Promote smarter, not harder
Most trade promotion spend loses money. Here's what separates promotional strategies that create value from those that quietly destroy it.
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Senior Director
Alex spent 18 years client-side at Diageo, including 13 in senior Revenue Growth Management and commercial strategy roles across different markets. He has spent many years leading and shaping RGM strategies across pricing, promotion, portfolio, mix and trade terms, with experience in CPPA, in complex, competitive environments.
Having seen what great looks like from the inside, he now works as a Senior Director, with clients to turn insight into decisions that stick, helping businesses navigate the tension between what the data says and what it takes to land it commercially.
Most trade promotion spend loses money. Here's what separates promotional strategies that create value from those that quietly destroy it.
When pricing headroom runs out, growth is often already in your portfolio. Alex Perilli and Luciana Ignez explain how.