Based at the opposite ends of the country, Robert Allinson represents the southeast, bringing 27 years of experience, while Samuel Mitchell covers the north, having worked in the sector since 2010. Their backgrounds – Robert studied forestry and wood science while Samuel began his career in a joinery apprenticeship – have given them a well-rounded view of the industry.
Both joined UPM Plywood in 2024, with Robert starting in June and Samuel in October.
“I knew UPM long before joining – I’ve worked alongside WISA products for years, and the quality, reliability, and reputation of the company were always evident. It felt like a natural transition,” Robert says.
No two days are the same
As sales managers, Samuel and Robert serve as a bridge between their customers and UPM Plywood’s mills. Their workdays vary greatly, involving cross-border communication, customer follow-ups, market research, technical inquiries, and site visits.
“There is no such thing as a ‘typical’ day,” Robert says. “Some days are structured with planned calls and customer meetings, and then suddenly, something urgent comes up, and everything shifts.”
A wave of retirements has brought new expertise in the UK sales team, including the upcoming departure of longtime vehicle flooring specialist Andrew Jackson in 2026. To ensure a smooth transition, this year will focus on gradually building new relationships.
Amid these changes, experienced team members are helping Samuel and Robert settle in.
“We’re lucky to have the support of Jennifer and Sam,” says Samuel, referring to sales specialists Jennifer Mohring and Sam Gill. “While each team member has their own responsibilities, it’s never about ‘I’ – it’s always a team,” he emphasises.
Local know-how with global insight
Being a reliable partner is a priority for Samuel and Robert.
“With challenges like illegally imported plywood from Russia, customers want to know they’re buying responsibly, and that’s where UPM stands out,” Robert says.
“Customers need three things from us: a reliable supply, technical support, and consistent products they can trust to perform as expected,” Samuel adds.
That’s where local support makes a difference. Their presence in different regions provides valuable market insight and allows for in-person visits when needed.
“The UK market isn’t one-size-fits-all. Different regions have different needs, and understanding those nuances is crucial,” Samuel points out.
While local expertise is vital, Robert and Samuel highlight the importance UPM’s international network.
“From the moment we joined, we’ve had access to colleagues in other markets and at UPM Plywood’s headquarters in Finland, allowing us to discuss challenges and opportunities with them. This collaboration helps us operate more efficiently and make smarter decisions at the local level,” Robert says.
By leveraging both global insight and local market knowledge, they ensure UK customers stay ahead of industry trends.
“We’re not just reacting to what happens in the UK; we’re looking ahead at what’s happening in Europe. If we see changes in France, Germany, or the Benelux countries, we can anticipate how that might impact our UK customers and make sure they’re prepared,” Samuel adds.
Personable connections
Beyond market expertise, strong relationships are key to exceptional service.
“Customers don’t just buy plywood; they buy from people. Building personal relationships means they know they can always pick up the phone and get support from us,” Samuel points out.
As family-oriented sports fans, Robert and Samuel believe in getting to know customers beyond business discussions.
“Conversations with customers don’t just start with ‘How’s sales?’ It’s also about understanding their world: ‘How’s the football? How are the kids?’ That trust makes a difference,” Samuel explains.
When it comes to sports, Samuel enjoys football, basketball, and golf, while Robert prefers rugby.