Episode 121: Dan Crabtree, Senior Sales Director at PepsiCo | From Shop Floor to Sales Leadership: Navigating Retail, FMCG, and Strategic Customer Growth

Send us Fan MailIn this episode, we sit down with Dan Crabtree, Senior Sales Director at PepsiCo, to explore a career journey that started in the aisles of Woolworths and led to the leadership table of one of the world’s biggest FMCG companies.Growing up in Sydney with a down-to-earth, hard-working family, Dan’s first exposure to retail came as a teenager pushing trolleys and stocking shelves. After completing a Commerce degree in Marketing and Finance, he entered the Woolworths graduate program and began building a diverse career across some of Australia’s most iconic retailers and suppliers—including ALDI, CHEP, and Coles.Dan shares insights from each chapter of his journey—from navigating commercial negotiations to leading customer relationships at scale. He reflects on the transition from operational roles into strategic sales leadership, the importance of staying grounded, and what it takes to drive growth in highly competitive retail environments.Whether you're starting your career or stepping into senior leadership, Dan’s story is packed with valuable lessons on resilience, adaptability, and the power of understanding retail from the ground up.