Amber Fraser

Enthusiast
DISC Type : i

Commercial Director at TRIP

London, England, United Kingdom

Overview

Amber Fraser is the Co-Founder of the sustainable snack brand BRAVE and also serves as Commercial Director at TRIP. Leveraging her background at LOréal and a Commerce degree from Western University, she excels at scaling brands within major retail channels, focusing on health and sustainability.

Outside of her specific roles, Amber is driven by a personal passion for making sustainable and healthy nutrition exciting for consumers. Her entrepreneurial journey with BRAVE is a direct reflection of this mission, transforming a kitchen idea into a nationally available product line.

Her companys product, Super Hoops, won "Innovation of the Year" from Whole Foods Market.

Personality Overview

Amiable & Agreeable

Optimistic

Consensus Focused

They agree with others often, so exercise caution when relying on their word.  They prefer to build relationships rather than staying totally transactional. Unlike D or C types, they are convinced more by stories and testimonials.

Topics They Care About

Sustainable Nutrition
Co-founded a company with the explicit mission to make sustainable, plant-based nutrition exciting and accessible through innovative snacks.
Retail Channel Growth
Has successfully scaled her brand's presence into major UK retailers, including listings in over 1, 000 Tesco stores, Waitrose, and Sainsbury's.
Food Product Innovation
Personally involved in product development, from kitchen experimentation to launching award-winning snacks recognized for their innovation by Whole Foods Market.

Media Appearances

Amber has no verified media appearances

Work History

6-2025
Commercial Director at TRIP
6-2017
Co-Founder at BRAVE
8-2015 - 4-2017
Business Category Controller at L'Oréal
7-2014 - 8-2015
National Account Controller - Tesco at L'Oréal
5-2013 - 7-2014
Senior National Account Manager - Boots at L'Oréal

Education

Bachelor of Commerce - BCom from Western University
International business exchange from Rotterdam School of Management, Erasmus University

More Information

Social Presence :

Prographics :

Exp : 14 Location : London, England, United Kingdom Job Level : Mid-senior Designation : Commercial Director at TRIP
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Insights For Selling To Amber

During A Call Or A Meeting

DO's

  • Give them the opportunity to lead the conversation where possible
  • Speak from experience about success that the product has seen with other customers
  • Ask them how their day is going or exchange some other pleasantries

DONT's

  • Don’t push them for a direct ‘no’, take lack of ‘yes’ as ‘no’ after some time
  • Don't be critical or challenge them openly, they can react defensively
  • Don’t be excessively objective, be like a storyteller with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Amber is

  • Relationship and rapport are valuable for them, but so is proven product value.
  • Will you ever get a clear answer from Amber

  • They probably won't say no directly.


Insights For Deal Planning

    How fast (or slow) will Amber move?

  • They are not the ones to make fast decisions, even while they stay committed.
  • Can Amber take some risk or not?

  • They can take some low-probability risks if needed.

You And Amber

Personality Compatibility


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