Colin M Johnston
General Manager - Uk @Farmina
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WORK HISTORY
General Manager - Uk @Farmina
Edinburgh City, GB
Successfully led the market entry and growth of a global brand in the UK, building high-performing teams across diverse functions. Developed and executed a comprehensive go-to market strategy, securing strategic distribution partnerships and contracts with key distributors across multiple channels. Crafted and implemented a robust financial business plan, driving sustainable growth and ensuring the availability of Farmina Hyper Premium diets to pet parents, veterinarians, and online & offline retailers. Strengthening technological service offerings and positioning the business to thrive in a competitive landscape, all while aligning with global initiatives for continued successKey responsibilities and achievements thus far- Enhanced digital, DTC & E-commerce execution, developing subscription pathways, customer journeys and online engagement to strengthen brand reach and customer lifetime value- Optimised operational delivery and supply chain execution, improving forecasting accuracy, inventory availability and post-purchase service levels to support commercial scalability- Strengthened commercial competitiveness through pricing, category presence and channel differentiation, positioning Farmina as the hyper-premium benchmark in key segments-Oversee the setup and ongoing of all operational infrastructure — logistics, customer service, legal, Importation and regulatory compliance-Secured partnerships across retail, veterinary, and e-commerce channels, establishing Farmina as a premium, differentiated brand-Working closely with global leadership to shape innovation rollout, align reporting processes, and support EMEA-wide commercial transformation projects.I\'ve always been passionate about building purpose-led, high-performance businesses — combining strategic clarity with hands-on leadership to unlock growth, drive efficiency, and develop empowered teams.
EDUCATION
Brighton School of Business & Management, United Kingdom
Postgraduate Diploma, Strategic Management & Leadership
Boston Business College , South Africa
Career Diploma, Software, Design and Accounting
Brighton School of Business & Management, United kingdom
Postgraduate Certificate, Strategic Management & Leadership
Roodepoort College, Johannesburg , South Africa
High School, High School/Secondary Diplomas and Certificates
ABOUT COLIN M JOHNSTON
Experienced General Manager and Senior Business Strategist with a 19-year track record of enhancing commercial and financial performance for international Animal Health and Pet Care Organisations. Skilled in leveraging technology, data insights, and digital engagement models to improve clinical outcomes, enabling more informed decision-making for professionals and elevating customer value. Adept at driving brand awareness, commercial growth, and operational excellence across international markets in the UK, Europe, Middle East, and Africa.Expertise spans corporate strategy, multi-channel marketing, Direct-to-Consumer activities, subscription and recurring revenue models, and technology-enabled services across Distribution, Veterinary Technology, Diagnostics, Pet Nutrition, and Animal Health. Proven ability to lead multi-disciplinary teams, maximise client engagement, and strengthen business expansion in clinical and digitally transforming environments.Key Areas of Expertise:• International Expansion• Global Strategy• Technology Driven Revenue • E-Commerce• Local Analytics• Distributor Management• Corporate Strategy• Sales Leadership• Direct to Consumer models• Marketing Strategy• People Management• Coaching & Mentoring• Capability assessments• Relationship Management• Team Building• P&L Management• Business Development• Financial Forecasting Geographical Areas of Professional Market Experience (Hold Dual Citizenship, EU passport/RSA)Europe,France, Germany, UK, Ireland, Belgium, Cyprus and MaltaAfrica,South Africa, Mozambique, Zimbabwe and Zambia (Business Development - Market research,capability assessments, distributor selection, contractual agreements, country launch)Middle East,Turkey, UAE & Saudi Arabia
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