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Work Background
Sally Wheat Consulting Director
Dec. 2019WorldwideWhether it be major event Creative Direction and Production encompassing full brand experiences, bringing to life a clients brand vision through expertly crafted and designed bespoke events, or strategic marketing and business planning; Sally is able to ensure that no matter the industry from automotive & beauty, to design and retail, along with her much loved f&b industry she takes each client’s strategy to a level they never imagined possible, through action that drives real results. Sally is able to fully immerse and deep dive into every business, with her skills of over 25 years, to ensure her clients brands truly engage with their consumers and customers.
Group48Consultant Business Strategy and Marketing
Dec. 2019 - Mar. 2021Alexandria, New South Wales, AustraliaWorking closely with the GM and CEO I have been brought on to develop strategies in order to fully extend and increase capacity for their extensive range of current brands and products. This also includes assisting with branding, strategies and development of new products and ensuring that both national and international distribution and retail sales strategies for all products under their portfolio are fully developed, with clear pathways to be realised as part of a 3-5 year plan. As part of this contract role it has been critical to consider all avenues of developing the customer and how to develop a strong, sustainable relationship with them for each brand, though new digital and direct platforms to be developed in the coming months. An extraordinary company with long standing history over 60+ years that it is a pleasure to assist in paving the way through their next phase of growth.
[ fuhng-kee ]Director
Feb. 2016 - Feb. 2019Dubai, United Arab EmiratesA unique branding and marketing consultancy group working within the f&b/hospitality and retail industries. With over 24 years experience Sally and her team know how to bridge the gap between "fluffy" marketing and branding; turning them into real results and a solid return on investment. Basic simply won't do at [ fuhng-kee ], we do funky! Unusual, noticeable and completely brilliant full concept, branding, strategic marketing development and tactical campaigns for your business, along side systems and strategy support for operations to ensure that both work seamlessly together. Having worked with f&b companies in the Middle East such as The Zuhour Group to assist with major brand and marketing strategy, along side new system development & implementation alongside operational strategies, Sally ensures any business plans are developed considering the full company objectives.
Spilt Milk Consultancy DMCCExecutive Director
Jan. 2015 - Jan. 2016DubaiA company dedicated to ensuring the success of concepts and brand development in the food and beverage industry, Sally heads a unique team in designing along side Stickman's Interiors for our clients their concepts, full menu development, branding and marketing strategies for new and refurbished venues. Her wealth of knowledge in new venue opening and concept development brings a fresh outlook on the way forward. Ensuring authentic and relevant spaces and marketing/brand campaigns, bringing with it success and return on investment for our clients.
Stickman Design LLCGroup Marketing Director
Apr. 2014 - Dec. 2015DubaiStrategic Marketing and brand direction for this exceptional Interior Design company focussed on creating extraordinary award winning spaces for the food and beverage industry across the MENA and Asia Pacific. The role required supporting the current business while developing their Spilt Milk arm to focus on brand and concept creation for the f&b locations Stickman designs for in 5 star hotels worldwide.
Hot Mama DistributionFounder/CEO
Jan. 2010 - May. 2012AustraliaManaging Director and CEO of Hot Mama Distribution Australia. Sally started this entrepreneurial business from the ground up and went on to ensure profitable distribution and marketing of international products through major retail groups such as Myer, David Jones, several major chain pharmacies. Sally was able to secure expansion into the Asian market in Hong Kong with Lane Crawford and Harvey Nichols department stores, prior to deciding to start to her own family and take a break from working.
Urban Purveyor Group (formally Bavarian Hospitality Group)Director of Sales and Marketing
Jan. 2006 - Jan. 2010Sydney, AustraliaAs an integral member of the Senior Management Team, Sally worked as the Director of Sales & Marketing for Bavarian Hospitality Group (BHG). (Now named Urban Purveyor Group & Urban Beverage Imports) where the group was responsible for multiple groups of high-end F&B outlets and major chains such as the Bavarian Bier Cafes and Sake Restaurants. This group is now one of the most successful in Australia and recently acquired by a major international. Sally was personally in charge of a large team responsible for new locations, marketing, sales, advertising, PR, joint ventures & acquisitions, customer service and promotions. She also oversaw the operations team for all events. She turned around a non process driven marketing and sales team to a fully operational and tailored marketing approach across all venues. Sally reported to the board to ensure budgets and fiscal responsibility aligned with a new website, new branding and re-engaging customers with a fresh approach to a longstanding but somewhat stale brand, whilst increasing sales and developing new venues within the group.
The Truffle GroupDirector Sales and Marketing & Events Director
Jul. 2002 - Jan. 2006AustraliaA dynamic company designing and creating over 600 events per year, and owners and developers of new restaurants and cafes/bars quickly became winners of annual restaurants, catering and events awards as the best in the industry year in, year out. Sally was responsible for the development of several restaurants and bars, developing new concept and brands, along with their events and catering business. In that role Sally oversaw the sales and marketing team, along with developing the operations team. Her sales team under her guidance, grew the company to bid for and win highly sought after catering contracts such as the Opera House, Fort Denison and Centrepoint Tower, all after major iconic Australia destinations for events and dining. The company went through a restructure in recent years and sold off assets and their catering business so that the owner Rob Rubis could focus on 2 of his favourite restaurants and bars, as he prepares for retirement.
Bayleaf CateringSales Manager
Nov. 1999 - Aug. 2001Sydney, AustraliaWhen Sally commenced with Bayleaf it was a small catering company with only 3 staff including creator Chris Stubbs. Chris had a long standing history as the best provider with back stage riders for some of the largest bands in Australia, and Sally gained intense knowledge of this unique catering format. With a focus on out of the box and edgy catering and events Sally saw this opportunity to grow the business with Chris and bring to the table her ability to negotiate and gain the company status with a number of large in-house catering contracts at venues such as Playbill Venues *formally Fox Studios & Wharf 3. Sally also managed to secure highly sought after large companies such as Aussie Home Loans, whose events budgets ensured regular catering and events exclusively through Bayleaf. Bayleaf has gone on to be a very successful catering company still in operation today.
Century 21 AustraliaManager Commercial & Residential Real Estate
Apr. 1997 - Nov. 1999Sydney, AustraliaStarting in residential Real Estate Sally quickly became a sought after agent in the Eastern Suburbs of Sydney. She then employed a team to take on her residential listings so that she could focus on gaining experience in Commercial transactions and acquisitions in a heavily food and beverage focused region of Kings Cross, Paddington & Rushcutters Bay Sydney. She successfully grew the Commercial aspect of the business by 320% and eventually Colliers bought this portion of the business due to its success in the region. Sally ensured her experience enhanced her knowledge of commercial property sourcing and acquisition specifically in food and beverage spaces in line with her career goals.
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