About Janice Rockwell Woolfe
Janice Rockwell Woolfe is the founder of Woolfe Growth Partners, bringing over 20 years of senior commercial experience across retail and foodservice.
She has held Category Buying/Merchandising Director roles in the retail and foodservice industries (ex Sainsbury's, Sysco/Brakes and Kingfisher) leading teams spanning buying, merchandising, category management and product development. She has experience of multiple categories including Grocery, Impulse Drinks & Snacks, Beers Wine and Spirits, Catering Supplies/ Non-Food/ Household, Bakery, Desserts, Dairy, Deli, Fish & Seafood, Frozen Foods, Beauty, Baby & Personal Care, Petcare, Toys & Entertainment.
Janice has led and developed high-performing teams while delivering commercial growth in complex, competitive environments. Her experience gives her a deep understanding of how retailer and foodservice providers think, how decisions are made, and what it takes for brands to win.
Today, she partners with FMCG brands to translate that insight into practical, growth-focused strategies—helping them better align with customer needs, unlock innovation opportunities, and strengthen their commercial impact.
A Practical, Commercial Perspective
Her approach combines strategic thinking with hands-on delivery—ensuring that recommendations are not only insightful, but actionable and commercially relevant.
Beyond Work
Based in Brighton & Hove, Janice balances consultancy work with family life and enjoys socialising, skiing, golf, fitness training and pilates.
Her new passion is driving the family 1969 MGB called Red Bob, which has just moved with her to Brighton to live!