John Seeberg
John is a member of HPC’s Commercial Development Team, focused on building the fundamental skills needed for developing client relationships, deal-making, and driving company growth within a commercial environment.
He is a Global Commercial leader with over 20 years in the FTSE100 sector, holding senior roles across Leadership, Business Development, and Commercial L&D. During this time, he developed strong consultative skills, becoming a trusted advisor to General Managers and Executive teams worldwide. It was also when he discovered his passion for learning science, which led him to become a recognised leader in facilitation, coaching, and mentoring.
Experience
John is a commercially grounded L&D specialist, having worked with organisations including Gillette, Oral B, Guinness, Bulmers, William Grant & Sons, and Diageo. He has experience across all major channels of trade – Grocery, Specialist Off Licence, Convenience, Wholesale, Distributor, and Duty-Paid business – managing P&L responsibility and leading both channels of trade and account teams.
Starting as a Sales Executive, John progressed to senior account management roles with Tesco, Sainsbury’s, Booker, and major EU duty-paid clients such as P&O Stena and Eurostar. He supported iconic brands including Gillette, Guinness, Smirnoff, and Pimm’s, giving him strong expertise to coach and facilitate commercial curricula.
At Diageo, John became a senior global leader in Commercial L&D, working with Executive teams worldwide to shape strategies that enhanced people, team, and business performance. Leading culturally diverse teams strengthened his leadership and coaching skills, enabling him to design and deliver curricula in areas such as Selling, Coaching, Business Planning, Customer Propositions, Negotiation, and Accreditation. He has also facilitated Train-the-Trainer programmes across all commercial disciplines.
Recent Work
John contributes to the development and delivery of HPC commercial development solutions aimed at enhancing interpersonal, persuasive, and service-oriented capabilities across client-facing roles. His commercial expertise and leadership add value through the shared experiences he integrates into his approach to inspire individuals and teams to grow and deliver results. His work includes:
– Design and delivery of tiered business development programmes from sales reps to senior leaders
– Design and build of a global/central learning Academy
– Consulting on country commercial diagnostics – strategic route to market
– Commercial skill gap analysis i.e. Negotiation, Net Revenue, Customer Proposition
– Consulting on commercial learning and development
– Advising leaders on commercial negotiations
Qualifications
BSc Applied Economics
Member of CIPD & DMI (Digital Marketing Institute)
Diageo Accredited Facilitator – delivered 100+ workshops impacting 5,000+ people
YSC Executive Coaching and Development Programme
Completed Scotwork, Total Negotiation and GAP Negotiation
Diageo – Accredited Global Negotiation Facilitator
Insights
“I believe every business and learner has untapped potential – my role as a facilitator is to create an energising and supportive space where people can safely explore, challenge, and apply learning directly to their day job to drive lasting personal growth and business impact.”
We think differently
We push the boundaries for our clients by challenging mindsets and offering new ways of thinking. We’ll expand your thinking and offer a practical, pragmatic and honest approach to the design phase. We do this with one purpose in mind; to achieve measurable and lasting results.
Our Solutions
Enabling leaders to develop an authentic leadership style, which inspires and motivates.
Building individual manager self-confidence and an ability to manage a team.
High-impact programmes that accelerate graduate development and build long-term career paths.
Developing the next generation of leaders as they make the transition to a more senior role.
Shorter programmes designed to meet specific individual and team needs across organisations.
An experienced panel of accredited coaches who support the development of individual performance.
Enabling the true power of senior teams through to achieve collective performance and growth.
As an accredited partner, we integrate this psychometric profiling tool into our solutions.
We partner with learning leaders and their teams to enhance their strategy, skills, and impact.
Ready to discuss how a partnership with HPC can advance your business?