Eric Burrell has over 30 years of experience in sales management within the bakery industry. He has steadily progressed through the ranks at Allied Bakeries, currently serving as their Regional Sales Manager for Scotland and Northern England. Burrell manages a team of 10 territory managers and is responsible for meeting key performance indicators. He focuses on developing his team members and ensuring strategic alignment between regional and corporate goals.

1. C.V.
Mr. Eric Burrell
15 Forest Place
Lenzie
Glasgow
G66 4UH
Home Phone: 0141 777 7591
Home email: Eburrell1@outlook.com
Profile
Having joined Allied Bakeries as a Van Salesman in 1984, I have steadily progressed through
the Company to my current senior management role of Regional Sales Manager covering
Scotland & Northern England. I am a results driven manager, achieved through coaching,
advising and guiding a ten strong team to ensure understanding and ownership of agreed
objectives. I develop members of the team, via regular discussions and field accompaniment,
agreeing with them timely tasks or objectives that link into their personal development. I am
also a great believer in consulting line management to sense check planned action is aligned
with strategic and corporate goals.
Key Skills:
 Managing & Developing People
 Honesty & Openness
 Selling & Negotiating
 Project Management
 Presenting
 Measuring Performance
 Planning & Organising

2. Eric Burrell
Current Position: July 2011 to present:
Region 1 Sales Manager
Allied Bakeries Scotland & Northern England
(Kingsmill Allinson Sunblest Burgen)
Reporting to: National Field Sales Controller
Current remuneration: Salary / Bonus / Company Car / BUPA / Final Salary Pension Scheme
My current role was identified as part of a national restructure in 2011, which redefined
operational and commercial responsibilities. This new national team delivers at a regional
level, activities agreed with HO customer decision makers and national account managers,
ensuring our product is adding mutual value and volume in-store.
Within the regional team are ten Territory Managers.
Customer contact is at store and, or area, regional level within all trade channels.
Key for our team is ensuring delivery of the Company’s KPI expectations.
Recent Employment History
July 2006 – July 2011 Regional Field Sales Manager Scotland
Following a main Board review a new Regional Business Unit structure was introduced with
a Job Title change with similar responsibilities as outlined below, now reporting into a larger
Commercial Manager function.
July 2002 – July 2006 Commercial Manager Scotland
All previous roles had been under our Operational arm of the business.
A national restructure seen my role streamlined into Operational colleagues, and a new
national Commercial function introduced. I successfully applied for the above role, leading
and coaching a team of field-based resources for all trade channels, reporting to the National
Customer Sales and Marketing Controller.
Key performance indicators were:
 Managing volume growth to the Scottish Sales Plan via agreed means of measurement,
 Managing the internal trading relationships with AB Belfast colleagues,
 Support introduction of KM Plain into Scottish market place,
 Support local media marketing activity with regional, local newspapers,
 Network with internal NAM’s to maintain Scottish sku profile,
 Developing team members in order to deliver benefit with regional decision makers,
 Introduce a tele sales concept for the Convenience trade channel,
 Introduce a sampling resource for multiple retailers.
 Support new Business Development resource on behalf of Sales Director.
Between January and June 2006, senior and direct reports became fluid, including the
movement of the Convenience trade channel to a different structure. An external consultant
was then introduced as my new direct report whilst a permanent national controller was
sourced.

3. Eric Burrell
1997 – July 2002 Regional Field Sales Manager – Scotland & Northern England
Part of the Field Sales Operational team, reporting into the National Operational Controller,
on behalf of Field Sales Scotland and Northern England. All our activity took place in the
Convenience sector. Support in this role came from three Field Sales Managers based in
Gateshead, Glasgow and Dundee, covering 125 employees. Annual turnover exceeded £30m
gsv gained via 2,000 outlets.
Key performance indicators were:
 Managing volume and costs to Plan via agreed means of measurement,
 Ensuring customer service levels maintained / exceeded expectations,
 Ensuring financial audit standards met in the area of Van Sales reconciliation.
Key working arenas included:
 Liaising with fellow management colleagues throughout the business, e.g. NAM’s /
Finance / Distribution / Health & Safety / Admin
 Working with customers at Buyer, Regional and Area level,
 Actively supporting and reviewing team PARs, (Performance Achievement Reviews)
 Where relevant, conduct discussions with local and full time employee Union
representatives.
 When relevant, conduct formal appeal procedures following any disciplinary action.
1995 – 1997 Field Sales Manager AB Glasgow
 Manage a team of 40 people, using similar skills as above. Annual turnover hit circa
£13m, via 600 customers.
1992-1995 Non Multiple Sales ManagerAB Glasgow
My first senior managerial role within Allied Bakeries, reporting to the then Sales &
Distribution Manager. I was responsible for overseeing all aspects of running a Van Sales
force. A key success was being involved in the planning and delivering of the Site closure and
transfer of the complete operation into the current Glasgow Site.
1988 – 1992 Bakery Area Sales Manager all Trade channels AB Glasgow
Managed the performance of eleven Van Salesmen, and reporting into the Bakery Sales
Manager.
Areas of performance covered included depth of sale, customer service, merchandising,
product knowledge, debt control and route planning.
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Since before leaving full time education, with a Diploma in Marketing & Supervisory
Studies, my employment has always been within the Wholesale / retail food industry.
I have been a Co-op foodstore manager, through to direct selling within a sales environment,
which has stood me in good stead understanding customers as well as supplier’s viewpoints
and needs.
Leisure Interests
Motorbikes and anything to do with motorbikes take up most of my free time.
Additional Information
Diploma in Sales & Marketing (Glasgow College of Commerce)
Clean driving licence