I have been a principal, partner, and advisor for various organizations that focus on clearly converting business analytics into action and positive outcomes. My experience spans both research/consulting companies and client firms in markets around the globe. As a consultant, I had led the design, development, and market activation of several multi-million dollar services like MMA’s “Competitive Interaction Assessment” and IRI’s ”Assortment Drivers”. My marketing skills were shaped at The Coca-Cola Company while supporting CMO Sergio Zyman as he increased annual global sales from 9 to 15 billion cases during the nineties. Coke gave me a depth and focus that has repeatedly turned research data into actionable programs that sell more, more often, and/or at a higher price. My classical training was at Miami University’s Farmer School of Business and the Australian Graduate School of Management.Specialties: I have specialized in competitive interaction as a form of marketing response analysis to evaluate changes in 4P's strategies. This work concentrates on understanding the amount of sales exchanged between products due to marketing or "transferable demand". Outcomes have included optimizing new product launches or maximizing assortment plans for existing products/prices/promotions (trade and advertising) that focus on total portfolio sales and/or profitability.