Craig Barwell

Senior sales and commercial leader with 16+ years of B2B experience across technical products, manufacturing, construction and project-led markets. Combines hands-on business development with leadership of national sales activity, strategic accounts and multi-department teams. Proven in setting direction, coaching performance, strengthening CRM and forecast discipline, negotiating high-value contracts and translating complex customer requirements into profitable growth.

Commercial record includes a £1.3m international contract, multiple £100k-£500k annual agreements and delivery of £1.45m at 114% of target.

Senior Sales Consultant - Commercial Advisory at Mercor (2025-09 – Present)

Project-based commercial advisory

• Apply senior B2B sales judgement to enterprise account plans, pricing, quotas, pipeline recommendations and go-to-market content delivered through an AI-enabled talent marketplace.
• Test commercial recommendations against buyer behaviour, market conditions, risk and practical execution, then convert findings into executive-ready guidance.

Specification Sales Manager at Geosynthetics Ltd (2025-05 – 2025-09)

• Led a 15-person sales function across three specialist departments in a specification-led, project-based environment.
• Introduced greater structure through KPIs, 1-to-1s, Personal Development Reviews, pipeline oversight and performance conversations.
• Strengthened CRM discipline, lead management, forecasting and commercial reporting while remaining active with contractors, consultants and specifiers.

National Sales Manager - Admixtures at Normet UK (2023-01 – 2025-12)

• Owned national growth activity for a technical admixture portfolio across civil engineering, building and commercial markets.
• Led senior customer relationships, pricing, contract negotiation and opportunity conversion across ready-mix, precast and project-led accounts.
• Aligned sales, technical, product development and marketing stakeholders around revenue, profitability, product launches and market penetration.

Area Technical Sales Manager at Oscrete Construction Products (2019-01 – 2023-12)

• Managed and developed 130+ ready-mix, precast, screeds and mortars accounts across a technically demanding regional portfolio.
• Progressed opportunities from enquiry through assessment, site trial, conversion, repeat order and broader account growth.
• Used account planning, training and technical problem-solving to improve product adoption, retention and share of customer spend.

Regional Performance Products Supervisor / Technical Laboratory Supervisor at Breedon Group (2016-01 – 2019-12)

• Converted customers to higher-value performance products through technical sales support, plant training and practical product guidance.
• Managed 11 laboratory staff and maintained testing, compliance and reporting against British Standards and UKAS requirements.
• Connected customers, laboratories, plants and commercial teams during technical queries and complaint resolution.

Earlier Technical & Commercial Roles at Lafarge / Lafarge Tarmac / Hope Construction Materials (2010-01 – 2016-12)

• Built a strong technical and commercial foundation across ready-mix concrete, construction materials, field testing and customer support.
• Handled customer queries, site product testing and technical problem-solving while supporting adoption of specialist solutions.