A diverse career and a passion to see those around him succeed has given Almin Azeem, Head of Sales at Posca Hydrate, plenty to be proud of. This is his story…
I was born in Lautoka, Fiji, and grew up with my dad, mum, an older sister, and a younger sister. Life took a big turn when I was around seven; my parents divorced, and it was my dad who took on the challenge of raising me on his own and brought me to the amazing country of Australia.
My early years were spent in Suva, Fiji, where I completed my first four years of school. Then, in 1992, we moved to Australia. I went to Mascot Primary and later Randwick Boys High School. Growing up, I always loved sports. Any chance I got, I’d be out there playing soccer, basketball, or footy with my mates. I’m a lifelong NFL fan and have supported the Pittsburgh Steelers for as long as I can remember. At one point, I even played gridiron for the Bondi Raiders, despite being the smallest bloke on the team.
My first taste of work came when I was 15. I got a casual job at Target, where I learned the basics of dealing with customers and earning a bit of my own money. My first full-time role, though, was with Dalton Paper (which later became Paperlinx). I was selling to the print media industry – a much bigger sector back then than it is today. It was a good starting point, giving me a real insight into sales and the professional world.
Before having kids, my wife and I travelled extensively across Europe, North America, Asia, and the UK. Those were some of the best experiences, just the two of us exploring the world. Nowadays, with the kids in tow, our travel choices are more family-friendly. We’ve taken them to places like Fiji, Bali, and most recently, Japan. It’s a different kind of adventure, but just as fun.
Today, I’m the Head of Sales at Posca Hydrate. I work alongside the co-founders, Merrick Watts and Ed Stening. Our mission is clear: to make Posca the go-to drink for active and health-conscious consumers.
Looking back, my career has been a series of great roles that led me to where I am now. Early on, I joined Schweppes (part of Asahi Beverages), where I took on various roles. It was during this time that I really got to know the Petrol & Convenience (P&C) channel. The relationships I built in those years have been invaluable, and I’m still grateful for the support and insights I get from those connections today.
A major turning point for me was my time at iNova Pharmaceuticals, as I learned about the pharmaceutical and grocery channels. I had a mentor who really pushed me to grow, encouraging me to take on diverse roles and learn about different channels. That experience set me on a path that eventually led to roles at companies like Dulux.
Just before joining Posca, I was at v2, which had acquired a start-up business called Flexitarian Meal Solutions (which included Macros and Soulara ready meals). This experience gave me hands-on exposure to the fast-paced world of Direct-to-Consumer (DTC) and start-ups, where every decision plays a critical role in success or failure.
When I reflect on my career highlights, awards and recognitions have been great milestones, but what truly stands out to me are the relationships. Over the past 20-plus years, taking risks to move across industries, learning from incredible mentors, and building genuine friendships with retailers and colleagues have been the most rewarding aspects. Watching my former team members achieve their own goals is another highlight I’m deeply proud of.
Outside of work, I’m all about enjoying the simple things. I like going to the gym to stay fit, catching a good series on Netflix, or watching sports. And, of course, spending quality time with my kids.
Speaking of family, I’ve been happily married to my better half for 15 years. We’ve got two amazing kids—a daughter who’s 11 and a son who’s 7. My dad also lives with us now, which is my way of giving back for everything he’s done for me over the years. We’ve also got a Boxer dog named Simba, who’s full of energy and keeps us all on our toes.
Looking ahead, in the next five years, I’d love to be celebrating the ongoing success of Posca with the team. I hope to continue catching up with industry friends and spending more quality time with my wife and kids.
For retailers out there, my advice is simple: collaborate openly with your suppliers to gain insights and innovation. Providing honest feedback and focusing on visibility and accessibility of key products will help meet evolving customer needs
And for suppliers, building strong partnerships is key. Truly understanding the needs of your retailers can make all the difference. Offer tailored support through category insights, innovation, and promotions. Be flexible, adapt to feedback, and always prioritise the consumer. At the end of the day, your product needs to solve a real need, or it won’t last.
This article originally appeared in the December/January issue of Convenience and Impulse Retailing magazine.
To stay up to date on the latest industry headlines, sign up to the C&I e-newsletter.