What does a Category & Insights Executive do?

I support two teams in my company, one that looks at market performance (the Category team), and another that studies what the consumers who, what, when, how and why (the Insights team). My job is to summarise information from across the group, monitor consumer trends and produce weekly and monthly reports and analysis. This is used to support on projects. For example, if I spotted a product is becoming more popular, such as a new flavour or snack, this can be used to develop new products that consumers will enjoy.

What advice would you give to someone thinking of pursuing this career?

Seek out as much as experience as you can to figure out what it is that interests you. Don’t be afraid to ask questions! I did a placement year whilst studying at university and this was really helpful to understand what I enjoyed but also what I didn’t and is something I would recommend to everyone to do.

How did you end up in this job?

After finishing university, I knew I wanted to join a graduate scheme as I wasn’t sure what I wanted to do and was keen to gain exposure to different areas of a business. I’ve always had a genuine passion for food, cooking and baking my own creations from a young age, so I was naturally drawn to opportunities within the food industry. While researching graduate schemes, I came across Samworth Brothers’ scheme which sounded perfect as I was able to rotate round 4 different areas and understand how each contributes to the wider business and ultimately discover where my strengths and interests aligned most.

What’s the best thing about your job?

One of the best things about my role is the opportunity to see how the business operates as a whole and how different teams across the group work together to drive innovation, respond to changing consumer needs, and plan for the future. In addition, I enjoy staying up to date on external factors such as politics, the economy, and consumer trends and how these can influence consumer behaviour and, in turn, shape business decisions.

If you could give your 16-year-old self some career advice, what would it be?

I’d tell my 16-year-old self not to worry about having everything figured out. It’s completely normal not to know exactly what you want to do at that age. Embrace as many opportunities that come your way- your career path will evolve as you explore different experiences and discover what truly interests you.

What was your starting salary?

£27,000 in September 2024