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Alistair Farquhar
Director National Key Accounts Uk & Ireland @Welbilt Inc.
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WORK HISTORY
Director National Key Accounts Uk & Ireland @Welbilt Inc.
I lead a high-performing team of National/Key Account Managers and a Training Manager, driving sales growth and profitability across the UK & Ireland for Welbilt’s core brands – Merrychef, Frymaster, Lincoln, Garland, Convotherm, CrystalTips, Wmaxx, and Delfield. Working with national multi site customers across Pubco, Hotel Chains, Retail, Forecourt and Coffee Chains, and National Catering Equipment Distribution networks, delivering solutions that combine innovation, efficiency, and long-term value.With responsibility for achieving annual sales and margin targets, I focus on:Building and maintaining senior relationships with national and key account customers to secure specification and win major projects.Growing sales across hotel groups, multi-site operators, and new business prospects in the UK, Ireland, and wider WEA region.Leading strategic planning, margin analysis, and procurement-level engagement for key accounts across the UK & Ireland.Promoting and positioning market-leading brands to maximize profitability and long-term customer value.
EDUCATION
BMS Progress
Level 5 Operational & Departmental Manager
ABOUT ALISTAIR FARQUHAR
With over 20 years of experience in the catering and foodservice sectors, I began my career at 16 in the fast-food industry before serving as a Senior Aircraftman in the Royal Air Force. Since moving into the catering equipment industry in 2008, I’ve built a dynamic career spanning operations, manufacturing, sales, and strategic business planning.Currently, I am the UK & Ireland Key Account Director at Welbilt UK, where I lead a team of sales professionals, manage high-value national clients, and oversee complex multi-channel relationships while driving profitability and growth across the UK, Ireland, and wider EMEA markets. Core strengths include:Negotiating and securing high-value contracts with major hotel groups, QSR chains, and multi-site operators.Leading strategic planning, P&L management, and margin optimisation to achieve sustainable growth.Driving team performance, coaching, and development to deliver commercial excellence.Building long-term partnerships by delivering tailored solutions and exceptional service to end-users and chain accounts.My leadership blends operational know-how with strong interpersonal skills, ensuring both clients and teams achieve their objectives. I am passionate about creating value, driving performance, and positioning leading brands – including Merrychef, Frymaster, Lincoln, Garland, Convotherm, CrystalTips, Wmaxx, and Delfield – at the forefront of the market.
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