Katie Birrell

Observer
DISC Type : ci

Managing Director at Food & Drink Exporters Association (FDEA)

Newton Mearns, Scotland, United Kingdom

Overview

Katie Birrell is the Managing Director of the Food & Drink Exporters Association (FDEA) and Future of Food. With over 25 years of experience in international sales and export markets, she focuses on helping UK food and drink innovators and exporters connect, learn, and grow. She is a graduate of the University of Strathclyde with a degree in Marketing.

After nearly 16 years of building the international business for Nairns, she transitioned to lead the FDEA.

Personality Overview

Curious

Assertive

Example Seeker

They ask a lot of questions and rely heavily on information and collaterals.  They can sound friendly and charming but can quickly change gears to become inquisitive and probing. They are generally good communicators and can be hard to convince.

Topics They Care About

UK Food Exports
As Managing Director of the FDEA, her primary role is to create platforms and opportunities that help UK food and drink businesses grow with confidence in export markets.
Supporting Innovators
Through her work with Future of Food, she is passionate about bringing together innovators, from start-ups to scale-ups, with the insight and opportunities they need to progress.
International Sales
She has a deep-rooted background in this area, with over 25 years of experience, including almost 16 years spent building international markets for a single brand.

Media Appearances

Katie has no verified media appearances

Work History

1-2026
Managing Director at Food & Drink Exporters Association (FDEA)
4-2024 - 1-2026
Board Member at Food & Drink Exporters Association (FDEA)
1-2026
Managing Director at Future of Food Competition
2-2024 - 1-2026
Board Member at Scottish North American Business Council (SNABC)
11-2022 - 1-2026
Export Champion at Department for International Trade (DIT)

Education

1997 - 2000
Marketing from University of Strathclyde
Education details unavailable from Craigholme School

More Information

Social Presence :

Prographics :

Exp : 15 Location : Newton Mearns, Scotland, United Kingdom Job Level : Mid-senior Designation : Managing Director at Food & Drink Exporters Association (FDEA)
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Insights For Selling To Katie

During A Call Or A Meeting

DO's

  • Share testimonials from known people and give multiple examples of product value
  • Help them understand the risk aspect fully while inspiring confidence
  • Help them realize that there is no personal risk in making this decision

DONT's

  • Don’t be too objective but make sure to pad your storytelling with data points
  • Don’t brush off any concerns, take all questions seriously
  • Don’t try to rush them into a decision, provide all necessary information first

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Katie is

  • Proven value, strong testimonials are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Katie

  • They are practical and friendly, don't expect a clear-cut response often.

Insights For Deal Planning

    How fast (or slow) will Katie move?

  • They like to be detailed and take their time to arrive at decisions.
  • Can Katie take some risk or not?

  • They weigh all decisions systematically and are unlikely to take many risks.

You And Katie

Personality Compatibility


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