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Fuel your brand with category management thinking

How can your brand grow faster by thinking in categories?

Master Class English
When 17 November 2026
09:30 - 12:30
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussels

Introduction

Strategic marketing starts with seeing beyond your brand. By viewing your brand through the lens of the total category, you’ll uncover new growth drivers, spot unseen opportunities and build stronger stories that click with both shoppers and retailers. 

In this pragmatic and inspiring Master Class, you’ll connect the dots between consumer and shopper insights, retail dynamics and category strategy, so you can make smarter brand decisions, inspire cross-functional teams and elevate your brand impact across all channels. 

It’s not just about selling more. It’s about making it easier for shoppers to buy your brand.

What will you learn?

  • How to see your brand in the full context of the category;
  • What role your category plays and how that shapes your strategy;
  • How to use shopper insights and decision trees in your marketing plans;
  • How to turn category insights into stronger brand activation in-store;
  • How to align marketing and sales around a shared category vision.

For whom?

This Master Class is built for marketers, brand & communication professionals, marketing research experts and innovation teams who want to strengthen their strategic view on the total category playfield. This session will help you think like a category leader and act like a growth catalyst.

Language

The training will be given in English, the slides of the presentation will be in English.
Participants may respond in the language of their choice.

« Great insights, great structure, super clear presentation & Pascal is a true expert in this domain. »

Speakers

  1. Pascal Deckers

    Pascal Deckers

    Managing partner at LD&Co
    Pascal Deckers brings over 25 years of hands-on experience in Category Management and Trade & Shopper Marketing. He began his career at Jacobs Douwe Egberts in 2000, where he built a strong foundation in marketing research and evolved into senior roles within product and shopper marketing. A...
    Pascal Deckers

    Pascal Deckers

    Managing partner at LD&Co

    Pascal Deckers brings over 25 years of hands-on experience in Category Management and Trade & Shopper Marketing. He began his career at Jacobs Douwe Egberts in 2000, where he built a strong foundation in marketing research and evolved into senior roles within product and shopper marketing.

    After 12 years in the coffee category, Pascal joined Lotus Bakeries to lead category development in Belgium and the Netherlands. He later headed the Global Brand Biscoff department, gaining deep expertise in strategic brand-building within a global category context.

    Since 2023, Pascal is Managing Partner at LD&Co, a consulting and training agency specialised in Category Management. Founded by CatMan expert Luc Desmedt, LD&Co helps suppliers and retailers design and implement future-ready Category Management strategies, through tailored training, hands-on project support and pragmatic strategic advice.

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Training 24/7

As a supplement or preparation for this Master Class, we recommend watching the following video trainings:

Category management

Prices

  • UBA member: Free. The participation fee is included in your company's annual membership contribution.
  • Standard: € 430 (excl. VAT).
FAQ ?
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