Getting your product on shelves is no small feat. Not only does it require you to manage sales agents and distributors, but it also necessitates a clear understanding of trade spend. From slotting and Freefills to Every Day Low Price and coupons, trade spend can get confusing, not to mention how all of this factors into your product margin.
In this session, experts from Propeller Industries demystify trade spend and deductions for CPG brands selling, or gearing up to sell in retail. Lucas, Justin, and Jenn will introduce the common terms and lingo that you’ll encounter as you launch your products with distributors and retailers. They will also explain the importance of trade spend in growing your brand, expanding your sales, and increasing the value of your business.
If you’re an early stage CPG founder, be sure to tune into this session to acquire exclusive tips on setting up your company to be successful with trade spend and deductions! You will also have the chance to ask Lucas, Justin, and Jenn your most pressing questions as they relate to trade spend.
Speakers
Lucas Barrowman, Vice President of Global & Strategic Initiatives
Over the past 15 years, Lucas has partnered with founders and executives to build their companies, blending expertise across Finance, Accounting, Operations and HR. Prior to Propeller, Lucas worked with fast-growing private and public companies. He held several high-profile roles in R&D and Operations at Chipotle Mexican Grill as the company doubled in size. Before joining Chipotle, he served in several senior-level finance and business development positions at venture-backed startups in the Bay Area. Early in his career he worked in Corporate Financial Planning & Analysis and as a Management Consultant with KPMG Consulting.
Justin VanAntwerp, Vice President of Finance at Propeller
Justin began his career as a file clerk at Lucasfilm Ltd. in SF where he quickly discovered a passion and talent for accounting. As a leader in the entertainment licensing industry, Lucasfilm provided him with the opportunity to develop his accounting aptitude in many areas including royalty accounting, AP and AR management, and account reconciliation. While working at Lucasfilm, Justin began the CPA certification process and is currently in the process of taking the licensing exams.Prior to joining Propeller, Justin had another position in the licensing industry at entertainment giant Viacom. As financial analyst there, he helped to drive the implementation of new tools for analyzing financial data.
Jennifer McCoy, Senior Director of Trade Spend
Jennifer joined Propeller in 2017 with over 20 years of finance experience and extensive knowledge of operations and compliance in the retail industry. She is now the Senior Director of Trade Spend and helps clients make smarter sales and financial decisions that allow them to extend their runway, enhance forecasting, and scale revenue more effectively. Jennifer has a passion for helping clients recoup money and has helped build a team to create analytics to dig into this data. She began her career at a manufacturer and distribution company where she managed daily operations. She then held numerous positions for over 18 years, developing a deeper understanding of supply chain, trade promotion and deduction management with sales team and brokers.
About Propeller Industries
Propeller Industries is the leading strategic financial advisory firm empowering ambitious companies with confidence, clarity, and community to build their greatest financial vitality. We partner with venture-stage companies to bring them the financial solutions and muscle to grow efficiently. Our clients are armed with a financial team with all the right skills at all the right times to know their business better, helping them to see around corners and sleep better at night.
