Category First Services


Rob Mullen is the Founder and Managing Director of Category First Services. Category First specialise in category management services and work with clients on their digital marketing and social media strategies.

Rob set up the company based on these three believes:

  • Having a Category First mindset will unlock numerous opportunities for your customers, categories, brands, and products.
  • The digital age has brought an abundance of data, but data without insight is useless. Insight has never been as important.
  • A little help can go a long way. Category management and category marketing resource can be hard to come by. A little help on a project, interim or short-term basis will get things moving and can save a business valuable time and money.

Rob has over twenty years’ experience working in category management, commercial and marketing roles. He has worked on projects across a multitude of food categories, including fresh meats, dairy, bakery, and snacks.

A great believer in the value of continuous learning, Rob is a fully accredited marketer. He holds a First-Class Honours Masters in Digital Marketing and Analytics and a Degree in Marketing Techniques.

Rob is passionate about the core values of Trust, Honesty and Courage and places these at the centre of all partnerships with Category First Services.

Contact Rob to learn more or to set up a free consultation.

To learn more about what Category First Service do, click here…

Our 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.”