Andy Rowles

Andy is a salesman, marketer and coach in the Consumers Packaged Good (CPG) industry with almost 30 years of experience on both the client and agency side.  Andy spent over 20 years with Kellogg Company and then several years with marketing technology agencies specializing in digital couponing and media.  Depending on the role, Andy found ways to make or save his companies money through improving processes, contract negotiations, trade investment optimization and data-based strategy planning and execution.  Andy understands the CPG landscape having worked across Retail Grocery, Mass, Club, Dollar and even spending the last five years of his Kellogg career building out their eCommerce department from its beginnings.  He focused on omni-channel and pure play development, earning the 2018 Best In Class Supplier Award from Kellogg Company’s second-largest pure play customer.

Andy has served in a variety of roles to build and apply his knowledge of the CPG industry including sales strategy, trade promotions, category management, shopper marketing as well as in-store and online merchandising. 

Andy’s areas of expertise are:

• Trade investment – Andy served on the Pop-Tarts brand for several years in Customer Marketing as well as working with major retailers in field sales, finding the efficient level of investment for new-item launches, in-store displays and trade promotions.
• Process Optimization – Andy sees the big picture and collaborates cross-functionally with departments that are core to success with customers: Marketing, Logistics, Finance and Supply Chain, for example.  While at Kellogg he has lead projects with processes still in place today that have both increased sales and decreased investment through his thorough analytics and understanding of the business while collaborating with key stakeholders.
• Customer Development – Andy has cold called and built client relationships across multiple industries.  He understands the tools and resources customers need to get their business or product off the ground or to merely take it to the next level.  His consultative approach leads customers to evaluate options and resources they may not have previously considered which ultimately leads them to efficient investments and processes to advance their business.
• Digital Media – On the agency side, Andy worked back with major CPGs to strategize and implement the best digital solutions for their products.  He has sold various digital solutions at the national and retail media network levels including digital couponing, social influencer media, paid search, full-funnel media from awareness to shoppable and also dynamic video.
  

Andy earned his MBA from Michigan State University.  He and his family live in southwest Michigan where they are active in their community.  Andy leads the Usher and Security team at his church, serves on the board of directors for Goodwill Industries of Southwest Michigan as well as the advisory board for the Humane Society of South Central Michigan.