William Wake

Observer
DISC Type : ic

Commercial Director at Futura Foods UK Ltd

Hereford, England, United Kingdom

Overview

William Wake is the Board Commercial Director at Futura Foods, specializing in the FMCG dairy sector. He leads sales, marketing, and category development, focusing on supplying continental cheese and dairy products to major UK and Irish retailers. Described as commercially capable and a great self-starter, he holds a Diploma in Marketing.

He is passionate about innovation and quality within the food and drink industry, with a particular focus on private label partnerships for grocery retailers, foodservice operators, and meal manufacturers.

He recently oversaw the launch of a new, leading-edge production facility for Futura Foods in Wales.

Personality Overview

Assertive

Value Driven

Curious

They can sound friendly and charming but can quickly change gears to become inquisitive and probing.  They are generally strong communicators and are not easy to convince. They often ask many questions and rely heavily on information and documentation.

Topics They Care About

Private Label Cheese
He identifies his company as a "scale private label specialist" focused on developing and sourcing cheese products for the UK and Ireland's largest retailers.
Dairy Market Innovation
Expresses a passion for innovation and quality, and recently shared news about Futura Foods' new "leading edge" manufacturing facility in Wales.
UK Grocery Supply Chain
His role involves supplying nearly all major grocery retailers and food manufacturers in Britain and Ireland, managing a complex portfolio of over 200 products.

Media Appearances

William has no verified media appearances

Work History

7-2022
Commercial Director at Futura Foods UK Ltd
12-2019 - 6-2022
Commercial Director, Retail at Futura Foods UK Ltd
4-2018 - 12-2019
National Account Controller at Futura Foods UK Ltd
7-2015 - 4-2018
Founder and MD at Agentwest Limited
2-2013 - 6-2015
Director, Export Markets, Consumer Dairy at Glanbia

Education

1987 - 1991
Bachelor’s Degree from University of Surrey
Diploma in Marketing from CIM | The Chartered Institute of Marketing

More Information

Social Presence :

Prographics :

Exp : 22 Location : Hereford, England, United Kingdom Job Level : Mid-senior Designation : Commercial Director at Futura Foods UK Ltd
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Insights For Selling To William

During A Call Or A Meeting

DO's

  • Ask them questions to understand their needs better while staying affable
  • Share testimonials from known people and give multiple examples of product value
  • Help them realize that there is no personal risk in making this decision

DONT's

  • Don’t try to rush them into a decision, provide all necessary information first
  • Don’t rely excessively on your relationship with them to win the deal
  • Don’t be too objective but make sure to pad your storytelling with data points

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with William is

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

  • They are practical yet friendly, don’t expect a clear no very often.

Insights For Deal Planning

    How fast (or slow) will William move?

  • They like to analyze well and then make their decisions.
  • Can William take some risk or not?

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

You And William

Personality Compatibility


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