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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Keeping Your Head, Whilst Other Lose Theirs with Mark Levy and Chris Cooper

How do you keep your head when others may be losing theirs? I am delighted to have the fascinating Mark Levy on the show again. However, surprised at how he used his sleight of hand mastery to magically turn the tables on me – ‘Chris, we could talk about my experiences, however what everyone needs […]

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Chris Cooper brings insight, energy, dynamism and warmth to every interaction. I recently had the great pleasure of being his guest on The Business Elevation Show on Voice America and the experience was superb. This came as no surprise to me in that Chris is a leader in his field of developing engaging cultures, engaged leaders and teams. I recently invited Chris to speak at a meeting at the Fides Network in London and his engagement and impact with the audience left everyone feeling charged and positive, with the most fantastic written and verbal feedback from our members. Not only does Chris have an understanding of the dynamics of business, it is also his understanding of human nature and the key role this plays in driving business success that sets him apart. I wouldn’t hesitate to recommend Chris to others, looking to elevate levels of engagement both internally and externally.

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