Becky Selly

Experienced FMCG Category Management professional with over five years' experience in the UK pet market at Spectrum Brands EMEA. Strong commercial and analytical background, with expertise in translating market, shopper and retailer data into clear, actionable recommendations that drive category and brand growth. Currently leading the UK Category Management team, while continuing to support major retail accounts and strategic category projects.

Now seeking a Senior Category Manager or Category Manager role where I can apply my retailer-facing, analytical and leadership experience within a high-performing commercial team.

Head of Category Management at Spectrum Brands EMEA (2025-08 – Present)

Lead the UK Category Management team, ensuring category insight supports business decisions, strengthens retailer relationships and informs innovation that drives category, brand and business growth.

• Build and maintain senior relationships with key retail partners, acting as a trusted category advisor and using insight to influence customer decisions.
• Develop the capability of the Category Management team through coaching, insight best practice and improved ways of working.
• Develop and communicate category strategies using market, shopper and retailer data to identify opportunities for growth.
• Partner closely with commercial, marketing and product teams to turn insight into opportunities for innovation, range development and retailer-specific category growth.
• Continue to support major retail accounts and strategic category projects, drawing on extensive knowledge of the UK pet market.

Category Manager at Spectrum Brands EMEA (2023-04 – 2025-08)

Managed a portfolio of key retail accounts, providing category insight and recommendations to create category growth through Spectrum Brands products and retailer-specific strategies.

• Developed category insights and commercial recommendations to support growth across key customer accounts.
• Built strong relationships with retail partners, using data and market insight to identify opportunities and influence category decisions.
• Led retailer brand days and range review meetings, using category insight to identify growth opportunities and show how brand and product solutions could support retailer objectives.
• Created clear, engaging presentations that transformed complex analysis into simple and commercially relevant stories for customers and internal stakeholders.

Category Executive at Spectrum Brands EMEA (2020-11 – 2023-04)

Developed the analytical tools, data infrastructure and insight required to support category and commercial decision-making across the business.

• Managed key data sources and ensured accurate, timely information was available to support category management and commercial teams.
• Developed analytical tools to enable deeper analysis of business, market and customer performance.
• Worked extensively with NIQ, Kantar, Circana and other external data providers.
• Produced regular category and market analysis to identify trends, opportunities and risks.
• Developed Excel-based reporting and analysis tools to improve the accessibility and usability of commercial data.
• Supported Category Managers with customer analysis, presentations and retailer meetings.
• Developed a strong understanding of category management principles, retail dynamics and the UK pet market.

BA in Business Management & Marketing – Nottingham Trent University / The Open University (2016 – 2020)

Level 3 Diploma in Animal Management – Holme Lacy College (2013 – 2014)

AS Level – Worcester Sixth Form College (2010 – 2011)

GCSEs – Tenbury High School (2005 – 2010)