EP99: The Future of Category Management with Gina Zilleox, Glanbia Performance Nutrition
Update: 2025-09-23
Description
In this episode, Wendy Liebmann talks to Gina Zilleox, Senior Director Category Management, Glanbia Performance Nutrition about the need to make dramatic assumptions about the competitive landscape in order to thrive in the future.
They discuss:
- Whether or not category management, as we know it, is dead.
- How essential it is to broaden the perspective of what a category is, especially – but not only -- if you are in the health and wellness space
- The importance of building a needs-based segmentation approach
- The challenge of pricing transparency in a world of AI
- Where and how to look for white space growth opportunities
- What it takes to build individualized strategies for retail partners to ensure mutual success
- How the only way to succeed is with an omni-channel approach to category management
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