What was your first-ever job? Waiter in a nightclub. I quickly learnt how to make more money: target tables with blokes buying drinks for girls. They’ll look tight if they don’t tip.

What was your worst job interview? For IBM. I quickly realised, despite my smart new suit fitting the brief, that I didn’t.

What was the first music single you bought? Nik Kershaw, Human Racing.

How do you describe your job to your mates? I tell them I sell products to comfort, soothe and sympathise - to make everyone’s lives easier.

What is the most rewarding part of your job? Seeing MANFLU ‘Hot or Shot’ consistently outsell other products in the fixture, despite their huge budgets. Plus getting letters and emails saying how the product has really helped.

What is the least rewarding part? Dealing with people who trained to play it safe and are not prepared to take a risk.

What is your motto in life? ‘Believe’.

What’s your nickname? Evo or ‘the grazer’ - as I’ve got chocolate on me at all times.

If you were allowed one dream perk what would it be? A top-spec Maserati with driver on call 24/7.

What’s your favourite movie and why? Goodfellas - a classic mobster film, based on a true story. The fact that most of the Sopranos’ key characters appeared tells its own story.

What has been the most embarrassing moment in your life? Telling my mates I was turned down for a job as a bin man. Apparently the council didn’t like students trying to blag a summer job.

Do you have any phobias? Rats, and anything even resembling a rat.

If you could pick a celebrity to join your staff who would it be and why? Simon Cowell - imagine the exposure as we go through his contacts list and see it plugged everywhere. Plus he’d have a few quid to invest.

If you could change one thing in grocery what would it be? That all retailers dedicate one front-of-store bay to new, innovative products. And it would change every month.

What luxury would you have on your desert island? I’d say Sky Sports and some beer.

What animal best reflects your personality and why? A wolf: they demand loyalty and offer the same in return.

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