Heineken veteran joins Levercliff as category director

Category consultants to the food and drink industry, Levercliff, has appointed Mark Dawson as its new category manager.

In his new position, Dawson will be responsible for overseeing and helping the business’ clients develop their category strategies, as well as implementing new plans.

He joins from Aston Manor Cider, where he held the position of category and insight controller for seven years.

He also has over two decades of experience in driving category strategy and developing lead-supplier status for FMCG brands, including McCain, Accolade Wines, and Heineken.

READ MORE: Coke, Pepsi & Heineken cans make up a quarter of branded litter in UK

“I am delighted to have been appointed category director at Levercliff,” Dawson said.

“The team is made up of true FMCG professionals with a strong track record of helping brands truly stand out in a competitive market and succeed in their categories, so joining the fold is an exciting next step for me.

“Undeniably, it has been a difficult period for many brands – with everything from the pandemic to the economic uncertainty faced by many UK and Irish households having an impact. However, by using data and insight, I’m confident myself and the team at Levercliff will be able to continue to develop strong strategies and action plans to give our clients the best possible chance at success.”

Levercliff managing director Fintan O’Leary added: “Since joining the team, Mark has already hit the ground running, creating a category vision and NPD framework for Crust & Crumb, which was presented to UK and Irish retailers, and gave our existing category management of Wasabi’s ready meal portfolio an extra edge through his understanding of retailer customer missions.

“With a career creating category growth plans and developing retailer partnerships, I have every confidence Mark will bring his expertise and skilfulness to our team to aid Levercliff’s clients in developing their category visions.”

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