Our client is a highly successful Impulse brand owner operating in a competitive market, where the emergence of a strong challenger brand had driven a rapid increase in headcount across the commercial team. While the business attracted high-quality talent from a wide range of organisations, this rapid growth brought with it a lack of consistency in skillsets, experience and ways of working. As a result, roles and responsibilities were not always clear, decision-making could be fragmented and teams were not consistently operating at their best in front of customers. The client recognised that improving capability would first require greater clarity around ownership, accountability and collaboration. Sellex was engaged to undertake a structured Diagnose–Design–Deliver approach. The diagnostic phase focused on understanding how teams worked together across key functions - Category and Insight, Shopper Marketing, Customer Development, Revenue Growth Management and Retail Operations and where gaps and overlaps were limiting effectiveness.