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

Donna Kibby

Donna has over 16 years sales experience, starting her career within the brewery sector in 2004 working for Anheuser-Busch (Budweiser); here she covered an array of On-trade customers across the South West, including national accounts, independents and leased. When Anheuser-Busch merged with InBev UK she moved into a role specifically within the leased pub sector, gaining experience within Punch Taverns & Enterprise Inns. Donna joined Britvic soft drinks in 2009 as a Customer Development Manager, growing sales within the leisure sector across both direct sales and working with local vending suppliers. For the past 6 years Donna has worked at Brakes where she has gained knowledge of the foodservice industry. Beginning in the higher education sector, working with TUCO & NUSSL customers, she enjoyed significant growth by developing mutually beneficial relationships and partnerships within several prestigious London universities, including Imperial College and King’s College to name but a few. After just 2 years, Donna was promoted to National Account Manager where she was responsible for a significant portfolio which included Nuffield Health, Care UK and Four Seasons. Donna is a passionate, successful and motivated sales individual who prides herself on her ability to build relationships and partnerships with her customers.

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.

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.

Sales Executive

Peter Sayers

Peter brings a wealth of experience to On-Trade Consultancy gleaned over many years working internationally. Whilst enjoying 20 years in Dubai, he brought to bear his geophysical surveying qualifications as an integral project lead for the development of The Palm and the Burj AL Khalifa hotels. After relocating to the UK, Peter used his enhanced experience to orchestrate key methodologies for the HS2 project, working for AECOM. Peter’s career progressed into the sales arena by joining Charged Up. Covering a number of key customer focus areas, he assisted senior management in building the operational network across sales and account management roles. Leading on from this success he progressed to Sale Executive for Coffee at Work, a leading vending company across the hospitality sector in London and the UK. Peter is excited to be joining On-Trade Consultancy where he will add value through his excellent relationship management skills, continue to hone his sales skills and deliver key projects & strategies across our client base.

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.


Want to get in front of the right operators?

Get In Touch