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Richard Coker

Head of Advisory, APAC

Location: Australia
Languages: English
TN focus: Negotiation, Route to Market, Revenue Management, Category Management


Head of National Sales, BAT
Director Channel Sales, Hasbro UK
National Account Manager, L'Oreal


Strategic Joint Customer Business Planning
Trading Terms
Spend Optimisation
Strategic & Commercial Negotiations


FMCG, DIY, Hardware, Entertainment, Start-ups, Sales, Consulting

Rich brings over 20+years of Commercial Sales Leadership experience in Consumer Goods. His passion for sales was born at Unilever and L’Oreal in the UK where he worked within Shopper market research, Category Management and Account Management roles across leading UK retailers. His commercial experience with Hasbro Asia Pacific leading National Field sales teams and heading up Grocery /Mass Merchant and distributors, then as Channel Director across the UK and EU helped to develop long lasting commercial relationships whilst managing customer price and terms harmonisation across retailers within Europe.

Rich’s family ties led him back to Sydney as Head of National Sales role at British American Tobacco leading high performing teams across a $6bn business and successfully navigating high stake pricing and terms negotiations across Grocery, Independent and convenience channels. 

Rich then established a Sales Consulting business working across FMCG, Hardware, Construction and VR/ AI tech start-ups prior to working with Total Negotiation Group where he supports clients to win the commercial conversation through CPI, Trade terms, Joint Business Planning and RGM levers.

Rich has an engaging and approachable style with a proven success in challenging different thinking and solving client’s problems. He is passionate about helping to drive high performing teams for his clients who often consider them a part of their business!