Hi, I’m Sara! Your go-to F&B Expert specializing in Commercial.
Sara Greenhalgh
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How I Work

Sara Greenhalgh is a seasoned Commercial Director with over 25 years of multinational FMCG experience. Recognized for her track record in spearheading revenue and profit growth across various categories in the UK and Europe, she specializes in developing and leading high-performance sales teams to achieve exceptional results in competitive markets. Sara has operated at UK & European Board Level and most recently within Private Equity settings, where she cultivated successful long-term commercial and strategic relationships across grocery multiples, discounters, convenience, e-commerce, and HORECA sectors.

With extensive knowledge of all retail markets, Sara possesses particular expertise in UK Multiple Grocers, High Street, Foodservice, and B2B channels. Her experience spans managing categories such as Ambient grocery, Chilled, Frozen, Produce, Soft Drinks, BWS, Household, Cosmetics, Health & Beauty, and Toys.

Throughout her career, Sara has held key positions at renowned companies such as Sambro, Langmead Herbs, Bakkavor, Thai Union, Pacific Andes, Youngs Seafoods, Foxis Biscuits, Molson Coors, Britvic, Nestle, PepsiCo, and LF Beauty. She has demonstrated strong leadership skills by heading up Sales, Marketing, Category, and NPD teams. She excels in customer relationship management, new business development, negotiation, category management, and cross-functional collaboration. Sara's analytical mindset enables her to analyze complex data and develop actionable insights to grow market share.

Sara holds a BA (Hons) in Business Studies, a CIM Diploma, and has received numerous accolades for her contributions to the industry. As the owner and director of SG Business Consultants, Sara leverages her expertise to provide interim commercial services, driving revenue and profitability for her clients.

Case Studies
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Blog Posts
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SG Business Consultants Ltd.

Company Owner / Director ・ United Kingdom 2023-Present

Sambro International

a supplier of licensed children’s toy products.

UK Commercial Director ・ United Kingdom 2022-2023

Recruited following the rapid decline of the UK Market, to implement strategy, assess potential for growth & implement a UK sales function.

  • Reversed UK market decline by implementing and leading a new commercial structure of 9 team members encompassing sales, category and marketing, which achieved stabilization and growth.
  • Led Strategic Sales Planning: Spearheaded the development and execution of strategic business plans, contributing to annual sales budgets, turnover, and profit growth. Utilised market insights to drive sustainable revenue growth and market expansion. Example: Developed and implemented a comprehensive growth strategy aligned to customers business plans resulting in increased revenue, margin, and market share. Delivering £4m incremental growth
  • Executed a strategic channel approach focusing on launching E-commerce, growing grocery multiples, specialists, and discounters to realise each channels growth ambition.
  • Collaborated with licensors and marketing teams to create bespoke customer marketing campaigns to ensure vison and strategy are aligned to drive future innovation plans.
  • Introduced Category Management to deliver a new product development pipeline.

Langmead Herbs

a supplier of private label fresh cut & potted herbs

Commercial Director ・ United Kingdom 2019-2022

Recruited following restructure to formulate the UK strategy, build and develop the UK Commercial team & win new business. I was responsible for Sales, Marketing and NPD and a key member of the Exec team.

  • Diversified customer base from 2 retailers to multi-retailer, foodservice, convenience, and export.
  • Successfully won tenders within Foodservice, OOH & Retail achieving substantial values and managing inflation for improved profitability. Delivering £11m incremental growth.
  • Implemented NPD Strategies: Strategically executed new product development (NPD) initiatives aligned with marketing plans. Led go-to-market plans, meetings, and KPI management to ensure successful product launches and market penetration.
  • Implemented pricing strategies and promotional initiatives to optimise sales performance and maximise margins.
  • Orchestrated cross-functional collaboration ensuring exceptional customer service while managing a diverse team of direct reports including sales, category, NPD & Marketing

Thai Union Group PCL - ESCO

a supplier of branded and private label Fresh Salmon & Trout products

Commercial Director ・ United Kingdom 2016-2019

Recruited following a direct approach by my former CEO to formulate the UK strategy and incorporate diversification of the customer base and product categories following the loss of main customer.

  • Developed Strong Customer Relationships: Established and maintained strategic relationships with national accounts, collaborating with senior-level stakeholders to drive business growth and identify opportunities. Expanded & diversified the customer base to multi-channel including Grocery Mults, Foodservice, Export & Convenience through successful tenders. Delivering £33m incremental growth.
  • Restructured NPD functions to give greater customer focus and implemented category management principles.
  • Creation, Implementation and execution of a major branded launch in collaboration with the European marketing team.
  • Collaborated closely with cross-functional teams and business leaders to align sales strategies with overarching business objectives.

Pacific Andes - Pickenpack Europe SAS

a supplier of private label frozen fish products

UK Country Manager ・ United Kingdom 2013-2016

Recruited to develop & win new business within the UK.

  • Secured new business contracts with prominent retailers, including Asda, Tesco, 2 Sisters, Iceland and Foodservice. Increased profitability by 10% in 6-month period.
  • Working closely with NPD team & factory to launch new products and ensure consistency of products was maintained.

LF Beauty (Collection Cosmetics)

Interim Senior National Account Manager ・ 2012-2013

Recruited on short term contract to manage & stabilise the relationships with Boots, Asda & Superdrug.

Youngs Seafood (Findus Group)

Account Director ・ 2010-2012

  • Private Equity owned major branded food production
  • Responsible for Total Morrisons Frozen & Chilled Accounts
  • 2 Direct Reports
  • Developing & leading plan with Category Management to reverse Morrisons decline of frozen fish in 2011
  • Development of tailored promotional plan in reaction to Morrisons change in Strategy to reverse decline to year end 2010
  • Launched tailor made range into Morrisons chilled to reverse decline in targeted sector
  • Secured own label Scampi business worth £1.5m
  • Secured a majority share of branded frozen fillets and fish finger business, marginalising competitors.
  • Increased Youngs Total Business share of Morrisons from 37% to 48% in 12 month period

Bakkavor (Hitchen Foods)

Head of Commercial ・ 2008-2012

  • Full commercial, marketing and NPD responsibility for Hitchen Foods Worth £70m and Yorkshire Fresh Fruit worth £35m
  • Member of Exec Team
  • Increased sales at Hitchen by 20% in 12 month period
  • Increased sales at YFF from 15% in 12 month period
  • Lead successful tenders for Fruit, Prepared Salads, Veg accomps,
  • Reorganisation and implementation of NPD function to make more customer focused
  • Implementation of Category Management principles – now recognised as category champions within retailers
  • Responsible for a team of 7 Direct reports

Youngs Bluecrest Seafoods Ltd.

Senior Business Manager ・ 2006-2008

  • Responsible for Asda Chilled Coated & Speciality
  • Developed & led plan with Category Management to reverse Asda decline of coated fish to launch early 2008
  • Launch of Extra Special range to fill gaps in top tier and address under trade
  • Development of plan to protect share of Surimi business and reverse under trade planned for launch in 2008

Business Manager ・ 2005-2006

  • Responsible for Sainsbury’s Frozen own label & Branded
  • Increased sales by 22% in static market conditions
  • Increased Young’s share of Sainsbury’s Category & share of space to 55%
  • Involved in successful defence of own label tender by securing a first to market for own label
  • Implementation of Category Clinics at Sainsbury’s to drive Frozen agenda which helped to reverse Sainsbury’s under trade

Northern Foods Ltd. (Fox’s Biscuits)

Business Team Manager ・ 2000-2005

  • Management of Sainsbury’s account.
  • Business Team Manager for team consisting of marketing, logistics, production & customer services; formed in order to create greater cross-functional understanding of consumer needs
  • Achieved growth ahead of targets in declining manager
  • Management of Private Label business and understanding of Sainsbury’s CONI process
  • Member of NPD planning team to provide commercial feedback in early stages of NPD planning
  • Work closely with Sainsbury’s to halt decline in penetration of the biscuit aisle. Activity not previously tried by biscuit manufacturers successfully implemented. Examples include recipe cards and meal solutions

Molson Coors Ltd.・ 1997-2000

National Account Manager – Britvic Soft Drinks Ltd.

  • Manage Somerfield / Kwiksave account.
  • Involved in merger negotiations for improved trading terms
  • Achieve growth ahead of targets – Increase sales by 5% in 6 month period
  • Achieved Category Partnership status within Somerfield