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Angela Craven
Head of Category & Shopper at George Weston Foods
Professional Background
Angela Craven is a highly dynamic and self-motivated professional with over 18 years of experience in the fast-moving consumer goods (FMCG) industry. With a sharp focus on insight and strategy development, Angela has carved out a remarkable career that reflects her passion for unlocking growth and delivering impactful business solutions. Currently serving as the Head of Category & Shopper at George Weston Foods, Angela oversees category strategies and shopper marketing initiatives, using her extensive knowledge and skills to drive business success.
Angela's career journey is marked by her roles at leading companies such as Unilever, Diageo, and GlaxoSmithKline. Her tenure as the Senior Business Development Manager at Unilever showcased her capability to navigate complex market dynamics while driving innovation and strategic marketing initiatives that deliver exceptional results. At Diageo, as the Innovation Manager, Angela honed her skills in product development and market insight, solidifying her expertise in bringing new concepts to life.
As the founder of Pale Blue Dot Consulting, Angela has embraced her entrepreneurial spirit, leveraging her extensive knowledge of category and shopper marketing to assist businesses in navigating the evolving retail landscape. Her commitment to excellence is showcased through her involvement in various capacities as a judge, speaker, and writer within POPAI, a global organization dedicated to promoting excellence in retail marketing.
Education and Achievements
Angela’s educational journey showcases her dedication to continuous learning and professional development. She holds a BA in Business Management with specialization in Marketing, Innovation, Consulting skills, and Financial accountancy from Leeds University. Her academic foundation is further bolstered by a diploma from the prestigious Institute of Grocery Distribution, where she excelled in Category Management, Retail Execution, and Consumer Insights, achieving a Merit at Watford Institute.
Her commitment to the marketing profession is reflected in her membership with the Chartered Institute of Marketing (CIM), where she also achieved a Merit at London Guildhall University. With A Levels in Business Studies, English Language, and Sociology, all graded A, Angela’s educational accomplishments highlight her well-rounded grasp of both the business and consumer behavior disciplines.
Angela is also passionate about sharing her knowledge and experience with others. Through her online training e-courses, she has built capabilities within the category and shopper marketing community across Australia, empowering businesses to gain insights that drive competitive advantage. This dedication to mentorship and skill-building positions Angela as a thought leader in her field.
Notable Achievements
Among her numerous achievements, Angela’s entrepreneurial venture of selling physical products on Amazon in the USA and UK stands out. This journey has not only allowed her to apply her extensive knowledge in eCommerce but has also enhanced her capabilities in the digital space. By upskilling in online retail, Angela has transformed her business acumen into practical guidance for other aspiring entrepreneurs looking to establish and grow their own product lines on platforms like Amazon.
Angela Craven is undoubtedly a versatile and influential figure in the FMCG and retail landscape. Her ability to simplify complex business challenges, inspired by Carl Sagan’s perspective of Earth as ‘just a dot in the universe,’ reflects her profound understanding of the need for strategic clarity in any business operation. As she continues her journey, Angela remains committed to fostering growth, innovation, and collaboration within the industry, leaving an indelible mark on every endeavor she undertakes.
