Perfect Promotion, Perfect Store, Perfect CX

Centering Commercial Capabilities to Deliver Sales & Revenue Growth, Drive Customer
Engagement & Optimize the Customer Experience
April 1-3, 2020
JW Marriott Chicago
Chicago, IL

Agenda

The finalized agenda for the POI 2020 Spring Summit will be available soon!
Here is a sneak preview of the topics that will be addressed at the Summit and a preliminary overview of timing and content for your travel and planning purposes.

Wednesday, April 1, 2020

8:30 AM - 12:30 PM

POI (Certified Collaborative Marketer (CCM)™ Education Advisory Board Meeting by Invitation Only

1:00 PM - 5:00 PM

POI Transformational Leadership Council TLC (by Invitation):

Senior level CPG Manufacturers and Retailers are constantly prioritizing commercial capabilities, customer experience measures, and return on innovation. One example is when we use the term Revenue Growth Management (RGM) in a public forum we’ll likely spark a spirited dialogue from HQ strategy to field execution. How your organization structures and deploys talent and teams, effective and efficient processes, arrives at benchmarking measures and utilizes technology are all topics that leaders in our industry wants to understand. To thrive today, companies need to excel in all aspects of RGM, plus customer experience, digital marketing, and innovation to achieve exponential financial benefits versus having expertise in one particular area. For those responsible for transforming your organization, be it an RGM journey, digital marketing including D2C, and Omnichannel excellence, we will engage around concepts, and strategies on what's next for success in 2020 and beyond.

Attend the Transformational Leadership Council to engage with peer senior leaders, and take away insights to move your organization forward regardless of where you currently stand today!
Facilitated by: Promotion Optimization Institute and PwC

2:00 PM - 6:00 PM

Pre-Conference Symposium for Consumer Goods: Better, Faster, Smarter Decisions: Thriving as a Digital-first Organization
In the current digital age, adopting a digital-first approach is a must. Industry trailblazers empower themselves to identify opportunities and make data-driven decisions to align the business, bridge the gaps, and achieve profitable growth.

In this workshop, we will explore how technology is being used along with processes and people to enable digital transformation, and how the major players that have adopted digital solutions are achieving commercial excellence in the Consumer Goods space. We will also highlight the role of analytics to deliver contextualized insights to address key business challenger and connect the dots to make timely and smarter business decisions.
Facilitated by: Kantar

3:00 PM - 5:00 PM

POI Pre-conference Workshop: Getting past the AI hype. Practical and impactful use cases of AI and Machine Learning to immediately enhance your Revenue Growth Management Capabilities and Outcomes

There is a lot of dialogue about AI and how it is the panacea for all solutions nowadays. But AI is not just a checkmark to be set. There are many ways in which AI can be used, from the very basic uses with no real impact on your ROI to advanced machine learning that can significantly enhance your business case.

In this interactive workshop we want to clear the smoke, debunk some of the AI myths and give you a realistic roadmap of how to apply AI to your commercial capabilities as you want to look past the hype and are focused on tangible results across TPx, Pricing, RGM, Shopper, and CatMan .

Facilitated by: Visualfabriq

3:00 PM - 7:00 PM

Registration

6:00 PM - 7:30 PM

Welcome Cocktail Reception
Sponsored by:

Thursday, April 2, 2020

7:00 AM - 5:30 PM

Registration

7:00 AM - 8:00 AM

Networking Breakfast
Sponsored by:

8:05 AM - 8:15 AM

Welcome
Michael Kantor, CEO and Founder, Promotion Optimization Institute, LLC

8:15 AM - 9:00 AM

Keynote: Transformation 2020: How to Move People, Processes, and Systems to the Next Generation of Holistic Enterprise Planning

Including results of the POI 2020 State of the Industry Survey and Report: How Trading Partners Benefit from Holistic Enterprise Planning & Revenue Management Optimization

Manufacturers and Retailers are responding to changes in Shoppers and Commerce models through key areas relating to collaboration, analytics, and technology enablement. This session will form the basis for exceptional thought, networking and learning throughout the event. In this session, we will look at key questions, insights, and direction for our industry:

1. How and where Manufacturers are improving year over year
2. Where are we in adopting and implementing Machine Learning and AI
3. The foundations of analytical improvements

4. Ongoing movement from change management to change transformation

5. Why Manufacturers are now, more than ever advancing practices and technologies with TPM, RGM, TPO, and related solutions

6. How CG companies are accessing best practices including Customer Experience

7. A glimpse into how CPG’s and Retailers are pursuing digital trade

8. We will look at survey results both globally and for Europe to uncover opportunities for consumer goods companies to get competitive advantage
Presented by: Pam Brown, Chief Commercial Officer, Promotion Optimization Institute, LLC

9:00 AM - 9:45 AM

General Session: Nestle’s Transformational Journey: Aligning Teams, Processes, and Tools for Growth
Moderated by: Dave Marcotte, SVP, Cross-Industry/Cross-Border and Technology, Consulting Division, Kantar
Panelists: Richard Hilton, Director, Center of Competency for Trade Planning, Nestlé
Bryan Lewis, Commercial Planning Tech Lead – Nestle IT North America, Nestlé Purina
Joe McHale, Director of Strategic Initiatives, Nestlé Waters

9:45 AM - 10:15 AM

Networking Coffee Break
Sponsored by:
Blacksmith Applications logo jpeg

10:15 AM - 11:00 AM

Session A: How Carlton & United Breweries Improves Promotional Efficiencies within a “Two Retailer” Environment

Carlton and United Breweries (Australian division of AB InBev) will share their journey of transforming trade promotion to a growth driver, as attendees learn:

Where you should start looking for improvement ideas/ what needs to change?
How to conceptualize and create a plan for trade promotion transformation?
What are the benefits of a collaborative solution building process and how it helps users utilize the full potential of their capabilities?
What are the benefits you could reap from the right approach for your organization?

Presented by: Marcus Healy, Head of Revenue Management, Carlton & United Breweries
Mark Ballenger, Business Transformation and Product Owner, Carlton & United Breweries

Session B: Driving Growth by Delivering Multi-Channel Trade Promotion Management& Optimization Capabilities
The definition of TPx can vary depending on the CPG Manufacturer and the benefits they are trying to achieve.Progressive organizations are uniting cross-functional teams like: finance, marketing, sales, ecommerce, RGM, supply and demand planning around holistic enterprise planning. It’s about driving the greatest efficiency out of every dollar whether its trade, consumer, digital or other. Capabilities enabled to understand promotion performance & ROI, price pack architecture across the marketplace, customer level P&L’ s are foundational in today’s omni-channel marketplace. Join trade marketing and RGM leaders from Richardson, Rich Products, and Sara Lee Frozen Bakery to learn how their organizations brought together the right technology with the right people to drive results in a tightly-integrated holistic environment.
Moderated by: Jon Vasatka, EVP Business Development, Blacksmith Applications
Panelists: Irman Webb, Director US Retail Sales, Richardson Food & Ingredients
Casey Joiner,Trade Marketing Manager,Insights,Rich Products Corporation
John Heuer, Fmr VP Strategic Customer Teams, Kraft-Heinz

11:05 AM - 11:50 AM

Session A: Customer-Centricity, the Foundation of Growth
Retailers are demanding more than ever before from Consumer Goods companies. Speed,personalization, collaboration, and agility are expectations - and CG companies need to deliver. At the same time the go-to-market is becoming more complex. So how can CG companies deliver? By maintaining a customer-centric mindset and capturing and unlocking data to drive business growth and customer satisfaction - from planning to execution. Learn from Sunil Rao,Salesforce and an interview with a panel of Consumer Goods leaders, including Mattel to hear how they approach a customer centric mindset through data and collaboration.
Moderated by: Sunil Rao, Global Head of Consumer Goods Go-To-Market, Salesforce

Session B: Revenue Management – My First 90 Days on the Job at Pepsi Foods
David Chen brings his Finance, S&OP, Pricing experience across CPG and Retail to the Revenue Management discipline at Pepsi Canada. He and Rob will walk you through detailed steps on getting RGM right, including:

How I developed the “Right” financial lens on the business
How I prioritized my work and what I wanted to accomplish
Tools used to learn the business
Quick wins to make an immediate impact

Presented by: David Chen, Revenue Management at PepsiCo Foods Canada
Rob Schram, Owner and Founder, Cornerstone Capabilities Inc.

11:50 AM - 1::00 PM

General Session: POI Lightning Talk Session I
10 - five-minute talks presented sequentially without interruption. The point of each lightning talk is not to give a detailed talk but rather to present briefly the latest and most interesting technological advancements. They cover the vendors capabilities, start with the good stuff, and end making a point.
Presented by: Leading Solutions Providers

1:00 PM - 2:05 PM

Networking Lunch
Sponsored by:

2:10 PM - 2:55 PM

General Session: Pepsi’s Evolution from Trade Promotion Management to Revenue Management
In this session, Ricardo Cuellar, Pepsi Latin America’s Director of Revenue Management and Capabilities, will review Pepsi’s evolution from treating shelf pricing, trade promotion and assortment as separate disciplines to bringing all three parts into one function. He will share the company’s challenges of coordinating these three functional areas across six countries and three distinct business units.
Presented by: Ricardo Cuellar Director Revenue Management & Capabilities, PepsiCo LATAM Dr Kurt Jetta Executive Chairman & Founder, TABS Analytics

3:00 PM - 3:45 PM

Session A: A Strategic Approach to Getting the Maximum Benefits from Your Trade Investment Across Channels
Moderated by: Carst Vaarjes CTO Co-founder, visualfabriq
Panelists: Nicole Craig, Senior Director Global Trade Architecture, Kellogg’s Global Growth Team
Craig Eaton, Sr. Director Revenue Growth Management, Ocean Spray Cranberries
Sunny Yurasek, Digital Enablement Revenue Management, Constellation Brands, LLC

Session B: How Performance Management Capabilities Empower HQ and Field Teams to Execute on Strategic Insight to Capture Growth
This session explores capabilities that put the power of insight in the hands of those driving execution. One of the largest challenges that we face as revenue growth management, and trade marketing leaders is ensuring the translation of strategy into tactical action to drive business results. Join us for this lively panel, which will discuss best practices, processes, and capabilities that enable the translation of broad reaching business strategies into actions that business owners can execute upon to realize growth.
Moderated by: Kerry Farrell, SVP Customer Success, Eversight

3:45 PM - 4:15 PM

Networking Coffee Break
Sponsored by:

4:15 PM - 5:00 PM

Session A: Aligning Global Commercial Objectives with Local Market Needs Through Best in Class Revenue Management

Attendees will learn through a real-life case study on how Perfetti Van Melle managed to (A) embed new ways of working at record speed ensuring clear definition of roles and responsibilities within the organization, and (B) drive consolidation and alignment between manufacturer and retailer data to bring together sales, finance, and operations

Presented by: Paul Ford, Global Revenue Growth Manager, Perfetti Van Melle

Vladimir Lushpin Global Trade Spend Business Lead, Perfetti Van Melle

Session B: Harmonizing and Integrating Your Data Across the Organization for Insights and Growth
KIND Snacks will share with attendees how they are able to pinpoint successes with retail partners and reallocate unproductive money to more effective sales, marketing, and merchandising activities. Greater sales effectiveness from HQ Strategy to Field Execution is now possible with access to actionable, real-time data, including promotion profitability, total trade spending visibility, account and/or product-specific profit and loss, promotion calendar, and accurate sales and spending. Data also empowers KIND Snacks to move into the future efficiently. KIND Snacks now makes smarter decisions, devises more relevant ideas, and works more strategically, setting itself up for a bright future!
Presented by: Jill Watson, Director, Finance Systems, KIND Snacks

5:05 PM - 5:55 PM

General Session: Combining Data, Insights, and Experience for Retail 2020 and Beyond!
Presented by: Matt Campbell, Managing Director, Digital Customer & Channel Transformation, Accenture
Panelists: Zak Normandin, Founder & CEO , Iris Nova, (DIRTY LEMON) and The Drug Store

6:00 PM - 7:30 PM

Networking Cocktail Reception
Sponsored by:
Accenture_hpd_logo_.75x_black_rgb

Friday, April 3, 2020

7:00 AM - 12:30 PM

Registration

7:00 AM - 8:00 AM

Networking Breakfast

Sponsored by:
Exceedra-AFS-Logo NEW 3 25

8:00 AM - 8:05 AM

Welcome
Michael Kantor, CEO and Founder, Promotion Optimization Institute, LLC

8:05 AM - 8:50 AM

Keynote: Modern Marketing in a Shifting Omnichannel World
Ken will discuss how Henkel, a 140-year-old company, is making the move to modern marketing by leveraging storytelling, digital, data and technology to build consumer relationships throughout the path to purchase. This work is leading to the creation of an engagement ecosystem that simultaneously prospects, acquires and retains brand users as well as grows user lifetime value through upselling.

Consumer relationship marketing, dynamic creative optimization, personalization and machine learning initiatives should make the experiences with our brands feel more personal and value added as consumers increasingly interact with our brands. Ken further discusses how Henkel is driving 2X return on marketing investment by breaking down internal silos, bringing the consumer into view, creating great experiences and feeding the marketing funnel a steady diet of great content.

Presented by: Ken Krasnow, Vice President Omnichannel Marketing, Henkel Corp

8:50 AM - 9:40 AM

General Session: Occasion-led Revenue Growth Management

With regard to consumers and shoppers, for instance, strategic RGM calls for an in-depth understanding of “purchase structures”—how a shopper navigates the category, what occasions the product is used for, and how the shopper makes trade-offs. If the specific item isn’t in the store, will the shopper buy a substitute, or will he or she leave the store without buying anything?

Here, we will take a look at consumption through an occasion-based lens (e.g. If the goal is to have a healthy snack, your product might be competing with yogurt or other snack bars or fresh fruits). Presenters will bring in an omnichannel perspective, looking into how volume flows online are affecting instore flows.

Presented by: Sheldon Lyn, Partner, McKinsey

Chris Enger, Partner, McKinsey

9:40 AM - 10:15 AM

Networking Coffee Break
Sponsored by:

10:15 AM - 12:15 PM

POI Concurrent Deep Dive ROI Centered Workshops

A. How to Drive Efficiencies and Effectiveness via Trade Promotion Management and Optimization
Participants in this workshop will engage around best practices, and lessons learned how CPG’s address organizational obstacles to implement post-event analysis and optimization planning solutions enterprise-wide. Workshop leaders will share how to identify roadblocks, efficiently execute change, engage the team, and trading partners to quickly realize tangible business results. Workshop participants will understand how to expand the depth and accuracy of post-event analysis with limited internal resources and how through case examples for discussion CPG’s improved the customer planning process which resulted in mutually beneficial promotional strategies with retail partners.

Facilitated by: Dr Kurt Jetta Executive Chairman & Founder, TABS Analytics

Sarah Meyer, Former Director of Trade Marketing, Rich Products

B. How to Enable your Organization, Tools, and Processes for RGM Success
Current market challenges include growing revenue in an environment that is increasingly fragmented, where insights (derived from advanced analytics) are the true currency that help manufacturers and retailer partners get closer to their shoppers and consumers. Attendees will learn in this interactive workshop how advanced analytics are combined with revenue management strategies to bolster top and bottom line results. We will engage around:
- Implications for the Revenue Growth Management practitioner
- Expansion beyond price and promotion and why
- The importance of the consumer / shopper in the equation and why all art and science must lead
back to constantly evolving needs, attitudes, and behaviors that differ by mission and occasion.
- How to place shopper intimacy at the heart of decisions and actions
Facilitated by: Rahi Khandelwal, VP Customer Success - US, visualfabriq
Farida Ferraris-Limpoco, PMP, Senior Tech Manager - Sales/Trade, Ocean Spray Cranberries, Inc.
JT Simoneau, Manager, Revenue Growth Management, RX Bar

C. Activating Advanced Analytics, Optimization, and Data Management Across the Enterprise
Poor data leads to rework, inaccurate tool output and analysis. Data (including Master Data Management) is foundational to Return on Analytics. As a result, decisions are made using faulty inputs and assumptions, which negatively impacts opportunity and cost. Many organizations are moving to optimize enterprise-wide performance, tools including AI (which we will go deep on here) but it's critical that companies have clean data moving into these technologies.Learn from experts how cleansing and staging data is critical and hands-on approaches to data cleansing and management to drive increased profitability. Workshop participants will also participate in thought provoking analytics to deliver insights and ROI. Participants in this workshop will walk away with an actionable plan with next steps to help them move to the next level, no matter where they are in their Advanced Analytics journey.
Facilitated by: Armin Kakas, Vice President Advanced Analytics, American Tire Distributors
Joel Cartwright, Product Management, Blacksmith Applications

D. How to Enable Growth through Personalization and Digital Commerce
Workshop participants will learn and engage how to better serve consumers who demand a seamless, personalized experience no matter if they’re shopping online or in a physical store. Participants will better understand how you and your organization integrate the online, offline, and supply chain data necessary to succeed in the retail anywhere era.
Facilitated by: Matt Campbell, Managing Director Digital Customer & Channel Transformation, Accenture
Trey Alexander, Managing Director Strategy, Accenture

12:15 PM - 12:30 PM

Closing/Action Items – POI Berlin European Summit, Canadian, and Fall Annual Summit 2020
Michael Kantor, Chief Executive Officer and Founder, Promotion Optimization Institute, LLC

Workshop for Consumer Goods: