Rick Pensa advises consumer package goods (CPG) companies on how to drive increased return on their trade promotion spending investment. Rick has been a CPG professional for over 44 years holding positions in sales, sales management, trade marketing, and consulting to the CPG industry.
He has worked with over 60 CPG companies in such diverse categories as beverages,
produce, OTC products, snacks, frozen foods, tobacco, and hardware, bringing a breadth of experience to his clients’ trade promotion problems. Rick is also skilled in category management, consumer segmentation and targeting, geo-demographic data visualization, and sales force automation.
Rick founded Insight, Information & Consulting Services in 1998 and is a co-founder of CPGToolBox.com, LLC. He has spoken extensively, blogs, and shares his position on the use and interpretation of trade promotion metrics.
Rick Pensa
VP Trade Spend Analytics
Rick is an seasoned hand in trade promotion analysis and a pioneer in “see your data at work” evaluation. For Synergy clients his expertise provides the ultimate in trade promotion analysis and management with clearly defined and measurable “financially beneficial” results.
- Promotions trade marketing and sell though
analysis
- Market research, intelligence, and sales
promotion analytics
- Data in motion
- Retail “center store” manufacturer and
distributor relationships
- Co-partnership opportunities with retail
partners
- Trade promotion software and management
