• Localised the global Category Vision grounded with a deep understanding of Shopper, Customer, Business needs and opportunities. Translating into compelling insight led category solutions and activations to convert more shoppers and transactions at the point of sales• Responsible for driving internal alignment of our Category growth drivers and develop Category plans, portfolio recommendations & activations for the Confectionery category.• Championed Insight development by collaborating with the Customer Category Development Team to develop compelling insight-based plans for our customers that imbedded us as the thought leaders in our categories. • Owned and led the Category Strategy and customer sell stories for Wrigley Confectionery NPD ensuring they were aligned with our customer priorities and category vision – All NPD achieving business case targets in year 1.

• Responsible for analyzing & translating consumer, shopper and market insights to develop actionable strategies for the Fruity Confections Category. • Identified key growth drivers and point of purchase opportunities that achieved achieve mutually beneficial outcomes- and worked closely with Account Teams to bring these to life in Grocery and the Petrol and Convenience Channel. • Developed Promotional Strategy for the Wrigley Fruity Confections Brands that optimized category value and drove trade spend efficiency for the Business