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I am a senior coffee professional and international business leader with over 35 years of experience across origin sourcing, roasting, purchasing, brand development, storytelling and organizational coffee expertise. I have built and revitalized coffee businesses, developed premium coffee narratives, led complex supply and roasting operations, and represented coffee authority for global brands and industry bodies across the US, Europe, Asia and the Pacific. I thrive on turning origin stories into compelling experiences, shaping brand strategy and education programs, and leading teams to deliver premium consumer experiences. I currently run Sweet Bean Coffee Sarl in Switzerland and contribute to Nestlé Nespresso’s storytelling and coffee expertise initiatives to elevate coffee culture worldwide.…I am a senior coffee professional and international business leader with over 35 years of experience across origin sourcing, roasting, purchasing, brand development, storytelling and organizational coffee expertise. I have built and revitalized coffee businesses, developed premium coffee narratives, led complex supply and roasting operations, and represented coffee authority for global brands and industry bodies across the US, Europe, Asia and the Pacific. I thrive on turning origin stories into compelling experiences, shaping brand strategy and education programs, and leading teams to deliver premium consumer experiences. I currently run Sweet Bean Coffee Sarl in Switzerland and contribute to Nestlé Nespresso’s storytelling and coffee expertise initiatives to elevate coffee culture worldwide.

Shirin Moayyad

Writer, Brand Strategist, Content Creator

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I am a senior coffee professional and international business leader with over 35 years of experience across origin sourcing, roasting, purchasing, brand development, storytelling and organizational coffee expertise. I have built and revitalized coffee businesses, developed premium coffee narratives, led complex supply and roasting operations, and represented coffee authority for global brands and industry bodies across the US, Europe, Asia and the Pacific. I thrive on turning origin stories into compelling experiences, shaping brand strategy and education programs, and leading teams to deliver premium consumer experiences. I currently run Sweet Bean Coffee Sarl in Switzerland and contribute to Nestlé Nespresso’s storytelling and coffee expertise initiatives to elevate coffee culture worldwide.…I am a senior coffee professional and international business leader with over 35 years of experience across origin sourcing, roasting, purchasing, brand development, storytelling and organizational coffee expertise. I have built and revitalized coffee businesses, developed premium coffee narratives, led complex supply and roasting operations, and represented coffee authority for global brands and industry bodies across the US, Europe, Asia and the Pacific. I thrive on turning origin stories into compelling experiences, shaping brand strategy and education programs, and leading teams to deliver premium consumer experiences. I currently run Sweet Bean Coffee Sarl in Switzerland and contribute to Nestlé Nespresso’s storytelling and coffee expertise initiatives to elevate coffee culture worldwide.

Available to hire

I am a senior coffee professional and international business leader with over 35 years of experience across origin sourcing, roasting, purchasing, brand development, storytelling and organizational coffee expertise. I have built and revitalized coffee businesses, developed premium coffee narratives, led complex supply and roasting operations, and represented coffee authority for global brands and industry bodies across the US, Europe, Asia and the Pacific.

I thrive on turning origin stories into compelling experiences, shaping brand strategy and education programs, and leading teams to deliver premium consumer experiences. I currently run Sweet Bean Coffee Sarl in Switzerland and contribute to Nestlé Nespresso’s storytelling and coffee expertise initiatives to elevate coffee culture worldwide.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

German

Advanced

French

Advanced

Persian

Intermediate

Work Experience

Founder and Owner at Sweet Bean Coffee Sarl

August 1, 2019 - Present

Founded and manage an independent specialty coffee company focused on fresh roasting, origin storytelling and premium consumer experiences. Lead sourcing, roasting, branding, product development, sales, partnerships and customer education for the business. Develop written and visual storytelling that connects consumers to producers, origin context and coffee preparation rituals.

Coffee Storyteller, part-time at Nestle Nespresso

July 1, 2020 - May 1, 2026

Write coffee stories for internal and external communications, translating complex coffee knowledge into accessible premium narratives. Represent the company at external events where coffee authority and credibility are required. Create and lead internal experiences designed to strengthen company coffee culture, knowledge and understanding.

Coffee Expertise Leverage Manager at Nestle Nespresso

January 1, 2013 - August 1, 2018

Leveraged Nespresso coffee expertise among consumers, B2B clients, partners and industry key opinion leaders. Wrote coffee stories as the basis for communications, advertisements, trainings and other consumer touchpoints. Developed content, tools, scripts, workshops and in-house training formats; supported operational teams in pilots and workshops; acted as guardian of aligned coffee expertise content. Advanced sustainable buying practices and origin philanthropic initiatives.

Director of Coffee, Purchasing at Peets Coffee and Tea

July 1, 2005 - December 1, 2012

Sourcing, evaluation and contracting of all coffee needs, including origin travel and maintenance of supplier relationships. Worked with Finance to manage coffee supply, cost and market risk, including responsibility for all fixations. Created all new and special blends, while maintaining existing blends through inventory constraints and seasonal fluctuations. Evaluated production roasts and partnered with the roasting team to determine changes, variable roast styles and exceptions. Served as expert coffee source for Marketing and Training, providing written and photographic collateral and informing strategy through origin knowledge. Advanced and articulated sustainable buying practices and origin philanthropic initiatives.

Vice President, Roasting and Wholesale at Spinelli Coffee Company

January 1, 2001 - June 1, 2005

Held joint responsibility for general management, profitability and group direction, including monthly divisional P&Ls and corrective strategy. Set annual marketing and advertising plans for the wholesale division, driving sales to more than 47% of total roasting plant revenue by 2003. Conducted coffee workshops for international coffee shows, customers and industry bodies, and contributed articles to industry publications. Elected Chairperson of the Singapore Coffee Association, with a mandate to revitalize the green bean traders body and refocus it on roast and retail.

Director of Operations, Coffee Roasting and Logistics at Spinelli Coffee Company

February 1, 1998 - January 1, 2001

Project-managed installation and set-up of a new coffee roasting plant, including engineering liaison, fit-out, importation, logistics and commissioning. Built production, distribution and warehouse systems serving proprietary coffee shops, overseas franchisees and wholesale clients. Purchased and imported green coffee supplies, determined blend recipes, managed inventory, set blend costings, sales prices and GP strategies. Maintained weekly production schedules and costing reviews; roasted all coffees to defined profiles and trained an apprentice roaster. Built wholesale clientele to 47% of plant revenue across coffee and brewing equipment sales.

General Manager at Goroka Coffee Roasters, Collins and Leahy Holdings Ltd

January 1, 1993 - January 1, 1998

Revitalized a newly acquired coffee manufacturing and exporting business, increasing profitability from break-even to profitable and turnover by 200%. Increased production volumes by 102% over five years and established export distribution across Australia, New Zealand, Fiji, Vanuatu, Solomon Islands, Korea and the USA. Established brand identity, advertising campaigns, packaging and private-label packaging. Secured foreign government development aid funding for manufacturing and repeated grants for overseas promotion and marketing. Managed a 120,000 kilo per annum roasting factory, including staff, purchasing, costing, budgeting, sales strategy, facilities and production management.

Part-time Coffee Plantation Manager at Collins and Leahy Holdings Ltd

January 1, 1989 - January 1, 1994

Managed a 100-acre coffee plantation with up to 60 seasonal staff, including supervision in Melanesian Pidgin. Handled price negotiations, sale of coffee yield, and purchasing and application of agricultural supplies.

Board Coordinator, Board of Directors at Collins and Leahy Holdings Ltd

January 1, 1988 - January 1, 1993

Served as chief administrative assistant to the Board of Directors, managing the corporate office, company travel account and work permits for 200 expatriate employees. Compiled special projects, including feasibility analyses.