Biggest Challenges for a Category Development Manager at The Wonderful Company
Evan, a Category Development Manager at The Wonderful Company, cites adapting to the dynamic consumer packaged goods (CPG) environment as a major challenge. The constant shifts in the business environment—including rising food costs, intense brand competition with "great marketing," and evolving retail dynamics—require continuous adaptation for success, as "no two days are ever really the same."
Adaptability, Dynamic Environments, Retail Dynamics, Consumer Packaged Goods, Competitive Brand Landscape
Advizer Information
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Evan Reed
Category Development Manager
The Wonderful Company
University of Arizona 2014
University of Southern California MBA 2019
Marketing
Food, Beverages & Alcohol
Communication and Marketing
None Applicable
Video Highlights
1. The dynamic nature of the consumer packaged goods (CPG) industry requires constant adaptation to changing market conditions and competitive pressures.
2. Retailer dynamics, including mergers, new store openings, and shifts in e-commerce, present ongoing challenges.
3. Success in CPG requires the ability to keep up with market trends and adapt quickly to changes in consumer behavior and the retail landscape. No two days are ever the same
Transcript
What are the biggest challenges you face in your role?
I think working in consumer packaged goods and retail specifically, one of the biggest challenges is being able to adapt to the overall business environment. You see food prices are up 10%, and that obviously changes a lot of behavior.
It's also challenging to compete with other brands that launch products with great marketing. Retailer dynamics are constantly shifting, with things like mergers, new stores, and a focus on e-commerce.
That's why I like it, but it is also a challenge to keep up with all of these things all the time. No two days are ever really the same. You really need to adapt, otherwise, you won't be able to last in consumer packaged goods.