement & stakeholder communication

Fostering commercial ownership at every level

Leadership Philosophy

Bradley Yearwood

Strategic

Problem Solver

Value Creator

Specialising in...

Negotiation

Scenario planning & Data Analysis

P&L Management & Commercial Strategy

Coaching, Training & Public Speaking

Category Insights & Business Development

Organizational Agility & Stakeholder Management

Project Management

New Systems Intergration

With over a decade of FMCG experience, I specialize in transforming underperforming accounts, driving new business growth, and building long-term strategic partnerships.

Leveraging strengths in negotiation, data-driven decision-making, and P&L management, I deliver measurable impact across various sectors and channels.

Known for my results-oriented approach, I bring a track record of delivering revenue growth and achieving cost efficiencies.

I’m passionate about creating value and solving complex problems while fostering a culture of growth and continuous improvement in teams and partnerships.

Upfield (April 2023 – Present)

Key Account Manager – Discounter Channel, Co-op & Private Label

Spearheaded the expansion into the wider discounter channel, securing new customer accounts and delivering 33% growth.
Led the private label business segment, winning our 1st PL tenders.
Rectified trade spend discrepancies, and negotiated more conditional terms resulting in improved financial accuracy and efficiency.
Streamlined residual stock processes, enhancing operational efficiency across the supply chain.
Served as the UK Engagement Lead, fostering strong internal communications and collaboration.
Acted as the main onboarding buddy for new hires, ensuring smooth integration and effective training.
Played a pivotal role in the promo systems project, contributing to the development, testing, integration, and training phases to ensure successful implementation across the organisation.

Gu Desserts (Jan 2022 – March 2023)

National Account Manager – High Street, Discounters, Wholesale & OOH

Led the development and execution of Gü’s strategy across Discounters and Out of Home channels, driving significant market penetration and sales growth.
Successfully renegotiated trading terms with some significant distribution gains.
Balanced time effectively between managing existing accounts and pursuing new business opportunities, contributing to overall business expansion.
Pioneered a new frozen supply chain and single-serving format unlocking new business with Bidfoods and enhancing product accessibility for consumers

Johnson & Johnson (March 2020 – Oct 2021)

National Account Manager – Boots (Facial skincare & Medicated hair)

Full P&L responsibility across multiple brands in the skincare category.
Negotiated and delivered customer JBP and NPD listings.
Successfully launched the biggest product for J&J in 2021 as a 1st to market exclusive.