As someone deeply invested in navigating today's complex consumer goods landscape, I understand the challenges organizations are facing amidst fierce competition and unsettling market conditions.  The importance of developing strong category strategies and upskilling teams cannot be overstated. Speaking the language of the consumer/shopper, retailer and the category creates a true collaborative relationship with our retail partners designed to drive mutual growth.   

Having worked over 30+ years at companies like Kraft, Unilever and Philips, I have had hands on experience building category growth strategies and stories anchored in compelling consumer & shopper insights, leveraging some of the world’s biggest brands in partnership with key customers. 

I think a category approach can be transformation when done right. I’ve seen this in my career in Heineken UK and USA, and then in my time at Oxford, working with clients to develop their category approach and category strategies, but also to really land why category matters in their wider organization. 

For me category is the ‘glue’ that binds brands, shoppers, and retailers, and love bringing that to life with clients to really drive growth and make a difference 

I believe that the most impactful growth comes from true collaboration between brands and retailers, always keeping the consumer at the heart of the strategy. With over 20 years of experience in commercial marketing with companies like Conagra and PepsiCo, I have seen firsthand how a category-first approach can unlock mutual growth and foster deeper relationships. 

At Oxford, I’ve had the privilege of helping brands shape category strategies that inspire renewed focus and alignment. I’m passionate about creating insight-driven, actionable solutions that support both brands and retailers

I've worked in the world of consumer goods for almost 20 years, starting out in sales at Unilever before moving into learning the ropes of merchandising and category management. I moved to HEINEKEN where I looked after category for the off-trade, and that's where my love of category really developed. Now as a consultant I get to work with businesses big and small, helping to identify the things that will make the difference in their organisation, be that helping marketing teams develop a category mindset, supporting sales teams to write category selling stories, or building global category growth strategy programs that step change ways of working. I'm delighted to be part of the Oxford EDGE team and look forward to helping drive a category mindset in your organization. 

Over my 20+  years of experience in FMCG and Retail, including P&G, Mars, Next and Boots, I’ve found that focusing on category growth strategies is key to building stronger customer relationships and boosting brand growth. In today’s fast-changing market, these strategies are more important than ever for driving real growth, rather than simply stealing  share from competitors.  

I’ve worked on category growth strategies with some of the world’s biggest businesses, and have seen the application of them change the way businesses think about, and unlock new growth 

I believe in the power of category leadership to unlock sustainable growth for our clients and their customers, and I love working with category teams to upskill, empower and inspire individuals. 

 In my career, I have spent over 15 years in  FMCG Category roles, most recently as Category Director for a leading soft drinks company, creating and delivering category leadership strategies. 

 I have a particular passion for developing a deep understanding of shoppers and their path to purchase and using this to influence customers through compelling category based storytelling.   

I am passionate about category, and love working with our clients to develop their organizational capability to deliver lasting category growth. I have more than 15 years of successful corporate business development experience within FMCG, with a unique insight into the industry, having worked both for retailers and manufacturers during my career.

I started at Safeway buying fresh foods, before moving to AS Watson where a many different health and beauty categories. I then joined P&G, and was involved with multiple brand and customer teams, developing a deep understanding of category and commercial growth opportunities. I'm really excited about the opportunity to help you and your organization enhance your category thinking