i. The Triple Win: How to Make Your Pitch Retailer-Friendly

Retailers don’t say yes just because a manufacturer wants them to… They lean in when it’s a Triple Win.

So the next time you’re on a buyer or DMM call, frame your idea through that lens. Show how it benefits the shopper, the category, and the retailer. That’s what turns a “nice idea” into a “let’s do this.”

Stephen Armbrue, Category Strategy Manager at Nestlé, breaks it down [18:35 – 19:56].

ii. Creating Demand Beyond the Retail Calendar

Most brands plan around the retail calendar: holidays, resets, big promos. But shoppers still buy during the off weeks. That’s where smart teams find opportunity.

Don’t wait for the next holiday or big event. Create your own moment. A sharp cross-promo, a seasonal hook, or a timely activation can turn a quiet week into a win.

More on this: How two cheese brands, Alouette and Velveeta, created demand during off-peak periods. [Read the full article.]

iii. Does your Cat Man or Insights team have a clear vision?

It’s easy to stay reactive: juggling retailer asks, shifting sales priorities, and tight timelines. But the strongest Cat Man leaders are stepping back to ask: Are we heading in the right direction?

When the vision is clear, strategy follows, and it shows up in bold moves like:

• Anticipating how shoppers and the category are evolving (by investing in research)
• Driving impact through customer initiatives (like “aisle of the future”, or eCom optimization)
• Building your team’s capabilities (think AI tools, advanced analytics)

Read more: A practical guide for Cat Man leaders on crafting a compelling selling story that brings your team’s Vision and Strategy to life and keeps you ahead of the curve.  Read the full article.