Driving Trade Improvements to the Bottom Line – From Strategy to Execution

In today’s ultra-competitive marketplace, trade marketers are feeling tremendous pressure to develop better trade investment strategies and quickly read the effectiveness of price and promotion financial results. Often, those strategies fail due to the inability to effectively analyze and measure actual performance or due to poor communication with customers.

By creating better synchronization between strategy deployment and a solid trade planning foundation, manufacturers gain significant advantage in driving improvements in strategy, execution, and analytics.
In this 1-hour session, Exceedra and The Partnering Group discuss ways to close the loop between strategy development and execution performance.

Date: Tuesday April 4th, 2017

Time: 2pm EST/11am PST


About the Presenters

Don Baker, Partner with The Partnering Group
Don consults with both manufacturers and retailers on projects involving trade investment, pricing management, category management and annual planning processes. Don has developed and delivered training courses on pricing strategy and category management in Europe, Canada and the U.S. Don has over 35 years of industry experience in a variety of retail and packaged goods management roles with companies such as Borden, Georgia Pacific, Diageo and Nestle. Don also has retail store management experience as he worked for American Store’s Jewel division. Don’s most recent experience came at Sara Lee where he was Vice President of Best Practices for Sara Lee with responsibilities that included; pricing and promotion management, category management, shelving and assortment, training, customer strategy and sales operations. Don had led and/or been part of two trade system implementations that involved development and execution of new trade fund models from the ground up. Don has an MBA from Loyola University and a Bachelor of Science in Food Distribution from Western Michigan University.

Chris Rice, VP Sales & Marketing, North America with Exceedra
Chris Rice is a CPG industry veteran with extensive experience in sales & marketing. His knowledge, leadership, and strategic vision are the culmination of many years of engagements with 100+ CPG companies from large to small. This experience comes from his work at the Quaker Oats Company, CAS, IRI, and IBM DemandTec, providing expertise in the areas of Trade Promotion Management (TPM), predictive customer business planning (TPO), strategic trade and marketing planning, retail execution and shopper insights. His passion for understanding customer needs and developing winning strategies to solve business challenges continues to fuel his success. Chris has a Bachelor of Science degree from the University of North Carolina – Chapel Hill, Kenan-Flagler Business School in Marketing and Finance.