Name: Natalia Fedorova
Title: Associate Director, Category Management
Company: Kellogg
Certification Obtained: CPCM

How long have you or your company been a member of the CMA?
Kellogg has a longstanding partnership with CMA. Our Category Management and Shopper Insights leaders are among the Board Members of this professional association.

Why did you decide to become certified? 
An accredited certification is a great way to maintain a high level of professional standards in our industry. One of the key values of Kellogg is Humility and Hunger to Learn—we work in spirit of continuous improvement.

What was the most interesting thing you learned as you completed the training and certification?
I trained with CMKG (Category Management Knowledge Group) for CMA exams. I liked reviewing store clustering through store level and geodemographic data. This approach allows for targeted improvements of assortment on the store level. However, my favorite part is the guidance for assessing category dynamics in a situation of missing or unavailable data. This is a reality for many market players in Canada. We all need to learn to be creative and to make the best use of the information we have.

How do you feel you will use this certification in your current role?
The certification is invaluable as a capability-building resource. I like how the category management techniques are structured systemically in the training program. This approach is great to train new category managers or refresh the expertise of anyone who has been in the function for some time. CMKG training can be a go-to resource for anyone seeking to build category management capability in their business.

What advice would you give someone considering completing the training and certification? 
Whether you are looking to learn new skills or to refresh your existing skills, the training is very user friendly and prepares you well for passing the CMA certification. CMKG did a great job making their online training user friendly and suitable to fit into a busy work schedule. The content is delivered in small, digestible chunks, making it easy to internalize. There are a variety of options to mock-up and review data.