Need extra resources to grow your Categories, Brands or Product Ranges? We’re here to help.

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Here to Help

Category First Services is a category management and marketing consultancy service provider run by Rob Mullen. Rob has over 20 years’ experience working within marketing. He specialises in category management and works on all aspects of category development on a project, outsourcing and longer-term advisory capacity.

We appreciate that time is precious, and that category management time and resource can be hard to come by. If you need to meet category deadlines, find yourself deferring category projects or just need to know where to start with category management, then we are here to help.

We can help with projects to develop your long-term category vision and strategy or with shorter term tasks such as market performance or data analytics.

Category First Services work with companies at various stages of their category management journey. Clients include start-ups with limited category management or marketing knowledge, companies with restricted time and resource to develop their strategies and retail providers.


Our advantage is our flexibility. No job is too large or too small. We are agile enough to adopt our services to your exact requirement and we will work within your timelines. We are here to help you with whatever you need.

Our Support Guarantees:

  • Dedicated, one point of contact attention.

  • Access to over 20 years category management and marketing experience.

  • A bespoke service tailored to your needs.

  • An insight led approach.

  • Focus on the consumer and shopper.

  • A results and solutions focus.

  • Resolve to solve your category management or marketing need.

Learn more about us here:

What we do

Category First Services provides our clients with professional and expert category management solutions, support and advice.

Category Vision and Strategy

Category Vision and Strategy

We work with our clients to create an inspirational and actionable category vision and strategy aimed at driving future growth. we take an insight led approach to create compelling category strategies.

Insight Development

Insight Development

Insight development looks at why changes are occurring within a category and in turn looks at developing further insights to help propel the category forward. 

Data Analysis

Data Analysis

Data Analysis examines what is happening in a category. Category First Services can take raw data from clients and turn it into readable and understandable information. 

Range Review Support

Interim Category Management Support

Outsourcing is a great way to get what you need done without committing to a substantial overhead expense.

Want to Know More? Get in Touch with Category First Services

Kerry Foods. Category First Services

Olga Mulvey, Category Lead, Kerry Foods.


“Category First Services provided us with ongoing support for our Category Visions and Strategy projects and the development of consumer and shopper insights for our innovation pipeline and business planning processes. Rob brings exceptional expertise, clarity and thought leadership to every project and his flexible approach compliments our way of working perfectly”.

Manor Farm Category First Services

Karen O’Connell, Category Development Manager, Manor Farm.


“Working with Category First Services is an exceptional and rewarding experience. We needed to develop a plan for our category and to get to grips with some core category management techniques. Rob put the tools in place to help us craft our Category Vision and Strategy and skilfully guided us through a category management training plan. The results have meant greater collaboration between our functional departments as we continue to bring our category plans to life”.

Child Paths Category First Services

Ciaran Flynn, Founder, Child Paths.


“We used Category First Services to advise us on marketing planning and development in the Early Years sector. Rob’s expertise in digital and traditional marketing techniques provided us with invaluable guidance and support that we continue to apply as we grow our digital software services. We would highly recommend Category First Services.”

Contact Us

Our mission here at Category First Services is to provide support when you need it. Please don’t hesitate to get in touch if you would like more information on our work and services. We are more than happy to answer any questions you may have.

Category First Services Limited
22 Shantalla Road, Beaumont
Dublin 9, Ireland