Throughout his career Andrew has demonstrated a rare ability to synthesise complex data into actionable strategies which both resonate with consumers and drive sales. As a result, he has successfully developed and implemented many category vision and shopper marketing initiatives which reflect his fascination with, and deep understanding of, consumer behaviour, shopper insights and market dynamics.
With 25 years of senior-level experience in the FMCG sector, working with leading UK and global organisations including Coca-Cola, United Biscuits and Accolade Wines, he is an accomplished category and insights director. His stellar commercial track record features strategic development, consumer and shopper insight integration, category planning and marketing achievements, which have all driven significant category growth and business revenue.
Since he became a consultant in 2020, Andrew has led bespoke strategic category development, insight, and shopper marketing projects. His expertise in category vision development and global route-to-consumer strategies has significantly enhanced these brands’ market presence and profitability. He has achieved this by identifying multi-million-pound revenue opportunities, optimising category visions across multiple markets, and enhancing their shopper marketing execution.
His favourite way to recharge his batteries is to go riding with his local cycling club.
