Summary
Overview
Work History
Education
Skills
Timeline
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Lucinda White

Melbourne,VIC

Summary

Results driven Category Specialist, with over 12 years Point of Buying, Category Development and Shopper insights experience. Highly motivated and commercially astute with an in-depth knowledge of the FMCG industry, strong customer relationships, and a proven track record of delivering insights to shape business strategy and drive both category and business growth.

Overview

18
18
years of professional experience

Work History

Point Of Buying Specialist

Mondelez International
10.2018 - Current
  • Lead category review process cross-functionally & co-developed category review presentations for all categories in the Coles account
  • Strong analytical skills using Nielsen, Quantium, Synergy & Shopper Intelligence to identify opportunities for improvement & drive growth my categories.
  • Determined optimal category / segmental space allocation, as well as category flow, blocking, & adjacencies
  • Determined efficient assortment / optimal ranging by retailer and format
  • Have a deep understanding of each category's dynamics and how to drive category growth
  • Built strong working relationship with Coles Buyers to gain trust and make POB recommendations, including macro space & aisle flow trials
  • In particular, have received positive feedback from the Coles Confectionery Buyer, who appreciates my impartiality / category focus and has directly used many of my recommendations
  • Consistently positive range review results, with SOS ahead of AC
  • Received 'Commercial Excellence Award' in 2022 for outstanding share of shelf results and strong collaboration with accounts team & customer.
  • Ran in-person 5S Training sessions for Field Sales & other departments internally (Marketing & Finance).
  • Recorded the Christmas '5S in 5' podcast giving best-in-class recommendations for execution of Christmas Confectionery & Biscuits

Category Development Manager

Mondelez International
07.2011 - 10.2018
  • Category Partnership with all key Irish customers - Ownership of all stages of the Range Review process, from kick-off meetings, to range decisions, to building of planograms, to final implementation. Timeline / Critical Path management.
  • Working cross-functionally (with Sales, Planning, and Marketing) to develop customer presentations with category recommendations to drive growth.
  • Consistently strong SOS results as well as insights-led macro space changes resulting in market share growth & category growth for my customers
  • Full responsibility for all internal & customer facing market data & shopper insight presentations, as well as seasonal (Easter & Christmas) post-analysis sessions and Field Sales communications.
  • AC planning market projections / MEU reporting (cross-category).
  • Focused deep dive analysis (monthly meetings) presenting to key cross-functional stakeholders to highlight key issues (with actions and recommendations).
  • People Management - Development and management of direct report including 1:1 systems / category development training

Project Leader (Chilled & Confectionery)

Mondelez International
01.2008 - 07.2011
  • Cross-functional hybrid role with responsibilities that included aspects of Brand Marketing, Shopper Activation, PCM and Master Data, as well as local Co-pack management.
  • Creation of www.philadelphia.ie including all creative development, content, design, and Legal & Regulatory approvals. Acted as single point of contact for website for both external & internal queries. Received ‘Values in Action’ award in recognition.
  • Event Management at Taste of Dublin Festivals 2009 & 2010 – Philadelphia sponsorship of 4 day food festival with extensive Philly branding / Sampling.
  • Tradeshows for Confectionery (Christmas and Easter) – development of display materials and POS stands with artwork & print agencies / stock ordering & mock-ups / transport and set-up of display.
  • Execution of Promotional program (Chilled & Confectionery) in a timely and efficient manner - Co-packing of premium items & on-pack promotional stickers / Artwork development / POS Development / Transit Trialling / Liaising with Legal / Regulatory / Code development & barcode verification.

Category Development Executive (secondment)

Mondelez International
03.2009 - 02.2010
  • Secondment to category development role, with responsibility for updating all Nielsen (Nitro) & Kantar reports for Cheese, Coffee, & Confectionery on a monthly basis, including market overviews, RSOT reports, coding file maintenance, pricing and promotion trackers.

Customer Service AFH & Retail

Mondelez International
02.2007 - 01.2008
  • Customer Service role on both the Catering (AFH) and Retail sides of the business, involving the receipt and processing of customer orders in a timely, efficient and accurate manner - working to meet and maintain personal, team and overall supply chain KPIs and targets
  • Business to business customer relationship management & technical support on leased coffee machines (use & maintenance)

Technical Support (Italian & English)

Teletech
11.2005 - 08.2006
  • Individual and personalised Business to Business customer care / problem resolution & extensive troubleshooting – in both English and Italian. Liaison with engineers and tracking of replacement parts

Education

Bachelor of Arts - History

Trinity College Dublin
Dublin, Ireland
07.2004

Skills

  • Curiosity, attention to detail & data analysis: (Nielsen / IRI / Quantium / Synergy / Shopper Intelligence)
  • Category Review tools: JDA / Spaceman Professional
  • Developing others & sharing knowledge
  • Self-awareness & drive to develop self
  • Foreign Languages: Fluent Italian

Timeline

Point Of Buying Specialist

Mondelez International
10.2018 - Current

Category Development Manager

Mondelez International
07.2011 - 10.2018

Category Development Executive (secondment)

Mondelez International
03.2009 - 02.2010

Project Leader (Chilled & Confectionery)

Mondelez International
01.2008 - 07.2011

Customer Service AFH & Retail

Mondelez International
02.2007 - 01.2008

Technical Support (Italian & English)

Teletech
11.2005 - 08.2006

Bachelor of Arts - History

Trinity College Dublin

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