Cheryl Atkins
Summary
Commercially savvy, solution-focused leader with the ability to adapt to various environments and business requirements. Strong analytical and commercial planning skills, combined with qualifications in business psychology and psychology, enhance capacity to build high-performing teams through strategic job resource demand models and future planning in organizations of any size. Organized and dependable, adept at managing multiple priorities with a positive attitude. Willing to take on additional responsibilities to achieve team objectives.
Overview
21
21
years of professional experience
Work History
Head of Customer Foodstuffs
Twin Agencies
05.2023 - 09.2025
- Company Overview: Twin Agencies is the 5th largest company in NZ FMCG, an agency to top NZ brands: Whittaker's, Farrah's, Hubbard's, RJ's, ecostore, Otis, Robert Harris, L'affare, Heartland. Role is being made redundant in August.
- Developed and implemented sales strategies to boost revenue.
- Balance manufacturing efficiencies, profit and volume mixes.
- Strategic alignment & monitoring of channel plans.
- High level customer negotiation: tenders, trading terms, JBP & commercial reviews.
- People leadership and development
- Twin Agencies is the 5th largest company in NZ FMCG, an agency to top NZ brands: Whittaker's, Farrah's, Hubbard's, RJ's, ecostore, Otis, Robert Harris, L'ffare, Heartland.
- Self-motivated, with a strong sense of personal responsibility.
- Worked effectively in fast-paced environments.
Head of Customer (National Business Manager, WWNZ)
Goodman Fielder
07.2020 - 05.2023
- Ownership of the Woolworth's NZ P&L for branded and private label products. Leading a team of four National Account Managers.
- Developed and implemented sales strategies to boost revenue.
- Balance manufacturing efficiencies, profit and volume mixes.
- Strategic alignment & monitoring of channel plans.
- High level customer negotiation: Tenders, trading terms, & contracts.
- People leadership and development.
- Secured several private label contracts through strong negotiation.
- Shifted the organisation from reactive to proactive.
- Pioneered the first full day joint customer planning session.
- Generated customer focused, data driven commercial agreements in line with company profit KPI's.
- Streamlined business functions, advising partners on policies and operating procedures.
- Focused sales and marketing efforts on customer preferences and consumer trends.
- Developed a business ROI mildest via targeted promotions and value-driven products.
- Elevated team productivity using practical training and motivational strategies.
- Managed, supported and grew business relationships with existing accounts and developed strategies to increase sales and revenue.
New Zealand Channel Manager
Diplomat NZ
10.2017 - 07.2020
- Ownership of all head office driven accounts for Proctor and Gamble Australia. Leading three National Account Managers and a founding member of the Global Best Practise Sales Academy. A Member of the NZ Executive team.
- Deliver customer performance in accordance to P&G's strategy and Diplomat's business goals.
- Aligned activities with targets through knowledgeable forecasting and account development planning.
- Strategy creation and monthly reporting to both Diplomat Israel and P&G AU.
- Customer relationships and joint planning.
- People leadership, development and engagement.
- Global sales academy lead for NZ and creator of Diplomat's global category review training portfolio.
- Commercial negotiations with P&G and customers to maximise volume and strategic goals for all parties.
- Secured several range reviews wins through customer knowledge and aligning strategic company goals to customers resulting in mutual growth.
- Rolled out organisations first global sales training globally.
- Moved P&G brands back into contention for customer partnerships.
- Formed and led business cases for growth.
- Evaluated consumer behaviours and purchasing patterns to inform promotional campaigns.
National Business Manager
SCJ
07.2016 - 10.2017
- Management of WWNZ, The Warehouse and Mitre 10 accounts. One direct report.
- Ownership of customer performance in accordance to SCJ's strategy and business goals.
- Reporting to SCJ AU including performance, demand forecast and financial P&L.
- People leadership and development.
- Business planning and T2T meetings.
- Develop channel plans to achieve company goals and present ANZ lead team with commercial opportunities for growth.
- Re-built the SCJ relationship with the account moving it from a position of decline to growth.
- Transitioned the ways of working from transactional to partnership.
- Implemented initiatives that have grown the top line by $900k for balance of year.
- Created time efficient processes to speed up business decisions.
National Sales Manager
L'Oréal NZ
06.2015 - 07.2016
- Lead the sales function for the salon division including business development and contracts.
- Leading a developing field team on x 9 Sales Managers.
- New business development and contract management.
- Relationships with +500 salons.
- Financial planning and reporting.
- Support sell in story for NPD and marketing initiatives.
- Support technical functions and align on salon support.
- I was asked to come into the business and implement more structure and tools along with rebuilding the sales team which had the highest turnover in the company. Reduced staff turn by 70%.
- Developed individual training plans for all staff.
- Cultural change champion but moving the teams out of a “silo” way of working to cross functional team approach.
- Turned around the external perception of the brand with salon owners to one of trust and reliability.
National Business Manager
L'Oréal NZ
10.2013 - 06.2015
- Management of WWNZ within the consumer products division, along with management of the total company's 3rd party merchandising team.
- Customer relationship management including JBP's.
- Embed L'Oréal brand positioning and identity into customer plans.
- Negotiate long term contracts with WWNZ enabling dedicated bays to strategic categories. (Cosmetics, hair colour).
- Develop promotional programmes that align to L'Oréal's global brand identity.
- People leadership to one direct report.
- L'Oréal first – Innovation with in store execution by implementing 4-sided pallet displays.
- Partner in HMC – Customer category management project designed to support in-store shopping experiences.
- Leading a full integration of all L'Oréal products in the WWNZ DC simplifying the supply chain network.
- Awarded medium supplier of the year at WWNZ awards.
National Account Manager
L'Oréal NZ
01.2013 - 10.2013
- Responsible for territory sales managers and account.
Account Manager
DKSH
07.2010 - 01.2013
- Responsible for seasonal confectionary indents (Easter and Christmas) and account management. One direct report.
National Account Manager
Schwarzkopf
04.2009 - 07.2010
- Account management for Farmers, WWNZ, FSNI, Pharmacy and pharmacy wholesalers. Two direct reports.
National Account Manager
Clorox
09.2006 - 04.2009
- Management of WWNZ and TWL accounts.
Business Development Manager
Crossmark
02.2005 - 09.2006
- Responsible for seven brands nationally all grocery retailers.
Education
Graduate Diploma - Psychology
Massey University
Bachelor Degree - Business Psychology
Massey University
Bachelor Degree - Business Major Marketing
Massey University
Skills
- Proven sales and negotiation experience
- Motivational leadership
- Employee growth strategies
- Long-term strategy development
- Business acumen
- Effective presentation skills
- Stakeholder engagement
Hobbies and Interests
- Cycling
- Yoga
- Outdoors
Timeline
Head of Customer Foodstuffs
Twin Agencies
05.2023 - 09.2025
Head of Customer (National Business Manager, WWNZ)
Goodman Fielder
07.2020 - 05.2023
New Zealand Channel Manager
Diplomat NZ
10.2017 - 07.2020
National Business Manager
SCJ
07.2016 - 10.2017
National Sales Manager
L'Oréal NZ
06.2015 - 07.2016
National Business Manager
L'Oréal NZ
10.2013 - 06.2015
National Account Manager
L'Oréal NZ
01.2013 - 10.2013
Account Manager
DKSH
07.2010 - 01.2013
National Account Manager
Schwarzkopf
04.2009 - 07.2010
National Account Manager
Clorox
09.2006 - 04.2009
Business Development Manager
Crossmark
02.2005 - 09.2006
Bachelor Degree - Business Psychology
Massey University
Bachelor Degree - Business Major Marketing
Massey University
Graduate Diploma - Psychology
Massey University
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