Advanced
Category Management For Commercial Growth.
Building stronger categories through better shopper understanding, smarter decisions and more effective commercial execution.
Strategic
CM Support
Category strategies, growth platforms, operating models and implementation.
Commercial Reality Check
45 minutes of confidential sparring for important Category Management and commercial decisions.
CM Navigator Academy
Live online seminars and practical learning for Category Managers beyond templates and KPI’s
When Recovelo Makes A Difference
Organizations usually involve Recovelo when important commercial decisions require greater clarity.
When shopper insights exist, but priorities remain unclear or Category Management generates recommendations, but struggles to create influence.
When retailer conversations become more demanding and promotions, assortment decisions and activation plans carry significant commercial consequences.
When teams need an experienced external perspective to challenge assumptions, sharpen thinking and improve decision quality.
Recovelo supports FMCG and Retail organisations in strengthening Category Management as a practical growth discipline.
Strategic Category Management Support
Helping FMCG and Retail organisations create growth through better shopper understanding, stronger commercial decisions and more effective execution.
Shopper & Category Understanding
Understand what drives growth.
Growth starts with understanding shoppers, categories and demand drivers.
I help organisations identify opportunities, challenge assumptions and build a stronger understanding of where future growth can come from.
Commercial Strategy & Category Story
Turn insight into commercial direction.
Insights alone do not create growth.
Together we translate shopper understanding into category strategies, retailer stories and commercial priorities that create relevance and momentum.
Activation & Commercial
Execution
Bring the strategy to life.
Strong ideas only matter when they influence behaviour.
From activation concepts and promotion strategies to customer-facing execution, I help organisations connect thinking with action.
Perfect Store & Continuous Improvement
Make growth repeatable.
The strongest organisations do not rely on isolated projects.
They build systems that learn, improve and execute consistently over time.
I help teams strengthen execution quality, decision-making and commercial effectiveness through continuous improvement.
Commercial Reality Check
A confidential thinking space for important Category Management and commercial decisions. Because not every question belongs in a meeting. Typical Topics:
- Category Reviews; Assortment Decisions
- Shopper Insights; Promotion Strategies
- Retailer Presentations; Growth Initiatives
- Activation Concepts; Commercial Priorities
Why It Is Your Format
The more senior the role, the fewer places remain for honest reflection.
Not every concern can be raised internally, discussed with the team, challenged openly.
Not every idea is ready for a wider audience.
Yet important decisions benefit from exactly that kind of scrutiny.
The Commercial Reality Check provides an experienced external perspective before decisions become commitments. In a secure environment.
A place to challenge your assumptions and identify blind spots.
Add a layer to improve decision quality before execution begins.
What Your Get
45 minutes. 1:1 Sparring for your topic.
Complete confidentiality; no preparation needed. No consulting project.
Just focused discussion around your important decision.
Together we challenge assumptions, sharpen arguments, explore consequences and identify opportunities.
Always guided by one simple question:
Will this still make sense outside the meeting room?
250 USD - Online 1:1 Zoom-Call - 45 Minutes
Category Management
Navigator Academy
The shortcut I wish I had when I started in Category Management. The Navigator helps Category Managers think better, influence more effectively and create greater commercial impact. Because better Category Managers create better categories.
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What The Navigator Is
CatMans collect tools, templates and reports. What is often missing is a clear framework for thinking. How do they...
approach growth?
activate opportunities?
build convincing retailer stories?
connect shopper + commercial action?
make better decisions under real business pressure?
The CM Navigator Academy was created to answer exactly these questions.
Built on more than 25 years of practical experience across FMCG, Retail, Sales, Shopper Marketing and Category Management, the program provides clear commercial thinking, practical frameworks and real-world guidance.
No academic theory. No Templates, No KPI's
3h Beyond CM-Classics
Topics include:
• Shopper & Category Understanding
• Growth Opportunities & Category Strategy
• Retailer Storytelling & Sell-In Thinking
• Activation & Promotion Strategy
• Perfect Store & Execution Excellence
• Commercial Decision-Making
All sessions are delivered live online and are available in both English and German.
Upcoming public seminars
German: 23.07. & 20.08. 09-12 CET
English: 24.07.26 15-18 CET
Looking for a company-specific program?
All CM Navigator modules can also be delivered as private workshops.
How I work
Category Management becomes valuable when it influences decisions.
Not when it creates reports or generates more meetings.
And not when it becomes a process disconnected from commercial reality.
I work where shopper understanding, category opportunities, retailer expectations and business priorities come together.
Helping organisations ask better questions, challenge assumptions and make decisions with greater confidence.
The goal is simple:
Better decisions for stronger categories.
and eventually Sustainable growth.
