CMA BOARD MEMBER SPOTLIGHT
Neil Duthie

CURRENT POSITION:
Senior Director Category Insights & Solutions

COMPANY:
Mars Petcare U.S.

TENURE WITH CURRENT COMPANY:
10 years

YEARS OF INDUSTRY EXPERIENCE:
23 years

GIVE US A BRIEF HISTORY OF YOUR CAREER.

I began by CPG career as a field sales representative where I gained experience in Syndicated Data, Planogram Development and the nuances of Retail Execution for 2 years. Next, I was fortunate enough to find a role in Account Sales at Kellogg’s where I spent the next 11 years in a variety of Sales and Category Management positions eventually leading the Kellogg’s Walmart Inc. Category Management team.

Currently, I am at Mars Petcare U.S. where I have been for the past 10 years.  My role today is to lead Category Management and Shopper Insights initiatives including our Category Vision, Perfect Store and Store of the Future projects.

WHY ARE YOU EXCITED TO BE PART OF THE CMA?

I am excited to have an opportunity to influence the evolution of a discipline that has afforded me the opportunity to grow my career and multiple categories in my career.

WHAT DO YOU HOPE TO ACCOMPLISH WITH THE CMA BOARD?

I would like to help the CMA design a path for Category Management over the next 5-10 years. I see this as a critical success factor, given all the macro trends that are transforming the marketplace at a pace we have never seen.

WHAT ARE YOU MOST PROUD OF?  (Career, personal or both.)

Obviously, my family is first. But career wise, I am most proud of the relationships, careers and categories I have been fortunate enough to have a positive impact on across my career.

WHAT IS THE MOST IMPORTANT THING THAT NEEDS TO BE ADDRESSED IN THE CATMAN DISCIPLINE GOING FORWARD AND WHY?

Defining the role of Category Management in an era where physical availability is not constrained by stores or shelves.