cred' crunchin'...

Updated: Jan 11, 2021

Blimey, I've just finished writing my 'About' page...writing about yourself is so much harder than writing for others! Wincing at the thought of laying out all my career credentials there, I tucked them away in this first blog post (2018).

Hopefully, combined with some testimonials, the following details will provide the reassurance you're looking for...but being a few clicks through the navigation at least you can't now accuse me of showing off, right?

dedication wins out

Despite being only a semi-school-swat, I became obsessed with my school project titled 'Understanding Reality'. It bagged me a top grade and ignited a long-running passion for Psychology.

At University I studied Marketing and Business Law and scooped their 'Outstanding Achievement' award. My dissertation focused on food brands and the influence of brand perception, the final slog to achieving a First-Class Honours and securing me a place at one of the UK's top ten marketing agencies.

Winning a creativity competition gave me a short spell in a Chicago agency and then years later I moved to Zurich Financial Services to support various rebrand initiatives.

Two children and two family businesses followed, developing my skills and qualifications in property development and Interior Design. These years also taught me to multi-task at an insane level and stretch a small budget a long way!

Several years ago, I became Head of Marketing at a foodservice wholesaler. Having a vision that they could develop their brand personality and popularity by improving customer support, I set about understanding exactly what made their customers (pubs, restaurants, coffee shops etc) tick and the challenges they faced.

[Below: Caterforce conference, 2017. Behind me is an example of one of the lorry designs I developed with Mark Thake of The Idea Engine, Barnstaple.]

a perfect patchwork

Working closely with the Philip Dennis Foodservice Sales team, I began running workshops to help their Account Managers develop their sales skills and customer understanding. It formed the foundation of a series of workshops that I've since been been asked to run for many other businesses, and contributed towards my 2020 award wins.

During this time I also became involved in the start-up of a cafe. Literally from walking the cliffs and hearing one man's dream, to helping to plan the interior, source the fixtures, design the logo, the website and sharing thoughts on how it would quickly repay the costs and consistently net a high monthly profit. (By it's first birthday, it had already exceeded all expectations).

The experience made an arguably patchwork past come together perfectly...with the marketing, sales, psychology, project management and design experience proving a unique and comforting blend for my growing network of food/drink related business owners.

A year filled with sad news of lives cut short and scary near-misses, and my children growing up way too fast, meant enough was enough. In 2018, I made the decision to leave the corporate role that had meant so much and return to the joy of working on projects where I knew I could make a big difference to people with equally big ambitions.

And now here I am...hoping that maybe you'll be one of them!?

Phew, job done I hope. You can read more on my About page, yet nothing is going to feel better than just meeting up, so please do get in touch. SJ x.

Sara-Jane Williams

M: 07975 728819 T: 01271 372620


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