BUILT joined the Category Management Association at the beginning of this year and immediately distinguished itself as a member committed to continuous learning and improvement. A key tool for BUILT as it works to thrive in the competitive and surging protein snacks category? CMA certification.

In this special Certification Spotlight, we caught up with BUILT senior director of business intelligence Brian Cluster and analytics manager Trent Anderson to learn why certification is an essential part of the company’s category strategy. You’ll also enjoy the video above, filmed at CMA’s Chicago headquarters, which dives deeper into how Cluster and Anderson see certification as a difference-making credential for all retail and CPG professionals.

Want to know more about certification? Click here to see how you too can harness the power of best-in-class industry learning on the topics that matter most to your business.

Why did you decide to become certified?

Cluster: As a growing brand, I knew that it would be important to establish BUILT as a trustworthy brand that could provide sound analysis and value. Personally, I have wanted to do this for more than 10 years after working with leaders in the CMA over the years.

Anderson: I want to become an expert in category management. The tools and experience I gained in becoming certified with the CMA has been a great step in that direction. 

What was the most interesting thing you learned as you completed the training and certification?

Cluster: An omnichannel approach to category roles. This may mean that roles in the store will differ from those online. I also appreciated the detailed tactics that align to each of the roles.

Anderson: Understanding how retailers view and use data has been incredibly valuable. Coming from the manufacturer side, it has helped me analyze insights from both perspectives and lead us to make better decisions for our brand our retailers.

How do you feel you will use this certification in your current role?

Cluster: Some of the key assessments were valuable to compare with how we go to market currently with some of our retail presentations.  We were able to upgrade some of our charting and augment with concepts from the CMA.

Anderson: It’s already helping me make stronger recommendations and communicate more clearly with both retailers and internal teams. I've been able to support strategies with meaningful data-driven insights. 

What advice would you give someone considering completing the training and certification? 

Cluster: As a veteran, it is easy to say you've been there and done that and not want to invest the time for training. That's the wrong mindset! There is so much to learn and the experience is even better when you have the whole team go through the training process together.

Anderson: Go for it. It’s a solid investment in your skillset, especially if you’re in a role that bridges data, sales, and strategy. The modules are incredibly useful, and you’ll come away with tools you can use right away.