Claudia Weeks, Community Content Lead for Fuel Oil News, caught up with Sandra to find out how fuel distribution differs from her previous roles, and what she hopes to achieve at NWF Fuels.
How did you arrive in the fuel sector?
“I have worked in commercial roles for over twenty years now, and prior to that, I was working in operations, so I have that dual experience,” Sandra began. “I have a good understanding of operations but, primarily, my career has been spent in commercial and sales roles.
“Most of my previous roles have been in the parcel delivery world, including years with Yodel in commercial roles followed by roles at a variety of other business including Bunzl and Biffa Waste Management.
“Having always worked in the service delivery and logistics industries, moving into the downstream fuel industry felt like a great fit as well as a new challenge. It is still about moving a product from A to B as efficiently as possible, and I’ve had twenty years’ experience of doing that.”
NWF is on a growth journey
Claudia was keen to discover what attracted Sandra to the fuel industry: “I was enjoying my role at Biffa and wasn’t looking to leave, but NWF found me. Dave Walmsley, Managing Director, was the inspirer! Dave outlined the journey of growth and development that NWF Fuels are on, and it really excited me. It was too good an opportunity to turn down.
“I’ve been involved in change processes before with other businesses, but the size of NWF Fuels along with the hands-on approach and the strategy for delivery really appealed to me. I wanted to be a part of it.”
The role at NWF Fuels
Sandra explained more about her new role as Commercial Director: “Since joining in June 2024, everything has been great so far! The people, the business, it’s all been so impressive, and the team couldn’t have been more welcoming. In terms of the role I’ve taken on, is it what I expected? Yes! It’s challenging, hard work, but so rewarding.
“My typical week can vary quite a lot. I’m based in Crewe, so will usually spend two-three days in the office there; other days you’ll find me visiting our great depots. My role is currently hybrid so, in the North-West I’m responsible for all the commercial side of the business, and in the Midlands and South, I’m responsible for all our operations and sales. It certainly keeps me busy!”
Fuel industry challenges and opportunities
Despite having worked in the industry for only six months, Claudia was keen to hear Sandra’s thoughts on the main challenges and opportunities in the sector.
“As a business, we are concentrating on what we do right, and on providing the best service that we can for the products that we sell. That is our main focus.
“However, we would be very naïve not to consider what the future holds. In fact, one of the first questions I asked Dave during my interview was, how long will I have a job for?
“What does the future look like for the downstream oil industry? We need to start considering and thinking about what comes next, the new products, the new ideas, how will the future look?”
Business strategy must constantly evolve
“It’s been interesting to observe the electric vehicle market, as it has expanded dramatically over the last couple of years, but it feels like it has now slowed with the infrastructure unable to keep pace with requirements. Business strategy must constantly change and evolve.
“In my opinion, change in this industry will be driven by government legislation, which is very similar to what we found when I worked for Biffa in the waste industry. The desire for energy transition is there, but it’s going to cost money to change, and businesses don’t want to incur higher costs unless they must. If legislative changes happen then change will happen – because it must.
“As a business, we must focus on providing the products that people need to buy, but for us, the service matters just as much. We want customers to rely on us.”
The importance of UKIFDA
“As part of planning and preparing for the future, we are part of the UKIFDA Membership Committee,” Sandra continued. “We feel it’s important to invest time and resources into that committee because it matters, and it’s an exciting time for the whole industry.
“There is plenty of opportunity ahead. The marketplace, from an electrification point of view, is starting to look like it might be at capacity so an alternative fuel solution must be offered. Working with UKIFDA, allows us to push that message to government and the wider public.
“The industry doesn’t have to diminish, with support, it can grow. This is a time to focus on fuel. It’s the right thing to do. There will always be a market for fuel.”
The fuels team
When asked what has impressed her the most about NWF Fuels, Sandra was clear: “It must be the people in the business. The people make NWF Fuels.
“I think it’s fairly unique that there have been multiple acquisitions over the years which have managed to integrate into the business brilliantly. That has been really powerful.
“If you speak to anyone that has gone through the acquisition process here, they will say that they feel part of the team. Integrating acquisitions is something we do so well. And you couldn’t work for a better business; the culture is fantastic.”
Hopes for the future
Claudia asked Sandra what she was hoping to achieve in her new role, what will success look like? “In the immediate future, I want to support NWF Fuels with its growth mission, as that’s what first attracted me to the role. My short-term passion and indeed, my remit, is to grow the business. I want to be hyper focussed on our role – which is to sell fuel.”
“Where do I see myself in five years’ time? That’s harder to predict, but I would like to believe that NWF will remain at the forefront of any changes. We want to be the go-to fuel business that customers come to because we are knowledgeable about the industry and can deliver the fuel they require.”
A partner to our customers
“Whatever fuel our customers need, whether diesel or HVO, we are reliable. Our high standard of service will always be maintained, we’re at the forefront of industry developments and can always deliver to the customers. We are a partner to our customers. Meeting all their needs so they don’t need to go anywhere else. That’s my aim for the business.
Best business advice
Asked for her best piece of business advice Sandra considered before replying: “I have two that have guided me throughout my career…
- Don’t ask anyone to do something that you aren’t prepared to do for yourself. – That comes from my days in operations.
- Treat your people right, because they are the ones who run the business.
Image supplied by NWF
