SUMMIT PROGRAM
Collaborative Marketing
for Competitive
Advantage
Fall Summit 2013 • Dallas, Texas • November 3-5, 2013
WELCOME
2
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
CONTENTS
Table of Contents
Welcome......................................................................................................................... 5
Overview........................................................................................................................ 7
Summit Agenda........................................................................................................... 9
Keynote Speakers......................................................................................................11
Sponsors.......................................................................................................................19
Speakers.......................................................................................................................29
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
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ADVISORY BOARD
POI Certified Collaborative Marketer (CCM)™ Education Advisory Board
Chris Boever
EVP, Chief Customer Officer
Pinnacle Foods
Kevin Kroymann
National Manager, Trade Marketing
Hormel Foods
Pam Brown
Director, Trade Promotion Management
Del Monte Foods
Scott McCulloch
Sr. Director of Merchandising/
Category Management
Duane Reade
Michael Bruening
Revenue Management Optimization
Nielsen
Tom Burkemper
Sr. Director Merchandising
7-Eleven
Rick Epstein
Vice President Pricing and Trade Strategy
Georgia Pacific
Brian Eustace
Director of Sales Operations
Popcorn, Indiana
Michael Gamage
Director, Price and Promotion
Starbucks
Dale Hagemeyer
Vice President
Gartner, Inc.
Jim Hertel
Managing Partner
Willard Bishop
Matthew Heinze
Director, Sales Intelligence
Del Monte Foods
Michael Kantor
Chief Executive Officer
Promotion Optimization Institute, LLC
Ronald K. Klimberg, PhD
Professor, Decision and System Sciences
Saint Joseph’s University
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Dale Neely
VP, Customer Operations
Sequoya
Mike Nothofer
Assoc. Director – Strategic Pricing
Johnson & Johnson
Lisa Overman
Director of Marketing & Advertising
Delhaize America
Harveys & Reid’s Supermarkets
Gary Singer
Partner
Accenture
Dr. John L. Stanton
Professor of Food Marketing
Editor in chief, Journal of Food Products
Marketing
Saint Joseph’s University –
Dept. of Food Marketing
Ken Sullivan
Senior Vice President
CMS Consulting
Joseph Tallarico
Global Director
Unilever
Jon Vasatka
Director of Sales Operations –
Retail Division
Continental Mills
Win Weber
Chairman, Chief Executive Officer
Winston Weber & Associates (WWA)
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
CONTENTS
WELCOME
Dear POI Summit Attendees,
On behalf of the POI Educational Advisory Board, it is my great pleasure to welcome
you to Dallas and to the 3rd annual Fall TPM-TPO-Collaborative Promotion
Optimization Summit – Actual Results, New Trends, and how to improve your ROI
with Trading Partners.
This Summit has been designed to provide innovative, advanced, and meaningful
lessons on the latest developments in collaborative marketing, primarily in the
areas of trade marketing, predictive analytics, promotion optimization, and
collaborative business planning.
Earlier this year we launched the POI Certified Collaborative Marketer (CCM)™
curriculum and certification with Dr. John L. Stanton at Saint Joseph’s University.
We proudly welcome current (CCM)™ candidates who are among us at this
Summit. Several leaders and subject matter experts have joined the faculty and
will take part in this POI Summit. Sessions will engage each of you with practical
material that was carefully selected by the Promotion Optimization Institute and
I anticipate a lively dialogue between attendees and session leaders. The case
studies, originating from strategies, and execution, assure that the meeting will be
collaborative and provide meaningful takeaways for you, regardless of where you
are on your journey.
We would like to express our thanks to our sponsors at this event for their generous
support and continuous commitment to this discipline. The POI could not exist
without the support and encouragement of our members, board, participants,
sponsors and their unique roles with POI. We thank them and every speaker
and panel member who is contributing their time, experience, and leadership.
Please make the time to personally engage with these industry leaders throughout
the Summit.
We expect that you will enjoy the POI Summit and that your interaction with your
colleagues from different disciplines will stimulate a creative exchange of ideas
and will be personally and professionally rewarding. Thank you for your support
and achieving “Destination Promotion Optimization” in Chicago - April 6-8, 2014.
Let’s enjoy Dallas!
Yours sincerely,
Mike Kantor
and the entire POI Team
The Promotion Optimization Institute would like to
thank the following sponsors for their support of the
Promotion Optimization Institute and the Collaborative
Marketing for Competitive Advantage Summit
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Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
OVERVIEW
Hotel Information
Renaissance Dallas Hotel
2222 Stemmons Freeway
Dallas, TX 75207
Exhibit Hours
Sunday, November 3, 2013
6:00 PM – 7:30 PM
Networking Cocktail Reception
Sponsored by: Sequoya
Monday, November 4, 2013
7:00 AM – 8:00 AM
Networking Breakfast
Sponsored by: Adesso
10:05 AM – 10:25 AM
Networking Coffee Break
Sponsored by: TABS Group
12:20 PM – 1:30 PM
Networking Lunch
Sponsored by: Wipro Promax
3:25 PM – 3:45 PM
Networking Coffee Break
Sponsored by: Retail Velocity
5:30 PM – 7:00 PM
Networking Cocktail Reception
Sponsored by: SAP
Tuesday, November 5, 2013
7:00 AM – 8:00 AM
Networking Breakfast
Sponsored by: Accenture
9:50 AM – 10:10 AM
Networking Coffee Break
Sponsored by: DataVentures
The exhibits can be found in the Ballroom Foyer.
Refuel between educational sessions with a beverage, network with peers,
and obtain the answers to all of your questions. POI encourages all attendees
to use this opportunity to gain additional insights from our sponsors.
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
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AGENDA
Collaborative Marketing for Competitive Advantage Summit
“Perfecting TPM-TPO-Collaborative Promotion Optimization”
November 3-5, 2013
Renaissance Dallas Hotel, Dallas, TX
Sunday, November 3, 2013
3:00 PM – 6:00 PMPOI Certified Collaborative Marketer (CCM)™ Education Advisory Board
Meeting by invitation
3:00 PM – 7:00 PM Registration
6:00 PM – 7:30 PM Welcome Cocktail Reception
Sponsored by:
Monday, November 4, 2013
7:00 AM – 5:30 PM
7:00 AM – 8:00 AM Registration
Networking Breakfast
Sponsored by:
8:05 AM – 8:20 AM Welcome – Michael Kantor, CEO and Founder, Promotion Optimization
Institute, LLC
8:20 AM – 9:10 AMKeynote – How Collaboration Capabilities and Culture Drives Tool
Selection at Every Stage of Maturity
Presented by: Dale Hagemeyer, Vice President, Industries Research
Manufacturing, Gartner, Inc.
9:15 AM – 10:05 AMGeneral Session: How Collaborative Marketing Combats Undesirable
Cannibalization
Presented by: Boyd Smythe, Sr. Director of Analytics , Frito Lay
Kevin Johnson, Sr. Solutions Manager, PepsiCo
10:05 AM – 10:25 AM Networking Coffee Break
Sponsored by:
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
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KEYNOTE SPEAKERS
Dale Hagemeyer
Vice President, Gartner Inc.
Dale Hagemeyer is a Vice President in Gartner Research, where he is part of its
Manufacturing Industry Advisory Service. His area of expertise is in CRM for
the Consumer Goods industry including vision and strategy, business case
development, vendor evaluation and selection, and implementation and
support strategies. He also serves on various industry advisory boards for trade
associations and periodicals.
Mr. Hagemeyer has a total of 27 years of experience with the consumer goods
industry including General Foods (now Kraft), PepsiCo, Quaker Oats, and
Sunbeam. He also fulfilled an international assignment in Mexico from 1995 to
1996.
Mr. Hagemeyer holds a BA degree in Finance and Spanish from the University of
Utah and an MBA from the University of Chicago.
Win Weber
Chairman and CEO of Winston Weber & Associates (WWA)
Win is Chairman and CEO of Winston Weber & Associates (WWA), a management
consulting firm that provides a wide range of consulting services to manufacturers
and retailers in the consumer products industry. He is recognized as one of the
original architects of category management and for introducing retailer/supplier
partnering to the U.S., Mexico, Australia and Asia. He is also known for his leading
edge thinking and expertise relative to category management evolution to shopper
centric solutions planning, as well as shopper insights/marketing transformation.
Prior to entering the consulting profession 27 years ago, he built an impressive record
of achievement as a senior sales executive and president of two sales corporations.
Beginning his career with Colgate-Palmolive, he progressed rapidly into management
positions with increased responsibility with General Foods, Beechnut, American
Brands, Bristol-Myers Squibb, Atari and Schering-Plough
He has authored numerous articles on partnering, category management, shopper
marketing and related subjects and continues to be a guest speaker on these subjects
for numerous industry associations and corporate gatherings.
Win is member of the FMI Industry Collaboration Council and Chairman of the College
of Arts and Sciences Board of Visitors, Syracuse University.
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
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KEYNOTE SPEAKERS
Kevin Darrington
Chief Operating Officer, Tops Markets
Kevin Darrington serves as Chief Operating Officer (COO) for Tops Markets. Kevin
joined Tops Markets in 2008 as Chief Financial Officer and in 2010 transitioned
into the role of COO. Kevin is responsible for all merchandising and marketing
functions, as well as direction, control and coordination of finance and information
technology activities for Tops Markets.
Prior to joining Tops Markets, Darrington served as Senior Vice President and
Chief Accounting Officer for Pathmark Stores, Inc. There, he was responsible
for overseeing all accounting functions including U.S. Securities and Exchange
Commission reporting, and income tax and Sarbanes-Oxley compliance.
Previous to his tenure at Pathmark Stores, he served as Chief Financial Officer
for Pharmaca Integrative Pharmacy, Inc. in Boulder, Co. Darrington also worked
for Foot Locker, Inc. for seven years, including three years as Vice President and
Corporate Controller, managing Foot Locker’s Worldwide Financial Service.
Darrington is a Certified Public Accountant. He earned a master’s degree in
finance from Temple University and a bachelor’s degree in accounting from
Indiana University. In 2009, Darrington was recognized as “CFO of the Year” by
Business First of Buffalo.
Jim Hertel
Managing Partner, Willard Bishop
Jim Hertel leads business development, client service, and new solutions efforts,
as well as the strategy development consulting practice for Willard Bishop—a
food retail consulting company that has been delivering business-building
solutions to manufacturers, retailers, and food service companies around the
world for over 30 years
Throughout his career, Jim has developed insight-based growth strategies for
companies including Anheuser-Busch, Campbell Soup Company, Kraft Foods,
Unilever, Wal-Mart, Coca-Cola, Purina and more.
Prior to joining Willard Bishop, Jim worked in brand management at Procter
& Gamble and led the client service group at Spectra Marketing – the leading
targeted marketing and targeted selling services provider in the consumer goods
industry. He presents at FMI, NGA, and the Outlook Leadership Conference, and is
regularly quoted in industry magazines, journals, and national newspapers.
His B.A. degree in Economics is from Duke University.
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
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AGENDA
10:30 AM – 11:20 AMSession A: A Path, not a Journey, to TPO
Presented by: Bill Maher, VP of Sales and Channel Planning, Prestige
Brands
Session B: POI CCM: Pricing Methodology for Collaborative Marketers
Presented by: Shelley Fow, CPP, Director, Customer Development, Sequoya
11:30 AM – 12:20 PMSession A: Integrated Business Planning (S&OP): How the face of
Planning is Rapidly Changing to Provide Enterprise Agility
Presented by: John Buckley, Director of Integrated Business Planning,
Kraft Foods
Session B: Frucor Beverages TPO/Statistical Modelling Case Study
Presented by: Scott Trevena, Chief Technologist, Wipro Promax Analytics
Solutions Pty Ltd (A Wipro Group Company)
12:20 PM – 1:30 PMNetworking Lunch
Sponsored by:
1:40 PM – 2:30 PMKeynote – Collaborating Globally and Executing Locally- How
winning organizations, strategize, organize, and execute their
collaborative business plans
Presented by: Win Weber, Chairman, Chief Executive Officer, Winston Weber &
Associates (WWA)
2:35 PM – 3:25 PM Session A: Collaboration Requires Developing and Delivering
Insights for Mutual Growth
Presented by: Rob Colarossi, VP Category Trade Management, Hostess
Brands, LLC
Session B: Certified Collaborative Marketer (CCM)- Deep Dive
Modeling/Optimizing the Business through Fact-Based Decisions
Presented by: Ronald (Ron) K. Klimberg, Ph.D., Professor, Decision and
System Sciences, Saint Joseph’s University
Gary Black, Senior Director, Client Development, Data Ventures, Inc.
3:25 PM – 3:45 PM
Networking Coffee Break
Sponsored by:
3:45 PM – 4:35 PM General Session: The Incredible Shrinking Grocery Business. The
Strategies and Skills You Need to Grow!
Presented by: Dr. John L. Stanton, Professor of Food Marketing, Saint
Joseph‘s University
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
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AGENDA
4:35 PM – 5:25 PM General Session: How Trading Partners Leverage Innovation & Big Data
to Achieve Promotion Optimization
Presented by: Marcus Shingles, Principal, Deloitte Consulting LLP
Jeremy Howard, President/Chief Scientist @ Kaggle, Faculty @ Singularity
University
5:30 PM – 7:00 PM Networking Cocktail Reception
Sponsored by:
Tuesday, November 5, 2013
7:00 AM – 12:30 PM Registration
7:00 AM – 8:00 AM Networking Breakfast
Sponsored by:
8:05 AM – 8:10 AM Welcome – Michael Kantor, CEO and Founder, Promotion Optimization
Institute, LLC
8:10 AM – 9:00 AMKeynote – A Fresh Approach to Insight Driven Collaboration
Presented by: Kevin Darrington, Chief Operating Officer, Tops Friendly
Markets
Jim Hertel, Managing Partner, Willard Bishop
9:00 AM – 9:50 AM General Session: How Predictive Analytics is Essential for Collaborative
Promotion Optimization
Presented by: Lucas Gniazdowski, Promotional Effectiveness, Philips
Consumer Lifestyle
9:50 AM – 10:10 AM Networking Coffee Break
Sponsored by:
10:15 AM – 11:00 AM General Session: Starbucks Refreshing Innovation The Why’s and How’s
of Implementing TPM-TPO
Presented by: Mike Gamage, Director, Pricing and Trade Fund Promotion,
Starbucks Corporation
Beth Faw, Pricing and Promotional Analyst, Starbucks Corporation
11:00 AM – 11:45 AM General Session: Building Next Capabilities for Collaborative Execution
and Margin Growth
Presented by: Trevor Barrett, SAP CC Logistics Manager, Premier Foods, plc
11:45 AM – 12:30 PM General Session: Where’s the Industry Going? – The Next Generation of
Consumer Goods
Presented by: Gary Singer, Managing Director, Accenture
Seth Moser, Consumer Goods Lead, Accenture Customer Innovation Network
12:30 PM – 12:35 PM Closing/Action Items – Michael Kantor, CEO and Founder Promotion
Optimization Institute, LLC
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
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SPONSORS
Accenture
Accenture, a global consulting, technology and outsourcing company, helps consumer goods companies
manage scale and complexity, transform global operating models to effectively serve emerging and
mature markets, and drive growth through evolving market conditions. We enable companies to source
capabilities through end-to-end services or build capability through individual projects in the areas
of sales and marketing, supply chain, global ERP operations, and integrated business services. Our
industry-leading sales platform, Accenture CAS, helps companies to deliver products to market faster
at lower cost providing superior trade promotion management and optimization, retail execution and
direct store delivery.
For additional information visit:
www.accenture.com/consumergoods
For additional information contact:
Gary Singer
gary.e.singer@accenture.com
Alex Kushnir
alex.kushnir@accenture.com
Kerry Farrell
kerry.farrell@accenture.com
www.accenture.com/consumergoods
Adesso Solutions
Adesso Solutions is a leading provider of Trade Promotion Management (TPM) software and solutions
for the Consumer Goods industry. Our tools help manufacturers track, analyze, and integrate sales and
performance data to make more effective business decisions and enhance ROI. The Adesso Solutions
TradeAdvantage™ suite, built on a cutting-edge Microsoft® platform, is utilized in the Food and
Beverage—Retail and Food Service, Health and Beauty, Electronics, Apparel, Pharmaceutical and other
sectors to effectively manage the total trade promotion cycle from budgeting, forecasting, planning
and execution to settlement and post-promotion evaluation
Currently, more than 120 customers and 8,500 users employ Adesso Solutions tools to process more
than 300,000 promotions annually representing more than $4 billion in trade spend.
For additional information contact:
www.AdessoSolutions.com
(847) 342-1095
CPGToolBox.Com
CPGToolBox is dedicated to the development and sale of relevant CPG sales and marketing tools built
in the cloud on the force.com platform. The CPGToolBox team has leveraged over 150 years of CPG and
TPM experience to produce a full function Trade Promotion Management tool in the cloud that is easy
to use, easy to learn and can be installed in a matter of months. So, whether its forecasting, planning,
reporting & analysis or getting your hands around runaway trade promotion spending... CPGToolBox
Trade Planner can get you to your objectives at 1/10th the cost of typical on-premise TPM solutions.
For additional information contact:
Rick Pensa
President/CEO
rpensa@CPGToolBox.com
(678)503-5001
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
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Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
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Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
SPONSORS
Data Ventures, Inc. (Coca-Cola Consolidated, Inc.)
Data Ventures is a global analytics and consulting company specializing in the Retail, Consumer Goods
and Financial industries for pattern recognition and anomaly detection, with a rich history that traces
back to the Los Alamos National Laboratories in New Mexico, USA. Data Ventures’ proprietary iDV
Analytics Platform can tackle very large data sets of retailer scan data and loyalty card data to identify
patterns in shopper and product behavior. Drilling down to the item, store, shopper and basket levels,
we can predict consumer behavior and identify causal factors to influence change and enhanced
decision-making. Rocket Science Made Practical and Affordable™ in over 50 countries worldwide!
For additional information contact:
Mr. Gary L. Black
Sr. Director, Sales & Client Development
6101 Carnegie Blvd., Suite 520
Charlotte, NC 28209
(704) 887-1012
Deloitte
As the world’s largest management consulting firm, we help organizations build value by uncovering
insights that create new futures and doing the hard work to improve performance.
Delivering this kind of value requires a broad range of talent and capabilities – across human capital,
strategy & operations and technology – and importantly, aligned to the unique needs of specific
sectors, businesses and organizations.
Our clients look to us for the ability to implement the ideas we present. They expect excellent
performance that draws upon our breadth of industry and service experience. Simply put, we provide
our clients with world-class insights that generate tangible and measurable impact.
For additional information visit:
www.deloitte.com
Exceedra
Exceedra is a leading provider of Integrated Business Planning Solutions to the Consumer Goods
Industry. Exceedra supports companies with Sales and Operational Planning, Trade Promotion
Management/Optimization, Joint Business Planning, Demand Planning and Demand Signal
Repositories. Our powerful and easy to use solutions allow Consumer Goods companies such as Bayer
Consumer Health, Dyson, Sony Music, and Weetabix to make a step change to their planning and
optimization capability.
For additional information contact:
Richard Nicholas
SVP Sales and Consulting
One Gateway Center, Suite 2600, Newark, New Jersey, 07102
(877) 808-1675
contactus@exceedra.com
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
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SPONSORS
Hitachi Consulting
As the global consulting company of Hitachi, Ltd., Hitachi Consulting brings business visions to life
through in-depth industry expertise combined with innovative technology solutions and services.
From articulating strategy through deploying and maintaining applications, Hitachi Consulting helps
clients quickly realize measurable business value and achieve sustainable ROI.
Hitachi Consulting’s client base includes 35 percent of the Fortune 100 and 25 percent of the Global 100,
along with many mid-market leaders.
With offices in North America, Europe, the Middle East and Asia, the company employs more than 5,000
professionals with delivery centers in India and China for global delivery scale.
For additional information contact:
Don Lanham
Director Business Development, Consumer Products Industry
123 North Wacker Drive, Suite 1200
Chicago, IL 60606
262-227-6235
dlanham@hitachiconsulting.com
IBM
Businesses today face daunting challenges –highly empowered customers, hypercompetitive markets,
and value chain pressures – all accelerating exponentially. IBM’s smarter commerce offerings integrate
industry-leading software, services and systems offerings to help companies deal with these challenges
by more effectively managing their buy, market, sell and service processes across the entire value chain.
IBM smarter commerce enables clients to put the customer at the center of decisions and actions,
increasing differentiation, customer loyalty, revenue, margins, and agility. These solutions include value
chain strategies and services, key business solutions for trading partner and logistics management,
supply chain optimization and management, intelligent and relevant marketing solutions, cross channel
selling and fulfillment, mobile commerce, customer self service and comprehensive advanced analytics
and workload optimized systems. For more information, visit ibm.com/smarterpanet/commerce.
For additional information contact:
David Haubert
Client Executive, IBM Software group
1-925-719-8735
dhauber@us.ibm.com
ibm.com/smarterpanet/commerce
NIELSEN
Nielsen’s mission is to offer the most complete understanding of consumers worldwide. Our Revenue
Management and Optimization solutions provide an end-to-end solution for managing the sales
pricing and trade promotions process, helping organizations improve trade efficiency, increase forecast
accuracy and reduce operational costs and complexity.
For additional information contact:
Bennett Cox
704-779-8761
Bennett.cox@nielsen.com
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Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
SPONSORS
Oracle
Oracle (NASDAQ: ORCL) is the world’s most complete, open, and integrated business software and
hardware systems company. With more than 370,000 customers—including 100 of the Fortune
100—in more than 145 countries around the globe, Oracle is the only vendor able to offer a complete
technology stack in which every layer is engineered to work together as a single system. Oracle’s
industry-leading products give customers unmatched benefits including unbreakable security, high
availability, scalability, energy efficiency, powerful performance, and low total cost of ownership.
For additional information visit:
www.oracle.com
Herbert Klein
Industry Lead Consumer Products
herbert.klein@oracle.com
PRGX
PRGX Global Inc. is a business analytics and information services firm and the world’s leader in Profit
Discovery™. Put simply, we discover and deliver hidden profits in your data and processes. Our Business
Analytics and Advisory services combine data analytics, deep functional expertise and a practical
hands-on approach to help clients optimize their margins. With approximately 1,700 employees and
operations in over 30 countries, PRGX provides services to 75% of the top 30 global retailers and a
number of Fortune 100 companies.
For additional information contact:
info@prgx.com
Charisse Jacques
Managing Director, Business Analytics & Advisory Services
600 Galleria Parkway
Atlanta, GA 30339
770-779-3900
Retail Velocity
Retail Velocity’s “big data” insights fuel strategic decision-making throughout the enterprise, i.e. category
management, account management, marketing, finance, demand planning, replenishment, trade
promotion, and more.
We connect our clients to over 300 retailers’ and distributors’ POS data streams and align this data with
internal ERP and external data sources for a “single version of the truth” expanding visibility from factory
production to shopper purchase.
Key partnerships
• Microsoft Gold Partner - Application Development
• SAP Partner
• Certified Integration with SAP Applications
• Certified Integration with DSiM, an SAP HANA application
Velocity is available either on-premise or in the cloud and supports POS data streaming to any third party
platform.
For additional information contact:
Sales@RetailVelocity.com or visit us at www.RetailVelocity.com.
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
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SPONSORS
SAP
Helping the world run better
SAP empowers people and organizations to work together more efficiently and use business insight
more effectively.
From back office to boardroom, warehouse to storefront, and desktop to mobile device, SAP empowers
people and organizations to work together more efficiently – and use business insight more effectively.
We do this by extending the availability of software across on-premise installations, cloud and ondemand deployments, and mobile devices.
We believe that the power of our people, products, and
partners unleashes growth and creates significant new value for our customers, our company, entire
industries, and the economy at large.
For additional information contact:
Paul Larson
Industry Principal, Consumer Products
SAP America, Inc.
Paul.larson@sap.com
Sequoya
Providing solutions to optimize business plans and provide category insights is our mission at Sequoya.
Consumer Demand Management (CDM), and the prediction of future consumer response, is a requirement
to achieve our mission and is integrated into every solution.
Sequoya TPO benefits from this integration as predictive analytics are embedded in the planning process to
forecast volume, margin, revenue, trade efficiency (CPIU), total trade liability and return on trade investment.
The ROI promises of TPO are only realized when the underlying forecast is accurate.
Using a Software as a Service deployment, we manage the data, model tuning and forecast validation so
that you can focus on building the most efficient trade plan.
For additional information contact:
Dale Neely
Vice President, Customer Operations
SEQUOYA
203.505.5031 phone
dneely@sequoya.com
TABS Group, Inc.
TABS Group, Inc. is a leading provider of research and consulting services to the consumer products
and financial services industries. TABS Group, Inc. based in Shelton, CT, was founded by Dr. Kurt Jetta
in 1998. TABS Group has developed unique and affordable processes to strip out time and cost from
the analytical process. The commitment TABS shows towards analytical innovation is a testament to the
value gained by our clients. Our methodologies are robust, proven, and put to work daily for dozens of
clients across a variety of Food, Drug, and General Merchandise categories.
TABS Group, Inc. challenges the paradigm. We will deliver the most accurate, relevant, derivative,
actionable information your company will ever purchase. Please visit our website at www.tabsgroup.
com.
For additional information contact:
Kurt Jetta, Pd. D.
CEO and Founder
kurtjetta@tabsgroup.com
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Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
SPONSORS
ToolsGroup
We help Marketing, Sales and Analytics executives who, despite a big investment in their TPM infrastructure,
still struggle to profitably meet their revenue goals.
ToolsGroup’s Predictive Demand Analytics helps our customers optimize promotional outcomes and
perform smarter new product launches to grow sales and ROI. Our team of specialists arms you with a
cognitive and adaptive machine learning engine that offers unique capabilities to deal with partial data sets,
understand promotions and media together, and facilitate cross-functional decision processes down to the
store level.
ToolsGroup has more than 250 customers worldwide, and headquarters in Boston and Amsterdam.
For additional information contact:
Jeffrey Bodenstab
Vice President of Marketing
ToolsGroup
(617) 263-0080 x1013
jbodestab@toolsgroup.com
Wipro Promax Analytics Solutions
Wipro Promax Analytics Solutions (WPAS), a Wipro Group Company, is a world–leading specialist
in Trade Promotion Management, Forecasting & Volume Planning, Customer Account Planning &
Budgeting and Modelling & Trade Promotion Optimization. With headquarter operations based in
Australia and offices in North America, United Kingdom, Central Europe, India and New Zealand, WPAS
boasts an impressive stable of global consumer goods companies. Promax solutions are the result
of more than twenty-four years’ experience of working in close collaboration with leading consumer
goods manufacturers, retailers and distributors.
The Promax PX solution has been designed to allow a seamless, automated process to Track, Predict
and Optimize promotions and trade spend. It incorporates the most sophisticated tools to maximize a
client’s return on trade spend investment and deliver optimal outcomes for retail partners.
Wipro provides comprehensive IT solutions and services, including systems integration, Information
Systems outsourcing, IT enabled services, package implementation, software application development
and maintenance, and research and development services to corporations globally.
For additional information visit:
www.wipro.com/promax or email us at WPAS-Promax@wipro.com
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
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SPEAKERS
Trevor Barrett
SAP CC Manager, Premier Foods plc, Manchester, UK
A highly experienced Project/Programme service delivery expert with an impressive
track record delivering and embedding change initiatives within consumer product
businesses.
Trevor’s expertise includes working across all levels and cultures establishing
excellent, collaborative relationships and developing resource/teams to deliver
high quality services – accountabilities/achievements include; Global Programme
management; SAP Competence Centre establishment; Service Strategy Direction.
His focus is very much in the commercial area to ensure the tools being delivered
enable both the “base line” functional requirements to drive collaboration
(internally/ externally) whilst providing the analytics to drive considered/informed
decisions which reflect in the bottom line.
Gary Black
Senior Director, Client Development, Data Ventures
Gary is the Senior Director of Client Development for Data Ventures, responsible
for sales and professional services. Data Ventures is a global provider of world-class
analytical and data management applications for manufacturers and retailers in
over 35 countries. Gary has over twenty years of experience in Consumer Products
and software companies, providing value through consumer and shopper
behavior analytics. In his industry spanning career, he was at the genesis of efficient
consumer response and sales information initiatives for Kraft Foods, Director
of Total U.S. Category Management activities for Nestle USA, and a founding
member of one of the first software-as-a-service software companies in demand
optimization for Retailer and CP merchandising activities. Gary has combined
his brand management and sales/marketing strategy with his ability to leverage
collaborative solutions across retailers and CP manufacturers alike.
John Buckley
Director, Integrated Business Planning, Kraft Foods Beverage Business Unit
John Buckley is the director of integrated business planning for Kraft Foods
in Glenview, IL. His responsibilities include design, education, training and
implementation of an integrated business planning process for the Beverage
Business Unit. Prior to joining Kraft, John spent over 25 years in the consumer
products industry with supply chain leadership roles in planning, logistics,
manufacturing and process management. His career highlights include
successfully developing and implementing S&OP/IBP at four different
organizations and rolling out a seven site regional distribution center network.
He graduated from Central College, Pella, Iowa with a Bachelors Degree in
Business Administration and a minor in Economics.
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SPEAKERS
Rob Colarossi
VP Category Leadership, Hostess Brands Inc.
Rob Colarossi, VP Category Leadership Hostess Brands Inc. Rob has been with
Hostess for the last four years with the objective of building a world-class
Category Management & Trade Promotion department. During this time, his
team has won on average 4 out of 5 category leadership “advisor roles” in the top
accounts in the US.
Background: 30+ Years; Syracuse University graduate in BA and Risk Management;
Pepsi Cola; Dr Pepper Snapple Group; Owner of The Egg & I Restaurants Addison,
Carrollton, Denton; Owner Mama Fu Restaurants Dallas/Collin County, TX;
Sr Exec/Managing Partner Rossi Midway Inc Consulting Firm. He has spoken at
several conferences and partnered up with multiple high profile retailers like
Kroger, Wal-Mart, Safeway, Target, Publix, BILO, SuperValu, 7-Eleven, and others. He
is a father of four beautiful children, has two grandchildren and supports multiple
local community service organizations.
Beth Faw
Manager Global Trade Promotion, Starbucks Coffee
Beth Faw, Manager Global Trade Promotion has been with Starbucks Coffee
Company since 2009 in various trade fund management roles. She has led
two TPM implementations, assisted in the launch of VIA soluble coffee and
participated in the building of a trade department at Starbucks. Recognized by
Starbucks Channel Development for Achieving Results in trade management
strategy and development of trade training.
Shelley Fow
Director of Customer Development, Sequoya Holdings Inc
Shelley Fow is the Director of Customer Development for Sequoya Holdings Inc.,
a price and promotion optimization solutions provider. Shelley has 19+ years in
the consumer product goods industry in both product management and pricing
analytics for McKee Foods, Scripto, and Plantronics. Shelley earned her Professional
Pricing Certification in April of 2008 and has a Bachelor of Science Degree in
Business Organizational Management.
Mike Gamage
Director Pricing and Trade Fund Promotion, Starbucks Coffee
Michael Gamage: BS Marketing Management Thomas College Waterville Maine,
MA Organizational Management University of Phoenix. Over 24 years of CPG
and Foodservice experience working across warehouse, DSD and frozen food
categories. Leadership roles in Category Management, Sales, Sales Planning
and Trade Promotion working with retailers, wholesalers and distributors across
the United States. Experience includes working with Kraft Foods, Kellogg’s and
Starbucks Coffee Company.
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Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
SPEAKERS
Jeremy Howard
Serial Entrepreneur
Jeremy is a serial entrepreneur, business strategist, developer, and educator.
He is the youngest faculty member at Singularity University, where he teaches
data science, and is also a Young Global Leader with the World Economic Forum.
Previously he was the President and Chief Scientist of the data science platform
Kaggle, and was the founding CEO of two successful self-funded Australian
startups (the email provider FastMail, and the insurance pricing algorithm company
Optimal Decisions Group), both of which grew internationally and were sold to
large international companies. He spent 8 years in management consulting at the
world’s most exclusive firms, including McKinsey & Co, and AT Kearney (becoming
the youngest engagement manager world-wide, and building a new global
practice in what is now called “Big Data”). He is also a keen student, for example
developing a new system for learning Chinese, which he used to develop usable
Chinese language skills in just one year. Jeremy has mentored and advised many
startups, and is also an angel investor. He has contributed to a range of open source
projects as a developer, and was a regular expert guest on Australia’s most popular
TV morning new program “Sunrise”.
Lucas Gniazdowski
Promotional Effectiveness group leader, Philips Consumer Lifestyle
Lucas Gniazdowski is the Promotional Effectiveness group leader at Philips
Consumer Lifestyle, located in Stamford, CT. His broad product experience
ranging from consumer electronics to domestic appliances positioned him
to create the Promotional Effectiveness team. Their top priority is to break
down and analyze the efficiency (ROI) of promotions at retail, while driving
strategy and best practices. Through Lucas’ leadership they were able to
drive change throughout the sales organization, thinking more strategically
about promotions and investment, where these capabilities have led to an
overall 10% improvement in ROI. He recently implemented a new TPO system
taking their efforts to a new level including extensive cross functional work
with Marketing and Sales on new product launches and channel shifting
exercises. Prior to joining Philips, Lucas worked at UST and Millward Brown.
Kevin Johnson
Business Solutions Development Senior Manager, PepsiCo
Kevin Johnson is a Business Solutions Development Senior Manager with PepsiCo
in Plano, TX. He currently leads the team responsible for the implementation and
support of Frito-Lay’s trade promotion optimization system.
In his 16 years with PepsiCo’s information technology group, Kevin has developed
and managed systems for the sales, marketing, communication, and finance
functions. He started his involvement with trade by building a custom business
intelligence reporting system for sales. Transitioning to a project management
role, Kevin led the internal development and rollout of Frito-Lay’s current trade
promotion management system. Immediately prior to his current role, Kevin
provided support to Frito-Lay’s digital marketing activities as a liaison between
marketing managers, digital agencies, and hosting vendors.
Kevin graduated from Baylor University in Waco, Texas with a BBA in Management
Information Systems and Business Journalism. He is a certified Project Management
Professional (PMP).
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
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SPEAKERS
Michael Kantor
CEO and Founder, Promotion Optimization Institute, LLC
Michael Kantor is CEO and founder of the Promotion Optimization Institute, LLC.
He has created and is executing with a brilliant, committed group of retail, CPG,
and academic leaders the Certified Collaborative Marketer (CCM)™ curriculum
and certification. He is currently the co-chair with Dale Hagemeyer at Gartner, Inc.
of the Promotional Collaboration Capability Matrix. Previously he was managing
director of TPMA. He has spent his career creating retail and brand price/promotion
optimization programs that drive improved loyalty and profits. Mike co-chaired
and developed with Gartner, Inc. and leading CPG executives the industry’s first
standard set of trade promotion definitions/metrics; and pioneered efforts to
define and document trade promotion management in foodservice. Mike began
his career in retail advertising and operations as senior vice president, Drug World
Pharmacies. He has written for numerous industry publications, primary research,
redesigned the NYC Hospice delivery model, and speaks at industry events.
Ronald (Ron) K. Klimberg, Ph.D.
Professor, St. Joseph’s University
Ronald (Ron) K. Klimberg, Ph.D. is a Professor in the Decision and System Sciences
Department of the Haub School of Business at Saint Joseph’s University, USA.
Professor Klimberg received his B.S. in Information Systems from the University of
Maryland, his M.S. in Operations Research from George Washington University, and
his Ph.D. in Systems Analysis and Economics for Public Decision-Making from the
Johns Hopkins University. Ron was the 2007 recipient of the Tengelmann Award for
his excellence in scholarship, teaching, and research.
His research has been directed toward the development and application of
quantitative methods, e.g., statistics, forecasting, data mining, and management
science techniques, such that the results add value to the organization and the
results are effectively communicated. Dr. Klimberg has published 3 books, including
his recent book Fundamentals of Predictive Analytics using JMP, edited 9 books,
over 50 articles in the areas of management science, information systems, statistics,
data mining and operations management. His current major interests include
multiple criteria decision making (MCDM), multiple objective linear programming
(MOLP), data envelopment analysis (DEA), facility location, data visualization, data
mining, business intelligence, business analytics, and modeling in general. He is
currently a member of INFORMS, DSI, and MCDM.
Bill Maher
VP Sales Planning – Prestige Brands
Bill Maher is the VP of Sales Planning at Prestige Brands, where he leads category
management, trade funding and is responsible for the sales functions for the
Food, Club, Dollar and C-Store channels. Bill is ultimately responsible for the trade
marketing efforts for 32 brands in 20 categories.
Bill has over 27 years of experience in the consumer package goods industry and
has held leadership positions in sales and trade marketing. Bill was Executive
Director at Beiersdorf where he led sales and the customer development teams.
He was also a Senior VP at Market Performance Group where he was responsible
for sales, trade marketing and category management. During his tenure at Bayer
Diabetes he oversaw the trade marketing and category management department.
Bill holds a BA degree from Rutgers University.
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Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
SPEAKERS
Seth Moser
Consumer Goods Lead, Accenture Customer Innovation Network
Seth is the Consumer Goods lead for the Accenture Customer Innovation Network,
which focuses on changes in consumer behavior and resulting innovation in
consumer facing companies. In this role, he works with leadership from consumer
goods companies to define initiatives to keep up with consumers and ahead of
competition. Prior to this role, Seth has spent his career in the consumer goods
industry, focusing on the commercial side of the business. This includes large-scale
trade promotion management projects at multiple clients, as well as service and
master data management.
Marcus Shingles
Principal, Deloitte Consulting LLP
Marcus Shingles, Principal, Deloitte Consulting LLP, is a leader in Deloitte
Consulting’s Innovation Group. Marcus works with corporate executive teams
to better understand and plan for the opportunities and threats associated with
radical innovation driven by the exponential pace of discovery, invention, and
technology. Marcus is responsible for Deloitte’s innovation alliance and strategy
with the X-Prize Foundation and Singularity University.
With more than 18 years of professional experience, Marcus has primarily worked
in Consumer Products, Retail, and Media & Entertainment industries. Marcus
started his career in industry, where he worked at the Kellogg Company in Sales
& Marketing, Global IT, and the Customer Strategy department. He is a recognized
thought leader and is published and presents often on topics key to corporate
management teams.
Gary Singer
Managing Director Sales & Customer Services practice, Accenture
Gary Singer is a Managing Director in Accenture’s Sales & Customer Services
practice and leads the Global Trade Promotion Management offering. He has
over 20 years of experience working with CPG companies to improve their sales
and marketing strategies – specifically focusing in areas of trade promotion
management and effectiveness including process redesign, trade analytics,
system/tool implementation, trade marketing organization capabilities, and more.
Gary started his career as a Marketing Analyst with Procter and Gamble. He is the
author of the “Daunting Dilemma of Trade Promotion” and “Creating and Sustaining
Value Opportunities in Trade Promotion”.
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SPEAKERS
Boyd Smythe
Sr. Director, Analytics, Frito-Lay
Boyd Smythe is the Senior Director of Analytics at Frito-Lay North America, a
Division of PepsiCo. He leads a variety of projects in the area of revenue analytics
including Frito-Lay’s ongoing Trade Promotion Optimization efforts. He currently
resides in Dallas, TX.
Mr. Smythe has performed a variety of roles within Frito-Lay finance in the past 14
years including Strategic Planning, National Accounts and co-leading the Northern
California region. He previously was a consultant with Mercer Management
Consulting in Boston, MA.
Mr. Smythe holds a BS degree in Industrial Engineering from Stanford University
and an MBA from the Kellogg School at Northwestern University.
Jon L. Stanton Ph. D.
Professor of Food Marketing, Saint Joseph’s University
John L. Stanton has a Ph.D. in Quantitative Methods and Marketing from Syracuse
University, and has been in the food industry for about 40 years. He is a professor
at the food marketing department at Saint Joseph’s University in Philadelphia.
Dr. Stanton had also worked in the food industry, having been VP Marketing for
Melitta, and Tengelmann in Germany. Dr. Stanton was also director of research of
an ad agency, consulting with food companies including Campbell Soup, P & G,
Acme, Kroger, Frito Lay, Kellogg and others.
He serves on the Board of Directors of a number of food companies including
Herr’s Foods, Premio Foods, The Philadelphia Cheesesteak Company, Promotion
Optimization Institute, and David Michael.
Dr. Stanton has served as an expert and expert witness to many food and
beverage companies including Whole Foods, Target, Coca Cola, Ahold, Supervalu,
Boars Head, Safeway and many others. He has written 10 books and is currently
the editor of the Journal of Food Products Marketing, and an editorial advisor of
the British Food Journal.
Scott Trevena
CTO & Director Promax Applications Group Pty Ltd
With over 25 years’ experience in Software development and the CPG industry,
Scott brings an extensive wealth of knowledge to Promax and the development
team. Scott is responsible for the Technical and Functional development of
Promax PX.
Prior to Promax, Scott established an IT and Services Industry company
called Trade Systems Technology P/L (TST) where his experience in Account
Management and computing were key attributes in the creation of an
outstanding TPM application. In 2007 TST merged with Promax who was also a
key provider of solutions in the TPM/TPO space with the objective of taking the
combination of the Promax/TST solution globally.
In the 6 years before establishing TST, Scott worked in a variety of roles in
Unilever, a privately held CPG company. These roles encompassed Trade
Systems Manager, Account Manager and State Sales Manager. Scott studied
at the University of Sydney and is a Fellow Journeyman at TMLP (Team
Management & Leadership Program) and has also been a Director at Kamaroi
Rudolf Steiner School as an additional role during his working career
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Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
To help you meet your marketing/merchandising goals, POI is
dedicated to providing education, clarity, and best practice insight.
POI provides active leadership, creates and supports the CCM
certificate program, and guidance around the unique requirements
for partners to optimize their promotions in serving consumers.
Visit www.p-o-i.org/membership.html, and join today.
Want to know where you stand in relation to your peers on
your TPM-TPO-CPO Journey? There is still time to be included in
the POI TPM-TPO Capabilities Benchmarking Survey – It’s a follow
up study/guide to the Charting Your Course to TPO that POI and
Dale Hagemeyer at Gartner are conducting now. It will take you 10
minutes to complete, and all responses are kept strictly confidential.
Please take the survey today:
https://www.surveymonkey.com/s/TPObenchmarkingstudyII
Make Plans Now To Join Us With Your
Team at The POI Spring Summit
Destination Promotion Optimization
“Advancing your Journey with
TPM-TPO-Collaborative Marketing”
Register to attend with your customer team and trading partners
April 6-8, 2014
Downtown Chicago
35
Check for updates at
www.p-o-i.org/events.html
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
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Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
WELCOME
Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013
37
The
Certified
Collaborative
Marketer (CCM)™
credential
Enrollment
is Open
Coursework begins
December 4-5, 2013
Summit
Special!
Sign up for the December 4-5
Orientation during the
POI Fall Summit and receive
$1,000 off your enrollment.
Retailers and CPG executives who want to become proficient in collaborating
with each other on business planning will have an opportunity next year to
become a Certified Collaborative Marketer (CCM). Beginning December 4-5,
2013, the Promotion Optimization Institute (POI) here, in collaboration with
Dr. John L. Stanton at St. Joseph’s University, Philadelphia, offer an accredited
educational program leading to a certificate as a Certified Collaborative
Marketer (CCM)™.
The program starts as a 1½-day session at the university, followed by an
online portion, and culminating in a return to the university for a three-day,
collaborative business planning exercise.
Lisa Overman, brand marketing and advertising for Harveys & Reid
Supermarkets, Nashville, Ga., plans to become a CCM through the program.
“It’s very cool,” she said.
The program costs $4,995 with a 10% discount for POI members. Certain
sessions from industry conferences will count towards the certificate.
Learn more, and enroll today at www.p-o-i.org/ccm.php
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Collaborative Marketing for Competitive Advantage ­­— November 3-5, 2013