SWA appoints Lisa Clifford as membership engagement officer

The Scottish Wholesale Association (SWA) has appointed Lisa Clifford as its new membership engagement officer. She replaces John Farrell, who retired earlier this year.

Clifford (pictured), who has a background in bar and restaurant management, joins the SWA from Tennent’s Lager owner C&C Group where she worked on customer marketing plans for the company’s premium brands portfolio.

Other roles at C&C included managing a team of sales executives for the on-trade and supporting strategy and marketing in national accounts across routes to market for Matthew Clark and Bibendum.

In her new role, Clifford will work with wholesale and supplier members to help them leverage the industry support that is available to them as well as recruiting new members.

Colin Smith, SWA chief executive, said: “This is a key role for us and confirmation of our commitment to our members and the wider wholesale sector to work in partnership with them to grow their business in a challenging and ever-changing marketplace.

“Lisa’s extensive experience in customer-facing roles makes her ideally placed to engage with members and explain the many benefits of SWA membership to both wholesalers and suppliers.”

Commenting on her appointment, Clifford said: “I am excited to bring my enthusiasm for wholesale to serve the members of SWA where I believe our shared commitment to champion excellence in innovation, sustainability and training across the Scottish wholesale sector will see our members and organisation go from strength to strength.

“My background in bar and restaurant management in Scotland and south of the Border with both national businesses and independent operators means I am particularly well placed to working with drinks and foodservice suppliers to help them take advantage of the opportunity to grow their brands through partnerships with SWA members.

“However, my role extends across the entire food and drink wholesale sector, and I will also work closely with our members who supply Scotland’s 5,200 convenience stores as well as the 30,000 tourism, hospitality and leisure outlets, and public sector customers including schools, prisons and hospitals.”