Commercial investment continues to climb, while visibility, alignment, and ROI remain fragmented across trade, pricing, retail media, shopper marketing, and category management. In this hour, Pam Brown, Jack Harnedy and a panel of RGM industry leaders will define Total Commercial Investment Optimization, the next chapter of Revenue Growth Management, and will share how leading CPGs are orchestrating every commercial dollar as one portfolio against the P&L. You will leave with a unified definition of TCIO and its building blocks, a clear view of where value leaks when functions operate in silos, the governance models that make orchestration work, and a practical 30-60-90-day plan to activate it. The takeaway is simple: TCIO is not about spending less, it is about making every commercial dollar work harder.
Featuring Industry Leaders:
Colin McQuay, Senior Director, Head of Strategic Revenue Management, Nestlé
Harry Ergan, Corporate Vice President, Revenue Management, Ajinomoto Foods
Kelly Rolader, Former Global Vice President, Revenue Growth Management, Data Science & Brand Protection, BIC