putting a stake in the ground for tpm-tpo and...

Putting a Stake in the Ground for

TPM-TPO and Collaborative Marketing

April 14-16, 2013Chicago, IL

SUMMIT PROGRAM

POI TPM-TPO and Collaborative Marketing Summit — April 14-16, 20132

WELCOME

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3POI TPM-TPO and Collaborative Marketing Summit — April 14-16, 2013

CONTENTS

Table of Contents

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

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

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

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

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

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


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 Director DemandTec an IBM Company

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, L

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 Spring Summit Attendees:

I am delighted to welcome you to the 3rd Annual Promotion Optimization Institute (POI) Spring Collaborative Marketing Summit. The theme of this Summit is “Committing to Customer Relevancy.” In my four decades as a retailer, brand owner, marketer, and lifetime learner, I’ve never come across a stronger group of individuals that make up these forums. From the presenters to the engaged participants, you too will experience something unique. I encourage you to come to each session with a desire to learn and to listen for what you do not know over these critical two days. At this summit you will have the privilege of meeting and networking with countless individuals who are leading experts at Global Brands and Banners.

I firmly believe that a lifelong commitment to learning is a critical success factor in Retail and CPG. POI is leading the way, providing a superior education and solid training ground for advancing collaborative price/promotion optimization. It is my great honor and privilege to work with Dr. John L. Stanton at Saint Joseph’s University and the POI Education Advisory Board to bring this to you. The Certified Collaborative Marketer CCM™ is designed for continuing education, including mastery of the collaborative skills necessary to succeed with trading partners.

Together, we have constructed for you the strongest and most relevant program for your personal enjoyment and professional development. Thanks to the many of you who continue to share your needs and opinions with us, enabling POI to improve our service to the industry. The content at this event includes your requests and our collective vision for collaborative promotion optimization (CPO). We thank every speaker, board member, and sponsor who is contributing their time, experience, commitment and leadership. As you have in the past, please make the time to personally engage with them throughout the summit.

Thank you for your support, and “Putting a Stake in the Ground” for TPM, TPO, and CPO at POI.

Let’s enjoy Chicago!

Mike Kantor and the entire POI team

WELCOME


The Promotion Optimization Institute would like to thank the following sponsors for their support of the Promotion Optimization Institute and the POI Putting a Stake in the Ground for TPM-TPO and Collaborative Marketing Summit


OVERVIEW

Hotel InformationEmbassy Suites O’Hare - Rosemont

5500 North River RoadRosemont, IL 60018

Exhibit Hours

Sunday, April 14, 2013

6:00 PM – 7:30 PM Networking Cocktail Reception Sponsored by: IBM

Monday, April 15, 2013

7:00 AM – 8:00 AM Networking Breakfast Sponsored by: Wipro Promax

10:15 AM – 10:35 AM Networking Coffee Break Sponsored by: Adesso

12:20 PM – 1:35 PM Networking Lunch Sponsored by: SAP

3:20 PM – 3:40 PM Networking Coffee Break Sponsored by: Genpact

5:30 PM – 7:00 PM Networking Cocktail Reception Sponsored by: Oracle

Tuesday, April 16, 2013

7:00 AM – 8:00 AM Networking Breakfast Sponsored by: Sequoya

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, April 14, 20132:00 PM – 6:00 PM POI CCM (Certified Collaborative Marketer™) Education Advisory Board

Meeting by invitation3:00 PM – 7:00 PM Registration 6:00 PM – 7:30 PM Welcome Cocktail Reception Sponsored by:

Monday, April 15, 20137:00 AM – 5:30 PM Registration7:00 AM – 8:00 AM Networking Breakfast Sponsored by:

8:00 AM – 8:15 AM Welcome – Michael Kantor, CEO and Founder, Promotion Optimization Institute, LLC

8:15 AM – 9:15 AM Keynote – ‘Me’ Marketing: Get Ready for the Promise of Real-Time, Context-Aware Promotions in Consumer Goods

Presented by: Dale Hagemeyer, Vice President , Gartner

Don Scheibenreif, Vice President , Gartner9:15 AM – 10:15 AM General Session: “Collaborative Cultures and Strategies that Work” Presented by:

Tom Burkemper , Sr. Director, Merchandising, 7-Eleven10:15 AM – 10:35 AM Networking Coffee Break Sponsored by:

“Putting a Stake in the Ground for TPM-TPOand Collaborative Marketing” Summit

April 14-16, 2013Embassy Suites O’Hare-Rosemont


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 in an advisory board capacity with the Promotion Optimization Institute (POI) and the Grocery Manufacturers Association (GMA).

Mr. Hagemeyer has a total of 25 years of 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.

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


Don Scheibenreif is a research VP with Gartner’s Industries Research group. He works with Gartner’s Consumer Goods Manufacturing and Pharma clients around the world to help them understand and apply the technologies and trends that will drive profitable consumer demand and engagement.

Prior to joining Gartner in 2010, Don spent his career as a marketing professional. He was Vice President – Government and Healthcare Segment and Vice President – Strategic Marketing for W.W. Grainger, Inc. a leading B2B distributor of industrial supplies. Before Grainger, Don held a variety of senior marketing roles at True Value Company, Draftfcb, and The Coca-Cola Company. Don began his career at The Quaker Oats Company in brand management and customer marketing. His first exposure to professional marketing was appearing in several TV commercials for Joe Sedelmaier, the famed director of Wendy’s “Where’s The Beef” spot.

Outside work, Don volunteers as a member of DePaul University’s Marketing Advisory Council, is an active networker, and he mentors a number of young professionals. As a digital immigrant, he relies on his kids and his mobile device obsessed wife to mentor him and bail him out of technology jams.

He received his BS in Marketing from DePaul University and his MBA in Marketing from the University Of Chicago Booth School Of Business. Don lives in Northbrook, IL with his wife Mona, a Chief Financial Officer. Their two children are making their way through college.

Don Scheibenreif Research Vice President, Gartner, Inc.

KEYNOTE SPEAKERS

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


AGENDA

10:40 AM – 11:30 AM Session A: “Collaborate Deliberately: Integrating TPO Results with S&OP and Retail”

Presented by: Heather Dodge, Trade Finance Analyst, Seventh Generation, Inc.

Session B: Certified Collaborative Marketer (CCM)™ – Modeling - Predictive Analytics Course*

Instructed by: Mike Bruening, Client Director, DemandTec an IBM Company

11:30 AM – 12:20 PM Session A: Leading Your Analytics Driven Customer Team Through Change

Presented by: Mike Pommer, VP Analytics, Genpact Nick Sorvillo, Former Senior Vice President Customer Insights, Kraft Foods Inc.

Session B: CCM™ - Social Media for the Collaborative Marketer: What Everyone Should Know

Instructed by: Elaine Oussoren, President, Brand Aid Digital

12:20 PM – 1:35 PM Networking Lunch Sponsored by:

1:40 PM – 2:30 PM Afternoon Keynote – What’s Keeping Top Retail Marketing Executives Up at Night - And What They’re Doing About it!

Presented by: Dr. John L. Stanton, Professor of Food Marketing, Saint Joseph’s University

2:30 PM – 3:20 PM General Session: Premier Foods “Optimization for Growth” Presented by: Trevor Barrett, SAP CC Logistics Manager, Premier Foods, plc3:20 PM – 3:40 PM Networking Coffee Break Sponsored by:

3:45 PM – 4:30 PM General Session: Utilizing Available Tools/Data to Course Correct, and improve Product Promotional Mix, to Improve Profitability

Presented by: Jeff Rogers, President, Physicians Formula Cosmetics 4:35 PM – 5:25 PM General Session: Lessons Learned on the TPO Journey, Leading

Practices for TPO at Every Stage Moderated by: Carey Wong, Industry Principal, Retail and Consumer

Goods Industry Business Unit, Oracle Panelists:

Kevin Kroymann, National Manager, Trade Marketing, Hormel Foods Tom Groff, Business Process Manager, The Hershey Company

Sarah Meyer, Trade and Customer Marketing Manager, Rich Products Corporation, Consumer Brands Division


AGENDA

5:30 PM – 7:00 PM Networking Cocktail Reception Sponsored by:

Tuesday, April 16, 20137:00 AM – 12:30 PM Registration 7:00 AM – 8:00 AM Networking Breakfast Sponsored by:

8:10 AM – 9:00 AM General Session – Driving Business Insights and Results through DSR-Sourced Analytics

Presented by: Robert Hannah, Managing Partner, Data Ventures, Inc. 9:00 AM – 9:50 AM General Session: Chicken or Egg – which comes first standardizing the

processes, or moving to a standard system? Presented by: Craig Brinkman, Global Trade Funds Finance Manager,

Procter & Gamble9:50 AM – 10:10 AM Networking Coffee Break Sponsored by:

10:15 AM – 11:00 AM General Session: Transforming Sales & Operations Planning into a Competitive Advantage

Presented by: John Buckley, Director of Integrated Business Planning, Kraft Foods

11:00 AM – 11:45 AM General Session: From Collaboration to Competitive Advantage: Leveraging a Managed Service Approach to Optimizing Promotions

Presented by: Don Patchell, Vice President, Business Analytics, Havi Global Solutions

11:45 AM – 12:30 PM Closing Keynote: The Consistent Results We’ve Achieved Through Applying Shared Insights

Presented by: Jim Hertel, Managing Partner, Willard Bishop Cathy Shifflett, VP Center Store, Tops Markets, LLC12:30 PM – 12:35 PM Closing/Action Items - Michael Kantor, CEO and Founder Promotion

Optimization Institute, LLC June 5-6, 2013: Certified Collaborative Marketer Orientation, at Saint

Joseph’s University November 3-5, 2013: POI Collaborative Marketing for Competitive

Advantage Summit


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. or additional information contact:Kerry Farrell 770 399 8000 [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 more information visit www.AdessoSolutions.comPhone: (847) 342-1095

Capgemini

Capgemini, one of the world’s foremost providers of consulting, technology and outsourcing services, works with many of the worlds’ consumer products and retail companies in defining and achieving their comprehensive strategy to win at the shelf. As a key component, Capgemini helps clients improve retailer collaboration – enabling fact-based investment decisions to improve ROI and integrating mobile solutions to get clients closest to the shelf and the consumer. Through trade promotion management & optimization, demand synchronization, retail execution and direct store delivery, we help companies achieve end-to-end Demand-Driven Enterprise Management market leadership.Present in more than 40 countries, Capgemini employs over 120,000 people worldwide. More information is available at www.us.capgemini.comFor more information contact:Bruce Pagliuca, Principal +1 630 240 1876 [email protected] 400 Broadacres Drive, Suite 410 Bloomfield, NJ 07003

[email protected]

Which Way?Ask Sequoya.

Making investment decisions without the proper tools can send you down the wrong track. Sequoya has been taking the guesswork out of forecasting since 1996. Sequoya’s models continue to accurately pre-dict both consumer behavior and retail conditions, so you can optimize

your promotional spend. Go ahead, Ask Sequoya.

Trade Promotion Survey67% of CG executives indicate they are concerned about the cost

and efficiency of their investment

At Adesso we go beyond the software to be your total trade solution including support with analysis and reporting to not only help manage your trade spending

but to ensure effectiveness.

Call Fred Schroeder at 1-908-296-6429 / [email protected]

67%

17%13%

4%0%

Concerned about the cost and the efficency of the investment

Concerned about the cost and our inability to properly track and manage it

Concerned about the cost but it delivers sales

Extremely concerned about the cost, the inability to track it and the efficiency of the investment Not a major concern

71% of CG executives indicate it’s very important for a TPM solution to have analytical abilities and support determining

trade spending effectiveness

At Adesso we go beyond the software to be your total trade solution, including support with analysis and reporting to not only help manage

your trade spending but to ensure its effectiveness.


Q. Which phrase BEST describes your company’s position and point of view when it comes to return on investment delivered by Trade Promotion spending?

Q. Please indicate the importance of the following factors in selecting a TRADE PROMOTION MANAGEMENT provider

Important Factors in selecting a TPM provider Very Important

Somewhat Important

Not Very Important

Not Important At All

Fast and easy to install 29% 63% 8% 0%

Easy to use / good user adoption 79% 21% 0% 0%

Flexible / easy to configure 33% 67% 0% 0%

Cost / limited budget 21% 67% 8% 0%

Analytical abilities and support determining trade spending effectiveness 71% 29% 0% 0%

™






67%

17%13%

4%0%













Somewhat Important

Not Very Important







™


[email protected]

Which Way?Ask Sequoya.

Making investment decisions without the proper tools can send you down the wrong track. Sequoya has been taking the guesswork out of forecasting since 1996. Sequoya’s models continue to accurately pre-dict both consumer behavior and retail conditions, so you can optimize

your promotional spend. Go ahead, Ask Sequoya.






67%

17%13%

4%0%













Somewhat Important

Not Very Important







™






67%

17%13%

4%0%













Somewhat Important

Not Very Important







™

WELCOME


SPONSORS

Clarkston Consulting

Clarkston Consulting is a different kind of management and technology consulting firm. We deliver a unique experience for market leaders within the Consumer Products and Life Sciences industries. Considering professionalism, expertise, and value as prerequisites, we take service a step further through our unyielding commitment to the success of people as individuals, both our clients and our employees. By combining integrity, adaptability, and a whatever-it-takes attitude, we have achieved an extremely high rate of referral and repeat business and a 10-year average client satisfaction rate of 97%.or additional information contact:Steve Rosenstock Associate Partner, Consumer Products Industry Leader51 JFK ParkwayFirst Floor WestShort Hills, NJ [email protected]

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, please contact Rick Pensa President/CEO [email protected] 678-503-5001

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!Mr. Gary L. Black Sr. Director, Sales & Client Development 6101 Carnegie Blvd., Suite 520 Charlotte, NC 28209 704.887.1012


HAVI Global Solutions

The world’s most respected brands rely on the consulting, design and execution excellence of HAVI Global Solutions (HGS) to deliver a competitive advantage on their most demanding and complex challenges across the global supply chain. HGS helps customers move beyond internal silos and connect beyond geographic borders to collaborate and use data more powerfully to plan for risk and opportunity. Our distinctive, integrated approach to marketing and supply chain analytics orchestrates demand across customers’ supply chains, based on planning and monitoring store-level demand signals, to maximize revenue, profitability and customer satisfaction while minimizing inventory obsolescence. When our customers need a turn-key solution, HGS is the ultimate partner for orchestrating complex projects and promotions for global organizations, making sure the right product is at the right place at the right time – every time! To learn more about HGS, contact: K. Weidenaar Vice President, Marketing & Communications [email protected]

Hitachi Consulting

As the global consulting company of Hitachi, Ltd., Hitachi Consulting bring s 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

Genpact Limited

Genpact Limited (NYSE: G), a global leader in business process management and technology services, leverages the power of smarter processes, smarter analytics and smarter technology to help its clients drive intelligence across their enterprise. Genpact’s Smart Enterprise Processes (SEPSM) framework combined with industry vertical expertise leads to superior business outcomes. Genpact’s Smart Decision Services deliver valuable business insights through targeted analytics, reengineering expertise, and advanced risk management. Making technology more intelligent by embedding it with process and data insights, Genpact also offers a wide range of technology services. The company’s 60,000+ global professionals deliver services from a network of 70+ centers to its 700+ clients.For more information, visit www.genpact.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 more information, visit ibm.com/smarterpanet/commerce. For additional information:David Haubert Client Executive, IBM Software group1-925-719-8735 [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 more information, visit oracle.com.For additional information contact: Carey Wong Industry Principal, Retail and Consumer Goods Industry Business Unit 617-308-1088 [email protected] 8 Van de Graaff Drive Burlington, MA 01803

SPONSORS

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. Paul Larson Industry Principal, Consumer ProductsSAP America, [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.Dale Neely Vice President, Customer OperationsSEQUOYA203.505.5031 [email protected]

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


Wipro Promax Analytics Solutions

Wipro Promax Analytics Solutions (WPAS), a Wipro Group Company, is a world–leading specialist in trade promotion planning, management, and optimization solutions. With headquarter operations based in Australia and offices now in Central Europe, United Kingdom, North America, New Zealand and Japan, WPAS boasts an impressive stable of global consumer goods companies. Promax solutions are result of more than twenty years’ experience 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. Wipro Limited is the first PCMM Level 5 and SEI CMM Level 5 certified IT Services Company globally. Wipro also has a strong presence in niche market segments of Infrastructure Engineering and Consumer Products & Lighting. For more information, please visit our websites at www.wipro.com/promax

SPONSORS


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

Craig Brinkman has over 30 years experience in the Customer Services area and is the current Global F&A owner of Trade Funds processes and systems for Procer & Gamble. For the past 6 years, he has been working to deploy standards for the management of trade funds around the globe. Prior to this role, Craig was the Global Process Owner for Accounts Receivable, Order Shipment & Billing, Continuous Replenishment, and Customer EDI.

Craig Brinkman Global F&A owner of Trade Funds processes and systems, Procer & Gamble

SPEAKERS

With over 22 years of experience in the Consumer Products Industry, Mike’s functional expertise is in implementing easy to use applications that guide Consumer Goods Companies through both strategic and tactical marketing, pricing and trade decisions.

Mike has an MBA in finance from Seton Hall University and prior to joining IBM , he worked for IRI for 10 years and for Nabisco’s Biscuit Division (now part of Kraft) for over 12 years.

Mike Bruening Client Director IBM Consumer Products

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


SPEAKERS

Tom Groff is a Senior Business Process Manager for The Hershey Company with responsibility for design and deployment of technology solutions that support Hershey’s strategic vision. For the past 10 years Tom has focused on North American operations within the functions of sales forecasting and trade promotion management. In 2010 Tom served as Process Solution Architect in a transformational deployment of an integrated sales forecasting and TPM platform for Hershey’s US and Canadian business units, a platform currently being extended to Hershey’s Mexico business unit. Tom continues to design and architect solutions which improve sales force productivity and provide advanced insights into trade investment.

Tom Groff Senior Business Process Manager, The Hershey Company

Heather Dodge is the Trade Finance Analyst at Seventh Generation, located in Burlington, VT. A native Vermonter, Heather logged 18 years as a business analyst in the banking and insurance industry before making the leap to #1 Green Brand Seventh Generation in 2007. Known as the company’s TPM subject matter expert, Heather is the Finance business partner to the Sales organization, supporting them with training, documentation, and analysis.

Heather Dodge Trade Finance Analyst, Seventh Generation

Tom Burkemper is the Sr. Director, Merchandising at 7-Eleven, Inc in Dallas, Texas. Tom’s responsibilities include Strategic Business Unit leadership in support of 7-Eleven’s key category merchandising initiatives throughout the store.

Tom’s background includes over 20 years of experience working for leading manufacturer’s across industrial, consumer package goods, pharmaceuticals, and beverage industries. He has held positions in brand and shopper marketing, sales, trade & category management, retail analytics, e‐commerce, and shopper insights.

Tom received his PhD from the University of Notre Dame, MBA and MMR degrees from Southern Illinois University, and Bachelors Degrees from Washington University and Maryville University in St. Louis. He an avid sports, active lifestyle, & guitar enthusiast. Tom and his wife Jill have two daughters, one grand daughter, and what he affectionately refers to as his “son”….a 10 year old chocolate lab named Ruben.

Tom Burkemper Sr. Director, Merchandising, 7-Eleven, Inc.


SPEAKERS

Bob Hannah’s professional career has been focused on consumer and shopper behavior. Over 28 years, he progressed through consumer, brand and customer marketing positions for Frito-lay, pizza hut and Coca-Cola bottling Co. Consolidated. During this time, Hannah had led the planning process with shoppers, consumers and senior management of over 25 global retailers and CPG companies, through qualitative and quantitative research and analysis.

Hannah came to Data Ventures in 2005 after having held 11 years of executive positions at Coca-Cola bottling Co. Consolidated, including vice president of category management, vice president of retail trade and vice president of revenue management & customer planning.

Bob Hannah received a BA in economics and Spanish from Dartmouth College, and an MBA from the Amos Tuck School at Dartmouth College, focusing on marketing and consumer research.

Bob HannahManaging Director, Data Ventures, Inc.

Kevin R. Kroymann is the national manager of trade marketing for the consumer products sales division of Hormel Foods and is based in Austin, Minn. In his role, Kevin is responsible for the customer trade marketing and corporate business analytics teams and delivering the overall business plan to achieve volume, share and sales goals. He assumed his current position in October 2005 after achieving diverse work experience at several Hormel Foods facilities. Kevin began his career with Hormel Foods in 1990 as a relief foreman at the Fremont (Neb.) plant, and held numerous positions there until he transferred to Dold Foods (Wichita, Kan.) in 1995 to assume the role of personnel manager. In 1996, Kroymann transferred to Osceola (Iowa) Food and became the plant’s personnel manager. He was relocated to the Austin (Minn.) plant in 2000, where he served as the superintendent of cured and smoked meats and value-added fresh pork. 2003- 2005, Kevin served as a Six Sigma project manager at the corporate office in Austin. Kevin graduated from the University of Iowa in 1988 with a bachelor’s degree in business administration economics. He also pursued a master’s degree and graduated from the University of Nebraska – Omaha in 1994. Kevin resides in Austin and is a cantor at St. Edward’s Catholic Church, and also coaches youth basketball.

Kevin R. Kroymann National Manager of Trade Marketing, Hormel Foods

Michael Kantor is CEO and founder of the Promotion Optimization Institute, LLC. He is creating and 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

Don is currently Sr. Vice President, Business Analytics for HAVI Global Solutions in Downers Grove, IL. HAVI Global Solutions provides analytics, promotion planning and packaging solutions to an array of clients primarily in the foodservice industry. Joining HAVI Global Solutions in 1999, Don has led the growth of analytics, demand planning and optimization services that focus on delivery through collaboration and integration across client functional departments. Don also has a passion for data visualization and creative communication of analytics to drive change and business performance.

Over more than 30 years, Don has served in a variety of assignments that utilize research and data analysis to provide impact. Prior to joining HAVI Global Solutions, Don was Director of Advertising Analytics for Sears, Roebuck & Co. – bringing cutting edge analytics of Sears’ media (tv, radio, print) support to drive ROI based decision making. Don has also managed research and analytics for several major brands for Kraft Foods and site location analytics and modeling for Hallmark Cards. Additionally, Don was an active duty U.S. Army officer for 11 years – serving in troop leadership positions in South Korea, Germany and the U.S.

Don graduated from the United States Military Academy at West Point with a BS in Engineering. Additionally, he has an MSE in Operations Research from The University of Texas at Austin and MBA from the University of Kansas.

Don PatchellSr. Vice President, Business Analytics, HAVI Global Solutions

Elaine Oussoren, the owner operator of Brand Aid Digital, is a digital expert with a broad based life sciences background. Her past career as founder and Managing Partner of Boomerang Pharmaceutical Communications NA, included leading the agency to AOR assignments in top pharmaceutical and CPG brands.

Her competencies include: digital strategy, website development, HCP portals (eDetailing), disease awareness campaigns, SEO/SEM, patient recruitment, investigator portals, intranet development, social media marketing using Facebook, Twitter, YouTube, and LinkedIn, metrics, analytics, IT, mobile applications, eCRM and corporate websites.

Elaine has played a role in healthcare professional, patient, and consumer marketing activities for dozens of prescription products in numerous disease categories, with a special expertise in oncology.

Elaine Oussoren President, Brand Aid Digital

Sarah Meyer is a Trade and Customer Marketing Manager with Rich’s Consumer Brands Division, located on St Simons Island, GA. She began her career with Rich’s in 2003 in Finance and transitioned to Trade Manager in 2008. She is now responsible for Trade and Customer Specific Marketing as well as Sales Planning. Sarah holds an MBA from Georgia Southern University and a BA in International Business from the University of Georgia.

Sarah Meyer Trade and Customer Marketing Manager , Rich’s Consumer Brands


SPEAKERS

Jeff Rogers is a leading expert in the cosmetic industry and has worked for Physicians Formula for more than 20 years; serving as President since 2006. Jeff oversees all aspects of sales, including business development and category management. In addition, he preserves ongoing relationships with the company’s major retail customers. Prior to joining Physicians Formula, Jeff worked at Revlon, Inc. and Del Laboratories, Inc.

Jeff RogersPresident, Physicians Formula Cosmetics

Mike has over 20 years of experience on both the client and analytic supplier sides of the consumer goods industry, with a focus on brand portfolio management, new product development, predictive analytics and trade promotion management.

His prior experience includes brand management leadership roles with Land O’Lakes, Specialty Brands, Campbell Soup, and Diageo, where he was the VP/CMO for the domestic portfolio in the United States.

Following his brand experiences, he segued to the supplier side of the business, in marketing, client service and business development roles at the MVL Group (a closely held roll-up of information services and research companies, Information Resources, Inc., and Genpact Sales and Marketing Solutions.

Education: BS Economics and Mathematics, University of Minnesota, MBA, University of Minnesota

Michael PommerVP Analytics, Genpact

Cathy is Vice President of Center Store Merchandising for Tops Markets, a 150 store grocery chain with stores in NY, PA and VT. In this role, she provides vision and support for a staff of more than 50 team members that develop and execute merchandising strategies including assortment, pricing, promotions, advertising, space planning and supply chain. She is also responsible for building collaborative supplier relationships, a role she particularly enjoys due to her diverse experience working for a number of retailers and CPG companies such as Giant Eagle, Ahold USA, Giant – Carlisle, Ralston Purina and Keebler.

Immediately after joining Tops in late 2010, Cathy set out to change the culture of the Merchandising Department to one of more collaborative work with suppliers. She identified the Top 20 suppliers to the company and set out to create more strategic Top-to-Top planning sessions with them by sharing key strategies and goals and ensuring that representatives for all areas of the business participated — including marketing, operations, space planning, as well as the COO. This has enabled Tops to elevate its presence in the marketplace and develop the right strategic plans to deliver high-growth business platforms.

Cathy Shifflett Tops’ VP Center-Store


SPEAKERS

Over the past 5 years, Mr Sorvillo was responsible for Kraft’s worldwide consumer insight function transforming it into a strategic asset for the company. His efforts focused on making a world class consumer insight organization even stronger. Kraft has leveraged these insights to drive record growth and profitability leading to the separation of the company into two strong independent organizations. Prior to rejoining Kraft, Nick worked for ImmediateFX (Symphony Marketing), having responsibility for the development of new strategic marketing practices that delivered consumer insight and positioning for consumer products companies. Nick has held senior leadership research, analytics and insight positions with Gillette, P&G, Campbell Soup, AC Nielsen and SAMI/Burke. Nick also spent nine years with Kraft on the General Foods businesses as Director, Kraft Marketing Information and New Product Development in Chicago .

Nick has more than 30 years experience in the marketing insight space helping Consumer Products Companies drive their performance through the leveraged insights derived from the integration of data, technology and analytics. He has been a thought leader in the industry on consumer behavior leading some of the top research functions globally.

Currently Mr. Sorvillo is president of a new consulting agency, NSorvillo & Associates that has as its charter to deliver value added insights to the CPG Industry by leveraging world class tested Sr talent and experience.

Nick SorvilloPresident, NSorvillo & Associates, Previously SVP, Global Consumer Insight & Strategy, Kraft Foods Inc.

Carey Wong is an Industry Principal in Oracle’s Consumer Goods Industry Business Unit. In this role, Carey is responsible for developing and evangelizing Oracle’s industry vision, strategy and messaging to Oracle’s consumer goods customers. Carey’s career at Oracle began in 1998, when he joined Siebel’s consulting organization, where he spent eight years in the field, helping Siebel’s Consumer Goods customers, such as P&G, Kraft, Nestle, Anheuser-Busch and Unilever implement their Siebel CRM and TPM systems. After Oracle acquired Siebel, Carey moved to Oracle’s Development organization, where he led Oracle’s Siebel Consumer Goods Product Management and CRM Cross-Industry Strategy and Marketing teams for four years. In that role, Carey had the opportunity to work very intimately with over fifty of Oracle’s largest Consumer Goods customers and sales prospects, sharing and learning leading business practices and innovative new ideas, which he then incorporated into Oracle’s software solutions. Carey Wong was a seasoned IT and Consumer Goods professional for over 10 years before joining Oracle/Siebel, having had roles in the IT industry from Programmer to CEO of an eCommerce internet start-up, and Consumer Goods industry roles, from field sales rep for a sporting goods manufacturer to the owner a seafood and produce wholesaler.

Carey WongIndustry Principal, Oracle’s Consumer Goods Industry Business Unit


and get you

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WELCOME

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.

Make Plans Now To Join Us With Your Team at The POI Fall Summit

Collaborative Marketing for Competitive Advantage Summit

“Perfecting TPM-TPO-Collaborative Promotion Optimization”

November 3-5, 2013Dallas

Check for updates at www.p-o-i.org/events.html


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 June 5-6, the Promotion Optimization Institute (POI) here, in collaboration with Dr. John L. Stanton at St. Joseph’s University, Philadelphia, now 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 four-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 toward the certificate.

Learn more, and enroll today at www.p-o-i.org/ccm.php

The CertifiedCollaborative Marketer (CCM)™ credenTiaLEnrollmEnt is opEnCoursework begins June 5-6, 2013

putting a stake in the ground for tpm-tpo and...

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