Category Manager
Haribo UK is one of the most recognisable and loved confectionery brands in the world. With a heritage spanning over 100 years, Haribo has built a reputation for delivering fun, quality and joy to consumers of all ages. Its UK business continues to perform exceptionally well, driven by category-leading innovation, strong brand equity, and deep partnerships with major retailers.
Haribo’s product portfolio includes iconic sweets such as Starmix, Tangfastics and Supermix, as well as a growing range of seasonal and limited-edition offerings. With a strong position in the UK’s £1.5 billion sugar confectionery market, Haribo remains a category leader, continually investing in brand, insight and innovation to maintain its competitive edge.
The Brief
Haribo UK required an experienced Category Manager to join their Insight and Marketing team. The role would play a pivotal part in shaping category strategy, translating consumer and shopper insights into actionable plans, and driving growth across key UK retail partners. Reporting into the Head of Category & Insight, the position was designed to act as the expert voice of the shopper and the market — ensuring Haribo continues to lead category thinking across the confectionery sector. The successful candidate would be responsible for developing and delivering category plans, building relationships with retailers, and influencing decision-making through compelling data and insight.
The brief required a highly analytical and commercially minded individual, ideally with experience within the FMCG category management, shopper marketing, or insight functions. They needed to demonstrate a strong understanding of IRI/Kantar/Nielsen data, the ability to translate insights into strategy, and the confidence to present at a senior level both internally and externally.
Cultural fit was key — Haribo’s UK team is collaborative, energetic and passionate about the brand. The business wanted someone who would thrive in a fast-paced, creative environment, and who shared their commitment to putting consumers at the heart of every decision.
Alexander Steele Approach
Following an in-depth briefing with the Head of Category & Insight and HR team, the Alexander Steele consultants worked closely with Haribo to define the ideal profile — combining strong analytical ability with experience in category leadership and stakeholder influence. We mapped the broader FMCG market, focusing on market-leading branded businesses across food, drink, and household categories. Our search targeted high-performing category professionals who had demonstrated success in shaping category strategy, driving insight-led growth, and influencing retailer engagement at a senior level.
Through our established FMCG network, we approached both existing connections and new talent within recognised blue-chip environments, assessing individuals on their data fluency, strategic thinking, and ability to collaborate cross-functionally. Each shortlisted candidate demonstrated a passion for using insight to deliver commercial advantage, as well as a strong alignment with Haribo’s culture and values.
Outcome
The successful Category Manager joined Haribo UK in March and has quickly made a strong impact within the Insight & Marketing function. They are already leading key category projects, supporting major retailer range reviews, and driving the business’s understanding of shopper behaviour and category performance.
The appointment has been an excellent match for both Haribo and the candidate. The individual has embedded well within the culture, and Alexander Steelec ontinues to support Haribo UK with further senior commercial and marketing recruitment.