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Levercliff Appoints Mark Dawson as Category Director

Levercliff, category consultants to the food anddrink industry, has recentlyappointed Mark Dawson as Category Director. Mark will be responsible foroverseeing and helping the business’ clients develop their category strategiesand implement plans, alongside the wider team.

Mark joins the Levercliff team from Aston ManorCider, where he held the position of Category & Insight Controller forseven years. Mark brings with him over 20 years of experience in successfully drivingcategory strategy and developing lead-supplier status for branded food anddrink businesses, including McCain, Accolade Wines, and Heineken. It is thisvaluable experience, alongside his relationships with key UK grocery retailers,which he will draw on to help Levercliff’s customers develop their own successfulstrategies.

Mark Dawson, Category Director at Levercliff, commented,“I am delighted to have been appointed Category Director at Levercliff. Theteam is made up of true FMCG professionals with a strong track record of helpingbrands truly stand out in a competitive market and succeed in their categories,so joining the fold is an exciting next step for me.

“Undeniably, it has been a difficult period formany brands – with everything from the pandemic to the economic uncertaintyfaced by many UK and Irish households having an impact. However, by using data andinsight, I’m confident myself and the team at Levercliff will be able tocontinue to develop strong strategies and action plans to give our clients thebest possible chance at success.”  

“Since joining the team, Mark hasalready hit the ground running, creating a category vision and NPD framework for Crust & Crumb,which was presented to UK and Irish retailers, andgave our existing category management of Wasabi’s ready meal portfolio an extraedge through his understanding of retailer customer missions. With a career creating categorygrowth plans and developing retailer partnerships, I have every confidence Markwill bring his expertise and skillfulness to our team to aid Levercliff’sclients in developing their category visions” said Fintan O’Leary, ManagingDirector of Levercliff.