For our latest Outside Experts series post, we sat down to discuss category management with Daniel Lohman.
He is a Strategic Advisor in the Organic and CPG Industry and is certified at the highest level of category management proficiency: Certified Professional Strategic Advisor.
Daniel is a trusted and respected member of the natural community with over 25 years of experience at companies including Unilever, Kimberly-Clark, and SPINS. He has written over 160 articles featured in several publications including Supermarket News, The Natural Food Merchandiser, Progressive Grocer, and New Hope 360. Daniel Lohman’s contact information, as well as an extended bio, can be found on his website.
Category management is an advanced strategy. It covers everything from the basic product idea before inception all the way through to the way a consumer uses the product after they take it home – including branding, marketing, logistics, trade promotion, and retail execution.