Karen Evason
Bedfordshire, UK (Willing to relocate)
Summary
Dynamic professional with a proven track record in leading teams to surpass challenging targets with purpose and enjoyment. Expertise spans product development, buying, and category management across diverse consumer product sectors. Commercially astute with a focus on driving continuous improvement and strategic growth.
Overview
19
19
years of professional experience
Work History
Category Buying Manager-Baby & Household
Tesco Stores Ltd
04.2023 - Current
- Promoted to lead a team of buyers after my first maternity leave. In this role I sit with the leadership team, directing the buying operation across 4 buying areas and direct the strategy on range, promotions and category growth with regards market share
- Reset the range and pricing architecture in both paper and bin bags to help customers understand value across the range, and the minimisation of waste to protect the environment. A good example is converting all own-label and influencing brands to align on longer toilet rolls to avoid confusion about pricing dependent on roll sizes, to minimise waste, maximise shipping efficiencies, and improve the amount of recycled waste in bin bags. Much of this work has also been about collaborating with marketing and branding teams to improve the messaging to customers.
- Ownership of the category performance, reporting to and presenting to senior stakeholders on key deliverables and long terms strategy plans
- Manage end-to-end procurement process, from requisition to delivery, ensuring strategic and reliable supplier relationships are developed
- Created and managed budgets for improved cost control.
- Use rich customer data and insight to implement a successful portfolio of products and future pipeline requiring innovation or manufacturing investment
- Analyse market trends to identify buying opportunities, maximising profitability and competitive advantage.
- Forged strong relationships with suppliers, securing favourable terms and improving supply chain reliability.
Category Planning Manager-Prepared Foods
Tesco Stores Ltd
06.2020 - 03.2023
- Worked with the commercial director and wider team of category planners, buying managers, development managers, and technical managers to create and direct the category and trade plan strategy, which underpins how we deliver value, range, inspiration, channel, and operational plans for customers.
- Worked to drive the strategy forward for the category and to deliver objectives relating to sales and profit targets, improved market share, and successful new food proposition delivery, such as dining-in solutions, new trends in food-to-go, and diversifying during Covid-19 to capture customers not able to dine out.
- Developed significantly in my judgement and influencing skills, increased my stakeholder map viewing and adapted my style in a variety of leadership situations.
Buying Manager- Ice-cream and Frozen Desserts
Tesco Stores Ltd
04.2019 - 06.2020
- Managed the end to end buying and selling of Ice-cream and Frozen desserts, one of the largest monetary categories within frozen
- Delivered the best range of products at the best prices for our customers through strategically aligning with my key suppliers on the best buying and selling plan
- Championed first to market on innovation.
- Set up a new buying model within single ice-creams, delivering direct to store from the supply base to react quicker to heatwaves and improve availability.
Buying Manager- Frozen Meal Solutions
Tesco Stores Ltd
09.2017 - 04.2019
- Managed the buying and supply management of four customer categories within frozen food (Pizza, Ready Meals, Plant Based and Party food) during the business change to split into a buy/sell model.
- Covered over forty suppliers and focused on market-leading sourcing and engagement.
- Buying for less using partnerships and joint business plans, smart range management, supplier sourcing strategies, logistical improvements, commodity reviews, commercial income management and cost negotiation.
Buying Manager- Fruit
Tesco Stores Ltd
04.2017 - 09.2017
- My first retail buying role
- Managed the buying, selling and supply base management of stone fruit within the fresh produce category.
- Worked with growers and service providers, carrying out weekly negotiations
- Building relationships to support seasonal sourcing programmes with the aim of creating a quality range and competitive trade plan, security of supply and a point of difference to improve category KPI’s such as market share and outperformance with the ultimate aim of contributing to footfall growth within Tesco.
- Worked closely with the technical, brand, supply chain ordering and store operations teams to ensure that products arrive in our stores on time, with great quality, minimal waste and maximum visibility.
Product Development Manager- Beauty and Impulse
Tesco Stores Ltd
08.2014 - 04.2017
- Managed strategic product development and innovation within the impulse category working on biscuits with a line report.
- Prior to this, developed products for Health and Beauty at Tesco within Gift, Cosmetics and Femcare.
- Used customer insight and research tools to ensure I delivered the best possible innovative and quality products for the customer, responsible for approving formulations and recipes, packaging format and supply base selection.
- Managed the critical path of new product launches ensuring they landed on time and that all necessary testing and quality standards were followed.
- Worked collaboratively with other areas of the business to create successful designs, packaging, marketing and product range tiering.
Senior Product Manager
Mibelle Group Brands (NSPA)
Berkshire
10.2012 - 08.2014
- This position was centred around developing, researching, and marketing a health and beauty product portfolio for a spa brand called nspa, sold exclusively into Asda. I managed a range of beauty categories and had a line report who I guided on new product development and social media management. I was responsible for developing new innovations; formulations, designs, and packaging with an aim to further develop our brand performance and our presence within the market and in grocery stores.
Product Manager
Potter and Moore Innovations
Peterborough
08.2009 - 10.2012
- Based at a health and beauty manufacturer
- Managed new product development and the account management of a vast range of health and beauty products for a variety of brand and retail customers such as Mothercare, Primark and Asda.
- Successfully brought on board Woolworths Australia and Champneys with Boots
- Developed in the same company from a graduate product manager to a junior product manager, and then to product manager in three years.
- The role involved packaging sourcing, formulation development, costing and margin management, pack copy writing, artwork management, product testing, forecasting, and stock management.
Trainee Assistant Buyer
Debenhams
London
07.2007 - 08.2008
- Industry placement working for a leading UK department store
- Responsible for small electrical goods focussing on product and brand performance, competitor analysis, the maintenance of product portfolios and supplier negotiation.
Education
1st Class B.A. Honours - Retail Management
Bournemouth University
06.2009
A-Levels -
Downham Market College
06.2005
11 GCSE’S A*-B -
Downham Market High School
06.2003
Skills
- Market analysis
- Category management
- Range optimization
- Negotiation and communication
- Procurement strategy
- Team leadership
- Stakeholder engagement
- Product development
- Customer insights
Accomplishments
- My two children Lily (Age 4) and Jacob (age 1) are my biggest accomplishments and my husband (David) and I want to offer them the best life and opportunities
- Top Retailer Award, Achieving the highest overall grade at university
- Completed the London marathon in 2018 for Spinal Research UK, in memory of my Father who passed away from a spinal tumour and various cancer research charity runs
- Climbed Snowden in the UK
Hobbies and Interests
- Spending time with family and friends
- Traveling to new places and experiencing different cultures
- Keeping fit and active, including walking, running and yoga
Timeline
Category Buying Manager-Baby & Household
Tesco Stores Ltd
04.2023 - Current
Category Planning Manager-Prepared Foods
Tesco Stores Ltd
06.2020 - 03.2023
Buying Manager- Ice-cream and Frozen Desserts
Tesco Stores Ltd
04.2019 - 06.2020
Buying Manager- Frozen Meal Solutions
Tesco Stores Ltd
09.2017 - 04.2019
Buying Manager- Fruit
Tesco Stores Ltd
04.2017 - 09.2017
Product Development Manager- Beauty and Impulse
Tesco Stores Ltd
08.2014 - 04.2017
Senior Product Manager
Mibelle Group Brands (NSPA)
10.2012 - 08.2014
Product Manager
Potter and Moore Innovations
08.2009 - 10.2012
Trainee Assistant Buyer
Debenhams
07.2007 - 08.2008
1st Class B.A. Honours - Retail Management
Bournemouth University
A-Levels -
Downham Market College
11 GCSE’S A*-B -
Downham Market High School