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Category Management and Shopper Marketing Summit 2017

Confirmed speakers announced!

Bob Burgess
Director of Category
Asahi UK
 Samantha Walker
Associate Director,
Category Development
Coca-Cola European Partners
Mary Banks
‎Category Controller
Cranswick Country Foods
David Warren
Head of Category and Insight
Dairy Crest
Faith Holland
Head of Category and
Insights GB
 Satty Virdee
Category Manager
Karro Food Group
Angus Maciver
Sarah Miskell
Operational Marketing Director
Müller UK & Ireland
Paul Corcoran
Range & Space Planning Manager
 Musgrave Retail Partners Ireland
Nick Parkes
Head of Category Management FMCG
Panda Retail
James Bailey
Buying Director - Packaged Foods
Matthew Langley
Category Development Manager
Westons Cider
 Michael Freedman
Senior Shopper Insight Manager
 Vanessa Henry
Shopper Insight Manager
 Rhian Thomas
Shopper Insight Manager
 James Walton
Chief Economist

Not an IGD Member? Find out the benefits here.


Michael Freedman

Michael Freedman, Senior Shopper Insight Manager, IGD

Since joining IGD’s Shopper team in January 2007, Michael has helped retailers and suppliers to develop successful and sustainable business strategies by better understanding shopper attitudes to food and retail related issues. Michael focuses on providing insight about shopper missions, merchandising, multichannel shopping, loyalty, ethical consumerism and health. Michael is an experienced presenter at industry events.

With over 20 years agency and clientside experience in managing and conducting qualitative and quantitative research projects covering emerging trends affecting the food and grocery industry, you can call on Michael’s insight for bespoke research or to add an essential shopper angle to your industry event.

Michael was previously Senior Insight Manager at Which? conducting research to support campaigns for consumers to have access to safe, nutritious, good quality food at affordable prices. He also worked at world leading market research agencies GfK Market Research and Research International. Michael has a BSc (Hons) degree in Management Science from Manchester University and is a member of the Market Research Society.

Vanessa Henry

Vanessa Henry, Shopper Insight Manager, IGD

Vanessa joined IGD in October 2010. Since joining IGD, Vanessa has been involved in many of IGD’s leading shopper research projects covering a variety of themes. She now has responsibility for all of IGD’s shopper research on digital engagement and online grocery shopping. Vanessa draws on her experience working at the Irish Food Board (Bord Bia) assessing retail opportunities for Irish suppliers in the UK and, her previous retail analysis role at IGD to provide a well-rounded perspective on trends in shopper behaviour and their implications for food and grocery businesses.

Faith Holland, Head of Category and Insights, Diageo GB

Faith leads the GB Category and Insights team at Diageo, the drinks company with a portfolio of world famous brands including Guinness, Smirnoff, Gordon’s, Captain Morgan, Johnnie Walker and Baileys. Faith and her team are responsible for understanding consumer and category trends and developing category growth plans. They work with grocers, convenience operators, wholesalers, pub companies and licensees to inspire and wow them with solutions to help them grow their alcohol category sales and profit.

Prior to working at Diageo, Faith held a number of sales and customer marketing roles at Warburtons and United Biscuits.

Matthew Langley 

Matthew Langley, Category Manager, Westons Cider

Matthew has 18 years’ experience in consumer and trade marketing for entrepreneurial family run drinks companies. Matthew started his career at Bottlegreen Drinks where a niche premium deli brand was taken mainstream. He then moved to Brothers Drinks, launching a music festival cider brand into on and off trade channels.

Matthew has now been at Westons Cider for the last 6 years working on market leading cider brands such as Henry Westons and Stowford Press. Delivering cider category leadership in both on and off trade channels and contributing to turnover growth of over 40%.

Sarah Miskell, Operational Marketing Director, Müller UK & Ireland

Sarah Miskell joined Müller Yogurt & Desserts at the end of August 2016 as Operational Marketing Director. She is an inspirational sales and marketing business leader who drives change and delivers exceptional business performance through commercial strategy and team effectiveness. 

Sarah has a wealth of experience in FMCG, having previously been European Category Development Director at Coca Cola Enterprises and, prior to that, Category & Shopper Marketing Director at Warburtons. 

Nick Parkes

Nick Parkes, Head of Category Management FMCG, Panda Retail

In over 20 years Nick's career has seen him work across disciplines in both supplier side FMCG and Retail. Starting out in marketing with Sara Lee, moving into category management and then account management in the hard and soft discounter channel in a 10 year spell with Nestle, he then crossed into retailing where after a stint supporting Morrisons move towards a more category led approach he lead the confectionery buying team; since then he has filled interim category management roles with, most recently, Costcutter in the convenience sector.

He currently works for Panda in the Middle East where after leading the merchandising and store planning team, he is now working with the commercial teams to transform the way the retailer cooperates with its suppliers to deliver strategic category plans.

Rhian Thomas

Rhian Thomas, Shopper Insight Manager, IGD

Rhian joined IGD at the start of 2015 bringing with her nearly ten years of experience in market and social research gained from both the public and retail sectors. She conducts shopper research on a variety of subjects for IGD’s ShopperVista service as well as managing bespoke research projects.

Prior to working for IGD she was managing the Customer Insight Team at B&Q where she was responsible for delivering a variety of both qualitative and quantitative research projects.

Rhian has a BA(Hons) in Politics and Social Policy from the University of York and an MSc in Social Policy. She has recently completed her MRS Diploma in Market and Social Research Practice.

Satty Virdee, Category Manager, Karro Food Group

Satty currently works as category manager for Karro Food Group, and has notable experience of the role in both retailer and manufacturer FMCG companies. Previous to her role at Karro Food Group, Satty worked for companies such as Asda, Tesco and First Milk Ltd, and with this experience has developed skills in category and customer insight in retail and Food Service within the food industry.

Samantha Walker

Samantha Walker, Associate Director Category Development, Coca-Cola European Partners (CCEP)

Samantha Walker is the Associate Director for Category Development at Coca-Cola European Partners (CCEP). Samantha has worked for CCEP for 17 years in a variety of roles across customer management, operational marketing and commercial strategy across both Home and out of home customers. She most recently spent 2 years in Sweden heading up the shopper marketing team in Stockholm, returning to the UK in 2016. She is also a prominent contributor to the CCEP Women’s Network. Outside work Samantha lives in West London with her family.

James Walton

James Walton, Chief Economist, IGD

James’ role at IGD is to help businesses anticipate and cope with the economic, geo-political, social and environmental factors they face. Having joined almost 15 years ago, James has been IGD’s chief economist since 2004. He regularly speaks at International conferences and gives media interviews on the issues and trends affecting the consumer goods industry. James works with clients across the supply chain as well as government departments and NGOs and is available for customised presentations and boardroom briefings.

David Warren

David Warren, Head of Category and Insight, Dairy Crest

David’s currently works at Dairy Crest as Head of Category and Insight and has a unique breadth of commercial capabilities that includes developing strategy and leading teams across Insight, Category, Marketing, Innovation, Sales and MS&P functions and more recently through business transformation, consulting and interim assignments.

David’s vision is to create high performing teams that work so well, it is almost like watching a beautiful orchestra, but his key issue is that most teams focus on finding reasonable answers to the wrong questions, and lack the shared vision, values and beliefs that are required to truly succeed.

IGD reserves the right to alter any element of the programme, such as speakers, times and venue, should the need arise.

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etc venues 155 Bishopsgate
Broadgate, 155 Bishopsgate

IGD Retail Safari, London: Large format innovation
29 June | London

Coming along to our Category Management and Shopper Marketing Summit 27 – 28 June?

This retail safari is a great way to round off your visit to the Capital. Guided by the IGD team, you’ll visit some of London’s best stores, to see first-hand how the UK’s leading grocery retailers are responding to the latest trends. You’ll also meet with store management to further deepen your understanding.