SUMMIT PROGRAM

PREDICTING PROMOTIONAL OUTCOMES IN-STORE, ONLINE, AND EVERYWHERE

Spring Summit 2016 • Brussels, Belgium • 10-11 May 2016

POI Global Promotion Optimization Summit — 10-11 May 20162

3POI Global Promotion Optimization Summit — 10-11 May 2016

Table of Contents

Welcome ........................................................................................................................ 5

Overview ....................................................................................................................... 7

Summit Agenda .......................................................................................................... 8

Keynote Speakers ....................................................................................................... 9

Sponsors ......................................................................................................................15

Speakers ......................................................................................................................35

CONTENTS

POI Global Promotion Optimization Summit — 10-11 May 20164

ADVISORY BOARD

POI Certified Collaborative Marketer (CCM)™ Education Advisory BoardDenny BelcastroVice PresidentKimberly-Clark

Chris BoeverEVP, Chief Customer OfficerPinnacle Foods

Pam BrownDirector, Commercial Support (Sales Strategy & Operations, BI Analytics) Del Monte Foods, Inc.

Michael Bruening Revenue Management OptimizationNielsen

Tom BurkemperSr. Director Merchandising7-Eleven

Jeremie DavisDirector of Sales OperationsDel Monte Foods, Inc.

Brian EustaceDirector of Sales OperationsInnocor

Michael GamageDirector, Price and PromotionStarbucks

Michael A. GorsheManaging Director, CGS & Food RetailAccenture

Dale HagemeyerPartner Promotion Optimization Institute, LLC

Jim HertelManaging PartnerWillard Bishop

Michael KantorChief Executive OfficerPromotion Optimization Institute, LLC

Ronald K. Klimberg, PhDProfessor, Decision and System SciencesSaint Joseph’s University

Cameron KorehbandiPricing ManagerRed Bull North America

Kevin KroymannDirector, Trade MarketingHormel Foods

Randy MangumDirector, Pricing Strategy and AnalyticsShopko

Michael MarzanoBusiness Process Expert Retail ExecutionMondelēz International

Scott McCullochSr. Director of Merchandising/Category Management Duane Reade

Dale NeelyPresidentSequoya

Mike NothoferDirector, Strategic PricingJohnson & Johnson

Elaine OussorenBrand Aid DigitalPresident

Lisa OvermanMarketing Manager of Private Labels and PromotionsFood Lion, LLC

Chuck ScottTrade Promotion ManagerAinsworth Pet Nutrition

Gary SingerPrincipal EY’s Consumer Products & Retail Advisory PracticeErnst & Young, LLP

Dr. John L. StantonProfessor of Food Marketing, Editor in Chief, Journal of Food Products MarketingSaint Joseph’s University, Dept. of Food Marketing

Ken SullivanSenior Vice PresidentCMS Consulting

Chris TimkoDirector Retail Development, National BrandsTopco

Jon VasatkaEVP Business DevelopmentT-Pro Solutions

Win WeberChairman, Chief Executive OfficerWinston Weber & Associates (WWA)

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WELCOME

Dear POI Summit Attendees,

It is with great pride and excitement that we welcome you to the 2nd Annual Promotion Optimization Institute (POI) European Summit. As we celebrate our eighth year, the theme of this Summit centers on collaboration and execution, both of which are foundational elements of optimization. Presenters, engaged participants, new attendees, and those returning attendees, always experience something unique at POI. At this summit, you will have the privilege of meeting and networking with the brightest and action-oriented individuals who are leading experts at Global Brands and Banners, plus leading solutions.

The tragic events that occurred here March 22nd were terrible, our thoughts continue to be with all those affected, but at the same time they bring us obligations. They mean we have to focus on what is critical. Your commitment and presence here gives immense hope to our entire industry that we will succeed together when faced with any adversity. I continue to be impressed by you, along with the strength of this growing community, which makes up the POI. That growth is demonstrated with over 30% of you who are new to the POI Summit experience.

POI continues to lead by example; innovating, and taking bold steps globally, plus investing in opportunities that serve our membership. What excites us about the road ahead -- is everything! We are building on our successes in Europe, plus our Latin American Summit in July, and Retail Execution Summit in September, 2016. You’ll experience POI’s leading research here, and how we anticipate working closer with you around best practices.

The Certified Collaborative Marketer CCM™ is designed for continuing education, including mastery of the collaborative skills necessary to succeed with trading partners. Together with the POI Board, we have again constructed for you the most advanced and relevant program for your professional development, and your company’s benefit. Each consecutive POI Summit includes your requests and our collective vision for collaborative promotion optimization (CPO).

We thank every speaker, board member, and sponsor who is contributing their time, experience, commitment and leadership. As you have in the past, please make the time to personally engage with them throughout the summit and create at least 7-11 new relationships. I’d mostly like to thank all of you for placing your trust and support in POI and this amazing team.

Let’s enjoy Brussels!

Yours sincerely, Mike Kantor, Dale Hagemeyer and the entire POI Team

Promotion Optimization Institute thanks our sponsors for making the POI Summit event a tremendous success!

Need quantity. UpClearR

Enabling Digital Value Chains

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OVERVIEW

Hotel InformationSheraton Brussels HotelPlace Charles Rogier 3

Brussels, 1210, Belgium

Exhibit Hours

Tuesday 10 May, 2016

10:00 – 10:30 Networking Break Sponsored by: Accenture

12:25 – 13.:25 Networking Lunch Sponsored by: SAP

15:00 – 15:20 Networking Coffee Break Sponsored by: Spring Mobile

18:00 – 19:00 Networking Cocktail Reception Sponsored by: Nielsen

Wednesday 11 May, 2016

8:30 – 9:25 Networking Breakfast Sponsored by: Saama

11:00 – 11:30 Networking Coffee Break Sponsored by: Trax

13:00 – 14:00 Networking Lunch Sponsored by: Sequoya

15:30 – 16:00 Networking Coffee Break Sponsored by: Exceedra

The exhibits can be found in the Foyer and Watteau. Refuel between educational sessions with a beverage, network with peers,

and obtain the answers to all of your questions. POI encourages all attendees to use this opportunity to gain additional insights from our sponsors.

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Tuesday, 10 May 8:00 - 18:00 Registration

10:00 - 10:30 Networking Break Sponsored by:

10:30 - 10:45 Summit Welcome – Michael Kantor, CEO and Founder, Promotion Optimization Institute, LLC

10:45 - 11:30 Keynote: Achieving the Possible Requires Collaboration Presented by: Dale Hagemeyer, Partner and Board Member, Promotion

Optimization Institute, LLC 11:30 - 12:15 Session A: Motivating and Enabling Your Field Force for Getting

Better In-store Execution Presented by: Shane Kingston, RTC Director, Diageo Session B: Empowering Field Sales for Growth: Success Stories of

Retail Execution, Mobility & Intelligent Systems Presented by: Yalcin Yildirim, International Sales Manager, Univera

Emre Celik , Product Manager, Univera

12:20 - 13:25 Lunch Sponsored by:

13:30 - 14:15 General Session: How Coca Cola Icecek is Advancing Revenue Growth Management Capabilities through Big Data, Advanced Technology and Effective Business Processes

Presented by: A. Sitki Özcan, Value Growth Manager, Coca-Cola Icecek Murat Yildirim, Revenue Management and Analytics Cunsultancy Leader, Nielsen

14:15 - 15:00 Session A: The Future Direction of Trade Promotion – Why Previous Approaches May No Longer Be Enough. What’s Next?

Presented by: Jean-Albert Nyssens, Partner EMEIA Advisory Center CP & Retail Group CPG Panelists

Session B: Balancing Global Governance with Local Practices for Rapid SaaS TPM Rollout

Presented by: Thierry Soudee, CEO, UpClear

POI Global Promotion Optimization Summit 10-11 May 2016

Sheraton Brussels Hotel

AGENDA

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KEYNOTE SPEAKERS

Dale Hagemeyer is a partner at the POI where he focuses on research, best practices and helping members along their promotion journey. He has been a POI Board Member since its founding. Previously he was managing vice president in Gartner Research, where he spent 15 years as part of its Manufacturing Industry Advisory Service. He also serves on various industry advisory boards for trade associations and periodicals. Mr. Hagemeyer has a total of 28 years in the consumer goods industry including Kraft, PepsiCo, Quaker Oats, and Sunbeam. He also fulfilled an international assignment in Mexico from 1995 to 1996. He holds an undergraduate degree from the University of Utah and an MBA from the University of Chicago.

Dale HagemeyerPartner, Promotion Optimization Institute, LLC

Howard Langer leads the Global Price & Promotions Practice at dunnhumby. A former Charted Accountant at PriceWaterhouseCoopers, for the last 15 years he has been a practitioner delivering Price and Promotions capabilities to and for retailers. Working in senior roles in Buying and Marketing in retailers in the UK, he implemented the UK’s first ever price optimisation and successfully delivered multi-million pound price investment programmes. Founder and Chair of the Retail Pricing Forum in the UK, he is a visiting lecturer at both the University of Southampton and Warwick Business School in the UK and a regular contributor to Retail industry press on Price and Promotion matters. Current projects Howard is involved in span South Africa, Norway, Brazil, US and China.

Howard LangerGlobal Price & Promotions Practice, dunnhumby

Richard Hall is Senior Vice President for the global Performance Management Price and Promotion practice at Nielsen. In this capacity he is directly responsible for the design and development of Nielsen’s Revenue Management solution, which drives insights into all phases of the sales process to dramatically improve business performance. The Revenue Management solution uniquely embeds Nielsen’s advanced price and promotions analytics into an integrated set of software applications and supports them with a continuous service model to address trade promotion end-to-end.

Prior to joining Nielsen, Mr. Hall founded and led G4 Analytics where he developed an innovative sales planning and optimization solution which was ultimately acquired by Nielsen. Altogether, Mr. Hall has spent over 25 years helping companies use advanced analytics to improve business results. With the last 15 years focused on the consumer goods sector, he is a leading expert in sales planning, trade promotion management and retail execution.

He is a Bachelor of Arts graduate from the University of New Mexico and lives in Washington, DC with his wife and daughter.

Richard HallSenior Vice President, Trade Promotions, Nielsen

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