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The Minds Behind CPGToolBox


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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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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Kristoffer Tesch

Head of Implementation

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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Connie Whitehouse

Head of Customer Success

A career CPG professional, Connie Whitehouse has held key positions with manufacturers, suppliers and as a consultant in areas related to trade marketing, category management and market research. Connie’s customer service orientation began early in her career, which she began at Information Resources, Inc. Prior to CPGToolBox, Connie held various management positions with CPG manufacturers and built a private consulting business where she worked with CPG manufacturers across a broad range of categories and retail outlets.

In her capacity as Head of Customer Success, Connie is responsible for ensuring usability of the CPGToolBox solution suite and helping CPGToolBox customers gain maximum insights from application of the data and tools.

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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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Sean Gill

Director of National Accounts

Sean is an Enterprise SaaS Sales Executive with a preference for startups in high-growth mode. Selling enterprise level SaaS solutions since 2009, Sean has first-hand experience helping CPG companies solve their unique needs with best-in-class SaaS solutions. He enjoys working with “technology first” agile companies able to react to market changes more quickly than their competitors. Sean has been a part of two successful exit events at previous startups and is looking forward to contributing to the tremendous growth of CPGToolBox.

When not helping CPGToolBox be the best TPM SaaS solution in the market, you can find Sean volunteering as a coach for his son and daughter’s youth sports teams, going to the gym with his wife, playing competitive volleyball, rooting on his beloved Chicago Cubs and Indiana Hoosiers, and enjoying a good book on the beach near his home in Cary, NC.

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