The Promotion Optimization Institute’s Certified Collaborative Marketer Credential Launches

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The Retail and Consumer Packaged Goods (CPG) Industry’s only certification in collaborative marketing begins 16 week session with capacity enrollment.

Certified Collaborative Marketer

"We are excited that our inaugural orientation at Saint Joseph’s University was an overwhelming success for both our retailer and manufacturing CCM candidates," said Michael Kantor, CEO of the POI

The Promotion Optimization Institute (POI), the leading resource for trade marketing and merchandising executives, announced today that instruction is now underway with capacity enrollment for the Certified Collaborative Marketer (CCM) ™ credential. The CCM credential, the Retail/CPG industry’s only advanced professional certification in trading partner collaboration created by the POI in partnership with Dr. John L. Stanton at Saint Joseph’s University, is designed specifically for retail and consumer goods’ sales, marketing, and merchandising professionals and their organizations interested in manufacturer and retailer inter-organizational collaborative objectives in predictive planning, executing, analysis, pricing and promotion, leadership, and decision support.

“CCM was an outstanding experience, given the range and the depth of details the team presented,” said Dave Crisman, Lead Analytics, Communications, Media Center of Excellence at Mars.”Before beginning the course I would not have considered all the facets of collaborative planning that were brought to my attention through the curriculum. CCM teaches from a mutual growth perspective on how to dig into the details and get the most out of people, the collaborative processes, and price, promotion and optimization. The course leaders are truly exceptional, and I highly recommend this program to anyone across sales, marketing, and merchandising from retail or CPG.”

During this 16-week self-directed program, with 90% of it being online, expert faculty are available to expose candidates to the key collaborative skills that drive mutual success in serving a shared shopper/consumer. The program begins by exploring how organizations develop and implement a collaborative culture and strategy. Next, core functional areas of business are explored –from sales to marketing, to merchandising, pricing, supply chain and finance- teaching candidates a solid understanding of each function and how it contributes to trading partner collaboration success. CCM candidates include trade marketing and merchandising executives from DUANEreade part of the Walgreens family of companies, Mars, Pinnacle Foods, 7-Eleven, ESM Ferolie, a member of Beacon United, and Campbell Soup.

“We are excited that our inaugural orientation at Saint Joseph’s University was an overwhelming success for both our retailer and manufacturing CCM candidates. Each candidate expressed that their expectations have been exceeded and will bring them new skills including the ability to better leverage data, technology, relationships and value to their organizations,” said Michael Kantor, CEO of the POI. “We are now enrolling new candidates for the next session of the CCM credential beginning on December 4, 2013.”

Benefits of a Certified Collaborative Marketer (CCM)

  •     CCMs will have the knowledge of pricing, promotion, fused with important related disciplines and demonstrate the ability to integrate this information into joint business planning
  •     CCM is the only designation directly related to marketing and merchandising collaboration, serving a complex and ever-changing retail environment
  •     The CCM program is designed to develop collaborative business competency and mastery of the executive level skills needed to add value, drive trading partner performance, and build quality pricing and promotion practices within and between organizations
  •     A CCM gains expertise in implementing promotion optimization strategies and becomes well versed in understanding the mutual key performance indicators that drive brand, category and store profitable growth
  •     By becoming a CCM executives demonstrate his or her commitment to collaborative practices and personal professional development

“The POI CCM delivered superior breadth and depth of knowledge during the orientation and online lectures,” said Teri-Anne Foster, Director of Marketing, ESM Ferolie, a member of Beacon United. “The hands on work with course leaders and trading partner teams during the orientation provided an even stronger understanding on all sales, marketing, and merchandising collaboration strategies and execution. Additionally, the analytical and real-world skills development that is covered not only will help all attendees grow but will also position companies and trading partners to achieve greater success.”

Registration for the Winter 2013 CCM Program

Enrollment for the next session of the CCM program is now available on the POI web site. Classes begin on December 4, 2013 at Saint Joseph’s University with instruction available both online and at several university locations.

About the Promotion Optimization Institute
POI brings together manufacturers, retailers, solution providers, analyst, academics and other industry leaders. Member of the POI share cross-functional best practices in both structured and informal settings. Additionally, members benefit through our industry alliances, the Certified Collaborative Marketer (CCM) curriculum and certification, industry leadership events, and the Promotional Collaborative Capability Matrix (PCCM). POI aims to instill a financial and metrics-based discipline not typically found with other trade groups. The goal of our innovative approach is collaborative promotion optimization. The focus is on the customer/shopper through sales, marketing, and merchandising strategies. POI is based in West Nyack, New York. To learn more about the POI including how to participate in research, how to register to attend or sponsor events, and how to engage with leaders on the CCM, visit or email info(at)poinstitute(dot)com.


The Certified Collaborative Marketer (CCM) ™ is a trademark belonging to the Promotion Optimization Institute. All other trademarks are the property of their registered owners.

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