ANDREW RICHARDSON | CV 3/2012 PAGE 1

A N D R E W R I C H A R D S O N +44 (0)7769 255 342 arichardson.gateway@gmail.com

Andrew is an accomplished 360° business, brand and marketing director. His commercial experience

includes diverse international territories and business development in wholesale, retail, corporate and

licensed/franchised operations. With a management background in business principles from multiple

disciplines he has the ability to drive change/outcomes in cross-functional projects and activities: In start-

up’s, focusing on operations launch and brand positioning, or focusing on sustainable growth with mature

businesses. He’s used to dealing with complex situations in different cultural environments, particularly

across UK, EU and E. Europe, USA/Canada, EMEA, Australia and Asia.

He thinks globally: acts locally. Thinks big: but with attention to detail. He manages stakeholder

expectations with open-ness, pragmatism and an innovative, fresh, strategic perspective aiming to deliver

best-practice strategy from his experience in ‘top-of-their-niche’ business environments that demand ROI

from every activity. A communicator and influencer with instinctive appreciation of stakeholder

perspectives (from the customer to the board), Richardson is passionate about delivering results to any

business committed to expansion, new markets and its brand.

U S P ' s

• Business, brand and market experience to develop effective commercial action plans

• Broad expertise in building brand value and profitability from underutilized business assets

• Analytical skills to identify business opportunities, diagnose problems, implement solutions

• Retail awareness recognises and implements strategy appropriate to regional markets / consumers

• Practical, visionary team player and leader with excellent collaboration skills

• Mentoring and coaching skills to guide others

• Cultural empathy and understanding, helping to bridge gaps

S P E C I A L I T I E S

Extensive hands-on experience from start-ups to major multi-nationals

• Brand and business performance improvement

• Competitive retail, brand, market development strategy

• Solid strategic marketing-mix with consumer focus

• New product and market development / expansion

• Management and brand building

• Effective management of established route-to-market templates in diverse markets

• Change management; conflict resolution and mediation; business plan re-structuring

• Project management | Market or territory management | Interim management

S E C T O R S

FMCG (food and non-food); Luxury and lifestyle goods; retail; speciality beverage; jewellery; home

products; B2B and B2C; agency/consultancy. Domestic / international

S U M M A R I S E D E X P E R I E N C E

Principal | ARCS™ (Andrew Richardson Consulting Services)

Marketing consulting industry: Brand building / Change Mgmt / Marketing / Bus. Dvlpt. July 2007 – Present

Broad portfolio consultancy helping retailers and manufacturers measurably grow business and profits.

360° brand management, strategic planning, marketing insight and communications. NPD, creative,

marketing, positioning and business development via traditional and social media mix. ‘Key stage’

stakeholder thought leadership, strategy and support, particularly for new or expansion ventures focused

on brand and sales building initiatives and international market opportunity. As a member of various client

advisory/management boards, contributed positively to profit strategies and business expansion plans.

• Accomplished significant brand value, business growth, and profitability for multiple clients

• Published author

• Industry expertise to VC and PE investors

• Private (C-suite and business) clients: UK, USA, Ireland, Sweden, Brussels, Singapore, Australia, Germany

• Jewellery, luxury goods, retail and FMCG, in domestic and international markets

ANDREW RICHARDSON | CV 3/2012 PAGE 2

USA / International Operations Director (Interim) | Whittard of Chelsea®

Privately Held; Retail & FMCG industry September 2006 – October 2007

London, UK and Boston, Massachusetts: 121yr old, 135 store, British speciality retailer. Remit to develop

new international retail opportunities, followed by implementation of 360° brand and retail expansion

management across priority US market. Total project direction including full P&L responsibility, reporting

directly to principal stakeholders. Role encompassed every discipline involved in launching and expanding a

brand internationally from legal to retail, and maximized impact both in new revenues generation and

investor brand value. 4 US flagship stores opened in 6 months, each more successful than UK shops.

Unprecedented national brand awareness through communications and media launch: 5 years and 2

business owners later, 29% of worldwide sales demand accrues from USA market

Business Director | Nestle Nespresso® SA

Luxury Consumer Goods industry; FMCG; B2B & Retail September 2003 – August 2006

London, and Lausanne, Switzerland: The premium espresso division of the food giant. Entrepreneurially

spearheaded launch of branded luxury/lifestyle products in virgin UK commercial markets: HoReCa; Luxury

Retail; Office; Restaurants and caterers. Total responsibility for market insight, growth management, and

overall P&L/budgets to main board (Switzerland). Territorial wholesale market development with particular

sensitivity to entrenched ‘route-to-market’ and pricing matrix templates. Consulted on launch of new

Russia, Spain, USA markets. Drove global brand-ambassador program development. Instigated successful

best-practice-sharing programmes between international markets. 0 → 3,300 commercial customers in 2

yrs. 1 → 28 award winning sales/marketing and admin staff. Surpassed market penetration and unit sales

objectives by over 250% annually. Fastest growth to profitability of any new Nespresso market, ever

Founder - Managing Director | Grinders® Gourmet Coffees

Food & Beverages industry; Retail hospitality: FMCG + Supermarkets May 1997 – September 2003

Norwich, UK: Branded high street espresso bars: Conceived, launched and expanded nationally via

franchising. Headed 360° principle brand management, marketing communications, operations, finance

and NPD roles. Ultimately bought out franchisees (increasing chain-wide performance by 30%), and later

sold business

• NFE Best New Franchise of the Year Award, 1997, 1998

• Launched unique branded well-being coffee products, in 264 major supermarkets, and speciality retailers

Vice President Marketing / Director | Espresso Link, Inc

Food & Beverages industry; B2B; FMCG; Hospitality consulting May 1994 – May 1997

Denver, Colorado: (co-founder and shareholder) Developed domestic business expansion strategies, key

account relationships and premium agency relationships. Created, launched and expanded highly

acclaimed premium espresso brand and blends. Coordinated US market entry, brand management,

communications and PR operations for La Cimbali® (Italy) and Monin® (France) in establishing national USA

distribution/service network

Vice President, then President | CBM - Cross Border Management Inc / GmbH

Management / Marketing consulting industry December 1990 – April 1994

Denver, Colorado: Consulting offices in USA and Europe. Market strategy, insight, and business

development consultancy, specializing in assisting European firms develop North American business, and

U.S. firms develop European markets. Clients included rehabilitation and mobility equipment, supermarket

chain, FMCG, frozen foods, fashion designer, and premium furniture. Incorporated 9 EU businesses in USA,

Simultaneously launched 6 US companies into manufacturing and distribution operations in Europe

Executive Vice President / COO | Scott Foot Care™ Inc

Consumer Goods industry March 1988 – March 1990

Omaha, Nebraska: 2 yr. contract to turn-around 52 year old consumer FMCG products manufacturing

company. Revitalized brand; listed products with Neiman Marcus, Nordstrom, Saks (becoming ‘vendor of

the year’ within 14 months) plus regional supermarket chains. Sold newly profitable branded business to

investors at double its expected value

Prior to 1988 … Richardson worked in international agribusiness (USA, Middle East, Africa, India and Latin

America). As he quickly worked his way from local project management to international business

development and marketing roles he gained valuable global market, culture and business experience.

ANDREW RICHARDSON | CV 3/2012 PAGE 3

P E R S O N A L | E D U C A T I O N | A F F I L I A T I O N S

Vice Chairman (co-founder) and Director | Love it…Eat it

Voluntary; Social Enterprise/Charity 2004 – Present

Publication of branded ‘Love it…Eat It™’ and ‘Crunch’ publications designed to reconnect food buyers with

the superior quality, production standards, value and wholesomeness of British grown food, and promote

long term consumption increase of British grown produce

Vice Chairman | Respect Yourself

Charitable organisation; social enterprise 2011 – Present

Focused on helping young people from 13-23y.o. to make better informed life choices, and to keep ‘on the

right path’, rather than stray or be negatively influenced in their actions and activities: Respect Yourself

sends a daily text message on a broad range of subjects informing and signposting opt-in teen subscribers

about sexual health, personal finance, drugs and substance abuse, bullying, petty crime, diet heath and

appearance, and much more

Education

Langley Preparatory School, Norfolk, England | Brooksby Agricultural College, Leicestershire, UK - OND

Agribusiness Management & Finance | plus a world of experience in practical business growth strategy,

international business, and commercial acumen. Management, brand management, media studies,

marketing, and other advanced course/seminar participation – ongoing throughout career.

Affiliations

Registered industry expert: Society of Industry leaders (Standard & Poors); DeMatteo Monness LLC; Gerson

Lehrman Group Inc - GLG Council member and ‘Educator’ | Institute of Directors | profiled in the World

wide Who’s Who of exec’s, entrepreneurs and professionals | Business Mentor, Norfolk Knowledge

(University of East Anglia and Norwich Business School) | Career Mentor: University graduate and post-

graduate students

Web: www.arcsdirect.com Linked-in: http://uk.linkedin.com/in/andrewrichardson007

Skype: Andrew.richardson39 Twitter: @AndrewAah +44 (0)7769 255 342