In Conversation with Andrew Williams

Building relationships that last.

After more than 11 years at Tigerlight, National Sales Manager Andrew Williams has built a career in technical expertise, strong relationships and a genuine passion for helping customers find the right solution. We sat down with Andrew to talk about his career, what he’s learned along the way, and the values that continue to shape the way he works.

Can you tell us a little about your background and career journey?

I’ve been around customer service and sales for as long as I can remember. Growing up, my parents owned a kitchenware store, so after school and on weekends, I’d help serve customers and demonstrate cookware. It’s probably where I first learned that people buy from people, and that great service is about listening first and selling second.

After finishing school, I began an apprenticeship as an electrician, which gave me a strong technical foundation and practical understanding of the industry. From there, I moved into electrical wholesale, progressing through roles in purchasing, internal sales, project sales and Assistant Manager.

I joined Tigerlight in 2015 as Business Development Manager and have since progressed to National Sales Manager. Looking back, every step of my career has built on the last, combining technical knowledge with a passion for building relationships and helping customers find the right solution.

What is your role at Tigerlight and what does a typical day look like?

As National Sales Manager, I lead our sales team across Australia while also managing my own customer portfolio across New South Wales, South Australia and the Northern Territory. A big part of my role is maintaining and growing our relationships within the electrical wholesale network, as well as working with contractors, consultants and end users on project opportunities.

No two days are ever the same. I could be meeting with wholesalers to support their branches and project teams, working with our engineering team on a technical lighting solution, visiting customers on site, mentoring our sales team, or developing strategy for national growth.

I think it’s important to lead from the front. Continuing to manage my own portfolio keeps me connected to our customers, our wholesale partners and the real challenges happening in the market every day.

What do you enjoy most about working at Tigerlight?

Without a doubt, it’s the people.

Tigerlight has built a culture where colleagues genuinely become mates. We work hard, support each other, have a laugh along the way, and celebrate each other’s successes. I think that’s something quite special, and it’s a big part of why I’ve been here for over 11 years.

Flexibility is another thing I really value. Having a national role while still being able to prioritise family life is incredibly important to me, and it’s a balance Tigerlight genuinely supports.

I’ve also been fortunate to build enduring relationships across the electrical industry. Many of our customers, wholesale partners and industry contacts have become genuine friends over the years, which is something I never take for granted.

I’m incredibly grateful to the mentors who believed in me early in my career and created genuine opportunities for growth. That journey has seen me progress from Business Development Manager to National Sales Manager and, over time, become a significant shareholder in the business.

It makes me proud to know that Tigerlight doesn’t just invest in its customers; it invests in its people too.

Finally, I’ve been lucky enough to travel to some incredible parts of Australia, from capital cities to remote mine sites and industrial facilities—places I probably never would have experienced otherwise. Working in an environment where effort is recognised and rewarded makes it an easy place to come to work every day.

What do you enjoy most about working with customers and projects in our industry?

What I enjoy most is the diversity.

Every project is different, whether it’s supporting a major mining operation, a steel manufacturing facility, an airport, a food and beverage manufacturer or commercial development. Each industry has its own challenges, and I enjoy working alongside our customers to understand their objectives and develop the right solution, rather than simply supplying a product.

Having come from an electrical wholesale background, I also enjoy working closely with our wholesale partners, consultants and contractors. Some of the strongest relationships I’ve built throughout my career have come through those networks, and seeing everyone work together to deliver a successful project is incredibly rewarding.

One of the things I enjoy most is that I never stop learning. Every industry has its own challenges and ways of operating, so every project is an opportunity to broaden my knowledge while helping customers achieve the best possible outcome.

Is there a project or achievement you’re particularly proud of?

Without a doubt, MM Kembla in Port Kembla.

I joined Tigerlight in February 2015, and securing the MM Kembla project later that year was my first major project win. It represented an opportunity to prove both myself and Tigerlight to a new customer, and I’ll always look back on it as a defining moment in my career.

We were competing against some well-established suppliers offering longer warranties on paper, but those warranties came with plenty of conditions. Rather than focusing on the headline warranty, I worked closely with the customer to understand what was important to them and helped them look beyond the overall value, product quality, reliability and partnering with a supplier that would genuinely stand behind its products.

The project was completed in March 2016, and, to this day, we haven’t had a single warranty claim from the site.

More importantly, that project became the foundation for a relationship that has continued to grow from strength to strength over the past decade. For me, it reinforced that trust, honesty, and delivering your promises will always outweigh the biggest sales pitch.

What do you think sets Tigerlight apart from other lighting suppliers?

I think it’s our willingness to do the things others won’t do.

We’re not interested in being just another catalogue supplier. We take the time to understand the application, work closely with our customers and, where needed, customise a solution to make sure it’s right for the project rather than trying to make the project fit the product.

Our team has an enormous amount of technical knowledge and industry experience, but we’re also approachable. Customers know they can pick up the phone, get honest advice, and trust that we’ll do what we say we’re going to do.

Being 100% Australian owned and operated also gives us the flexibility to make decisions quickly, respond to our customers’ needs and provide local engineering, assembly and technical support throughout the life of a project.

At the end of the day, that’s why so many of our relationships last for years. We don’t measure success by winning a purchase order; we measure it by becoming a trusted partner that customers want to work with again and again.

What is one piece of advice you’ve learned throughout your career?

Never sacrifice a long-term relationship for a short-term win.

Throughout my career I’ve learned that trust and integrity are your greatest assets. Be honest, deliver on your promises and always leave people better than you found them.

The projects will come and go, but your reputation is something you build over a lifetime.

What do you enjoy doing outside of work?

Outside of work, my biggest priority is spending quality time with my family. We love jumping in the car on a weekend and heading off on a “drive to nowhere”, discovering hidden gems and making the most of the beautiful South Coast of NSW that we’re lucky enough to call home.

I’m a passionate home cook and love firing up the barbecue, especially if it involves a good steak, although my family are probably the real judges of how successful those meals are! I also enjoy getting out for a fish whenever I get the chance.

Music has always been a big part of my life. I enjoy going to live concerts with my wife and, occasionally, my oldest daughter, Lexi, and I’ve played both guitar and drums for many years. It’s the perfect way to switch off, recharge, and create more great family memories.

Tell us something people might be surprised to learn about you.

People are often surprised that I’m just as comfortable having a laugh as I am talking about business. I enjoy keeping things light-hearted, but when it comes to looking after my customers and my team, I’m all in. I think you can have fun while still being professional.

Oh… and if the conversation turns to UFOs or aliens, I’ll probably have an opinion!

If you could describe Tigerlight in three words, what would they be?

Relationships. Solutions. Trust.