Matt Campbell

Commercial leader with 12+ years of experience driving growth across FMCG, Foodservice, QSR, Wholesale and Retail channels throughout Australia. Proven track record of scaling businesses, expanding distributor networks and delivering significant revenue growth, including growing the Queensland business at Golden Fries from $1.5M to $4.5M annually and expanding wholesaler coverage from 1 to 10+ partners. Founder and General Manager of Campbell Channel Partners, helping food and beverage manufacturers accelerate market penetration, distributor development and customer acquisition across Australia and New Zealand.

General Manager - Campbell Channel Partners - Australia and New Zealand

(2026-05)

• Lead CCP commercial strategy across Australia and New Zealand, spanning QSR, Foodservice, Retail and Private Label channels.
• Identify, negotiate and onboard new customers across national and regional QSR chains, foodservice operators, wholesalers, distributors and retail accounts.
• Support and grow existing customer relationships through account management, end-user development and commercial planning.
• Develop distributor and route-to-market strategies to improve market coverage, availability and long-term customer penetration.
• Lead pricing discussions, customer presentations, pipeline management, forecasting and annual business planning across the region.
• Build and develop long-term commercial relationships across Foodservice, Retail, Wholesale and QSR channels throughout ANZ.
• Founded and launched Campbell Channel Partners, a specialist food and beverage growth advisory business.
• Established a strategic growth model focused on Foodservice, Retail, Wholesale and QSR channels across ANZ.
• Built commercial experience across globally recognised brands including Unilever, McCain, Bega and Sara Lee and Milk Lab strengthening expertise across FMCG, Foodservice and route-to-market execution.

State Sales Manager - QLD - Golden Fries - Queensland

(2024-04 - 2026-04)

• Drive state-wide sales performance across Queensland.
• Develop and execute strategic sales plans across foodservice and wholesale channels.
• Manage key accounts and build new business pipeline.
• Conduct customer presentations and quarterly business reviews.
• Forecast sales and manage stock planning requirements.
• Lead quarterly meetings with wholesaler partners.
• Provide leadership and in-field support to sales representatives.
• Grew Queensland business revenue from $1.5M to $4.5M annually within 2 years, delivering 200% growth.
• Expanded distribution from 1 wholesaler partner to 10+ distributor partners within 1 year.
• Secured approval for additional sales resources to support long-term growth.
• Successfully secured approval for 2 new sales hires for FY25/26.
• Initiated strategic discussions with McDonald's and The Coffee Club to introduce the brand nationally.

Territory Manager - QLD - Mentis Australia - Queensland

(2023-10 - 2024-04)

• Drive new business development across Queensland.
• Develop and implement state sales strategy.
• Identify and convert growth opportunities.
• Implement and manage Dynamics CRM.
• Analyse sales performance and market opportunities.
• Delivered record sales month for Queensland during tenure.
• Rapidly built relationships with key customers in a new industry.
• Strengthened quoting, forecasting and pipeline management capability.

Territory Manager - Sunshine Coast - Bega Dairy & Drinks - Sunshine Coast

(2018-10 - 2023-10)

• Manage Independent Grocery and Route channels.
• Drive territory sales growth and profitability.
• Lead new business development and account expansion.
• Manage CRM activity through Siebel.
• Execute promotions and merchandising programs.
• Conduct quarterly reviews with Top 20 customers.
• Delivered $1.5M NSR growth in FY23, representing 15% territory growth.
• Consistently exceeded KPI targets year-on-year.
• Optimised asset performance by relocating non-performing fridges.
• Successfully adapted to new Independent Grocery channel structure.

Account Manager - Sunshine Coast & Wide Bay - Freedom Foods Group - Sunshine Coast & Wide Bay

(2017-09 - 2018-10)

• Managed distributor and end-user accounts across the region.
• Drove new business development and account growth.
• Conducted quarterly distributor business reviews.
• Managed forecasting and sales analysis.
• Maintained Salesforce CRM activity.
• Represented the business at trade shows and industry events.
• Delivered 250% NSR growth in FY18 versus FY17.
• Secured 100+ new end-user accounts within 12 months.
• Expanded distribution footprint across multiple wholesale partners.

Sales Representative - Sunshine Coast / Central QLD - McCain Foods - Sunshine Coast / Central Queensland

(2013-07 - 2017-08)

• Managed 22 distributors across Sunshine Coast, Fraser Coast and Central Queensland.
• Led account management and new business development activity.
• Delivered volume and revenue growth for McCain and Sara Lee brands.
• Managed Salesforce CRM activity.
• Planned and executed promotional activity.
• Exceeded sales targets in FY14, FY15 and FY16.
• Led implementation of Salesforce CRM across the Queensland team.
• Recognised as Queensland Salesforce Project Lead.