Meet Kate Filippelis

Meet Kate Filippelis, the "Zesty" Food Category Lead bringing big Greek family energy, a lifelong passion for food, and a powerhouse drive to Cartology’s sales floor.

Tell us a bit about yourself, your role and what’s happening in your vertical?

I’m Kate Filippelis, Category Lead in the Food Client Partnership Team. I come from a Greek family where the dinner table is always overflowing, loud voices are the default setting, and food is the ultimate solution to every life problem. Growing up watching my YiaYia whip up incredible meals sparked a lifelong passion for food so it makes total sense that I ended up at Cartology, happily surrounded by groceries all day.

My journey here started 4.5 years ago. Coming from a TV background, I arrived as a very eager Client Partnership Executive in the freezer team, incredibly keen to learn the ropes of Retail Media. Fast forward to today, and I am now a Category Lead. I’ve loved the challenge of moving across the business, working across Freezer, Packaged, Health & Wellness, and now stepping into an exciting new space to manage Chips and Biscuits.

Known by my peers as 'Zesty,' I always like to bring a burst of energy, fun, and laughter to the office floor—ensuring there is never a dull moment. Over the years, I've loved acting as a strategic partner for iconic brands, leading events from  Summer of Ice Cream to major NPDs, and solving complex brand challenges. Cartology definitely keeps you on your feet and is always throwing challenges. 

What's happening on the ground is a constant push for innovation—our suppliers are looking for fresher, highly incremental ways to cut through the noise and connect with customers at the shelf. As a sales team, we are evolving right alongside them to unlock those new opportunities and keep the category dynamic. This includes creating incremental opportunities beyond the Woolworths Calendar, some of the initiatives that the team have created included initiatives such as Birthday Month, Spice Smoke Sizzle, Get Race Ready, Fakeaway to name a few. 

What was a pivotal moment or key experience in your career that's profoundly shaped how you're going to approach your current role?

Beginning my journey at Cartology as a CPE and transitioning into a CPM role within a mere six months was a whirlwind of excitement and nerves. Finding success in that position, and later having the confidence to pursue a Category Lead role, proved the importance of self-belief. I realised you should never be afraid to put your hand up, as the worst that can happen is someone says 'not yet,' which simply gives you the feedback you need for the next opportunity.

Looking ahead, I am committed to pushing my own boundaries and raising my hand for fresh challenges, because I know that leaving the comfort zone is where the real growth and potential are unlocked and honestly, that's where the fun really begins. 

What specifically about your work here, or the challenges we're tackling, gets you genuinely excited to come in every day?

I absolutely love working closely with brands as a strategic partner, and nothing beats the buzz of seeing the direct impact of our collaboration go live on the shelves in real time. But honestly, the team is what truly drives me. The energy here is infectious—we support each other, challenge each other, and celebrate every win together. Being surrounded by that much drive and heart makes navigating this fast-paced, rapidly evolving world incredibly fulfilling. 

Looking at our business, what's one area where you see immense untapped potential for growth or improvement?

Unified Planning is definitely the current buzzword and we are merely scrapping the surfaces of what will be the new standard of Retail media. I honestly believe that the ultimate goal is achieving a space where clients, agencies and Cartology Agency and Client Partnerships teams unite to tackle a single brief together. Moving away from separate, fragmented responses is the nirvana we should aim for. By fostering deeper integration across all areas of our business, we can truly solidify our position as genuine collaborative partners for our suppliers. I am quite excited for what this journey entails for us. 

What’s one trend you’re keeping a close eye on?

The rapid rise of AI shopping agents is something that I am keeping a close eye on.  We are moving past the phase where consumers just ask AI for meal inspiration, it is now acting as a personal shopping agent that can build the grocery basket and compare prices. I am excited to see how Cartology can leverage Olive as a media solution for customers as they build their basket and shop with Woolworths. 

What's the best career advice you've received?

Be the driver of your own career, not a passenger. 

It made me realise that you can't just sit back, do a good job, and wait for people to notice or hand you opportunities. You have to actively put your hand up, vocalise your goals,  stay curious and seek out the projects that challenge you.