November 2013 Collaborative Marketing for Competitive Advantage ...

SUMMIT PROGRAM

Fall Summit 2013 • Dallas, Texas • November 3-5, 2013

Collaborative Marketing for Competitive Advantage

Collaborative Marketing for Competitive Advantage — November 3-5, 20132

WELCOME

3Collaborative Marketing for Competitive Advantage — November 3-5, 2013

Table of Contents

Welcome ........................................................................................................................ 5

Overview ....................................................................................................................... 7

Summit Agenda .......................................................................................................... 9

Keynote Speakers .....................................................................................................11

Sponsors ......................................................................................................................19

Speakers ......................................................................................................................29

CONTENTS


POI Certified Collaborative Marketer (CCM)™ Education Advisory BoardChris Boever EVP, Chief Customer Officer Pinnacle Foods

Pam Brown Director, Trade Promotion Management Del Monte Foods

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

Kevin Kroymann National Manager, Trade Marketing Hormel Foods

Scott McCulloch Sr. Director of Merchandising/ Category Management Duane Reade

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)

ADVISORY BOARD

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

WELCOMECONTENTS


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


OVERVIEW

Hotel InformationRenaissance Dallas Hotel2222 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.


AGENDA

Sunday, November 3, 20133:00 PM – 6:00 PM POI 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, 20137:00 AM – 5:30 PM Registration7:00 AM – 8:00 AM 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 AM Keynote – 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 AM General 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 Summit“Perfecting TPM-TPO-Collaborative Promotion Optimization”

November 3-5, 2013Renaissance Dallas Hotel, Dallas, TX


KEYNOTE SPEAKERS

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.

Dale HagemeyerVice President, Gartner Inc.

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.

Win Weber Chairman and CEO of Winston Weber & Associates (WWA)


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.

Kevin Darrington Chief Operating Officer, Tops Markets

KEYNOTE SPEAKERS

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.

Jim HertelManaging Partner, Willard Bishop


AGENDA

10:30 AM – 11:20 AM Session 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 PM Session 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 PM Networking Lunch Sponsored by:

1:40 PM – 2:30 PM Keynote – 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


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, 20137:00 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 AM Keynote – 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, plc11:45 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


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 [email protected] Alex Kushnir [email protected] Farrell [email protected] 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 evaluationCurrently, 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 [email protected] (678)503-5001


SPONSORS

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

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

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 ConsultingOne Gateway Center, Suite 2600, Newark, New Jersey, 07102(877) 808-1675 [email protected]


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 Industry123 North Wacker Drive, Suite 1200Chicago, IL [email protected]

SPONSORS

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 group1-925-719-8735 [email protected] 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 [email protected]


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.comHerbert Klein Industry Lead Consumer Products [email protected]

SPONSORS

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 •MicrosoftGoldPartner-ApplicationDevelopment •SAPPartner •CertifiedIntegrationwithSAPApplications •CertifiedIntegrationwithDSiM,anSAPHANAapplicationVelocity is available either on-premise or in the cloud and supports POS data streaming to any third party platform. For additional information contact:[email protected] or visit us at www.RetailVelocity.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:[email protected] Jacques Managing Director, Business Analytics & Advisory Services600 Galleria ParkwayAtlanta, GA 30339 770-779-3900


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 [email protected]

SPONSORS

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 OperationsSEQUOYA203.505.5031 [email protected]

SAPHelping 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 on-demand 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 ProductsSAP America, [email protected]


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 [email protected]

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 [email protected]


SPEAKERS

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.

John Buckley Director, Integrated Business Planning, Kraft Foods Beverage Business Unit

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.

Trevor BarrettSAP CC Manager, Premier Foods plc, Manchester, UK

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.

Gary BlackSenior Director, Client Development, Data Ventures


SPEAKERS

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.

Mike Gamage Director Pricing and Trade Fund Promotion, Starbucks Coffee

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.

Shelley Fow Director of Customer Development, Sequoya Holdings Inc

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.

Beth Faw Manager Global Trade Promotion, Starbucks Coffee

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.

Rob ColarossiVP Category Leadership, Hostess Brands Inc.


SPEAKERS

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).

Kevin JohnsonBusiness Solutions Development Senior Manager, PepsiCo

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.

Lucas Gniazdowski Promotional Effectiveness group leader, Philips Consumer Lifestyle

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”.

Jeremy Howard Serial Entrepreneur


SPEAKERS

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.

Bill MaherVP Sales Planning – Prestige Brands

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.

Ronald (Ron) K. Klimberg, Ph.D. Professor, St. Joseph’s University

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.

Michael Kantor CEO and Founder, Promotion Optimization Institute, LLC


SPEAKERS

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.

Marcus Shingles Principal, Deloitte Consulting LLP

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.

Seth MoserConsumer Goods Lead, Accenture Customer Innovation Network

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”.

Gary SingerManaging Director Sales & Customer Services practice, Accenture


SPEAKERS

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

Scott TrevenaCTO & Director Promax Applications Group Pty Ltd

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.

Jon L. Stanton Ph. D.Professor of Food Marketing, Saint Joseph’s University

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.

Boyd SmytheSr. Director, Analytics, Frito-Lay


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, 2014Downtown ChicagoCheck for updates at

www.p-o-i.org/events.html


WELCOME


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

The CertifiedCollaborative 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.

November 2013 Collaborative Marketing for Competitive Advantage ...

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