Category Leadership
Category Leadership
8-9-10 August

13:45-15:30 BST | Virtual

7-8-9 November

13:45-15:30 GMT | Virtual

Workshop Overview

Find out the difference between category leaders and category partners. If you are looking to develop your capabilities in category management and aspire to lead the category agenda, this workshop is for you.

Suitable for experienced category managers who want to demonstrate their leadership capabilities and are eager to be at the forefront of change.

If you have attended our Advanced Category Management workshop, then this is the next step in your learning journey.


The programme has been split into three 1hr 45 mins sessions over 3 days.

Day 1
Duration: 1hr 45mins

Defining category leadership

Engaging internal teams

Day 2
Duration: 1hr 45mins

Developing a category vision and drivers

Day 3
Duration: 1hr 45mins

Build category plans

Better productive partnerships

Learning outcomes

Learn what you should embed into your strategic thinking and category development.

Ensure productive plans and meetings with your retail partners.

Develop collaborative category visions with your retail partners.

Lead the category agenda and keep a strategic focus.


Brilliant course, really useful and engaging content and the exercises were fun and educational.

Solid source material, delivered well by an experienced trainer, alongside good engagement among delegates that stimulated discussion - lots of good interaction.

Meet the trainer

Simon Attfield, Strategy & People Solutions Manager

Simon Attfield tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 20 years' experience working in category management, shopper marketing and sales for FMCG companies such as P&G, Britvic, Clairol, and most recently leading the customer marketing team at Tata global beverages.

Simon Attfield