Catherine Evans
Liskeard,Cornwall
Summary
I'm an accomplished Senior Category Manager with extensive experience in both revenue growth management and commercial sales, in a variety of industries. I have a proven track record in enhancing sales performance through strategic initiatives, negotiating supply contracts and developing category plans. Expertise in key account management, financial forecasting, and stakeholder engagement. I successfully established and managed a Revenue Growth Management Team at Ginsters, optimising pricing architecture and profit allocation. As well as developing the new team, I took pride in delivering and engaging the wider business in the new approach, showing the benefits of taking a more collaborative approach to improving business performance.
Overview
17
17
years of professional experience
Work History
Senior Category Manager
Mole Valley Farmers
South Molton
04.2023 - Current
- Buying responsibility for key agricultural categories, including poultry supplies.
- Negotiating short, medium, and long-term supply contracts with key partners.
- Creating, developing, and managing category plans for the retail business.
- Working closely with store and field sales teams to improve performance with a comprehensive sales plan and knowledge-based training.
- Budget responsibility for the full Agri team.
- Collaborated with marketing teams to develop promotional campaigns, increasing category visibility and sales.
- Instigated the use of customer data to target sales and improve supplier revenue.
Head of Revenue Growth Management
Ginsters
Plymouth
03.2018 - 12.2022
- Established the Revenue Growth Management Team from scratch, showcasing the value of the RGM function to the business, to grow the resource.
- Developed pricing architecture across all channels, optimizing revenue potential.
- Managed profit pool to ensure fair share allocation based on RRSP.
- Set promotion framework to enhance marketing strategies.
- Evaluated revenue streams and prioritized initiatives accordingly.
- Conducted financial forecasting and product costings, including NPD development goals.
- Trained Ginsters team on commercial knowledge to boost performance.
- Reported business profits to stakeholders with actionable insights for improvement.
Senior Commercial Manager
Ginsters
03.2014 - 03.2018
- Oversaw account executives as senior commercial manager at Ginsters.
- Cultivated essential relationships with marketing, production, and category teams for brand success.
- Created an account management template adopted by Tesco for supplier consistency.
- Implemented a leading approach in availability and waste management to enhance operational efficiency.
Account Manager
Harrier LLC
11.2010 - 03.2014
- Cultivated strong business relationships with core customers through strategic insights and trust-building.
- Managed multiple accounts across UK and Europe, customising approaches for diverse customer needs.
- Collaborated with major supermarkets and key clients including Boots and Funky Pigeon.
- Developed tailored marketing and promotional plans aligned with client objectives and market research.
Business Development Manager
Warburtons
03.2009 - 11.2010
Skills
- Key Account Management
- Negotiating
- Performance Reporting
- Numerical Understanding
- Strategic Thinking
- Pack & Price Architecture
- Promotion Optimisation
- Constructing Trade Term Deals
- Financial Control & Forecasting
- Stakeholder Engagement
- Business Strategies
- Value Propositions
- Category management
- Decision making
Hobbies and Interests
- Horses have played a large part in my life, I have my own herd of ponies that I compete very successfully all round the country.
- I'm passionate about helping others and 'giving back' so have taken on voluntary roles in various organisations to share my skills and help organise events.
- I'm currently Treasurer of the National Pony Society and Chairman of the local area.
- Post Covid I achieved my dream of a home in the country and I'm embracing country life, discovering the start of green fingers, a bit of twitching and star gazing at the crystal clear skies.
- My other hobbies also include reading, walking and motor racing.
Timeline
Senior Category Manager
Mole Valley Farmers
04.2023 - Current
Head of Revenue Growth Management
Ginsters
03.2018 - 12.2022
Senior Commercial Manager
Ginsters
03.2014 - 03.2018
Account Manager
Harrier LLC
11.2010 - 03.2014
Business Development Manager
Warburtons
03.2009 - 11.2010