Angling ace Phil Dixon is aiming to make a splash after landing a plum role at Whitby Morrison.

The 38-year-old, who captained England's match-fishing team on many occasions, has been appointed business development manager for the internationally-renowned ice cream van makers.

The father-of-two admits he wouldn't have taken just any bait to leave the angling industry he has been part of for almost two decades.

Phil Dixon has been part of the angling industry for almost two decades (Whitby Morrison).

But he is relishing the opportunity to reel in new customers for Whitby Morrison, based in Crewe.

Phil, who lives in the town, said: "I had to think long and hard because my life has always been based around fishing.

"But, I've always been up for a new challenge so why not try something new? There's a lot for me to learn but I'm experienced in sales and I'm confident I can make a difference.

"I didn't want to live to regret passing up a great opportunity to better myself and things for my family.

"I've known the Whitby family all my life and I want to do the best for them. It's an exciting time and great to be a part of such a brilliant company."

Phil Dixon is relishing the opportunity to reel in new customers for Whitby Morrison, based in Crewe (Whitby Morrison).

Phil, who has been married to wife Louise for eight years and is dad to Isla, eight, and Myles, five, grew up in Haslington and attended Sandbach School.

Inspired by dad Martin, he became hooked on angling at a young age and was a constant part of the England set-up between the ages of 15 and 35, travelling across the globe to represent his country.

From the age of 21, he ran various fisheries across the UK, before spending the past seven years as Area Sales Manager with Svendsen Sport.

Phil says the affinity he feels towards Whitby Morrison and its values, as well as the improved work-life balance his new role will bring, were important factors behind his decision to come on board.

Phil, who started at the firm's Weston Road HQ in August, added: "I truly want to see Whitby Morrison thrive and move forward.

Whitby Morrison's Ice Cream Van Stand at Crewe Alexandra Football Club (Wikimedia Commons).

"It's fine sending emails but I'm an outdoors sort of person, and there's nothing like getting out and meeting people face-to-face. That will be my approach.

"This is already a big business with a huge following, but it's my job to help it become even bigger and better. It's already going well, I'm enjoying it."

Whitby Morrison is the world leader in ice cream van manufacturing, but it has ambitious plans to expand in different ways.

Exploring the potential of big partnerships similar to the successful ones already established with The National Trust, English Heritage and Haven Holidays, is part of the plan.

And there is a desire to diversify into new areas too, with the company's expert craftsmen capable of producing bespoke vehicles to suit any purpose.

Ed Whitby, Operations Director, said: "I've been looking for the right person to help us on the business development side for some time now.

Whitby Morrison, based in Crewe, is the world's leading ice cream manufacturer (Whitby Morrison).

"I needed someone I can trust and someone I know has a good work ethic, and Phil fits that bill completely. He is someone I respect and I know will do a good job. I was over the moon when he accepted.

"Having Phil alongside me will enable us to create and maximise more opportunities to grow and expand, and we've already got started."

READ MORE: Council announces Crewe bin collections will still run on day of Queens' Funeral.

Free from clickbait, pop-up ads and unwanted surveys, Crewe Nub News is a quality online newspaper for our town.

Subscribe to our FREE weekly newsletter email HERE - just click the 'SIGN UP' button.

Please consider following Crewe Nub News on Facebook or Twitter.