CMA Certification benefits both companies and individuals.

For Companies

Investing in the certification of your managers helps ensure they operate at the top of their game and better achieve long-term success.

“As category management evolves, so must our people. That’s where certification can play a big role. We have chosen to certify our people because it provides a roadmap for capability development that will allow us to meet current needs and prepare us to tackle the challenges ahead. The certification is a long-term investment we have made in our people and the discipline of category management.”

- Mike O'Hare
Former VP of Category Management, Dr. Pepper Snapple Group
“The one thing that (in my opinion) makes a great vs a good category manager is curiosity and hunger to learn. I believe in being a life-long learner and although I have been in the CPG industry for over 30+ years, I continue to learn every day. The CMA has been a great source of that learning journey. The weekly seminars and the on-line trainings help me continue to keep my knowledge bank growing.”

- Francisco Javier Castaneda
Director Category Management, Space Strategy at Reyes Coca-Cola Bottling
“I regularly work with our Sales team in preparation for their meetings with retailers to review planograms and present products. This certification has helped me understand things from the retailer’s perspective, so I’m better able to craft selling stories that appeal to their mindset and the questions they will be asking.”

- Thomas Rotter
Data Analyst, American Licorice Company
“I absolutely use my learnings from my certification courses. From the retail math to the negotiation tactics, there are many components to the training and certification program that I could quickly implement in my work."

- Kasha McKinster
Associate Category ManagerWalgreens logo

For Individuals

Attaining certification status will provide you with an advantage in the industry. CMA certification provides credibility amongst peers and employers in category management, positioning you for optimal success.

The Three C’s of Certification

Certification provides a sense of trust in a category manager’s abilities to execute effectively on behalf of brands, retailers, or solutions. Holding an analyst, manager, or strategic advisor certification helps level-set on a professional’s skills in the category management field no matter where they are practicing the function.

Certification equips individuals with the latest tools and strategies to optimize product categories, resulting in improved profitability and market share for the companies at which it is practiced. According to a 2022 article by McKinsey & Company focused on the future of Category Management, it is noted, “In the next few years, the outperformers will gather and harness more customer and category insights and use analytics in new ways to get more from their product portfolios and to meet customers’ needs better than ever. The best category managers will build new capabilities and adopt the mindsets of P&L owners.” Companies with CMA certified category managers are in a better position to win in the evolving retail marketplace.

In the competitive job market, certification sets individuals apart from other job applicants who lack this credential. It demonstrates a commitment to continuous learning and professional development. This commitment signals to an employer that you are interested in personal and professional growth, and are up-to-date on the current concepts and best practices in the category management industry.

“As category management evolves, so must our people. That’s where certification can play a big role. We have chosen to certify our people because it provides a roadmap for capability development that will allow us to meet current needs and prepare us to tackle the challenges ahead. The certification is a long-term investment we have made in our people and the discipline of category management.”

- Mike O'Hare
Former VP of Category Management, Dr. Pepper Snapple Group
“The one thing that (in my opinion) makes a great vs a good category manager is curiosity and hunger to learn. I believe in being a life-long learner and although I have been in the CPG industry for over 30+ years, I continue to learn every day. The CMA has been a great source of that learning journey. The weekly seminars and the on-line trainings help me continue to keep my knowledge bank growing.”

- Francisco Javier Castaneda
Director Category Management, Space Strategy at Reyes Coca-Cola Bottling
“I regularly work with our Sales team in preparation for their meetings with retailers to review planograms and present products. This certification has helped me understand things from the retailer’s perspective, so I’m better able to craft selling stories that appeal to their mindset and the questions they will be asking.”

- Thomas Rotter
Data Analyst, American Licorice Company
“I absolutely use my learnings from my certification courses. From the retail math to the negotiation tactics, there are many components to the training and certification program that I could quickly implement in my work."

- Kasha McKinster
Associate Category ManagerWalgreens logo