ABOUT
CM BUSINESS ACADEMY
CM Business Academy was created in 2019 by Christoph Michel.
Christoph has an extensive experience in FMCG sales & marketing, with 20 years in corporate roles and 10 years as an independent consultant.
He spent 10 years at Diageo in Europe, Africa and Asia. After a few years in Category Management, he became part of the team that created and trained Diageo's global sales processes around the world.
After 2 years in a local premium ice-cream company, he worked 8 years in Vietnam at Nielsen, servicing major global FMCG retailers and manufacturers. In addition, he acted during four year as Head of Category Management Services all over Asia, Pacific and the Middle East where he developed and delivered a suite of Category Management related workshops.
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An independent consultant since 2015, Christoph is working on specific consulting projects for clients, designs and delivers Category Management & Shopper Marketing related workshops as well as StorewarsTM Business Simulation workshops across Europe, Middle-East/Africa and Asia.
Fluent in English, French and German, he has so far delivered workshops to more than 5,000 associates of leading local and international manufacturers & retailers in 25 countries.
He is an accredited StorewarsTM trainer since 2016. ​
More than 5'000 learners trained by Christoph from 2010 until today
Key Account Manager, Henkel Croatia on Storewars workshop
“Thank you for the experience, all in all it's probably the best training I have ever been at."
Commercial Director, Panda Saudi Arabia, on Category Management workshop
"I can say that Christoph is breathing Category Management so that he can take you through all the secrets of that great science in a very simple and interesting way."
Senior Manager in FMCG, Nordics, on e-commerce workshop
“Excellent content, excellent speaker. Just the right amount of tests and exercises to keep us engaged. Implementing the learnings in practical exercises is a very good way to make people remember what they have learned.”