Guy Shepherd Email & Phone Number

Guildford, England, Gb

Working with Category Management Consulting firms on an ad-hoc basis delivering Category Strategy & Commercial Capability training & support

Partner in TPG’s International practice.Delivering Category Management consulting and training for both Retailers and Suppliers, in over 20 International Markets for more than 20 different clients.More than 20 years experience in category management, shopper marketing, shopper insights, as well as account management and brand marketing experience.A passion for the shopper, driving simple actionable insight, and delivery in a creative and engaging style.Areas of expertise include:Building Category Capability: Category & Commercial team capability, Shopper Curiosity & Insight, Compelling selling stories.Category Thought Leadership: Shopper Immersion, Category Inspiration workshops, Macro-Trend Generation, Category Reporting & ScorecardingCommercial Excellence: Strategic Planning & Channel strategy, Trade PR & Communications, Cost Increase Rationale, Category based new business development.

Led the Category & Shopper Marketing team at Allied Bakeries, the largest business within the Grocery group in Associated British Foods (ABF), building category & shopper capability across the commercial function, delivering a bakery category vision, and category growth drivers. Driven a thought leadership programme leading key initiatives around the development of macro-trends, a trade bakery report, customer category inspiration days to drive the innovation agenda, and a shopper immersion programme bringing the shopper to the Allied Bakeries board.Led the category agenda to support winning a £90million contract to supply the UK’s 6th largest retailer (Co-op).Responsible for delivering the insight & rationale for 2 cost-increases that helped realise more than £50million of cost recovery.

Bachelor Of Science (Bsc), Business Information Technology

Education record