WATSON
SAMANTHA
THE FMCG GURU
I DEMYSTIFY THE retail landscape so BRANDS LIKE you MAKE A bigger IMPACT
Sam Watson is the FMCG GURU - a retail business and marketing strategist who understands how to grow your business in the fast paced world of FMCG. My mission is to help my clients excel within the food industry, and I do this through my tough-but-fair, honest-to-a-fault working style. I may be blunt, but its always with a positive intent and with your success in mind.
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Sam's expertise has been crucial in improving our commercial foundations, setting us up for future growth and success.
Sam, the FMCG Guru, has been instrumental in helping Denada Co navigate the intricate world of FMCG, empowering us to confidently handle buyers, pricing and promotions, whilst also advising on strategic decisions and providing executional support. Beyond her “Retail is Detail’ prowess, Sam’s extensive network has connected us with superior partners, enhancing our relationships from manufacturing through to distribution. She’s truly a unicorn in the WA market for FMCG and retail world expertise.
Sophie Lawrence, Denada Co
Sam's positive attitude and commitment to my success is evident in every interaction and she truly cares about seeing me and my business succeed.
Her insightful advice and unwavering support have made a difference in my business journey. She lives and breathes ecommerce and product. If you’re with her long enough you will know that Retail is Detail and Packaging is Everything. If you are looking for a mentor who is encouraging, personable, effective and practical, I wholeheartedly recommend Samantha. She has been an invaluable asset to my business and I am grateful for her continued support.
Jade Chan, Sun Slayer Skincare
I collaborate with companies to uncover customer-centric insights and strategise their application within the retail landscape.
Hi I'm Sam, if you're a food or beverage brand looking to sell more - profitably - YOU'RE IN THE RIGHT PLACE
I've been helping brands like yours for over a decade. My direct approach is my proven superpower. WYSIWYG.
As a commercially driven thinker, I partner with organisations to uncover opportunities for sustainable growth. Drawing on over 20 years of experience as a Category Buyer for leading retailers in both the UK and Australia, as well as serving as a National Account Manager for a top-tier global Consumer Healthcare company, I bring valuable insights, a network of industry contacts and a wealth of expertise to the table. My background includes extensive consulting and project management with small to medium-sized enterprises (SMEs).
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No sugar-coating here, My son Chase is *almost* as blunt as I am
RETAIL is DETAIL
I'm known for my attention to detail, my no BS policy and my famous mantra...
I collaborate, mentor and support you in taking what could be an initial concept and idea and seeing it through to completion or if you are an already established business that has some challenges. In simple terms, I will demystify the Australian FMCG retail landscape and the process of bringing a brand or product to the retail food and beverage market by making sure everything in the development process has been considered, the foundations are strong, so the business is set up for future growth and success.
The key areas in which I can assist your business include:
Strategic Business Planning
Market & Customer Insights
Procurement
Forecasting
Business Development
Branding & Marketing Strategies including Social Media
New Product & Packaging Development & Innovation
P&L Pricing Strategies, including the promotional strategy
Commercial Presentation & Negotiation at National Buying Office level
Export Strategy & Implementation
Developing Customer Relationships, Partnerships and Networking
Merchandising and New Product Launches
EXTENSIVE NETWORK
Over the years, I have established an extensive network of experts to not only develop my knowledge in the retail sector but also for the benefit of my clients, so if I don’t know the answer to a specific question such as packaging, I will know someone who does.
Proud partner
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MY LIFE and work EXPERIENCE
I began my career as an Assistant Product Manager with the electrical retail group Dixons Stores, where I gained foundational knowledge in product, pricing, and range management. However, after five years, I realized that my true passion lay in a different direction. Technology wasn’t my strongest suit, but I was determined to join Tesco—at that time, an unconventional move for someone coming from outside the food industry. Perhaps it was serendipity, but I was fortunate enough to secure an interview, and the rest, as they say, is history.
I joined the Meat, Fish, and Poultry team, embarking on one of the steepest learning curves of my career as I delved into the entire supply chain process. A highlight was serving as the Turkey Buyer during the most significant selling occasion of the year. I then transitioned to the Dairy team, where I faced yet another steep learning curve, all while adhering to Tesco’s philosophy of putting consumers at the heart of our decision-making.
After four rewarding years at Tesco, I discovered an opportunity to shift "to the other side of the fence" by joining GSK, now Haleon, a consumer pharmaceuticals business. This experience rounded out my understanding of buying and selling; having been a buyer, I could identify their needs while witnessing consumer-driven product innovation at its finest.
In March 2010, during the height of the Global Financial Crisis, I was fortunate to relocate to Sydney, Australia, with GSK to manage the Coles account. To my surprise, I encountered many former colleagues from Tesco who, like me, were drawn to Australia’s allure. After 18 months, I felt the pull back to retail and joined Woolworths, albeit in the rather mundane category of Chips (or Crisps, as we say in England).
MY LIFE and work EXPERIENCE
By this time, my partner Andy and I had married in the stunning Byron Bay, and while we enjoyed Sydney, the desire to live near the beach and build our dream home from a napkin sketch drew us to Perth.
This move was an eye-opening adventure! While Andy established himself as a Site Foreman, I decided to venture out on my own to assist businesses seeking my expertise—and it turned out, there was a demand.
Now, 11 years later, I've navigated a rollercoaster of highs and lows, collaborating with various businesses and brands to uncover growth opportunities and solve challenges.
As a new mum, being self-employed provides the flexibility I need before Chase starts school full-time next year. He particularly enjoys accompanying me on research shopping trips, especially when samples are involved. If you think I can be blunt, you should meet my 4.5-year-old—he's a master of honesty!
MY LIFE and work EXPERIENCE
