Jude Celedin
General Manager - Force Technology
Jude is a commercially focused executive leader with extensive international experience driving growth, transformation, and cultural renewal across consumer, retail, agribusiness, and emerging technology sectors. Recognised for combining strategic clarity with disciplined execution, he has built a reputation for leading complex organisations through change while delivering strong financial and marketplace outcomes.
Across senior leadership roles with Nike, Levi Strauss & Co., and Wesfarmers within its CSBP Fertilisers division, Jude has overseen multi-billion-dollar revenue portfolios spanning global marketplace strategy, direct-to-consumer transformation, sales leadership, and enterprise change programs. His leadership philosophy is grounded in emotional intelligence, strong financial acumen, and empowering teams to translate strategy into measurable performance.
He has successfully reset organisational culture, stabilised and rebuilt leadership capability, and developed modern go-to-market strategies that strengthen customer engagement and market share. Internationally, he led global marketplace and strategic account programs across diverse regions, delivering sustained double-digit growth through consumer insight, channel innovation, and strong partner collaboration.
He is passionate about developing people, aligning teams behind a shared vision, and building commercially resilient businesses that connect meaningfully with customers, communities, and markets.