TPG Role:

Guy is a partner in TPG’s European practice specializing in Category Management & Shopper Engagement.

Partner Capabilities and Experience:

Guy has more than 20 years experience in category management, shopper marketing, shopper insights, as well as account management and brand marketing experience.

Guy brings a passion for the shopper, driving simple actionable insight, and delivery in a creative and engaging style.

Partner Industry Experience:

Guy most recently led a Category & Shopper Marketing team at Allied Bakeries, the largest business within the Grocery group in Associated British Foods (ABF), building category & shopper capability across the commercial function, delivering a bakery category vision, and category growth drivers.

Guy has also driven a thought leadership programme leading key initiatives around the development of macro-trends, a trade bakery report, customer category inspiration days to drive the innovation agenda, and a shopper immersion programme bringing the shopper to the Allied Bakeries board.

In addition, Guy led the category agenda to support winning a £90million contract to supply the UK’s 6th largest retailer (Co-op), and was responsible for delivering the insight & rationale for 2 cost-increases that helped realize more than £50million of cost recovery.

Prior to Allied Bakeries, Guy spent 8 years at PepsiCo working in both Category Management roles and Shopper Insight roles, delivering industry firsts in Convenience Shopper Missions, Promotional Space tracking, and Category Growth Blueprints for the Field Sales team to drive growth in the Wholesale & Independent channel.

Prior to PepsiCo, Guy spent 10 years in various Category, Sales, Marketing & Insight roles at Campbells, Unilever and Carlsberg.

Partner Education:

Guy has a BsC(Hons) in Business Information Technology from Kingston University (UK)

Areas of expertise include:

  • Building Category Capability: Category & Commercial team capability, Shopper Curiosity & Insight, Compelling selling stories.
  • Category Thought Leadership: Shopper Immersion, Category Inspiration workshops, Macro-Trend Generation, Category Reporting & Scorecarding
  • Commercial Excellence: Strategic Planning & Channel strategy, Trade PR & Communications, Cost Increase Rationale, Category based new business development.


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