Busting the Myths of Category Management

Do you offer a range of different products and services? If so do you manage them very effectively as business units and customise them to satisfy your customer needs? During this interview, I will be talking to two Category Management and Marketing experts Mike Dickson and Lynne Prescott. Mike has a wealth of experience across brand, commercial leadership & shopper marketing, having worked for major Fast Moving Consumer Good (FMCG) clients in a variety of senior roles. 7 years ago he co-founded a growing agency called Melli UK that helps clients communicate to retailers, shoppers & their internal teams. Lynne Prescott has over twenty years experience in Retail and FMCG, working in Senior Sales and Category Leadership roles. In both Mars and Kellogg, Lynne set-up European Category Leadership functions reporting into the Board. Join us to find out how your products and services can better satisfy your customers and generate astonishing sales growth.

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More about Mike Dickson & Lynne Prescott:

mike-dickson-melli-uk

Mike Dickson has a wealth of experience across brand, commercial leadership & shopper marketing, having worked for major FMCG clients in a variety of senior roles. 7 years ago he co-founded a growing agency that helps clients communicate to retailers, shoppers & their internal teams.

His passion to understand client needs and the changing retailer landscape helps deliver messages with clarity and creativity. The combination of Category Strategy and Creative Design is proving uniquely valuable in developing communications that cut through in today’s challenging retailing environment.

lynne-prescot-melli-uk

Lynne Prescott has over twenty years experience in Retail and FMCG, working in Senior Sales and Category Leadership roles. In both Mars and Kellogg, Lynne set-up European Category Leadership functions reporting into the Board, developed high-performing international teams and drove increased customer and category focus within the overall business.

Lynne has  experience of developing actionable category visions and strategies and embedding them across multi-unit and multi-functional businesses  whether that’s in training, career development, key business processes or KPI measurement Since leaving the corporate world, Lynne has worked with Melli on category strategy development with a variety of UK and European FMCG companies, helping them to build and embed robust category visions and strategies into their overall business and collaborate more effectively with their customers.

To listen to this show from the free archives please click here


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The 3-Minute Rule with Brant Pinvidic

When it comes to pitches, is it true that the longer, flashier and more elaborate they are, the more likely you are to be successful? This week’s guest, Brant Pinvidic, doesn’t think so! Brant Pinvidic is an award-winning film director, veteran television producer, C-level sales and presentations coach, keynote speaker, top-rated podcast host, and a […]

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If you are in a leadership position, one of the big challenges is getting more from less. What Chris has brought to me personally and to Everards is to be efficient in my thinking, to ensure I prioritise with my team, evaluate very clearly what we are doing and as a result continuously grow. In these economic times, it would be easy to look at an engagement with Chris as a cost. I would encourage anybody to look upon it as an investment in that you will achieve more from less and will only understand what that means for you personally and your business more broadly via that engagement. For anyone out there looking to achieve more for less, looking to increase their profitability and value of their business, then Chris is a man to work with. He will deliver huge added value to your business.

 

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