Shopper Marketing & Insights

Kate Gibbon

Kate Gibbon


I’m passionate about ‘thinking’ shopper and retailer. With global senior leadership experience, I’m an expert in helping businesses to encompass this thinking: creating insight led category growth strategies, targeted execution plans, and driving sales growth.

I can help you with

understanding shopper behaviour, creating research strategies, identifying research solutions, developing categories growth strategies, building compelling selling stories, developing joint business plans, developing omnichannel models, providing retail layout advice, developing shopper marketing capabilities


I have over 25 years’ experience working in blue chip FMCGs. I started my working life in sales and have had management experience in strategy (sales and category) and insights functions. 

These roles led me to see how important it is that businesses understand their shoppers and retailers in order to maximise execution strategies, and this passionate belief turned into my career.  I have held 2 global leadership roles building shopper insights and shopper marketing functions. 

I successfully helped these businesses to understand how to uncover consumer & shopper behaviours and patterns for today and tomorrow, linking this with commercial realities to deliver executional excellence.  Building insight, understanding & capability which created better collaboration with retail partners, improved shopper experience and, most importantly, drove sales conversion.

Bringing my commercial background to these roles, and now to my own firm, where I work with all different sizes of business, I am not a typical insights or marketing person. I understand how buyers think and how to communicate with them.  I don’t believe in research for the sake of research, in fact many times in my corporate roles I would stop research being done, as often the answers we are looking for are in existing data, they just haven’t been turned into insight. I’m pragmatic and always looking for new and better ways to deliver, maximising budgets and minimising complexity. 

In a world where the way we shop is changing, I help my clients think differently about their approach to shoppers, tailoring the right support as necessary but helping them to ultimately improve ROI on execution & drive sales. 

I have lived in the UK, Australia, and Dubai. I have worked across multiple markets & have deep experience in Asia- Pacific, currently residing in Singapore

I love being active and outdoors and my other passion is fitness. If I’m not working on driving the shopper agenda, I’m probably out doing some form of exercise, and trying to get my poor husband to keep up with me!

YEars of Experience

25 years



Countries worked IN

United Kingdom, Australia, UAE, USA, Malaysia, Vietnam, Philippines, India, China, Japan, Thailand, Singapore, Indonesia


Retail, Pharmaceuticals, Beverages, FMCG