Advanced
Category Management For Commercial Growth.
Building stronger categories through better shopper understanding, smarter decisions and more effective commercial execution.
Strategic
CM Support
Category strategies, growth platforms, operating models and implementation.
Commercial Reality Check
45 minutes of confidential sparring for important Category Management and commercial decisions.
CM Navigator Academy
Live online seminars and practical learning for Category Managers beyond templates and KPI’s
When Recovelo Makes A Difference
Organizations usually involve Recovelo when important commercial decisions require greater clarity.
When shopper insights exist, but priorities remain unclear or Category Management generates recommendations, but struggles to create influence.
When retailer conversations become more demanding and promotions, assortment decisions and activation plans carry significant commercial consequences.
When teams need an experienced external perspective to challenge assumptions, sharpen thinking and improve decision quality.
Recovelo supports FMCG and Retail organisations in strengthening Category Management as a practical growth discipline.
Strategic Category Management Support
Helping FMCG and Retail organisations create growth through better shopper understanding, stronger commercial decisions and more effective execution.
Shopper & Category Understanding
Find out where growth can come from.
Good decisions start with the right questions.
I help organisations identify which shopper, category and commercial questions are worth answering before research budgets are spent and projects are launched.
From study design and research partner selection to interpretation and commercial translation, I support organisations in creatring & turning shopper insights into practical decision-making.
Perfect Store & Continuous Improvement
Make growth repeatable.
Sustainable growth requires more than successful individual projects.
I help organisations build practical Perfect Store systems, execution frameworks and decision tools that create consistency across teams, customers and markets.
This includes tool development, implementation support, capability building, field training and continuous improvement programmes designed to strengthen performance over time.
Commercial Strategy & Category Story
Turn insight into commercial direction.
Organisations struggle to prioritise, align and translate insights into commercially relevant action.
I help organisations develop category strategies, growth platforms, retailer stories and operating models that connect shopper understanding with commercial reality.
This includes strategic category reviews, growth opportunities, portfolio priorities, retailer relevance, organisational alignment and implementation support.
Activation & Commercial Execution
Bring strategy to life.
Strong strategies gain value when they influence decisions, behaviour and execution in the market.
I support organisations in translating category thinking into activation concepts, promotion strategies, sell-in stories and customer-facing execution.
Where required, this also includes capability development, team training and organisational support to strengthen commercial effectiveness over time.
Commercial Reality Check
A confidential thinking space for important Category Management and commercial decisions. Because not every question belongs in a meeting. Typical Topics:
- Category Reviews; Assortment Decisions
- Shopper Insights; Promotion Strategies
- Retailer Presentations; Growth Initiatives
- Activation Concepts; Commercial Priorities
Why It Is Your Format
The more senior the role, the fewer places remain for honest reflection.
Not every concern can be raised internally, discussed with the team, challenged openly.
Not every idea is ready for a wider audience.
Yet important decisions benefit from exactly that kind of scrutiny.
The Commercial Reality Check provides an experienced external perspective before decisions become commitments. In a secure environment.
A place to challenge your assumptions and identify blind spots.
Add a layer to improve decision quality before execution begins.
What Your Get
45 minutes. 1:1 Sparring for your topic.
Complete confidentiality; no preparation needed. No consulting project.
Just focused discussion around your important decision.
Together we challenge assumptions, sharpen arguments, explore consequences and identify opportunities.
Always guided by one simple question:
Will this still make sense outside the meeting room?
250 USD - Online, Zoom-Call - 45 Minutes
Category Management
Navigator Academy
Better Category Management begins earlier. The Navigator helps experienced Category Managers move upstream, improve decision quality and create greater commercial impact.
What The Navigator Is
Most commercial problems become visible late: at the shelf, in promotions, distribution or category performance.
By then, key decisions have already been made.
The Navigator helps experienced CMs move upstream — to the point where priorities and trade-offs are still open.
Practical frameworks help you:
identify causes behind visible symptoms
find the highest-leverage decision points
turn data and insights into clear decisions
connect decisions with consequences
increase CM’s strategic influence
Built on more than 25 years of practical FMCG, Retail and Category Management experience.
No CM basics, templates or KPI training.
2h CM Goes Upstream
Topics include:
• Reading the shelf as an outcome
• Finding upstream causes and levers
• Turning insights into decisions
• Clarifying roles and trade-offs
• Building CM’s strategic influence
• CM’s role in an AI-driven world
A focused live online seminar for experienced Category Managers and senior commercial professionals.
German:
20.09.26 09–11 CET
21. 10. 26 09–11 CET
English: New Dates Soon
Looking for a company-specific program?
All CM Navigator modules can also be delivered as private workshops.
How I work
Category Management becomes valuable when it influences decisions.
Not when it creates reports or generates more meetings.
And not when it becomes a process disconnected from commercial reality.
I work where shopper understanding, category opportunities, retailer expectations and business priorities come together.
Helping organisations ask better questions, challenge assumptions and make decisions with greater confidence.
The goal is simple:
Better decisions for stronger categories.
and eventually Sustainable growth.
