Mr Shelford, who joins the company with more than 10 years’ sector experience, will be responsible for managing customer and supplier relationships for heating equipment, including controls, water treatment, cylinders and water heating. 

Shane Knight, category director for heating at Primaflow F&P, said the role represents a vital link in the two-way chain of communication between supplier and customer: “By monitoring the market and liaising with customers, Mark will gain real-time information on fluctuations and trends with regard to product requirements – and will in turn work closely with suppliers to ensure that we have the best stock available at the best prices for our customers at all times.”

Explaining that he started his role earlier in the year by commissioning an extensive customer perception survey, Mr Shelford revealed that the insights gained have already paid dividends: “The survey revealed that a significant tranche of our customer base was not fully aware of the company’s extensive offering outside the domain of boilers. Having identified particular areas of demand – in particular with regard to heating controls – I worked with manufacturers to arrange competitive terms, enabling customers to place their complete order with us, at an improved price point, for maximum convenience.”

As well as working to deliver improved customer propositions across the company’s existing portfolio, Mr Shelford has also been instrumental in introducing new product lines, most recently securing an agreement for Primaflow F&P to act as the sole national distributor for Ariston’s leading-edge range of hot water heaters.

He said: “This role tends to be fast-paced and adaptive, and the business as a whole mirrors this. The decision-making process – from initial discussion through negotiation to final implementation – moves swiftly, enabling me to act on emerging trends and opportunities as they happen, to provide a flexible and responsive service for our diverse customer network.”