Retail category, shopper & data expert David has over 25 years’ experience working in senior category and strategic management roles. His role is to use category, shopper and consumer insights to help brands enter retail and to enhance their conversations with retail buyers using a category led approach. Once a brand is listed, his role is to help a brand hold and grow sales and distribution. David has worked with every major retail group in the UK across many categories working on different projects from providing category expertise to buyers in range reviews, to supporting brands and creating winning activation plans. David works with the major global data companies. He is an expert in category systems from the likes of Nielsen, IRI and Kantar to retailer systems such as the Dunnhumby Shop (through the Tesco insight and media platform) and Nectar 360.