Name: Darshana Benhur

Title: Senior Category Insights Analyst

Company: Swire Coca-Cola

Certification: CPCA

1. How long have you or your company been involved with the CMA?

Benhur: I’ve been involved with CMA since last fall, starting with trainings that proved highly relevant to our business. This year, I pursued certification to bring even greater value to my team.

2. Why did you decide to become certified?

Benhur: I’m passionate about the CPG space and how products are developed, marketed and sold. The certification deepened my understanding of these strategies, and having access to CMA training motivated me to expand my expertise so I can better identify opportunities and drive results

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

Benhur: The Catman 3.0 process stood out — especially its evolution with online shopping. I also enjoyed learning about retailer strategies and product roles, which will help me think more strategically about positioning across different channels.

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

Benhur: It sharpens my ability to see both retailers and shoppers from a fresh perspective, keep the shopper central to decisions and quickly spot category growth opportunities that support our long-term goals.

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

Benhur: I would recommend taking the time to study each core concept and truly understand how it works. I’d also suggest connecting the concepts to real-life examples you encounter — this approach helped me grasp the material more deeply and see how it applies in practical situations.