The brand-new role for Boost will see Beverley driving an increased understanding of category and supporting in building Boost’s growing portfolio
In a strategic move for the business, Boost Drinks has bolstered its in-house talent with the appointment of Beverley Campbell as new Category Manager. Beverley will lead category management for the extensive Boost portfolio, using data and insights to drive optimisation across both wholesale and retail channels.
Beverley brings a wealth of experience across a range of FMCG brands in retail and food service, most recently managing the M&S category strategy for savory pastry and ready meals at Yorkshire Baker. This new role within the Boost team will involve supporting the sales and brand team through insightful reporting and analysis, enabling a comprehensive understanding of both brand performance and the evolving competitor landscape.
While data collection forms a crucial part of the role, Beverley is particularly passionate about keeping a close eye on the broader cultural trends influencing shopper habits and decisions. This dual approach of using data and market insights to understand challenges and motivations will be instrumental in helping Boost anticipate consumers’ needs, while identifying opportunities to help develop and grow the brand’s existing portfolio. Beverley will report into Mark Wilford, Category Controller at Boost Drinks.
Beverley Campbell, Category Manager at Boost Drinks says: “I’m so excited to work with the Boost team to help pinpoint gaps in the market, support the brand strategy and identify growth opportunities that will keep the business ahead of the curve. I’m looking forward to building strong relationships with Boost’s key customers and becoming an established, respected category voice in the channel.”
Beverley’s appointment comes at an exciting time for Boost Drinks, which is the sole brand to hold a top-three position in three distinct categories within the Functional Drinks market – Energy Stimulation, Sports Drinks and RTD Iced Coffee. Retailers and customers alike will witness a new Boost brand design and proposition in 2024, backed by a roll-out of fresh NPD across Energy and Sport, and a creative, integrated campaign.
When Beverley isn’t driving category innovation at Boost HQ, you can likely find her spending time with her dog on long scenic walks (or runs, depending on the weather)! Beverley enjoys taking part in CrossFit with her daughter, and being a foodie, she loves to try out all the latest restaurants that York has to offer!
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