John Alderman

  • Beachhead Advisor, Europe

John Alderman is an internationally experienced FMCG marketing and sales practitioner who has developed and implemented business growth strategies for iconic brands ranging from Heinz to Rexona. John’s key areas of expertise are in food, personal care and household products.

A Kiwi based in the United Kingdom for 19 years, John has honed his FMCG marketing and sales skills over a 29-year career within blue chip FMCG companies, including Unilever in New Zealand, and KraftHeinz in the UK, Nordics and Europe. He ecently established his own company providing marketing and sales consultancy services.  

Having worked at high levels across both the marketing and sales functions Europe-wide, John has developed an innate ability to blend the two functions to achieve a balanced commercial outcome that delivers business growth.  

John began his career at Unilever in New Zealand performing a number of roles across multiple categories including foods, health and beauty, and detergents. Starting as a sales representative at Unilever, he rose to National Sales Manager of Unilever Foods before joining the Marketing team as a Brand Manager and later Marketing Manager. 

At KraftHeinz, John worked as a Marketing Manager and National Account Manager with responsibility for the delivery of brand growth and commercial targets Europe-wide. 

John’s core skills include go-to-market strategies, creating and executing brand marketing plans, advertising development, media and PR, market research, pricing strategies, product launch plans and delivery. He also has experience in cross functional project team management, co-ordination of pan-European ways of working, customer business plan development and retailer negotiation. 

Advisory areas

In addition to marketing and sales, John has experience in brand licensing, distributor management, direct marketing and pricing strategies (in the UK and Europe). He has specific knowledge of food, and also personal care and household products. The brands John has worked with include Heinz Tomato Ketchup, Heinz Baked Beanz, Rexona, Impulse, Continental, Flora and Surf.

Sector experience



Europe, Ireland, the Philippines and New Zealand.


Read more about John on LinkedIn.