Tenielle Hailston
Summary
Experienced Category Manager/Consultant with 14 years of FMCG experience. Skilled in analyzing and presenting sales and shopper data to uncover insights for developing category and business strategies. Excels at creating insight-led stories that benefit the business, retail partners, and end consumers. Proficient in managing and creating reporting tools to facilitate the review and development of business initiatives, while fostering positive cross-functional relationships. Highly organized with a keen eye for detail. Comfortable working autonomously or within a team environment. Advanced knowledge of Excel, PowerPoint, IRI Temple Software, Unify, Coles Synergy, and Quantium Check Out.
Overview
15
15
years of professional experience
Work History
Senior Category and Insights Manger
Manassen
07.2023 - Current
- Lead the category and insights development of 2 key business pillars
- Develop category and consumer insights to support the overall pillar strategy, category plans and brand plans in the short term and the long term 3 year vision
- Providing category and consumer insights to support NPD development and in market execution
- Developing the price and promotional guidelines for key power brands
- Lead the Sales and Marketing meeting, driving the agenda through insights and recommended actions from those insights
- Lead the customer category reviews for 12 categories with retail partners Woolworths, Coles and Metcash
- Managing ongoing relationships with agency partners Circana, Quantium and Strikeforce
- Managing the business sales, shopper and customer data reporting needs
- Developed category insights to protect 17 items from deletion across key grocery retailers
- Created category and consumer insight lead stories to successfully sell in 24 new products into major grocery retailers
Senior Consultant Customer Analytics
Circana (IRI)
10.2021 - 07.2023
- Utilizing both customer and transaction data for Coles and Priceline to uncover actionable insights on category performance, shopper trends, client portfolio risks and opportunities for a mix of Food, Liquor & Health & Beauty Clients
- Managing and developing relationships with key stakeholder across multiple FMCG clients
- Responsible for the development and management of 1 direct report
- Presented insights to support my client maintaining a full range of items flagged for deletion within Coles supermarket
- Developed insight reporting that was syndicated to all suppliers; reports utilised by the wider customer analytics team driving efficiency in consultancy and delivering further consultancy revenue
Senior Consultant Client Insights
Circana (IRI)
11.2019 - 09.2021
- Utilizing both shopper and scan data to uncover actionable insights on category performance, shopper trends, client portfolio risks and opportunities
- Managing and developing relationships with key stakeholder across multiple health and beauty clients
- Identifying commercial opportunities with stakeholders within my client base to generate revenue for IRI products and services
- Responsible for the development and management of 1 direct report
- Improved client relationship moving from a data provider to an insight partner
- Renewed all client contracts for 3+ years
- Increased client revenue by +313% through introduction of shopper services and increased consulting
Category Manager
Edgewell Personal Care
11.2016 - 11.2019
- Developing and presenting category plans for key customers (Woolworths, Coles, Independents, Pharmacy and Variety Retailers) across all categories
- Developing planogram solutions via JDA software to drive conversion at point of purchase across all customers and categories
- Developing promotional guidelines per customer across all categories
- Developing ranging guidelines across all customers and categories
- Providing insights for NPD development and in market execution
- Delivering insights to shape the corporate strategy
- Working cross functionally with marketing to utilise insights to develop informed marketing plans
- Managing ongoing relationships with agency partners
- Managing the business sales reporting
- Partnered with our data agency to develop deep dive analyse from which insights were utilised in redevelop the corporate strategy
- Developed promotional guidelines which saw us grow unit's sales and hold value share in an intensely promotionally aggressive environment
- Developed reporting tools to syndicate the analyse of promotional activity and impacts from NPD and deletions across all categories and accounts
Account Manager
IRI Aztec
06.2010 - 11.2016
- Manage and maintain ongoing relationships with multinational clients dealing with mid to senior executives across the FMCG industry
- Using scan data and modeled coefficients to create ongoing sales forecasting
- Analyse the outputs of the Promotional Evaluation Tool to make promotional recommendations to clients
- Presenting information that answers the brief on category reviews, layout recommendations, NPD performance, and pricing analysis across multiple channels
- Conduct shopper analysis to deliver insights and recommendations that enable decisions
- Developing and managing reports
- Developing and managing Test and Control Studies
- Managing Price modeling projects
- Created client specific reporting measures, which allowed the client to identify the most effect promotional activities
- Identified inefficient uses of trade spend returning $20,000 per quarter in one channel
- Recommended trade spend efficiencies resulting in a 50% increase in volume driven by promotions
- Increased annual revenue by 15% on a 1 million dollar account
Education
Bachelor of Communication Studies - Advertising
01.2007
Diploma in Business Marketing -
01.2004
Skills
- Category development
- Data-driven decision making
- Market and customer data analytics
- Data visualisation
- Pricing strategy
- Assortment optimisation
- Analytical thinking
- Problem-solving
- Attention to detail
- Decision-making
- Articulate presentation skills
- JDA
Timeline
Senior Category and Insights Manger
Manassen
07.2023 - Current
Senior Consultant Customer Analytics
Circana (IRI)
10.2021 - 07.2023
Senior Consultant Client Insights
Circana (IRI)
11.2019 - 09.2021
Category Manager
Edgewell Personal Care
11.2016 - 11.2019
Account Manager
IRI Aztec
06.2010 - 11.2016
Bachelor of Communication Studies - Advertising
Diploma in Business Marketing -
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