Facilitator Profile
The course facilitator with a BS degree in Business Economics from the University of South Carolina, is the President/CEO of a consulting firm that provides consumer goods companies with skilled resources to drive actionable insight from its clients' data resources. He is a pioneer in the field of Category Management having built his consulting business around the development and delivery of category management templates, tools and he has built thousands of retailer category management reviews for his clients.
The course facilitator is a packaged goods industry professional with almost 40 years of industry experience in the areas of sales, sales management, trade marketing and consulting. The course facilitator began his career in sales and held positions of increasing responsibilities in sales management. He is a pioneer in the field of Trade Promotion Management having built one of the CPG industry’s first electronic trade promotion planning, tracking and evaluation tools for ConAgra in 1990.
Since 1990 the course facilitator has studied, developed tools for and provided thought leadership and consultative direction to key CPG industry leaders in the field of trade promotion management. He has helped his clients reinvent their trade promotion process flow and implement trade promotion management software to facilitate that process improvement.
The course facilitator has done extensive work in the field of consumer centric trade promotion providing for a more targeted promotional strategy aimed at identifying a product’s best consumers and where they shop. He has also developed a Location Intelligence approach to the visualisation of retailer promotional performance to see where gaps and opportunities exist on a familiar map metaphor.
The course facilitator’s consulting firm, was created by him, to meet a need to bring the disciplines of data analysis, sales and marketing together in a holistic approach. The consulting firm is in its 12th year of operation providing valuable insight and thought leadership in the fields of:
- Category Management
- Trade Promotion Management Process Consulting
- Consumer Segmentation & Targeting
- Data Visualisation Software Tools
- Location Intelligence
- Data Management & Analysis
- Strategic Marketing & Planning Analyses
As President/CEO of the consulting firm, the course facilitator has worked across a varied cross section of the packaged goods industry:
- Beverage
- Frozen Food
- Packaged Foods
- Tobacco
- Snack Foods
- Home Improvement
- Apparel
- Tools
- Sporting Goods
Partial List of Companies that Benefited from the Course Facilitator’s Expertise:
- Campbell Soup
- Cerebos
- Guinness Anchor
- Lam Soon Edible Oils
- Godfrey Phillips
- Mead Johnson Nutrition
- Novartis
- Zuellig Pharma
- Sanofi-Aventis
- Celcom Mobile
- STARASIA
- IDS Group Singapore
- Lam Soon Singapore
- Philip Morris Thailand
- Danone Vietnam
- Kraft Foods
- Lopez Foods
- Dial Henkel
- Schwans Foods
- Funny Bagels
- Swisher International
- Lance Foods
- Mckee Foods
- Russell Athletics
- Spalding
- Black & Decker
- MASCO Industries
- Florida Department of Citrus
- Cargill
- U.S Sugar
- Shamrock Dairy Farms
- BilJac Foods
- Diversified Citrus Products
Key Benefits for Attending this Event
- DEVISE effective consumer centric category management strategies
- GAIN knowledge of the most recent trends in category management strategies
- ASSEMBLE a range assortment using a shelf allocation model to achieve category objectives
- UTILISE the power of location intelligence to see consumer information on a map in order to discover trends or opportunities, find patterns and summarise findings
- ACHIEVE an understanding of how the power of WHERE can bring new understanding to the category management process
- ANALYSE which in-store marketing techniques deliver the best ROI and understand why in-store marketing is outpacing traditional marketing in return on investment
- OPTIMISE product mixes by learning how to develop a consumer centric assortment recommendation
- MEASURE efficacy of promotions and learn how to develop consumer centric category scorecards
Who Should Attend
Directors, VPs, Heads, Senior Managers and Managers of:
Category | Merchandising | Buyer | Trade Marketing | Sales
Take Note
A 45-day free trial copy of the aWhere CPG 4.0 software will be provided for workshop participants along with 4 hours of free consulting in the use of Location Intelligence by the course facilitator
