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Revenue, Engineered: What It Takes to Mature RGM with Kelly Rolader

Kelly Rolader (ex-BIC, ex-Coca-Cola) breaks down what separates organizations that make RGM a real commercial capability from those that don't.

In this interview, Kelly Rolader draws on 20 years at Coca-Cola and her experience building RGM from scratch at BIC.

Kelly sits down with Tim Schneider, Head of Partnerships & Sales Engineering at Buynomics, to answer the questions that matter most to commercial teams right now. Watch her discuss what it takes to make RGM stick, where the gap between strategy and execution opens up, and what role AI should play in RGM today.

Three Things That Make RGM a Real Capability

Kelly is clear about what's required to make RGM a Real Capability.
Whether you're scaling an established function or building one from scratch, the same three conditions apply:
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Leadership investment

Organizational commitment starts at the top. At Coca-Cola, that meant a mandatory program for every business unit president globally. At BIC, it meant leadership recognizing that CPG was moving toward RGM and choosing to invest ahead of the trend.

"Leadership really needs to invest in the success and adoption of RGM." 

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Stakeholder language

RGM expertise in isolation does not drive change.
The ability to translate commercial logic into terms that finance, sales, and operations can act on is what moves decisions forward.


"Your RGM experts need to put the value of RGM in the terms of their stakeholders, terms that they understand."

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Simplicity

This is not about reducing rigor. It is about building enough shared understanding that RGM stops being a specialist function and becomes a way the whole organization thinks.


"We need to make the concepts of RGM easy to understand so everybody across the organization can adopt them." 

 

— Kelly Rolader
(RGM Leader, ex-BIC, ex-Coca-Cola) 

AI in RGM: Table Stakes, Not a Trend

For commercial leaders evaluating where to start, Kelly points to three priorities:

Use AI daily.
Adopting AI-enabled tools in RGM is no longer optional; the question is whether your organization is using them as a matter of routine.

Invest in tools with AI already built in.
Rather than building from scratch internally, leaders should look for platforms where AI capabilities are already embedded and balance them with what their own teams develop over time.

Stay current.
AI is changing fast enough that standing still is a choice. Keeping a close watch on where the technology is heading is part of the job now.

"Our leaders need to invest in tools like Buynomics that already have AI built into them."

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Kelly Rolader, RGM Leader, ex-BIC, ex-Coca-Cola

"Are the recommendations the RGM team is making feasible, meaning can the organization truly execute it?"

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Kelly Rolader, RGM Leader, ex-BIC, ex-Coca-Cola

Where Companies Break Between Strategy and Execution

The gap between a sound RGM strategy and actual commercial results is rarely analytical. It comes down to two things: whether the recommendations are ones the organization can realistically act on, and whether leadership is behind them.

Kelly Rolader shares how to turn AI-driven RGM insights into action.

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Webinar - Data-Driven RGM with BIC
"That's the time when you need to slow down to go fast. Start small, focus on one or two things that are really going to drive value for your organization and get them right."

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Kelly Rolader, RGM Leader, Ex-Coca-Cola, Ex-BIC

In a Volatile Market, Start Small

When the environment is uncertain, the instinct is often to do more. Kelly's advice is the opposite. Pick one or two levers that will drive genuine value for your organization, get them right, and build from there.

If private label pressure is the primary challenge, pricing and assortment come first. Once momentum is established, the other levers follow.

Make better RGM decisions, faster!

Run agent-based simulations with Buynomics’ Virtual Shoppers AI to optimize all revenue levers, capturing cross-effects, cannibalization, and competition.

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Profit impact*

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Predictive Accuracy*

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Faster Decision-making

*Depending on data quality and completeness

What our customers say

Buynomics x Danone - 1

If you're serious about unlocking RGM, Buynomics is the tool to help you get there. It drives standardisation, harmonisation, and simplification across the markets, unlocking decision-making in a fast, repeatable way, making RGM the growth pillar for profitable growth solutions in the market."

Niels Bultman

Global Director RGM, Danone
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Buynomics - Dr Oetker - 2

We’re using the Buynomics platform internally to war game and investigate different scenarios if competitors stepped up, helping us understand what that would mean for us, the category, and the retailer.”

Emma Swiers

Executive Manager Net Revenue Management at Dr. Oetker
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Buynomics x Net Revenue Manager Group Head - 2

Buynomics helps us optimise our portfolio to drive volume growth, not just cash. Now we can evaluate the impact on profit and revenue within the tool in hours."

Tino De Oliveira

Head of Net Revenue Manager, The Compleat Food Group
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Buynomics x Lindl - 2

Buynomics is a one-stop shop for modeling pricing, promotion, and PPA. We can run multiple scenarios very quickly and get key outcomes, and the platform is extremely intuitive to use."

Emily Dixon

Senior Revenue Growth Manager, Lindt
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Buynomics x Pladis - 2

Now we actually have a tool that is founded in data, that uses AI, that has all of the virtual shoppers that are out there being modeled around what the impact might be if we take these actions."

Mike Giambra

Head of Commercial Strategy, Pladis
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