Katharine Fesperman

Senior Category Marketing Manager @Royal Cup, Inc.

Birmingham, AL, US

Oversee and optimize company product portfolio across 5 brands - over 2,500 offerings - coffee, tea, juice and allied finished goods- Lead company commercialization process delivering impactful product rollouts that meet business objectives and exceed customer expectations, surpassing 2019 - Conceptualized and lead the launch of Royal Cup Sweet Latte, the company’s first RTD canned beverage, requiring new production workflows, manufacturing partners, and companywide education, expanding the brand’s market presence and diversifying revenue streams for customer label - Maintain in-depth knowledge of category offerings and co-manufacturer capabilities to meet customer expectations that are aligned with company efficiency and positioning - Leverage market analysis, competitive intelligence, and cross-functional collaboration to deliver impactful results and foster category leadership across multiple industry segments- Create supporting resources and conduct companywide product training - Ensure consistent brand integrity across all brand resources and packaging materials in house and with external partners- Collaborate with cross functional teams to create and facilitate seasonal product launches, product transitions, and liabilities depletion