Client Learning


From developing a joint trade category management process between retailers and manufacturers, to evaluating and managing your categories on the ground, our category management training programs are designed to help transform your strategic business units into producing positive results while delivering value to your shopper.



The content of our program brings together the best of many practices. Category management fundamentals, shopper behavior understanding, efficient assortment analysis, space planning, and price and promotion assessment are just some of the core elements for category success at the point of sale, covering brick and mortar and more recently online channels. Check out our workshop programs for more details.


Duration: 2 days

This hands-on workshop includes several topics and case studies covering the eight steps of category management, elements to create joint trade processes between retailers and manufacturers, roles and responsibilities, category definition, roles, assessment, scorecard, strategies, tactics such as product range merchandising, price and promotion, as well as review metrics.



Allan Amador is a passionate CatMan professional who has led Nielsen’s relationships with more than 60 retail chains in Central America. He was in charge of the consultancy team, working across supermarkets, convenience and drug stores. With a career spanning more than 11 years, he has been in charge of CatMan services in Latin  America, servicing manufacturers, retailers, and wholesalers across 15 countries. Since August 2019, Allan has moved to Kuala Lumpur and is now leading our CatMan services across Asia  Pacific, injecting his CatMan knowledge and experience from Latin America into the region here. Considered an expert in his field, Allan led Nielsen Thought Leadership projects for CariCAM.


Chryssa has more than 20 years of experience in retail, with expertise in all facets of marketing, branding, communications, business development and e-commerce, and category management for key retailers in Greece. She is specialized in strategic planning and analysis, shopper marketing, customer insights, digital marketing and has a passion for e-business and innovative communications strategy development.


Evros has more than 17 years of brand marketing and market research experience across the Middle East, Africa and Europe region. He has held brand management, customer management, and marketing services management positions with CPG manufacturers and retailers, and specializes in analyzing marketing performance efforts. He has a passion for marketing management applications and training, and provides an integrated perspective that combines research, manufacturing, distribution, and retailing.

Annie Muñoz

Annie Muñoz has been in charge of leading the relationship between Nielsen and various strategic partners in Latin America. Her role has included the leadership of teams in commercial areas of Nielsen in charge of developing consultancies for the most important manufacturers of various industries of mass consumption in the Central American region. Additionally, She is responsible for the creation and organization of Thought Leadership materials for Central America. Her career in Nielsen extends for more than 8 years, and is currently the leader of the business of seminars in category management for Latin America.

Vivian Wong

Vivian wong

has immense hands-on experience in leading teams from category-to-channel planning and execution across different consumer and healthcare products for over ten years. She currently leads our workshops in the Asia Pacific market, offering insightful and actionable consultations and services to different international FMCG clients.

Jana Volovika

jana volovika

has more than 10 years of experience in retail, with expertise in-store operations, category management to private label development, and brand management. Currently, she leads our workshops in North-East Europe. She delivers a series of training workshops with an integrated perspective that combines manufacturing, retailing, and the use of Big Data.