From Trade Spend to True Growth: Rethinking Promotion Strategy in Food & Beverage
Online
Available On Demand
45 minutes
Despite trade promotions being one of the largest investments in food and beverage, they remain the least optimized by manufacturers who struggle to connect trade spend to profitable growth.
This webinar explores how leading F&B organizations are transforming trade promotion management from a reactive process into a strategic growth lever. You’ll gain practical insights into how modern TPM approaches help teams protect their margins and gain an edge over competition.
Watch now to learn more about:
- Allocating budgets effectively
- Improving ROI tracking
- Aligning promotional strategy with broader business goals
Speakers
Nick Ryan
Senior Director, Sales, Infor
Nick has extensive consulting experience, working with leading consumer goods companies worldwide on revenue management initiatives. He is an industry practitioner and thought leader on European pricing, terms and trade investment. Prior to founding Acumen in 2006, Nick worked for Mars, Diageo and PepsiCo. Infor acquired Acumen in 2024 to further enhance our software solutions and revenue management practice.
Mikael Bengtsson
Industry Principal Food & Beverage, Infor
As Industry Principal, Mikael Bengtsson is responsible for food and beverage sales programs at Infor. His focus is to provide thought leadership in how technology can address current challenges within the food and beverage industry and provide business benefits to Infor customers. Mikael has more than 20 years of experience from business and technology consulting and with a special focus on the food and beverage industry.