Sarah Burton

Observer
DISC Type : ci

Commercial Lead, International Sales at Waitrose & Partners

Poole, England, United Kingdom

Overview

Sarah is a commercially astute leader with over 20 years of experience in sales and retail, specializing in revenue growth and market expansion. As Commercial Lead for International Sales at Waitrose & Partners, she leads the strategic direction and P&L for global territories. She holds a postgraduate degree from IGD.

Sarah is passionate about working for brands that have strong ethics and a clear purpose. She firmly believes that a great consumer experience is the cornerstone of business success and is dedicated to aligning her teams mission with customer impact to deliver measurable results.

She has recently led several successful store openings through a major partnership between Waitrose & Partners and Welcome Break.

Personality Overview

Example Seeker

Curious

Value Driven

They often ask many questions and rely heavily on information and documentation.  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

Global Business Growth
Her current and past roles focus on international sales, driving revenue growth, market penetration, and long-term commercial sustainability across global territories.
Strategic Partnerships
She architects market expansion through key collaborations, exemplified by her posts celebrating new Waitrose locations with partner Welcome Break.
Customer Experience
States in her professional summary that she believes a "great consumer experience is the cornerstone of success" in retail.

Media Appearances

Sarah has no verified media appearances

Work History

2-2026
Commercial Lead, International Sales at Waitrose & Partners
2-2024 - 2-2026
Commercial lead, UK Convenience Sales at Waitrose & Partners
6-2022 - 2-2024
Business Manager (Chief of Staff) to Executive Director, Strategy & Commercial Development at John Lewis Partnership
3-2018 - 6-2022
Senior Business Manager, International Sales, GCC and Caribbean at Waitrose & Partners
11-2016 - 3-2018
Account Manager, International at Waitrose & Partners

Education

2010 - 2011
Postgraduate from IGD
Education details unavailable from Oxford Summer School

More Information

Social Presence :

Prographics :

Exp : 23 Location : Poole, England, United Kingdom Job Level : Senior Designation : Commercial Lead, International Sales at Waitrose & Partners
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Insights For Selling To Sarah

During A Call Or A Meeting

DO's

  • Be prepared for a lot of questions, answer them objectively
  • Share testimonials from known people and give multiple examples of product value
  • Build rapport, it will come handy to handle hard questions later

DONT's

  • Don’t brush off any concerns, take all questions seriously
  • Don’t be too objective but make sure to pad your storytelling with data points
  • Avoid making offhand commitments

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Sarah is

  • Clear proof of product value matters to them, followed by others' testimonials and rapport.
  • Will you ever get a clear answer from Sarah

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

Insights For Deal Planning

    How fast (or slow) will Sarah move?

  • They like to perform full analysis and can take time to make any decision.
  • Can Sarah take some risk or not?

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

You And Sarah

Personality Compatibility


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