Totem

Makers of the world-famous Friend-Finding Compass. Totem is creating a safer, more immersive, and more beautiful world for everyone.

Co-Founder & CEO

Chattanooga Area Chamber of Commerce

Board Member

gener8tor

Go-to-Market Mentor

The Company Lab (CO.LAB)

Agile Brand Lab

Brand Strategist

ENGINEERED SILICONE PRODUCTS LLC

Marketing Advisor

Shoetizer

Go-to-Market Advisor

RFYN

Head of Marketing

CentralSauce Media

Founder

321 Web Marketing

Digital Marketing Strategist

Selling a great product should be easy ⚡️ Bring your message into focus and it will be. | Go-to-Market + Brand Strategy

Turning beautiful products into cultural phenomena.

Currently serving as CEO at Totem, one of the world's fastest-growing consumer tech startups. Our team is on a mission to reshape the way people connect and navigate the real world during life's most beautiful moments.

Music and entertainment runs in my veins. I come from a long line of professional musicians and have years of experience as a professional vocalist. Over the years, I've attended hundreds upon hundreds of live shows and festivals. In 2018, a selection of my music journalism was archived by the US Library of Congress in their American Music archives.


"Art is how we decorate space, but music is how we decorate time."

Carter Fowler

Catman Analytics Group, LLC

At Catman Analytics Group, we specialize in transforming market, category, and shopper data into actionable strategies that drive growth for our clients. Guided by our philosophy of “Strategic Curiosity,” we partner with CPG, OTC, and CE companies to deliver insights-driven solutions tailored to unique business challenges.

Key Highlights  

Client Success:  
   - Partnered with 6 CPG companies to develop data-driven strategies, including 37+ Category Reviews for clients like King Arthur, Brand Passport and Madison-Reed.  
   - Conducted an Assortment and Shelf Optimization Analysis for Madison-Reed, delivering a complete category review within 20 hours, leveraging Space Management software to improve performance.  

Strategic Roadmaps:  
   - Designed a 5-Year Category Management Roadmap for EA Sween Company, including organizational design, Monthly Scorecards, and tool procurement for space management.  

Thought Leadership:  
   - Published 2 eBooks detailing Walmart and Home Depot’s Category Review processes, offering actionable guidance to clients.  
   - Authored **500+ LinkedIn posts**, achieving **300K+ impressions**, and establishing Catman Analytics as an industry leader in Category Management insights.

Innovative Tools:  
   - Developed templates and tools, including New Item Templates, Customer Line Review Templates, and POS-based Weekly and Monthly Scorecards for enhanced analytics.  

Entrepreneurial Growth:  
   - Built the company’s infrastructure, including a WordPress website, a YouTube channel, and AI-based tools to streamline operations and support business development.

Our Mission  
At Catman Analytics Group, we aim to help businesses win at retail by turning insights into action. Our expertise spans category reviews, shelf optimization, assortment planning, and long-term strategy development, ensuring our clients stay ahead in a competitive market.

Founder/Owner

Signify

National Channel Marketing & Category Management Team Leader for the US Consumer Business. I get to lead a phenomenal team of 12 associates across all categories and retail channels for a ~$300M annual business.  Think of our team as the Insight & Merchandising Consultant arm of the organization.

• Built the Category Management/Channel Team from the Ground up
• Refined new Weekly, Monthly, and Quarterly Reporting (POS, Share, Shopper)
• Improved NPS Scores +18pts in 2021, +11pts in 2022 (Highest ratings among all teams)
• Enhanced the Line Review Process scoring wins with our DIY, Mass, Club and Grocery partners
• Developed Channel Strategies to Win new Distribution and shelf space for 4 key retailers.
• Managed a $3M dollar Trade and Tool Budgets, Vendor Contracts, Negotiations and Procurement

Senior Director Total US - Category Management & Channel Marketing

Samsung Electronics America

Strategic Team Leader in the Mobile Accessory BU (Smart Watch, Headphones, Power, Cases) ~$1.6B annual business.  Managed New items launch operations along with 4P Strategy Developement.

• Drove the First-Ever simultaneous launch of our flagship Watch &  Headphones with the Note20 launch driving market share in both segments to historic levels. 
• Strategic Leadership behind all Annual Planning, Quarterly & Monthly Business Reviews

Senior Director GTM & Analytics Strategy - Smartwatch and Mobile Accessory Division

A new position supporting the US Head of Mobile Computing & Accessories business.  Wholly responsible for developing Insights/Recommendations to Sales, Marketing and Demand Generations Leaders. 

• Improved 2019 Sales business up +111%, +22%, and share growth in 3 of 4 Segments
• Doubled Tablet Assortment in both Carrier and National Retail Channels 
• Operational support/leadership behind the launch of Galaxy Buds+ / Active2 Golf Edition +13%.

Senior Director Customer & Market Insights - Mobile Computing & Enhancements Department

Total US Leader for Samsung’s ~$30B US Business, with a 10 Member team of Directors, Senior Managers, and Managers. Team Vision was to leverage purchase analytics to Drive Category Leadership and “Win the Floor.”  

• Developed & Rolled out Category Selling Stories to Drive knowledge, Space, Share, and Revenue
• Taught a “Selling Process” to Integrated Consumer, Shopper, and Category Insights into the daily regimen.
• Rolled out Power BI Reporting tools to drive +$50M
• Named Category Captain at BJ’s, JCP & Category Advisors at Fry’s and Sam’s/Walmart.

Senior Director Category Management & Insights - Total US (All Categories)

Hired as the 1st Ever, Category Management Leader to Samsung, responsible for Insight Creation, Direction and Recommendation for Samsungs Largest Team (Best Buy, Target, and Sears). Developed a team category and Insight managers to drive shelf, assortment, and promotional recommendations for the +$6B annual business

• Created the Category Management department from zero
• Drove store segmentation insights for the Samsung Home Appliance to 300 stores driving 2x growth.
• Rolled out the 1st: Mobile Business Category Review, Shopper Immersion Sessions, and Scorecarding.
• Named Category Captain for Sears CE Department ‘16..

Director of Category Management - Best Buy/Target/Sears

Novartis Consumer Health

The resident Category Management & Shopper Insight Leader for Novartis Consumer Healths Target and Club teams.  Main focus was to work with both internally and externally to create, develop, and implementing shopper-centric solutions to drive the "Categories" Revenue, Share, and Profits.

• Won the category captainship for Target’s D245, Digestive Health category (2013). 
• Implemented a Shopper Centric Aisle solutions for Shoppers "Ailements" in both Target & Walmart.
• Created 3-year Shopper Learning plans for Target's Insight Department which lead to an Advisorship to strategy development for the E4 initiative 
•Shopper Marketing Magazines Who’s Who in Shopper Insights, ‘12 & ’13, OTC Achievement award, 2010

Associate Director, Shopper Solutions - Mass/Club Teams

Kimberly-Clark

Category Management Team Leader for the Target account. Led in the development and execution of “objective” consumer/shopper insights to Target & KC Sales key stakeholders. Work direction and training to 6 associates.

•Responsible for 9 categories with an annual volume of $680MM, +12% YOY.
•Vendor of the year for Department 253 (2005 and 2007).
•Target’s Category Management Advisory Board from ‘06 – ’08 and developed Target Review Template ‘06.

Category Development Manager - Target Team

Kraft Foods

Category Management Regional Leader for Target account.  Key responsibilities spent on Category Reviews and analysis, new Item selling stories, computer training, and sales tracking.  Led a team of 4 direct reports, 40 categories and 1,400 sku’s

•Annual volume grew to $450MM with 6 consecutive years of double-digit growth.
•Category Captain/Advisor on 25 categories
•Grew Target distribution by over 100+ items, manage 40+ category reviews, 250 planogram revisions, and 20 New item selling stories and Regions of year winners: 2001 - 2003

Customer Insights Manager

Regional Information Specialist in the National Channels Region with activities specific to the Target Account.  Drove all Category Management Activities and led a team of Space management specialists. 

* Category Captain / Advisor to 21 categories
* Typical year would complete 40+ Category Reviews and maintained +250 POG revisions
* Grew Kraft distribution base +108 points which resulted in doubling the business to $300MM account.

Region Sales Information Specialist

Responsible for Category Management and Space Management analytics for 2 key regional grocery players in the Minneapolis District (Nash Finch and Hy Vee).  

* Designed a Nielsen 101 training course for entire Minneapolis Region (All Category Managers).
* Developed various "Fix the Mix" assortment analysis for 20 categories.

Region Space Management Specialist

Minneapolis Region for 3 years as Account & Territory Management, calling on Key Region Customers across multiple categories.  
•	Key Account Manager of 3 Distinct Kraft General Foods Businesses (Meat, Coffee, Kraft Grocery, General Food Grocery) over 26 Categories ranging from $12M - $20M annual revenue.
•	Developed and Implemented 1st Ever Module/Pallet programs driving double digit sales 2 years running.

Oscar Mayer/Maxwell House Coffee: 
Account management on two categories for the Fleming account equal to $18M. Grew category sales +5.0% while achieved budget. Created a coffee module program growing sales +20% for 2 years.

Kraft Glenview Business:
Account management for 14 categories for the Fleming account equal to $12M annually. Created and implemented a pre-built module program that increased display quantities in all Kraft Dry categories resulting in module sales +30% during 1996 and 1997.

General Foods/Oscar Mayer:
Account management for all 10 categories for Fleming Superior and Miners group. Developed a communication tool to the field which posted a 6.5% increase in baseline business.

Customer Category Manager - Key Account Sales

The first 7 years of my career began with General Foods (later named Kraft) all in the Sales Departments in the Florida Region. I proceeded to the Texas District for 2 years as a Retail Sales Representative for a 100-store territory.

Sales Representative & Business Analysts

Developing "Strategically Curious" Insights, Plans, and Minds for Mfg & Retailer Clients

Visionary Category Management Leader | Insights-Driven Strategist | Champion of Strategic Curiosity

With over 30 years of expertise in Category Management & Analytics, I help top-tier brands & retailers transform data into growth-driving strategies. Passionate about leveraging insights, technology, and a strategic mindset to optimize performance and innovation.”

Transforming Data into Impactful Solutions
Throughout my career, I’ve mastered the art of transforming complex data into insights that drive innovation and optimize performance. Shelf strategies, driving assortment optimization, or guiding category roadmaps, I love creating solutions to unique challenges.

Founder | Catman Analytics Group, LLC
Since 2023, I’ve led Catman Analytics Group, where we partner with CPG, OTC, and CE clients to unlock growth opportunities through data and strategy. Highlights include:
- Delivering 37+ Category Reviews for clients like King Arthur, Brand Passport and Madison-Reed.  
- Developing a 5-Year Roadmap for EA Sween Company, integrating analytics, organizational design, and tools.  
- Publishing 2 eBooks on Walmart and Home Depot’s Category Review processes.  
- Generating 300K+ LinkedIn impressions** through thought leadership content.

Career Milestones
- Samsung Electronics: Led analytics strategies for a $35B business, including 4P optimization and new category captainships.  
- Signify Lighting: Managed a $300M portfolio, improved NPS scores, and optimized retailer shelving strategies for Walmart, Lowe’s, and Target.  
- Novartis OTC: Secured Target Category Captaincy for Digestive Health, driving growth through shopper-centric insights.  
- Kraft Foods & Kimberly-Clark: Spearheaded distribution growth, shopper analytics, and actionable insights for Target and Club channels.

What Sets Me Apart
I thrive at the intersection of strategy and execution, blending analytics expertise with a collaborative mindset to deliver results. Whether tackling new categories, leading cross-functional teams, or shaping long-term strategies, I’m driven by a singular goal: turning insights into action.

Recent Testimonial
“You delivered precisely what we needed, and I’ve been working with [Chief Product Officer] long enough to know she was impressed, and you delivered exactly what she was looking for.  I have no doubt we’ll be in touch for future services. “  VP GM of Wholesale Business Sector

Let’s Collaborate
 If you're looking to optimize your category strategies and drive measurable growth, let’s discuss how we can work together. Feel free to connect or schedule a call.

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