Andy Guy

Category Manager @American Golf Corporation

Warrington, GB

Key Achievements in role· Designed and developed American Golf’s own brands into commercially successful ranges, including Stromberg which has since become the market leader in the golf clothing category · Secured 5-year licensing deal with the R&A and The Open to launch officially licensed range of apparel under the Stromberg brand · Secured and managed exclusive licensing agreements with a range of golfing and lifestyle brands, including Greg Norman, New Balance, Ellesse, 11 Degrees and Skechers· Develop and manage SMU and exclusive programmes across existing brands Responsibilities in role· Develop and execute comprehensive category strategies to drive sales, margin growth and customer loyalty within the clothing and footwear department· Carry out market research and analysis to identify emerging trends, competitor activities and customer demands, translating insights into actionable strategies· Manage a portfolio of strategic suppliers, including contract negotiations, performance monitoring and relationship management to ensure quality, reliability and cost-effectiveness· Collaborate with cross-functional teams, including merchandising, marketing and operations, to optimise assortment planning, pricing and promotional activities· Analyse sales data, customer feedback, stock levels and market intelligence to make data-driven decisions regarding product assortment, pricing and inventory management· Identify cost-saving opportunities through effective negotiation, sourcing optimisation and strategic supplier partnerships· Monitor industry developments, including technological advancements and regulatory changes to proactively address potential impacts on category performance and adapt strategies accordingly· Implement effective promotional campaigns alongside marketing, including seasonal sales, discounts and special events, to drive customer engagement and increase market share· Conduct regular performance reviews of key suppliers, evaluating their