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.

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

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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We have had enormous value. The team found talent 
dynamics really powerful individually and as a
 team. Building on top of this were two away days in which 
we also looked at collaboration and resilience. The feedback was absolutely amazing, people 
not only enjoyed and contributed but gained a
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Ian Potter, Chief Operating Officer, West
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