Hi, I'm Eddie

I’ve been developing my expertise in Category Management and Insights for over 30 years. This experience has been gained across many categories and industries, within and outside the UK. 

I started my career in leading international research agencies before moving into blue-chip corporates. I’ve worked across both branded and private label businesses, in food and drink and beyond (chilled and ambient). My career covers not only Grocery but also other channels like food-to-go and the on-trade. 

Key achievements

• Delivered brand selling insights which led to category leadership
• Embedded a Category Vision, widely adopted internally and externally 
• Uncovered insights which drove significant share gains in a growing segment
• Developed an Innovation pipeline with big incremental volume opportunities
• Demonstrated delist opportunities, leading to gains for both customer and supplier
• Drove real growth via range changes & NPD across many categories & customers
• Identified £20M+ in opportunities over a 2-year period 
• Instigated changes in promotional activity which resulted in significant growth

Other achievements in Category Management & Development

• Pioneered Point of Sale innovation with strong results in early trials
• Avoided a detrimental delist decision linked to cross-channel interactions
• Identified growth opportunities via packaging and layout changes
• Uncovered (award-winning) changes to a customer's website

Other achievements in Insights

• Increased Insights team ROI year on year
• Created a Demand Space framework
• Drove change by revealing triggers and barriers to category consumption