Amanda Earl completed a conjoint degree in Commerce and Property at the University of Auckland, where she first became interested in FMCG.
Around the same time, two of her close friends had started in the industry, and the fast-paced nature, the people, and the commercial challenge they spoke about really appealed to her.
When an opportunity came up at CROSSMARK, Earl jumped at it as it allowed her to build strong relationships, work closely with retailers, and get hands‑on with brands that show up in everyday life.
From there, Earl moved client‑side to Campbell's Arnott’s as a Key Account Executive, later stepping into a Key Account Manager role. Seeing the impact of well‑executed plans on the shelf and being part of bringing new products and initiatives to life quickly confirmed that FMCG was the right fit for her.
After several years in Auckland, she moved to London for almost seven years, gaining invaluable life experience, travelling extensively, and progressing through a variety of commercial roles at General Mills across discounters, convenience, grocery, and e‑commerce.
The move was a major highlight that fast‑tracked her development more than she ever expected. Working across multiple channels in the UK broadened her commercial perspective and shaped how she operates today.
“I love that no day is the same. Consumer trends and behaviours evolve constantly, which means you’re always learning, adapting, and finding new ways to deliver results,” she said.
“What motivates me today is the pace of change in FMCG. The way technology and AI are reshaping how we work makes the industry feel more exciting than ever, and I’m energised by what the next decade could look like.”
In 2023, Earl returned to New Zealand and joined Suntory Oceania as a Business Manager for Foodstuffs North Island, another career highlight. She said it has been incredibly rewarding to bring her UK experience into the local market; two very different environments, but with plenty of synergies.
Being part of Suntory during such a strong growth phase has been inspiring, as she felt a real sense of momentum and ambition. Working alongside talented, driven people who genuinely care about the company has made every day feel purposeful and keeps her pushing for more.
Earl is also continually inspired by senior female leaders in the industry, particularly those who are also mothers. Since becoming a mum recently, she has gained a whole new appreciation for the women who balance demanding roles with family life.
She added that watching how they lead, stay grounded, and ‘do it all’ has been incredibly motivating.
Throughout her career, she has been fortunate to work with strong, supportive leaders who have pushed her to back herself, trust her capabilities, and keep striving toward her goals.
Her advice to others in the industry is to take ownership of their path. She remembered that early in her career, she tried to figure everything out on her own and set unrealistic expectations for herself. In reality, being vulnerable, open and asking for support builds trust and accelerates growth.
“Say yes to opportunities that stretch you; the uncomfortable moments are often where the biggest growth happens. Surround yourself with a strong network, lean into the experience of others, and stay committed to the goals that matter to you. Your career is yours to shape, and the industry rewards those who are willing to be bold and keep learning.”
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