Date 20th - 21st July, 2009

Location The Stanford Court (a Renaissance Hotel) San Francisco, California, USA

Event overview

The Trade Promotion Management Associates (TPMA) conference brings together thought leaders and successful practitioners from retail, manufacturing, service providers and consulting. It will open up opportunities for collaboration through case studies, panel discussions and presentations. The conference showcases the latest technologies to foster collaboration and drive trade promotion effectiveness.


Session details

Session Title

Building the Foundations for P&G's World-Class, Collaborative Trade Promotion Management Program
The Right Data, in the Right Place, at the Right Time - Globally


20th July 20, 2009


08:40 PST


Javier Cordero, Section Manager, Portfolio Planning Leader Health and Well Being, Global Business Services, Procter & Gamble

Session Description:
Different languages, levels of economic development, style of retail operations and market fragmentation create layers of trade promotion management complexity. Procter & Gamble (P&G), which distributes products and conducts trade promotion activities in approximately 180 countries, is an ideal example to demonstrate the complexity involved in trade promotions.

This session discusses how P&G is building the foundations of a collaborative trade promotion process by ensuring that the right data is in the right systems globally without overburdening the sales force.

It showcases how P&G is creating - on a global basis - a more collaborative back-end with key partners. Learn how P&G laid the groundwork for trade promotion optimization and advanced analysis to identify and multiply the most successful programs.

Speaker Profile

 Javier Cordero

Javier Cordero defines the vision and leads the implementation of Procter & Gamble’s trade promotion management services. He joined the company in 1993 and has more than 15 years of experience in sales processes and systems optimization. At Procter & Gamble, he has led the first sales force automation processes in Latin America. He was also in charge of sales and marketing systems in Latin America. In 2002, he moved to the company’s global headquarters to revamp the customers’ financial processes. Javier returned to trade promotions in 2004.

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