Trade spend
You spend millions on promotions. How much of it actually works?
Trade spend is often the second biggest line in the business and the least understood. I help you see what it is buying and move it toward what pays back.
The problem
Trade money goes out the door against deals that were agreed last year, or the year before, and quietly renewed ever since. Some of it drives real volume. A lot of it simply funds purchases that would have happened anyway, or trains shoppers to wait for the next deal. Without a clear read on return, the safe choice is always to keep spending, and the bill keeps growing.
What I do
Spend visibility
I bring all your trade investment into one view, so you can finally see what each dollar is meant to do.
Return on the deal
I work out which activity pays back and which only looks busy, in numbers your team can trust.
Reallocation
I move money off the deals that do not work and onto the ones that do, without blowing up customer relationships.
I moved 2.1 million in trade spend toward higher return activity and lifted blended promotional return from roughly 1.2 times to 1.4 times.
How it works
Read
I pull your trade spend and sales together and measure what each deal actually returns.
Rebuild
I redesign the calendar and the deals around return, with guardrails everyone understands.
Hand over
I give you a simple scorecard so the discipline holds after I am gone.
Who this is for
This is for a business where trade spend has crept up year after year, where deals get renewed out of habit, and where nobody can say with confidence what the money is buying. If that is you, the first pass usually finds money you did not know you had.
Curious what your trade spend is really returning?
Start with a short, honest read.
Start a health check