Barney Waugh

WORK HISTORY

EDUCATION

SKILLS

ABOUT BARNEY WAUGH

I am a well-connected Senior Account Manager | Growth & Acquisition Specialist | Business Development Strategist with a proven track record of scaling brands, driving revenue growth, and optimising seller performance within FMCG & e-commerce. I specialise in data-driven growth strategies, digital sales, and commercial planning, helping businesses expand their online presence, improve conversion rates, and maximise profitability.At TikTok Shop UK, I support leadership in Business Development, driving merchant acquisition, joint business planning, and investment strategy. I have successfully managed multimillion-pound budgets, ensuring high utilisation and ROI while exceeding 250% of target YTD in 2024.My career spans high-impact roles in FMCG, e-commerce, and digital marketplaces, with experience in launching and scaling brands across off-trade, on-trade, and wholesale distribution. I work closely with cross-functional teams, including Marketing, Partnerships, and Sales, to ensure brands unlock their full potential.Key Achievements TikTok Shop – Developed a merchant growth roadmap, enabling Business Development teams to identify high-potential sellers and execute structured joint business plans. Managed investment budgets to drive growth, achieving 250%+ of target YTD in 2024. Kopparberg – Led the launch & growth strategy for Kopparberg Gin, securing listings with key wholesalers including Hills Prospect, Nectar, Enotria & LWC. Drove brand visibility through on-trade activations, tastings, and events, contributing £25M in revenue within 18 months. Diageo | Guinness – Key in launching Hop House 13, introducing a new world lager into the competitive UK premium market. Leveraged customer education, events, and strategic partnerships, making HH13 the #2 highest rate-of-sale world beer in the UK, behind Peroni:Key Account Management | E-commerce & Marketplace Growth | FMCG | TikTok Shop | Digital Sales & Marketing | Business Development | Merchant Acquisition | Commercial Strategy | Investment & Budget Management | Growth Roadmaps | Joint Business Planning | Wholesale & Distribution | Channel Strategy | Brand Management | Hospitality | New Business Opportunities | Product Marketing | Marketing Management | Full P&L | Forecasting | Data Analytics & Insights | Digital Marketing | Paid Media Strategy | Market Research | Sales Management | CRM (MS Dynamics, Salesforce)| Events & Activations | Customer Engagement | B2C | B2B | Negotiation & Influencing | Process Improvement | Team Leadership & Development