POI European Promotion Optimization Summit

POI Global Virtual Summit
"Omnichannel and RGM Strategies to Lead in the New Digital Age for Optimal Customer
Experience and Trading Partner Success"

September 22, 2020

Agenda

September 22, 2020

7:00 AM - 7:30 AM EDT
12:00 - 12:30 BST
7:00 PM - 7:30 PM SGT

Summit Welcome and Holistic Enterprise Transformation 2020 – Moving from Chance to Change for Success in the New Reality – Michael Kantor, Chief Executive Officer and Founder, and Pam Brown, Chief Commercial Officer, Promotion Optimization Institute, LLC

7:30 AM - 8:00 AM EDT
12:30 - 13:00 BST
7:30 PM - 8:00 PM SGT

General Session (APAC GTM): How Treasury Wine Estates Collaborates Across Sales, Finance, and Supply Chain to Accelerate Profitable Growth
In this session, we will look at how Treasury Wine Estates are implementing end to end planning solutions through Project Phoenix, driven by a Trade Promotion Management (TPM) tool, to drive consistency.

Presented by: Ryan Keeley, Global Process Director - TPM, Treasury Wine Estates

Michael Creasey, APAC General Manager, Exceedra.

8:00 AM - 8:30 AM EDT
13:00 - 13:30 BST
8:00 PM - 8:30 PM SGT

Session (APAC & Europe GTM): Zero Touch Planning - How Machine Learning will Improve Your Life as a CPG Professional

CPG organizations do not often lead in true innovation, but with Machine Learning they have overcome challenges in data and change management delivering significant returns. Delegates will learn from real life stories and insights in the usage of machine learning in RGM and S&OP, along with a practical maturity framework that you can use to set your ambition as an organization.
Presented by: Carst Vaartjes, CTO & Co-founder, Visualfabriq

8:30 AM - 9:00 AM EDT
13:30 - 14:00 BST
8:30 PM - 9:00 PM SGT

Session: “Intelligent Trade Claims Management: How AI and ML are disrupting an industry pain point”
Presented by: Manny Ki, Director, Information Solutions - Supply Chain Execution, Sales and Customer Planning, Maple Leaf Foods Inc.
Colby Sheridan, Global VP – CX Solutions Consumer Products IBU, SAP

9:00 AM - 9:45 AM EDT
14:00 - 14:45 BST
9:00 PM - 9:45 PM SGT

Session (Global GTM): A Global Fireside Chat on Cool Enabling Technologies
This lively discussion will center around advanced, cutting edge technologies that are changing the workplace or consumer engagement for CPG, including Artificial Intelligence, IoT and connected devices, Augmented Reality/Virtual Reality/Image Recognition, Robotics, Advanced Analytics, Adapting to a remote workforce
Moderated by: Michael Marzano, Managing Partner, Branded Aware
Panelists: Kyle Barz, Global Direct to Consumer Product Owner, Mars

Jaco Brussé RM, CEO and Co-founder, Visualfabriq
Sunny Yurasek, Director, Business Integration, Reyes Beer Division

9:45 AM - 10:15 AM EDT
14:45 - 15:15 BST
9:45 PM - 10:15 PM SGT

Session: Creating a Solid Trade Promotion Management Foundation with Teams to Drive Profitable Growth

Join Brodie as he walks us through his experience with various tiered CPG organizations and his exposure to how they managed trade. That experience has enabled his success today with cross-functional teams, and trading partners to understand mutual goals, including ROI. He will take us on the foundational building block journey for trade management adapted from his experience to help increase trade promotion efficiency and profitability (allowing Brodie and his team to better manage and adapt through Covid-19) with method (a division of SC Johnson).

Presented by: Brodie Nissen, Sr. Director, Sales Planning, method
Laura Smith, VP Customer Development, Exceedra

10:15 AM - 11:00 AM EDT
15:15 - 16:00 BST
10:15 PM - 11:00 PM SGT

Session (Europe GTM): How Jack Link's Beefs up Growth with Industry Leading RGM and TPO Capabilities
Revenue Growth Management is seen as key in growing CPG companies. But how do you develop industry leading RGM and TPO capabilities? How would you plan your growth path? What challenges can you expect? And how do you overcome these?

Jack Link’s, global leader in branded protein snacks, did just that. Introducing state-of-the-art RGM and TPO capabilities in the European market, building a strong foundation for current and future growth. Adam Smith, Finance Director for Jack Link’s EMEA, shares his vision and the journey Jack Link’s took to achieve it’s ambitious RGM goals. Learn how to:
- Define a clear RGM vision
- Set up a growth journey to develop leading RGM capabilities
- Overcome common challenges
Presented by: Adam Smith, Finance Director EMEA, Jack Links

11:00 AM - 11:45 AM EDT
16:00 - 16:45 BST
11:00 PM - 11:45 PM SGT

(Global GTM): Reshaping Commercial Priorities

Deloitte Consulting collaborated with The Promotion Optimization Institute (POI) to write “Reshaping Commercial Priorities,” a point of view to help CPGs better understand their Trade priorities in a time of changing consumer preferences. The presenters will share the competency framework that helps CPGs tailor the Trade journey to their priorities, its application in real-life scenarios and, the results they have been able to achieve for their clients.

Presented by: Ed Johnson, Partner, Customer Strategy and Applied Design
Deloitte

Paras Agarwal, Managing Director, Customer Strategy and Applied Design, Deloitte

Bailey Vertovez, Manager, Strategy & Analytics, Deloitte

11:45 AM - 12:30 PM
16:45 - 17:15 BST
11:45 PAM - 12:15 AM SGT

Combining Data, Insights, and Experience for Retail 2021 and Beyond!
How promotion personalization drives loyalty
We have seen more change in our industry in the past 6 months than most of us have seen in our entire careers. Planning for 2021 requires new thinking to capitalize on opportunities in the new reality. Many trends that were in motion were accelerated over the past 6 months by the Coronavirus crisis. While we have more data available than ever before, turning data into actionable Insights in and agile way is what will drive success in 2021. In this session we will learn from Acosta Sales & Marketing who manages over $3 Billion in trade spend each year, and Wakefern the largest coop of supermarkets in the United States, about how to use data and insights to plan for success 2021 and beyond.

Presented by: Parag Shah, Vice President (Grocery), Wakefern

Colin Stewart, EVP - Business Intelligence, Acosta

12:30 PM - 1:15 PM EDT
17:30 - 18:15 BST
12:30 AM - 1:15 AM SGT

Session (North America GTM): Moneyball in CPG
Many of us have probably heard about Moneyball and have either read the book or have seen the movie. This insightful presentation will take attendees through an informative journey. Discover how many of the parallels in Moneyball relate to the CPG industry and learn why Change Management strategies have been at the core of many successful organizations. Rob Schram will share insights and tips and tricks from his experience within the CPG industry, discussing Revenue Growth Management best practices and the integration of choosing the right analytics and tools.

This session will focus on the following elements:
- Change Management and why it works
- How the right analytics and metrics can create major wins
- How to create the right targets for Sales so they “run the play” that delivers profitable growth
Presented by: Rob Schram, Co-Founder, Cornerstone Capabilities, Inc.
Peter Naumann, Recently VP RGM, Kind Snacks

1:15 PM - 2:00 PM
18:15 - 19:00 BST
1:15 AM - 2:00 AM SGT

Session: “Thriving through Adversity in Challenging Times in an industry Landscape”

How LEGO placed itself ahead the competition and experienced growth via a global improvement of their in-store execution practices

Presented by: Christian Carøe Storm, Scrum Master Retailer Technology
Sales & Markets 1, LEGO

Michał Jozefowicz, Senior Consultant MCD Sales Tools & Systems, LEGO

Tomasz Kozlowski, Commercial Director, Exceedra

2:00 PM - 2:30 PM
19:00 - 19:30 BST
2:00 AM - 2:30 AM SGT

Session (North America GTM): Best practices for a successful Revenue Growth Management Plan for 2021 and beyond.
There was a time that growth for CPG companies was easier, but pricing pressures from discount retailers, increased market competition from existing and emerging brands, and changing shopper expectations have made growth more difficult. This session will explore how successful CPG organizations have developed strong Revenue Growth Management (RGM) strategies. Learn about the myths that surround RGM, what works and what does not. Despite the industry-wide need for advancement with these strategies, companies still face obstacles and misinformation stalling their ability to address their needs. This presentation will address adoption of an RGM mindset, skillset, and toolset.

Learn about:
- Why companies struggle to get started
- 5 Elements of an RGM Plan
- The need for short-term and long-term planning
- Pricing, pack, promo & assortment analytics, and strategy

Presented by: Fred Boutros, Head of Business Development – US, Cornerstone Capabilities

Patrick Winslow, Previous RGM leader for Moen, FedEx, MillerCoors, and Coca-Cola

2:30 PM - 3:15 PM
19:30 - 20:15 BST
2:30 AM - 3:15 AM SGT

(North America GTM): Industry Panel on Implementing RGM Systems and Change

UpClear and The Partnering Group are joining forces to guide a panel discussion focused on change management in the Revenue Growth Management (RGM) space for Consumer Goods brands. This session will define the role of change management when implementing a new system, highlight common pitfalls, challenges, and obstacles, and provide a general roadmap and learnings that have led to optimal success for software deployments.
Moderators: Don Baker, Director of Revenue Growth Management Analytics, The Partnering Group
Rajeev Prabhakar, Director of Client Services, Americas, UpClear
Chris Than-Win, Partner for North America, The Partnering Group
Panelists: Charlene Lewey, Director IT Business Partner-Trade Promotion & Revenue Management, Ferrara Candy Company
Rob May, Director, Trade Analytics, Edgewell
John Abshear, Sr. Director, Revenue & Profit Management (RPM), Spectrum Brands

3:15 PM - 4:00 PM
20:15 - 21:00 BST
3:15 AM - 4:00 AM SGT

Retailer Session: Understanding Customer Engagement at the New Intersection of Consumer Lifestyles, Shopper Behavior, and Value
What consumers are buying and how they are shopping has changed dramatically as a result of the pandemic, and these new habits are continuing. In many cases, consumers have used this life pause to reflect on their own consumption. They are striving to shop locally, mindfully and cost-consciously. Join us for this lively panel to learn how retailers are adapting, serving, delivering value, and earning loyalty
Moderated by: Matt Campbell, Managing Director Digital Customer & Channel Transformation, Accenture
Panelists: Lisa Henriksen, Vice President of Member Loyalty and Retention, BJ’s Wholesale Club
Ray Boyd, NA Sales Practice Leader, Accenture
Randy Mangum, Sr. Director, Pricing & Data Integrity, Fleet Farm

4:00 PM - 4:30 PM
21:00 - 21:30 BST
4:00 AM - 4:30 AM SGT

Session (North America GTM): Ateeco Aligns RGM Strategy with TPx Tools to Support Big Data Volumes
Pierogies are Stuffed…with Data! Join this session to see how Mrs. T’s Pierogies (Ateeco) aligned corporate strategy to grow sales profitability (RGM) with TPx tools to support volume and frequency of data. We all know that meeting business objectives for profit and revenue growth, higher ROIs, and increased efficiencies is no easy task. Ateeco, food producer of America’s favorite Mrs. T’s Pierogies, and Vistex discuss how you can gather support to win the “green-light” and advance a business case for TPx digital transformation. If you’re thinking about more sophisticated aspects of TPx, don’t miss this one-on-one interview with Tim Coyle, Mrs. T’s Director of IT, and Joel Cartwright, Vistex CPG Industry Principal as they discuss multiple TPx topics including improving planning capabilities with retailers, maximizing trade efficiencies of merchandising tactics, justifying a digital transformation business case and more.
Presented by: Timothy Coyle, Director of IT, Mrs. T's Pierogies
Joel Cartwright, Industry Principal Consumer Products, Vistex

4:30 PM - 5:00 PM
21:30 - 22:00 BST
4:30 AM - 5:00 AM SGT

Session: How AI Shapes a Consumer Centric View for RGM

In a world where direct-to-consumer is the new frontier for CPGs and brands, hear how RGM can unlock great value for sales and marketing functions by unearthing extremely granular consumer-specific ROI opportunities. Whole new opportunities are being presented by programmatic shopper segments and market specific media and targeting. Are you ready to take advantage of them?

Through a recent case study, we will demonstrate how AI allows you to migrate to an ‘always on’ world that deciphers the impact of hundreds of different variables that drive sales down to the brand/store/week level. You will learn how to move away from traditional market mix modeling methods that, not only produce aggregate estimations by brand/account, but also create latency for several months or years.
Presented by: Yogesh Kulkarni, EVP, AI Merchandising & Marketing, Antuit
W. Alexander Barnes, VP, Revenue Growth Management, Antuit

5:00 PM - 5:45 PM
22:00 - 22:45 BST
5:00 AM - 5:45 AM SGT

Session A: How PepsiCo LATAM is Integrating the Route to Market from Revenue Management to Execution

To be successful in today’s world, CPG brands need to be digital, connected, and agile in the route to market. This requires bringing stakeholders across all functions of distribution together, seamlessly in real-time. Hear how integrating the route to market unlocks revenue growth, execution efficiency, and customer satisfaction.

Presented by: Ricardo Cuellar, Director of Revenue Management at PepsiCo

Sunil Rao, Global Head of Consumer Goods Go-To-Market, Salesforce

Session B (North America GTM): TPO … The Time is Now. Finally. Don’t Miss Your Opportunity
TPO. There is still a lot of confusion, uncertainty and hesitation over those 3 letters. When it comes to Trade Promotion Optimization, the industry often still struggles to understand it, commit to it, and how to intelligently and successfully adopt it. With that said, CPGs are turning to TPO more often, and more successfully, to drive and transform Sales, Trade Promotion and Revenue Management strategies, processes and results- for them and for their retail customers. In this session we will discuss:
- What is TPO? Best Practices … in every aspect
- Why now? Obstacles, Considerations and what to avoid
- How do we, and you, do it? Proven, Successful Approaches

The Blacksmith TPO solution, and team, has been implementing Best Practices that matter to CPG manufacturers. Learn about ours and our client’s journeys.
Presented by: Dan Maxwell, CPG Retail Advisory, Blacksmith Applications
Scott Johnson, Senior Manager, RGM, Land O’ Lakes

5:45 PM - 6:20 PM
23:450 - 24:20 BST
5:45 AM - 6:20 AM SGT

Retailer Session: Redefining How Work Gets Done: The Changing Face of Labor

Companies that understand the power (flexibility, reliability, economy, etc.) of the Gig-Economy and labor-on-demand will have a real advantage over those who don’t. Simply put, the way we source labor has to evolve with today’s changing technology, attitudes and behavior to meet the needs of trading partners and these short-term contract and freelance workers. There’s no doubt that this growing trend is set to revolutionize the way the retail industry manages their workforces, plus finding and leveraging the right technology is the key to sustainable success in any economic condition. Scaling labor during busy times, augmenting existing teams, plus flexing labor as schedules and peak demand times change are just a few examples of this new paradigm’s power. Dave Dempsey and Todd Weer will present how to optimize the changing workplace by applying the right processes and technologies to help achieve substantive advantages (including greater customer experience) – for employers and workers alike.
Presented by: Dave Dempsey,CEO, Hyer
Todd Weer, Senior Vice President, Meijer Stores

6:20 PM - 6:50 PM
23:20 - 23:50 BST
6:20 AM - 6:50 AM SGT

Session: Redefining Consumer Engagement Post-2020

In a world that’s more digitally connected than ever, our traditional ideas of consumer engagement are changing. In this session, attendees will learn:
- What is Consumer Engagement and why it is more important than ever before?
- How Consumer Engagement is evolving, especially in light of COVID-19, and what consumer products manufacturers and retailers can do to keep up
Presented by: Sam Ruiz, Food and Beverage Industry Lead, Clarkston Consulting

6:50 PM - 7:00 PM
23:50 - :01 BST
6:55 AM - 7:00 AM SGT

Closing Action Items – POI Global Virtual Summit 2020, Michael Kantor, Chief Executive Officer and Founder, Promotion Optimization Institute, LLC