For years, a Category Captain has been seen as both 1) the high-performing supplier at the helm of a category, and 2) an unbiased navigator working with retailers to chart the right course, sharing shopper insights, steering the category toward growth, piloting new capabilities, and keeping profitability on the horizon for all aboard.

But while many brands have mastered these seas for the in-store voyage, few have truly taken the wheel in the uncharted waters of the omnichannel marketplace—where the shopper journey, competitive currents, and data tides are far more unpredictable.

The question now is: What does captaincy mean when your category spans every shore, from the shelf to the digital shelf? How can captains set their own course to improve the shopper experience and category health? How should they rally their retail crew for stronger JBP alignment? And how do they prove their value with the right omni scorecard to keep their captain’s flag flying?

Join Chris and Oskar as they unfurl the new navigational chart for Omnichannel Category Captaincy, a roadmap of principles and practices for defining your category’s role, plotting omni trips and missions, managing product, price, and promotion across all channels, and continuously proving the joint value you bring to the voyage.

Raise the anchor. The omni seas await.