In his 30 plus years at SENCO, Peter Coldman has served in a variety of roles – in warehousing and distribution, customer service, operations, marketing, general management and, most recently, as vice president of sales for the industrial division in North America and Latin America. His responsibilities have, at various times, spanned the United Kingdom, Northern Europe, the whole of Europe and everywhere outside of the U.S.
You might say that he’s seen it all and, from where he sits today, Peter sees a bright future for the company. Sales in the industrial market, for which he is responsible, have grown every year since SENCO’s reorganization in 2009, with major wins at customers such as Keystone RV, Masco cabinets and Chep pallet.
The international business, where he headed up sales immediately prior to his current position, was completely reconfigured during his tenure. Peter was the commercial lead on the team that sold SENCO’s European operations (which he also helped grow by tenfold in the 2000s), and he was in charge of managing subsequent partnerships in Europe and new distribution channels in Latin America, Australia and New Zealand.
As vice president of sales for the U.S., the position he held before that, Peter led cross-functional teams which landed multi-million dollar contracts with Lowe’s and Menard’s as well as drove growth in the Pro Trades and co-op hardware channel.
Peter is a graduate of the University of Salford with a degree in Economics and played high level rugby for over 25 years before transitioning to coaching and refereeing 15 years ago.
