Kat Hatton Email & Phone Number

Reading, Gb

Leading the team responsible for insights in the Sweet, Breakfast and Expansion categories.

Leading the Insights agenda for Desserts, Home Baking and Plant-Based categories.Direct responsibility for end-to-end Insights in the Desserts business, driving action-based insights forward in the organisation and ensuring business actions are grounded in consumer knowledge. Line management responsibility for Insights Manager for Baking and Plant-Based, and overseeing a cohesive strategy for the three categories.

Leading the insights agenda for Desserts and Cooking Sauces categories: working in partnership with marketing and cross functional teams to develop clear strategic pillars, identify and close knowledge gaps and drive action-based insights learning which unlock innovation and activation opportunities.Inclusion & Diversity Ambassador, working with the I&D team to deliver a calendar of events within Premier designed to raise awareness and offer practical support. Particular focus on Menopause, Fertility and Mental Health.

Reading, England, United Kingdom

Reading, United Kingdom

Responsible for bringing the Voice of the Consumer to the forefront of Doritos brand planning and strategy in Western Europe (UK, NL, Spain, France, Germany). Developing deep understanding of existing consumers and potential consumers, understanding triggers and barriers and working to ensure plans will solve a consumer-led issue• Created 3-year plan for growth and development of Doritos Dipping portfolio, rooted in consumer behaviour which led to a pack change, communication and innovation programme incorporating local nuances, leading to above-category growth

Reading, Berkshire, United Kingdom

Delivering strategy development and performance understanding for UK Snacks market. Identifying opportunities for category and brand growth• Created a cross brand seasonality strategy, including a deep focus on Christmas opportunities to the savoury category: leading to activations including Walkers x Mariah Carey, Doritos Advent Calendar and Summer of Sharing

Responsible for developing shopper expertise: understanding how people shop, what triggers a purchase, what can act as a barrier to purchase. Tailoring research results for both internal and external audiences, ensuring that messaging was usable and memorable• Delivered research programme to understand corner shops in detail: both the shopper experience in store, and the retailer experience in wholesaler. Ensured that results were relevant and actionable, and were taken forward to solve PepsiCo’s share loss challenge

Reading, United Kingdom

Working as part of a cross functional team incorporating commercial, supply and category to deliver a winning partnership with Tesco. Category partners for gum and sugar, providing actionable insight into the shape of the range, promotional strategy and vision for future category growth• First ranked supplier in Tesco in the 2014 Advantage Group survey, increasing category ranking by 7 places

Ealing

Developing the newly created MS&P function within Danone. Responsible for driving the commercial strategy within the business, creating processes to improve efficiency and producing trade communication for rollout across all channels. • Created a five year innovation pipeline for the UK market with a clear trade and shopper rationale. Led creation of sales decks, tailoring internal marketing work to an external audience

Ealing

Working with Tesco buyers, merchandisers and senior team to develop winning category strategies, share Danone brand plans, and understand category dynamics across the UK market to implement best in class instore execution. Working with a cross-functional team to own the strategy of Volvic, including the launch of Danone’s first brand extension for 5 years. Line Management of Category Manager for Co-Op and Ireland• In store implementation of an occasion-based Water fixture, with signage throughout

Slough, United Kingdom

Responsibility for adhoc research for Reckitt’s Personal Care portfolio, including innovation and equity understanding. Responsible for implementation, development and budget control of the Global brand equity & advertising tracking program and delivering best practice thinking to comms testing• Setup and delivery of a new Global brand equity tracker, and stakeholder management throughout the journey

Responsible for Air Care and Personal Care strategy, planning and trade relationships: working with retailers to ensure flawless execution of 4P strategy using shopper, market and consumer insight. Leadership of cross functional category teams to develop brand and category strategy. • Gained shelf share increases of between 3% and 9% for RB Air Care brands across the major multiples in 2008

Developed an expanded client service proposition for Decisions Made Easy, incorporating responsibility for internal and external Training and Support and growing the Consulting offering to include extra value added servicing such as Change Management. Responsible for developing and managing a cross-functional team incorporating client services and IT support.

Developed client relationships to drive new business, by reinforcing the value of software solutions, providing insightful analysis and developing client’s software and analytical skills.

Analysis, interpretation and presentation of data, both internally and externally. Significant on-site presence (seconded to Unilever Foods 2 days a week), demonstrating strong client relationship building skills.

Ma (Oxon), Mathematical Sciences

Education record

Education record