About GTMAUS
Built by operators who have sat on both sides of the buyer’s desk
Go To Market Australia exists to help consumer brands grow in Australian retail the way retailers actually want to grow their categories — through sharper category thinking, stronger commercial structure and genuine collaboration.
We help brands work more collaboratively with retailers, not just pitch to them.
Peter Sullivan
Founder & Principal Advisor
Our story
A practitioner’s view of what it takes to win in retail
GTMAUS was founded by Peter Sullivan after years spent inside the Australian retail and consumer goods industry — working across commercial, category and account leadership roles where the pressure to earn and defend shelf space is constant.
That background shaped a simple conviction: most brands do not fail in retail because their product is poor. They struggle because their commercial story, range logic and pricing structure are not built the way a category manager needs to see them. The intent is there; the retail-ready execution is not.
Go To Market Australia was built to close that gap — the space between strategic intent and retail execution — with the kind of senior, hands-on guidance that is usually locked inside large organisations.
Our point of difference
We help brands become better partners, not just better pitchers
Plenty of advisors can help you polish a deck and get a meeting. Far fewer understand what happens after that meeting — how ranging decisions get made, how promotional plans get scrutinised, and how a brand earns the trust to grow its footprint over time.
Our work is grounded in that reality. We help you understand the retailer’s commercial agenda, align your plan to it, and show up as a supplier that makes the category stronger. That is what turns a first order into a lasting position on the shelf.
How we work
The principles behind every engagement
A senior, commercially rigorous approach designed to make your brand credible and backable in the eyes of Australian retailers.
Retailer-aligned, not retailer-averse
We start from how category managers and buyers actually make decisions, so your brand shows up as a commercial partner worth backing — not just another pitch in the queue.
Strategy that survives contact with the shelf
Plans are only useful if they hold up in a range review. We pressure-test positioning, pricing and range logic against the realities of Australian retail before you take them to market.
Commercial rigour over noise
Margin structure, promotional architecture and range economics sit at the centre of the work. We build cases that stand up to scrutiny on both sides of the table.
Honest counsel, senior attention
You work directly with senior operators. We will tell you when a brand is not ready, and what it will take to get there — because credibility with retailers depends on it.
Where we focus
Deep experience across retail and specialist channels
We support founders, commercial leaders and distributors preparing for or scaling within the channels that matter most — whether that is mainstream retail, professional, institutional or government.
Retail channels
Specialist & professional channels
Let’s talk about where your brand sits today
Book a strategy call with Peter and we will give you an honest read on how retail-ready your brand is — and what the path to the shelf looks like.