Andy P.

Freelance FMCG Category and Shopper Expert

United Kingdom

Experienced FMCG/CPG Category Management and Shopper and Retail Marketing leader with a proven track record of delivering strategic plans, growth and organisational change within major organisations a...see more

  • FMCG (Fast Moving Consumer Goods)
  • Food & Beverage
  • Professional Services
  • Strategy & Business Development


  • Pre-vetted expert
  • Confirmed hourly rate
  • Available on short notice


Freelance FMCG Category and Shopper Expert

1 year
Current position
May 2021 - Present
Freelance work.

Category Development Lead - Confectionery

Mondelēz International
4 years
Current position
May 2018 - Present
Developed Strategic category growth initiatives for UK’s largest consumer brand (Cadbury) as well as other Mondelez brands in confectionery – delivering record growth and share gains in...see more

Customer Category Development Controller (contract)

Mondelēz International
4 months
Jan 2018 - May 2018
Mondelez International, Inc., often stylized as Mondelēz, is an American multinational confectionery, food, holding and beverage and snack food company based in Chicago, Illinois. Monde...see more

Head of Shopper Engagement & Business Development

The Valley Group
4 months
Aug 2017 - Dec 2017
Working exclusively for The Valley Group. I collaborated with several leading consumer goods companies to define, develop and execute successful retail and shopper marketing plans. The ...see more

Head of Category Strategy

Goldenfry Foods Ltd
1 year
Jul 2016 - Aug 2017
Creating sustainable growth through category led strategic development to deliver disruptive new brands within mature categories from inception and R&D development through to engaging t...see more

Head of Category Management UK and Ireland

The Kraft Heinz Company
9 months
Oct 2015 - Jul 2016
Head of category management for UK and Ireland retail across all KraftHeinz categories. Led a team of 12 customer and strategic category managers. This role entailed significant inter...see more

Owner & Director

CatPlus Ltd
2 years
Jul 2015 - Dec 2017
A boutique consultancy specialising in helping SME food and drink businesses grow by developing brilliant shopper and retail ideas.

In Store Marketing Controller

3 years
Oct 2012 - Jun 2015
• Led 15 strong In store Marketing team within the Mars UK Chocolate business. • Accountable for effective deployment and delivery of high return on investment from multi million pound...see more

Category Management UK Lead

4 years
Aug 2008 - Oct 2012
Led a team of 7 category mangers spanning all customers and channels. Led development and deployment of class leading Category Vision program. Wrigley voted #1 or #2 by all key customer...see more

Category Development Manager

Cereal Partners Worldwide (Nestlé & General Mills)
2 years
Sep 2006 - Aug 2008
Led CPUK’s 7 Strong Category Management team Successful implementation of CPUK’s Category Vision which ensured the business led from a category growth agenda with all customers.Signific...see more

Category Insights Manager

Cereal Partners Worldwide (Nestlé & General Mills)
5 years
Dec 2001 - Sep 2006
Specific responsibility for Category management for CPUK’s Tesco business which culminated in No. 1 Advantage group grocery category management rating from the customer in 2006. Created...see more

Account Exec

3 years
Dec 1996 - Dec 1999
Interrogate EPOS data on behalf of clients. Build relationships with clients based on a deep understanding of their business needs and matching these needs with appropriate data soluti...see more

Industries, roles and expertise

Industry experience

  • FMCG (Fast Moving Consumer Goods)
  • Food & Beverage
  • Professional Services

Role experience

  • Strategy & Business Development


  • Market Research
  • Business Strategy
  • Customer Insight
  • Leadership
  • Change Management
  • Business Development
  • Marketing
  • Management
  • Marketing Strategy
  • Team Leadership
  • P&L Management
  • Consumer Behavior
  • Trade Marketing
  • Market Planning
  • Shopper Marketing