Recap of the Trade Marketing: Next Generation webinar

On Wednesday 13 October the webinar “Trade Marketing: Next Generation” took place, focused on how today's business challenge — sharpened by the pandemic — is one of high resilience and the agility that goes with it as an answer to market competition. That challenge rests on two fundamentals: organizational culture and the “right” technology to boost productivity.

The virtual event, held over Zoom, was designed for directors and managers in Commercial, Trade Marketing, In-store Execution, On/Off Premise and KAM roles across consumer goods, retail, distribution and outsourcing/BPO.

The event opened with a talk titled “Trade marketing as part of the productive commercial model”, focused on trade marketing's role in the commercial cycle and its critical interaction points. It was given by Jorge Ponce (Mexico), a trade marketing expert and consultant.

The second part was an expert panel called “Technology as the driver on the road to the next generation of trade marketing”, taking a digital view of the trade marketing operation from the data retail produces.

That part was led by Jorge Ponce and Marcelo Da Silva (Uruguay), Modern Channel Sales Manager at Mondelēz International. The panel was moderated by Alejandro Moreno (Colombia), an expert in technology and digitization.

Here is the recording of the event so you can watch it again: