Field notes on Revenue Growth Management
Articles, frameworks, and case studies from the frontlines of FMCG commercial strategy. Grounded in practitioner experience, cited against the literature, and written for the people who actually have to pull the levers.
Dear Agent: A Brand's Guide to Selling to Software
Agentic commerce puts an AI agent between you and the shopper, and your human playbook breaks.
How Brands Really Grow: Easy to Buy, Not Easy to Love
Growth comes from more buyers, not deeper loyalty, and most marketing targets the wrong people.
GLP-1 Is Restructuring Grocery. Your Portfolio Does Not Know It Yet.
A weight-loss drug is now a demand signal, and it is reshaping the basket you sell into.
The Consumer Came Back. They Came Back Different
Spending split in two, and managing your brand to the average shopper now bleeds profit.
Eating the Tariff
Tariffs hit the cost line, and a blanket price rise is the costliest way to answer.
The Squeezed Middle
Shoppers are trading down and trading up at the same time, and the bill lands on the brands parked in the middle of the shelf.
Which RGM Lever to Pull First: The Decision Tree for Pricing, PPA, and TPO
Five questions that tell you whether to move price, pack, or promotion first.
Retail Media Networks: The $184B Question
Retail media is now negotiated inside the Joint Business Plan, not beside it.
Private label hit 23% in the US and 50% in Europe. Three ways brands are fighting back.
Cutting price to match private label almost never pays back. The Heinz UK numbers show why.
The Case for Ending Half Your Promotional Plan
Five questions that split your promo calendar between events to kill and events to shrink
On-Invoice or Off-Invoice: Where the Trade Dollar Actually Lands
Why on-invoice trade dollars often build retailer margin, not shopper price
Why Your Entry Pack Is the Most Under-Managed SKU in Your Portfolio
The cheapest pack in your portfolio runs most of your trial funnel.
Why BOGO Is Dying, and What Works Instead
Three forces retired BOGO between 2014 and 2026. Better mechanics are available.
When Matching a Competitor's Price Cut Destroys Value (And When It Saves Your Share)
Five questions before you match, and the arithmetic that answers the last one.
Shrinkflation vs Price Rises: Which One Is Actually Working in 2026?
The quiet pack shrink is over in Europe. Retailers and regulators made sure of it.
NRM vs RGM: Same Discipline, Different Owner
The label tells you where it reports. The capability gap tells you whether it works.
Why CPG Promotions Destroy Value (And the Three Metrics That Prove It)
The sell-in scorecard measures the wrong thing; three numbers measure the right one.
What Is Revenue Growth Management (RGM)?
Six levers, not one, and most companies are only using two of them.
The Great RGM Reset: From Price-Led to Volume-Led in 2026
Three years of price extraction exposed a volume capability the industry does not have.
Why 1% More in Price Beats 5% in Volume
A 1% price gain moves operating profit by about 11%, far more than volume.