Greg Dove

Dove research consulting 11/01/2020 - 11/13/2025

Insight generation, data analysis and storytelling

freelance contracts with NIQ, Bray Leino, INEOS, Britvic, Suntory, VITHIT, Johnson & Johnson, Danone, Rodda's delivering reporting, category management, retailer stories, strategic projects, brand equity studies, brand planning inputs

Forthglade 07/01/2021 - 09/30/2022

interim category manager

Leading the insight and category function in this rapidly growing Natural Dog food company, delivering research, insights and reporting to inform and guide the business strategy and plans, working cross functionally with NPD, Brand and commercial teams delivering customer/shopper insights and category stories to support NPD development and sell-in to retailers. Raise awareness of data sources, how to use them and establish Forthglade as key category champions for the natural dog food category. Managing the research and data budget. Delivering step change in category presentations and macro trends understanding and how these impact the dog food market.

GInsters 10/05/2009 - 10/30/2020

senior insight manager

• Consumer & shopper champion and integral part of the brand and category teams delivering consumer led growth priorities, whilst ensuring strong category rationale to deliver growth for both brand and category. • Developed trend presentations to ensure Brand/Category teams are aware of the relevant demographic, socio economic, food and eating trends and what they mean to the business shaping brand and category activity including NPD (new product development) effective marketing communications, category influences. • Refreshed the category understanding to identify what category opportunities exist and the barriers for the category influencing change of brand and positioning for Ginsters. • Developed and delivered The Pies and Savoury Snacks strategic category review for the multiples, which set strategy for the business with the multiple grocery channel. • Delivered all consumer, shopper and category research to plan including all aspects of NPD research (concept development, packaging, product development etc.) Shopper and retailer specific Category projects; annual research budget C£250k. • Managed all data requirements e.g. IRI, Kantar, HIM, Customer data. Negotiated contracts and managed the ongoing delivery of services and data budgets (C£270k pa.). • Led the research, insights and creative workshops for new opportunities for front of store and back of store NPD. • Food to go research and insights used with strategic travel retailers to develop relationship. • Identified and implemented plan and training to drive Ginsters category, commercial and brand teams’ skills and knowledge to complement skills and ensure Ginsters gains and retains Category leaders of choice. • Established a Ginsters consumer database via a sensory platform to support the brand • Created and delivered best in class category and brand reporting scorecards which are being adopted across sister companies within Samworth. • Mentoring and coaching colleagues across the local Samworth bakeries and laboratories.

Wrigley's 04/03/2006 - 06/30/2009

Category Insight and Retail Tracking Manager

• Identified need for Store level data and managed process and delivery of store level data, via Retailer websites, for field force scorecards and customers reporting/analysis, which in turn drove improved retailer relationships and sales. • Successfully delivered Independent retailer research using a selection of qualitative and quantitative research techniques which delivered change in Wrigley strategy. • Step changes in agency relationships including customer focussed workshops and in-depth analysis, leading to greater customer engagement through providing fact-based business knowledge and insights. • Successful role out and adoption agency reporting and analysis solution. • Significant cost savings made from negotiation of contracts with agencies e.g. 50% saving on Dunnhumby contract, 10% saving and refund from Synovate.