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RGM Academy 

Promotional Effectiveness: From Calendar Execution to Managed Investment

Buynomics - RGM Academy - 2

Opens October 13.

Move from calendar-led promotion execution and reactive, deal-by-deal decisions to a single, disciplined investment system that balances ROI and efficiency for both manufacturers and retailers.

In this free course, we walk you through  the strategic role of promotions within the full RGM system across value creation, share defense, traffic generation, and demand shaping. Promotional effectiveness becomes a repeatable, data-driven system that protects margin and strengthens retail partnerships.

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Demonstrate Expertise in Promotion Effectiveness

The course and certification are free of charge. The Promotional Effectiveness: From Calendar Execution to Managed Investment course opens October 13, with certification opening October 27 and running through to November 13.

Inside the Course

Intro: Why Promotion Effectiveness Matters Now More Than Ever

Coming October 13

user-circle-check-thin (1)  Ivan Tretyakov
(Innovations Director, Buynomics, ex-Danone) and Kelly Rolader (ex-Global VP of Revenue Growth & Development, BIC, ex Coca-Cola)

01: The Strategic Role of Promotions in RGM

Coming October 13

user-circle-check-thin (1)  Kelly Rolader
(ex-Global VP of Revenue Growth & Development, BIC, ex-Coca-Cola)

02: Consumer, Shopper, and Portfolio Response

Coming October 13

user-circle-check-thin (1)  Ivan Tretyakov
(Innovations Director, Buynomics, ex-Danone)

 

03: Promo Architecture and Channel Strategy

Coming October 13

user-circle-check-thin (1)  Kelly Rolader
(ex-Global VP of Revenue Growth & Development, BIC, ex-Coca-Cola)

 

04: Trade Investment and Promo Planning

Coming October 13

user-circle-check-thin (1)  Ivan Tretyakov
(Innovations Director at Buynomics, ex-Danone)

 

05: Promo Economics and Value Creation

Coming October 27

user-circle-check-thin (1)  Michelle Roberts
(Head of RGM Analytics, Nestlé) and Ingo Reinhardt (Co-Founder & MD) Buynomics

 

06: Measurement, Analytics, and Decision Support

Coming October 27

user-circle-check-thin (1)  Michelle Roberts
(Head of RGM Analytics, Nestlé) and Frederico Romero (RGM Principal, Buynomics, ex-Deloitte)

 

07: Governance, Organizational Alignment, and Executive Decisions

Coming October 27

user-circle-check-thin (1)  Kelly Rolader
(ex-Global VP of Revenue Growth & Development, BIC, ex-Coca-Cola)

08: Bringing Promo Effectiveness into Practice

Coming October 27

user-circle-check-thin (1) Ivan Tretyakov
(Innovations Director at Buynomics, ex-Danone)

Promotion Effectiveness Certification Process

01

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Complete all modules

Work through expert-led modules covering the core concepts, frameworks, and tools needed for certification.

02

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Pass the assessment

Take a case-based multiple-choice assessment online, to demonstrate your understanding and ability to apply what you've learned.

03

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Get certified

Your submission will be reviewed, and you’ll receive your certification within 7 working days.

Featuring

Expert Speakers

Gain insight from industry leaders with extensive promotion and trade investment experience. Our featured course hosts bring:

  • Firsthand perspective on moving from spend-led to investment-led promotion planning.
  • Practical frameworks for balancing retailer partnership with margin discipline.
  • Real-world lessons on proving, or killing, promotions that don't pay for themselves.
Kelly Rolader_profile picture_circle

Kelly Rolader

Course Host
ex-Global VP of Revenue Growth & Development, BIC, ex-Coca Cola

Photo_Michelle Roberts

Michelle Roberts

Modules by
Head of RGM Analytics at Nestlé

ivan

Ivan Tretyakov

Director Product Innovation, Buynomics,
ex-Danone Head of PRGM

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Ingo Reinhardt

Co-Founder & MD Buynomics

Photo_Frederico Romero

Frederico Romero

RGM Principal, Buynomics, ex-Deloitte

Trusted by RGM experts worldwide

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"The Buynomics-developed RGM Academy course exceeded my expectations and stands out as one of the most well-structured and practical RGM-AI programs I’ve taken. The weekly modules were released in a clear, manageable rhythm, allowing me to steadily grow my AI knowledge in RGM throughout the program. Highly recommended!"

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Hasan Guliyv

Revenue Growth Manager & Category Manager, DACH at BIC

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"The Buynomics RGM Academy offers truly high-quality content, featuring well-respected industry RGM experts who deliver valuable insights backed by real-life examples. This made it easy to relate not only to the opportunities, but also to the real-world challenges around regulation, adoption, and data quality."

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Thiago Valsani 

Senior Director, RGM Solutions & Technology, Mondelez International

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"Buynomics’ RGM Academy sharpened my understanding of how AI can accelerate revenue growth. The Future-Proofing RGM with AI course clearly demonstrates how to move from static, post-event analyses to dynamic, predictive decision-making — enhancing pricing, promotions, and portfolio choices that drive measurable business impact."
 
 
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Bruno Bataille

Global Pricing & Revenue Growth Director, Coty

What This Course Covers

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The Strategic Role of Promotions

Promotions within the full RGM system: value creation, share defense, traffic generation, and demand shaping.

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Why and How Promotions Get Overused 

Why organizations overuse promotions and how to define their role by category and business model.

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Which Mechanics to Use, When, and Why

Which mechanics to use where, and whether they make money, lose money, or shift money.

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The Economics Underneath Every Promotion

Gross-to-net promotion P&L, baseline, lift, incrementality, forward buying, pantry loading, cannibalization, switching, and halo, and when a promotion is accretive versus dilutive.

 

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Allocating Spend and Controlling the Lever

Apply a structured PPA framework to navigate inflation and shrinkflation, turning macro pressure into deliberate, value-preserving decisions.

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Measuring, Reviewing, and Governing the Lever 

Baseline forecasting, pre-, during-, and post-promotion review, promo versus price elasticity, test-and-learn design, and the decision rights, guardrails, and incentives that determine when to promote and when not to.

 

Expert Promo Insights

Tool Spotlight: How to Reduce Promo Pressure Without Losing Volume in 2026

Join Ivan Tretyakov (Director of Product Innovation at Buynomics, ex-Danone) and Adam Hartnell (Principal Sales Engineer at Buynomics, ex-Pernod Ricard, ex-Unilever) as they walk through how to design and test a promo strategy that reduces promo pressure

Watch Now
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Looking to Make Better RGM Decisions, Faster?

Buynomics' software serves as a single source of truth for all shopper-centric decisions on pricing, promotion, mix, trade terms, and portfolio.

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2-4% profit
impact*

Achieve up to 4% higher profit in your business by making more shopper-centric commercial decisions.

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Up to 95%
predictive accuracy*

Gain insights you can trust. Buynomics is the only solution that forecasts shopper behavior with up to 95% accuracy. 

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80% faster
decision-making

Reduce the time spent on manual analysis by up to 80%. Integrate various data sources and get best-in-class predictive accuracy.

 

 

*Depending on data quality and completeness