From Brand Builder to General Manager: Bringing P&L Discipline to Marketing
Marketing leaders aren’t lacking another dashboard or incrementality test — they’re missing a general manager-level view of the business.
Today’s marketers are expected to drive growth while navigating margin pressure, rising competition, changing consumer behavior and increasing retailer demands. In this environment, optimizing individual tactics isn’t enough. The real question is: which decisions actually improve the commercial profit and loss (P&L)?
In this 30-minute webinar, brand executives join Bradley Keefer of Keen Decision Systems and moderator Jackie Barba of Path to Purchase Institute to discuss how leading teams are running marketing with an end-to-end, GM-style mindset. The conversation will focus on setting profit and volume guardrails, making tradeoffs across price, promotion, retail media and brand investment, and connecting plans and forecasts to in-market signals and P&L outcomes.
Attendees will leave with a practical operating model and clearer questions to bring into planning and investment decisions.
Speakers:
- Brad Olsen, VP Marketing, Tree Top
- Tim Madigan, VP Customer Strategy, Glanbia
- Bradley Keefer, Chief Revenue Officer, Keen Decision Systems
- Jackie Barba, Senior Editor, Membership Content, Path to Purchase Institute
Sponsored by:
