Retail expert Lyubov Kelbakh

The assortment is growing, but it does not always help the company achieve its business goals: the brand strategy may diverge from the decisions of the category team, and customer data may remain without practical application.

Lyubov Kelbakh is co-founder and director of educational programs at Mania Business Simulations, co-author of the category management business simulator CatMania. She has 19 years of experience in category management, customer research and trade marketing on the manufacturer and retailer side.

In her presentations, Lyubov explores the connection between company strategy and assortment management, category development and approaches to working with customers. She delivers reports, master classes, trainings and facilitations for category managers, commercial directors, FMCG manufacturer teams and retail chains.

Lyubov has been leading turnkey consulting projects for manufacturers and retail chains for eight years, and has been conducting trainings, master classes, facilitations and work sessions for fifteen years. She has spoken at more than 70 events, and in 2026 became a speaker at the conference 'Category Management in White Nights '26' in St. Petersburg. She works in Moscow, travel to other cities and online are possible.

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