About the Role
The Head of Category & Insights is responsible for leading BrewDog’s Category & Insights capability across Beer and Beyond Beer, developing a clear category point of view, and translating market, shopper, and customer insights into commercial opportunities that drive category growth and BrewDog’s performance.
Leading the Category & Insights team, the role will build BrewDog’s category thought leadership, strengthen our influence with customers — including direct leadership of the Tesco Category relationship — and ensure insight moves beyond reporting performance to identifying why it is happening, where the opportunities are and what we should do next.
Key Responsibilities
Category Strategy & Thought Leadership
- Develop BrewDog’s category point of view across Beer and Beyond Beer, identifying the trends, growth drivers and opportunities that matter most.
- Translate market, shopper, consumer and competitive insight into clear commercial implications and recommendations.
- Identify and quantify emerging category opportunities and whitespace, building a clear size of prize.
- Build proactive thought leadership that enables BrewDog to lead category conversations, including signature initiatives such as the State of the Craft Beer Nation.
- Provide category evidence and insight to inform portfolio and innovation decisions.
Customer Category Leadership & Tesco
·
Lead BrewDog’s Category relationship with
Tesco, becoming a trusted partner to its buying and category teams.
·
Partner with Tesco Sales to develop
category-led growth plans and lead Category input into range reviews, Brand
Days and strategic customer planning.
·
Identify and influence opportunities across
ROS, range, distribution, assortment, space and visibility, supported by robust
category and shopper evidence.
·
Lead senior Category relationships across
other priority customers where required, while coaching Category Managers to
strengthen customer influence.
·
Ensure BrewDog brings a proactive category
point of view to priority customer conversations.
Performance, Insights & Growth Opportunities
- Own the Category performance framework across Beer and Beyond Beer, covering Market Share, ROS, Distribution, Range Productivity and priority shopper measures.
- Establish a disciplined performance rhythm that moves from reporting → diagnosis → action, supported by the Category Analyst and Category Managers.
- Lead priority customer and category deep dives, identifying root causes, opportunities and corrective actions — including a clear focus on Tesco performance.
- Build understanding of emerging Beyond Beer categories, shoppers, occasions and competitive dynamics to identify future growth opportunities.
- Measure priority interventions and innovation performance, ensuring learning informs future decisions.
Team Leadership & Category Capability
- Lead, coach and develop the Category & Insights team, establishing clear ownership, priorities and KPIs.
- Build capability across category management, analytics, commercial storytelling and customer influence.
- Develop Category fluency across Beer and Beyond Beer.
- Balance responsive customer requirements with sufficient capacity for proactive category work and strategic projects.
- Ensure the Category Analyst provides the analytical foundation that enables Category Managers to focus on insight, recommendations and customer influence.
Cross-Functional Commercial Leadership
- Partner with Sales, Marketing, Shopper Marketing and RGM to translate category opportunities into integrated commercial plans.
- Provide category input into Price, Pack, Promotion and Portfolio decisions.
- Support priority innovation by bringing category, shopper and customer evidence into proposition development and commercialisation.
- Bring an objective, evidence-led Category perspective to major customer, portfolio and innovation decisions.
Key Relationships - Internal & External
Internal: Category Director, Category & Insights Team, Sales Director, Channel Directors, Key Account Managers, Shopper Marketing, Revenue Growth Management, Beer Marketing, Beyond Beer Marketing, Finance, Innovation, NPD Operations.
External: Tesco Buying and Category Teams, priority customer Buying and Category Teams, Customer Space Planning Teams, Circana/NIQ, dunnhumby, Quantium and relevant Category/Insight Agencies.