Thursday, June 1, 2017
2:00-2:30 pm
Hall C

A Journey from Commodity to Brand

By attending this joint vendor-client session, the audience will gain insights into:

The session will examine how to develop a new strategy requiring continuous integration and alignment of key client stakeholders.
Key success factors that led to a collaborative approach include: defining the business challenge together, understanding how the client partner defines success and makes decisions, getting key stakeholders to think of potential strategic outcomes before the research starts, briefing agency partners that will be tasked with executing the strategy, and participating in the post-implementation.


Jackie Tenuta
Director of Market Development, Pulse Canada

In her role at Pulse Canada, Jackie leads market development initiatives in Latin America, Europe, North Africa, and North America.

Jackie Tenuta has a degree in Marketing from the University of Saskatchewan, and has worked in agriculture and food sector marketing for over 20 years.


John Chan
Managing Director, Pearl Strategy and Innovation Design

In his role at Pearl, John leads strategy and insight engagements for their client partners. John Chan is a big-picture thinker with a side-order of analytics. He has an HBA degree from the University of Western Ontario and brings over 20 years of diverse business experience from Tier 1 CPG companies in the areas of sales, marketing, innovation, insights, and strategic planning. Prior to starting Pearl, he developed his strategic acumen from his roles at Cadbury, Frito Lay, and Kellogg's. He has the unique ability to make complex issues simple. John is an experienced moderator and ethnographer.