Sharpen your edge
Clear-cut choices for competitive brand, category and consumer/shopper marketing strategies
Edge Strategy specialises in Brand, Category and Consumer/Shopper Strategy definition, planning and activation. Our expertise lies in helping clients to make the sharp choices needed to build a competitive edge in market over the long term.
With 20+ years of experience and deep industry knowledge, we provide solutions that drive growth, innovation, and sustainable success.
We operate within a network of brand and category strategy experts and partner with specialists in consumer insight, shopper marketing visualisation and data analytics.
Selected experience
- Brand, portfolio, innovation and commercial strategy on a range of household brands in the UK/Ireland and Western Europe at the largest non-food global consumer goods company.
- Category strategy development (consumer/shopper-need based segmentation, definition of growth drivers & activation plans) for market-leading companies in food, soft drinks, beer and coffee and dairy across European and Middle East markets.
- Development and leadership of global category value drivers, market development programme and OOH channel model for the largest ice cream manufacturer in the world.
- Global FMCG expansion strategy (at-home/RTD) for the UK's #1 high-street coffee shop brand: category & competitor dynamics, market prioritisation, go-to-market & brand-building strategies.
Testimonials
"James is extremely bright and very clear thinking. He was able to develop practical strategies to accelerate growth in ice cream as well as developing plans that significantly increased cash delivery. He gains respect from senior leaders and is a pleasure to work with."
Former Category President, Unilever
"James has great analytical skills and the facility to sort through complex data and combine with judgment to define a winning strategy. He sees what can be possible and brings others on a journey with him, winning the trust of key stakeholders."
President, P&G Mexico
"James is a visionary leader & creative thinker with a strong strategic mindset. He has a wealth of experience in fast-moving consumer goods, spanning categories, regions and functions. If you are looking for a clever, strategic & fun partner in crime, look no further!"
Former Marketing VP, Unilever
"James is a smart and entrepreneurial thinker, with a strong blend of operational experience in both large multinational businesses and smaller startups / scaleups. He is a commercial thinker with a grounding in marketing and a natural tendency to stand back and take an enterprise-level view. He is highly adaptable and has added value for a diverse range of clients."
Former colleague - P&G & Kantar Consulting
Expertise
Brand Strategy
Developing a clear positioning and strong brand identity that resonates with your target audience.
Category Strategy
Making sharp choices to grow category value and generate disproportionate share growth.
Consumer & Shopper Marketing
Understanding the consumer/shopper path to purchase and building strategies to win.
James Pollock | Founder
A seasoned marketing and category strategist with two decades' experience in global, regional and local leadership roles across multinational consumer goods, startup and strategy consulting.
James combines deep experience in brand, consumer/shopper and category insight with a strategic mindset & pragmatic approach to develop consistently successful growth plans and initiatives.
He is adept at fostering a collaborative culture and leading dynamic multifunctional teams to deliver best-in-class activations and results. He has extensive experience in senior stakeholder engagement and working group facilitation.
[email protected] | +44 7447 071106
