Tom Crouch

Tom Crouch is a Senior Category Strategy Manager at Diageo, with 14 years of experience in category management and insights, specializing in FMCG markets. Previously, Tom worked as a Category Manager at Britvic, where significant improvements were made in stakeholder relationships and sustainable share growth for the Morrisons and Tesco accounts. Prior roles include Grocery Channel Insight Manager and Consumer Insight Director at Kantar Worldpanel, where strategic insights were developed for major FMCG brands. Tom began their career as a Marketing Information Analyst at Marketforce, utilizing data to drive sales forecasting and promotional ROI analysis. Tom holds a Bachelor of Science in Psychosocial Sciences from the University of East Anglia.