Meet the team

Managing Director

Matt Steinhofel

Matt has over 20 years' experience working in different hospitality industries in South Africa, United States and the UK. Starting in the casual dining sector at aged 18 as an Assistant Manager for the Mugg & Bean coffee chain in South Africa. Matt moved to Miami Florida in 2002 and started working with Carnival Corporation, the world’s largest cruise company with over 100 ships over 10 brands including P&O, Cunard, Holland America and Carnival to name a few. Matt has lived in the UK since 2005 working within the Sales and Marketing team at Premier Automotive Group (PAG) which had Land Rover, Jaguar, Aston Martin Lagonda, Volvo and the Ford GT. In 2007 Matt joined the Association of Licensed Multiple Retailers (ALMR) where he ran the membership for 8 years and grew it from 9,500 venues to over 23,500 by 2015 with big multiple groups like Stonegate Pubs, Greene King, Mitchells and Butlers, JD Wetherspoon, Punch Taverns, Admiral Taverns, EI Group. Casual dining groups like Carluccios, TGI Fridays, Cote, Byron and late-night groups like Deltic, Living Ventures, Ministry of Sound to name a few. The last 5 years Matt has been a hospitality consultant working with various brands in the on-trade and growing to over a dozen clients.

Commercial Director

Rupert Culme-Seymour

Rupert’s hospitality sector experience has been gleaned over a career spanning 22 years to date. Rupert enjoyed 19 years in the Brewery sector with the mergers & acquisition of Courage to Heineken UK, his career spanned roles in supply chain, sales capability and On-Trade sales leadership. Rupert went down the Trade Association route and as Chief Operating Officer he assisted the merger of The Association of Multiple Retailers (ALMR) and the British Hospitality Association (BHA) to form UKHospitality with over 65,000 venues in membership. Rupert developed further skills and experience in the Occupational Health & Wellbeing sector before becoming an ILM endorsed Leadership Coach & Institute of Hospitality Member & Mentor with his own consultancy business.

Associate Advisor

Ed Cottrell

Ed Cottrell has just returned from Singapore, where he was a Managing Director for William Grant & Sons for 5 years. He is now a freelance consultant based in London, specialising in advice to fast growing consumer drinks brands that want to scale up at home and internationally, for which the On Trade consultancy is an ideal platform. Prior to Grants, Ed was Commercial Director at EI Group PLC and a Board member at Cask Marque and the BII. This was on the back of a 15 year career with Diageo PLC. He started his career as an Officer in the Coldstream Guards.

Senior Business Consultant

Pete Garraway

Pete has been working in the hospitality industry for over 15 years. His career has ranged from founding and developing start-up companies to holding senior sales and marketing roles with internationally renowned brands. His experience developing drinks brands across the On and Off Trade sector includes work with Coca-Cola Enterprises, Scottish & Newcastle, Heineken, Fentimans and Starward whiskey. He is one of the founders and directors at easy social cocktail co and works as a freelance sales and marketing consultant.

Senior Business Consultant

Barrie Sly

Barrie has over 23 years’ experience in the UK drinks industry with some of the major brands starting his career with Coca-Cola Enterprises in 1997 in various sales development positions for 8 years. Barrie has held customer development roles with Molson Coors and Heineken, with the latter looking after the premium brands within the high-profile London Hospitality Groups. Agreeing and implementing Heineken sponsorship of Henley Royal Regatta, Hennessey Gold Cup and Cowes Week to name a few. Barrie joined Fentimans in 2010 where he was instrumental in growing the sales team on a national level and managed the big national pub and bar groups. In 2017 Barrie joined Global Brands, in his time there he redeveloped the South Region and helped it grow exponentially, he also developed his personal skills further by completing a 2-year CMI Diploma in Management and Leadership.

Senior Business Consultant

Jamie Durkin

Jamie has been working in the on-trade for over 20 years. He started his career working in restaurants before managing some of the UK's most successful bars, restaurants and nightclubs. Over the past 10 years Jamie has worked in different sales roles within the on-trade, working for SAB Miller, Duvel Moortgat and more recently Served Hard Seltzer. He has looked after customers within HORECA, MOT and high-profile premium groups. He is a beer and wine buff and holds a WSET level 3 certificate. Jamie is determined, motivated and extremely passionate about the hospitality industry and enjoys building long lasting partnerships with all of his customers.

Tech Business Development Consultant

Jon Reay

Jon has extensive experience in the drinks and hospitality industries, working with the likes of Diageo, Just Eat and William Grant & Sons.Through his own consultancy, Jon has helped drinks and hospitality businesses grow their reach, revenue, reputation and profitability by elevating how they look at and harness digital – from business models to tech platforms, customer engagement, use of data, automation and innovation.Jon produces an annual industry report, Digital in Drinks, which has featured in Drinks International, Harpers Wine & Spirit and BeverageDaily.With a deep technical background and strong commercial mindset, Jon has experience with a wide range of technology solutions to which he brings significant value to IT, marketing and business strategies for clients. Jon has written for numerous publications and spoken at events and conferences in Europe and North America.During the Covid crisis in 2020, Jon volunteered his time to chair a number of webinars for the hospitality industry in partnership with TRADE Hospitality and LUX Rewards.

Senior Consultant - London & South East

Matt Francis

Matt started his foodservice career in media and publishing over a decade ago. He can comfortably say that he has enjoyed every aspect of the industry, including the friendships built across a wide range of sector networks that he has made along the way. He brings a wealth of experience and knowledge to the On-Trade Consultancy team on the key areas of the commercial sales cycle and the end-to-end relationship management for clients.

Wine Development Consultant

Liz Killick

Liz began her 30-year career in the wine industry as a sales representative at Remy Martin. after which she was headhunted by BRL Hardy. She was quickly promoted to the position of National Account Manager, where she was able to hone her skills in sales. She has since represented Stratford Wine Company, Kingsland Drinks, and BBS Wine Importers, for whom she has managed regional accounts. Throughout her career, Liz has gained valuable experience that helps her to develop strong and lasting relationships with clients. Liz prides herself on a proactive and driven approach to sales that ensures a consistently high level of customer satisfaction. She is adept at growing territories from a small base into a successful region, and she enjoys distributing new and innovative products.

Business Development Consultant

Sammy Sadek

Sammy has had very successful career in the On-Trade helping grow ChargedUp from 200 venues when he was their first full-time sales team member to their current 3000 venues in just 18 months. Before he joined ChargedUp he was a Sales Manager for one of London's leading vending companies and was their top salesman for 18 months in a row. His passion to learn and energy coupled with the outside of the box approach to tackle sales is really going to help our the team stay on our toes and moving. He spent time in both Mexico & Spain studying & working in start ups helping with their sales and business development strategy. Giving him insight into different markets.

Category and Brand Development Strategist

Jo Halstead

Jo has enjoyed working in hospitality for more than 15 years, during which time she has become a successful and intuitive Brand, Category & Channel Development Strategist. Jo has specialist expertise in shopper & customer marketing, and category & channel development, driving value in the food and drink occasion. Her experience spans multiple drinks categories across the ‘’out-of-home’’ and ‘’at-home channels’’. Her career to date has seen her skills and experience develop at Scottish & Newcastle, Greene King, Diageo, SAB Miller and Britvic (in the UK and Australia). Jo’s passion is to explore trends and harnessing powerful insights to optimise the occasion. She collaborates with brands and retailers to deliver commercially effective and operationally efficient path-to-purchase strategies; from compelling range & offer, to experience-enhancing serve, service & activation.

Marketing Manager

Jess Newall

Jess is an entrepreneurial graduate with a BA in Business and Management from Oxford Brookes University. She has a passionate and creative approach to new opportunities and is always seeking out new ways to be more productive with her time. As part of her degree she completed a year in industry as a Marketing Assistant for Hyve Group Plc. This role equipped her with invaluable marketing experience and entrusted her with a plethora of accounts within the company across all social media platforms. Her previous roles also include acting as Head of Social Media and Sales for Simply Ice Cream and carrying out two years’ worth of event planning experience with Mama and Co, as Events Assistant for music festivals such as Wilderness and Lovebox. Jess believes in the power of Marketing and Social Media, and the platforms that they provide to companies in order to promote and elevate their business to the next level. She views social media as a tool of empowerment, and the solution to the ever-changing challenges that businesses face in today’s climate.

Operations Executive

Gemma Finlay

Gemma has built her career within the hospitality industry over the last 20 years with a focus on operations and events management. Her career began in sales and events for some prestigious Greenwich venues. She went on to develop her event talents, planning and running high profile events at the O2. Gemma later moved into corporate events at Vinopolis and also spent time working with contract caterer, Elior running events within the Science Museum, Kensington Palace and Southwark Cathedral. Since 2011, Gemma has been an integral member of ETM Group playing a critical role providing support and guidance to the Operations team. She is a pivotal point of contact to customers providing quality customer service for the group.She brings to OTC, a positive attitude, great client relationship management, organisation, and passion.

Marketing Executive Intern

 Luisa Witney

Luisa is currently a third-year student studying Business Management with Marketing at the University of Brighton. Her time at University has enabled Luisa to gain experience with digital and social media marketing and analytics. Luisa has worked for Lovisa as a retail assistant for the past year, through which she has gained valuable knowledge on analysing shop performance and working with customers. She has also worked for Groundswell Surf Shop as part of their marketing team, which helped to further develop her social media marketing skills. Luisa is currently a part of a research team for Watch This Sp_ce, a consultancy company dedicated to improving diversity and inclusion in the workplace. Luisa was born in Kenya, raised in Uganda and has spent most of her gap year in Italy working as an Au-pair. Her real passion is to create a career in ethical and sustainable marketing after she has completed her studies.

Graphic Designer

Adam Carnell

Adam has a passion for transforming the ordinary into the extraordinary through design. Having achieved a BA First Class Honours Degree in Graphic Design from De Montfort University, Adam went on to become a full-time freelance designer. With talented skills in branding, brand packaging, web and graphic design Adam has built up an amazing portfolio enabling brands such as Desperados, MyMatcha Tea and our more recently our client Singolo Wines to achieve their design visions, professionally and successfully.


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