Darrell Greenwood
Commercial Expertise
Darrell has been a Commercial Director or General Manager for over 20 years. Following sales roles in Mars in the UK and Central Europe, he moved to Rank Hovis McDougall and held Director positions in the Grocery and Bakery Divisions and then in Electrical Consumer Goods at Remington. Following 4 years as European Sales Director at Sportingbet, a purely online business, Darrell spent 7 years pursuing an international growth agenda as GM at Actegy Health, a privately owned FAST TRACK SME. During this time an omni-channel approach led to the doubling of the UK business and a new commercial strategy helped deliver a market turnaround in Canada returning the business to profitability. New markets were established and scaled in France, Benelux and Germany which involved both working with Distributors and establishing local market teams.
Darrell is an Economics graduate from York University and is an ILM Coach. He is a NED in the Not For Profit sector in Financial Services.
About Me
I have been fortunate to work in organisations where achieving significant annual growth has always been the objective. With this goes first hand experience of putting in place the initiatives and team capabilities to deliver fast growth and the behaviours needed to succeed and to replicate the following year. I decided to establish Commerciality to help SMEs achieve stretching growth objectives. Commerciality brings a holistic and grounded approach to developing actionable Sales Strategies which are motivating for the whole Commercial team and wider business. My proudest career moments have been helping challenger brands overperform by winning against the market leader or helping achieve growth in ‘challenger situations’.
“Darrell built a very capable and highly commercial European team, delivering double digit annual growth rates in a purely online channel. Customer Acquisition and Retention strategies were focused on the highest value customers and marketing cost efficiencies were maximized to deliver profit growth.”
Marcus Silva, Managing Director GVC
Why Work With Me?
I undestand the pressures and challenges facing modern consumer goods businesses.
With over 20 year in General Management and Commercial Management in Blue Chip companies – I know what good looks like.
10+ years in the Electrical sector at Actegy Health and Remington
- Channels covered include Pharmacy, Catalogue, Online Retail, Direct to consumer, International Retail
12 years experience in FMCG food at Mars and RHM
4 years experience at Sportingbet as European Sales Director, helping the business move from AIM to FTSE 250