The Promotion Optimization Institute Announces Enrollment for the Certified Collaborative Marketer Credential

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Retail and Consumer Packaged Goods (CPG) Industry’s only certification in collaborative marketing begins 16 week session on December 3, 2014

What was also great about the CCM program was that we were able to learn not only from experts but were also able to collaborate closely with our peers, which has created a strong network for all of us.

The Promotion Optimization Institute (POI), the leading resource for trade marketing and merchandising executives, announced today that enrollment for the Certified Collaborative Marketer (CCM) ™ credential is now underway. The next class begins December 3, 2014 at Saint Joseph’s University with instruction available both online and at several university locations. The CCM credential is 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. Win Weber, chairman and CEO of Winston Weber Associates will lead the graduate session during the CCM orientation.

The POI designed the CCM credential specifically for retail and consumer goods, sales, marketing, and merchandising professionals and their organizations who are interested in manufacturer and retailer inter-organizational collaborative goals through predictive planning, executing, analysis, pricing and promotion, leadership, and decision support. The POI Education Advisory Board has overall responsibility for evaluating and validating the CCM curriculum. The Board consists of between twelve and fifteen members representing academia, retailers, manufacturers, and solutions experts.

"Achieving my CCM credential through the POI was a great experience all the way around. Through this program I was able to learn firsthand from collaborative planning experts the techniques, tools and approach for analyzing and building effective marketing, promotions, sales and merchandising strategies that I can begin to implement immediately to enhance both my company as well myself professionally," said Alexander Jablokov, customer service analyst - retail perimeter at Campbell Soup Company.

"What was also great about the CCM program was that we were able to learn not only from experts but were also able to collaborate closely with our peers, which has created a strong network for all of us. I look forward to applying what I learned in my new role and moving up in the organization using what I learned in the CCM program.”

“One of the accomplishments we are most proud of is how quickly our graduates are able to implement what they have learned throughout the CCM program. At our recent “Collaborative Promotion Optimization and Continuous Improvement Summit,” Jim Hertel, POI Advisory Board Member, and the managing partner of Willard Bishop, led a class on “CCM – Collaborative Cultures and Strategies,” said Michael Kantor, CEO of the POI.

During the 16-week self-directed CCM program, expert faculty are available to teach candidates the key collaborative skills that drive mutual success in serving a shared shopper/consumer. Over 90 percent of the program is online. The program begins by exploring how organizations develop and implement a collaborative culture and strategy. Next, core functional areas of business are explored –from forecasting, trade marketing, to merchandising, pricing, supply chain and predictive analytics- providing candidates a solid understanding of each function and how it contributes to internal alignment, and trading partner collaboration success. CCM graduates and candidates include sales, marketing and merchandising executives from Walgreens, Norseland, Inc., Pinnacle Foods, 7-Eleven, ESM Ferolie, Hormel, Delhaize America, GMCR, Campbell Soup, and Continental Mills, and others.

Benefits of a Certified Collaborative Marketer (CCM)
-- CCMs will have the knowledge of pricing, promotion, fused with important related disciplines. Additionally, CCMs will be able to 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 graduate 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

About the Promotion Optimization Institute
POI brings together manufacturers, retailers, solution providers, analysts, academics and other industry leaders. Members 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 mkantor(AT)


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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Theresa Smith
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