Commercial Clarity for Modern FMCG Decisions
"I help FMCG and Retail organisations make better commercial decisions by connecting shopper reality, Category Management and execution logic."
KRISTIAN HORNS
How I Work
My work is about designing the conditions for better commercial decisions.
I step into commercial situations where clarity starts getting lost.
Usually between shopper insights, internal alignment, sales pressure and execution reality.
My role is to simplify complexity, challenge weak logic and reconnect decisions with real market conditions.
Structured thinking, honest perspective and commercially grounded judgement replace unnecessary complexity and endless analysis.
The goal is simple:
better decisions before execution begins.
.
Category Management
The Shelf Is Not Your Lever
THE PLAYBOOK
Let’s Talk Category Management
A practical guide for people navigating real commercial complexity in FMCG and retail.
Most Category Management books focus on tools, reports and shelf execution.
This one starts much earlier.
Because category performance is usually decided long before a shelf is built:
in pricing discussions, promotion pressure, portfolio decisions, internal alignment, visibility battles and execution trade-offs.
This playbook helps you understand the commercial system behind Category Management — and how stronger decisions create stronger execution.
Inside the book:
- shopper behaviour and decision patterns
- promotion and margin pressure
- assortment and visibility logic
- commercial alignment across functions
- execution reality at store level
- and the structural drivers behind category performance
Built from more than 25 years of FMCG and retail experience.
Clear. Practical. Experience-based.
For Category Managers, Sales, Trade Marketing and commercial leaders who want better commercial judgement — not more PowerPoint slides.
USD 49
Commercial decisions fail when complexity, pressure and fragmented perspectives weaken commercial clarity before execution begins.
Commercial Advisory
Recovelo supports FMCG and Retail organisations at exactly this point:
where shopper understanding, Category Management and market reality must translate into better decisions.
Decision Intervention
A focused external perspective before important commercial decisions move into execution.
Used for promotions, assortment decisions, sell-in stories, POS concepts and category strategies where internal alignment already exists — but uncertainty remains.
The work exposes weak assumptions, structural risks and execution gaps before they become expensive in market reality.
CM as Decision System
Category Management influences far more than shelves.
It shapes visibility, portfolio priorities, promotion pressure, shopper orientation and commercial alignment across functions.
I help organisations strengthen Category Management as a decision-shaping commercial discipline connected to real shopper behaviour, commercial priorities and execution reality.
Decision Architecture
Strong shopper insight starts with the right question.
This work connects shopper understanding, category logic, demand creation and execution reality.
The result: clearer questions, stronger activation and insights that lead to real commercial consequence.
Insight without consequence is cost.
Commercial Sparring
Ongoing sparring for Category Managers, Commercial Leads and FMCG decision makers working under real commercial pressure.
Focused on difficult trade-offs, retailer dynamics, promotion conflicts, strategic uncertainty and execution risk.
A structured external perspective that sharpens thinking, priorities and commercial judgement over time.
BOOK AN EXPERT
Commercial Reality Check
45-Minute Decision Session
Sometimes you just need one honest conversation before moving forward.
A focused 1:1 sparring session for FMCG and Retail professionals working on real commercial decisions.
Bring a category management challenge, retailer discussion, assortment decision, sell-in story or management presentation. Any commercial challenge that matters right now.
Together, we challenge the commercial logic, shopper relevance and real-world execution reality behind the decision.
Directly, constructively and without internal politics.
No slides
No generic frameworks
No follow-up project required
After 45 minutes, you leave with sharper clarity, honest feedback and stronger confidence before moving forward.
1:1 live session via Zoom
Transcript included
95 USD + VAT
Direct booking - Short-notice availability
No commitment
Spatial Decision Making
NEXUS for FMCG & Retail
Commercial decisions become stronger when teams can see them before execution begins.
NEXUS helps Category Management, Sales and Trade Marketing teams visualize promotions, category concepts, POS solutions and store layouts directly inside real retail environments.
Starting from a simple floorplan or a fast spatial scan, teams can collaboratively test, discuss and adjust concepts before rollout.
Less interpretation.
Less alignment friction.
Better execution decisions
When Recovelo
makes a difference
Organizations usually involve Recovelo when commercial complexity starts reducing clarity.
When insights exist, but consequences remain weak.
When teams align constantly, but decisions still feel uncertain.
When promotions drive activity, but not direction.
When execution moves faster than commercial logic.
Most market problems do not start at the shelf.
They start much earlier:
in fragmented decisions, unclear priorities and assumptions nobody fully challenged.