After converting my interim role to permanent, Greene King (GK) asked for a Category Vision for Ale (a beer which accounts for most of their portfolio). As Category Insights Controller, I worked with key stakeholders to create this. This was embedded by workshops and presentations internally and externally. It was widely adopted by Marketing and Sales, and the GK pub business. It was also well received externally by industry peers. Combined with other insights around the strength of GK brands, this led to GK moving to #1 Cask Brewer in September 2024. And helped in the successful launch of a craft beer range, which took GK to a #4 position (from #7).

Provided Category Insight to LML’s 2 largest accounts (Coop and Morrisons) during recruitment of a permanent employee.
• Through a series of Category Reviews, identified delists that provided big opportunities for Coop to improve their range, and free up space. None of this reduced LML facings, or distribution of LML lines. In fact, it provided a rationale for increasing distribution of LML lines and giving LML the opportunity to tender for new products. Coop then asked for my input in defining the role for one of their own-label brands in Cheese.

I gave interim support to Melton Foods in Category Management while they recruited someone permanently. They very quickly proposed that this became a permanent arrangement. I identified several opportunities to improve sales for their 2 main customers (Waitrose, Costa Coffee) while training and developing one direct report. These initiatives led to significant growth in these accounts, for example:
• Packaging and layout changes (+23% revenue growth)
• More spend on promotional activity (100% growth in 8 months)
• New product development (+1.4M extra units in one customer in less than 12 months)

Produce World (PW) needed an expert in Category and Consumer Insights to help their Marketing and Commercial teams sustain profitable relationships with key customers. I developed and then expanded the existing team, delivering a steady stream of ideas to benefit a range of retail customers (Tesco, Sainsbury's, Aldi, Waitrose, Ocado) and PW. This was done in various ways:
• Developing Category Strategies covering both new and existing market segments
• NPD opportunities e.g. £2.5M for Waitrose, £5.6M for Tesco, £1.5M in Aldi
• Pack size and promotion changes e.g. £1.2M in Ocado