Laura Toop

Before entering into the world of entertainment, nearly 10 years ago, I managed a variety of non-food categories, from lingerie to toys; with some of the UK’s favourite high street names. I arrived into the ‘entertainment’ category; and more specifically category insight & commercial planning more by accident than by design; taking a position as ‘Merchandising Manager’; but this was before the explosion of Category Management within entertainment. The role quickly evolved to something way bigger than merchandising; merchandising was simply one of the levers in driving the category strategy forward. 10 years on, as Commercial Insights Director, I am continuing to drive category insights & solutions working with a wide variety of clients both inside & outside of the entertainment industry.

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