The Minds Behind CPGToolBox

Experienced executives in CPG will change the way you think about Trade Promotion Management.

Rick Pensa


Rick is a Consumer Packaged Goods professional spending more than four decades in the areas of sales management, trade marketing and consulting. Rick developed one of the industry’s first trade promotion planning and spending tracking programs in 1989. This tool tracked $450 million of trade spending, managed the settlement of all promotion payments, provided an electronic deduction management tool and was implemented on 150 sites.

In May 2012, Rick was part of an industry group of CPG and professionals that started CPGToolBox.  The firm dedicated itself to the CPG space and the development of relevant sales, promotion and marketing tools built on the platform. In a three year time span, CPGToolBox has grown sales by triple digits.

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Mark Litherland

Chief Architect

Mark is an expert in collaborative application design and architecture. For 20 years, he has been designing solutions that allow people in widely dispersed locations and across multiple skill sets to manage complex projects on time and on budget. The last 10 years have seen a shift toward cloud applications, and Mark has been heavily involved with and their platform to create tailored solutions.

In May of 2012, Mark co-founded CPGToolBox and spearheaded the development of the CPG industry’s first 100 percent cloud-based, enterprise-level Trade Promotion Management system.

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Kristoffer Tesch

Director – Client Services

Kristoffer has a dynamic background as a result of 14 years in the CPG industry. During his career, he has developed a unique skillset through hands-on involvement with each player that defines the complexity of the CPG landscape. Kristoffer has worked alongside retailers, the broker community and manufacturers of all sizes to implement organization-wide processes and communications to more effectively manage and execute trade planning.

Prior to CPGToolBox, Kristoffer held various leadership and operational roles specializing in Retail Execution, Product and Process Management as well as Headquarter Client Management at CROSSMARK.

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Peggy Barrington

Chief Operating Officer

Peggy has served as the COO of CPGToolbox since 2012. She oversees daily operations and is responsible for driving solutions for all of CPGToolBox’s internal processes ensuring the company runs as efficiently as its technology solutions. With over 20 years of experience working in finance and business operations, Peggy holds a B.A. from Oglethorpe University in Business and Behavioral Science and completed her Paralegal studies at Emory University.

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April Shewchuk

Director – Project Management Office

April is a seasoned technology portfolio manager and risk mitigation strategist with a proven track-record for implementing and delivering high-performance solutions on-time and on-budget. With 17 years of project management experience, April is known for cultivating efficiency and improving the bottom line.  She is proficient at motivating and overseeing vendors, partners, customers, consultants, and off-shore resources to build high-functioning organizations.

Prior to CPGToolBox, April held program management positions at Pfizer, Merck, and Cisco where she developed a strong focus on customer centricity and perfected her ability to manage a matrix of global teams, projects and programs simultaneously.

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Rafael Magaña

Director-Project Delivery

Rafael is highly knowledgeable in reporting analytics, benchmarking analysis, and software solution integrations. He created a career working in the software industry and developed a passion for both the Consumer Goods industry and the Salesforce platform. During his tenure at a global CPG company, Rafael lead, operated and championed the CPGToolBox Trade Planner TPM solution. His insider knowledge and advanced skill set surrounding the Trade Planner solution has enhanced his ability to execute and deliver projects that enhance reporting analytics.

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Ron Ariana

Chief Revenue Officer

Ron is a recognized leader in the enterprise software industry.  With 30+ years of experience, and roles in emerging, high-growth, and established companies, Ron has grown and led teams across ERP, CRM, Supply Chain, BI, and analytics areas which provide the requisite background and insights for CPGToolbox’s Trade Promotion solution.

In his capacity as Chief Revenue Officer, Ron is responsible for the go-to-market strategy, business development, and overall sales and marketing execution.

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