Dan L.

Most retail reports show what happened. I help CPG brands understand what it means — and what to do next. I build practical retail analytics tools, Excel dashboards, KPI scorecards, trade promotion trackers, deduction trackers, broker scorecards, and decision tools for CPG brands, retail teams, founders, brokers, distributors, and operators who need more than another spreadsheet. My work is built for teams that have data but still struggle to answer questions like: What should we fix first? Which retailer needs attention? Which promotion actually worked? Where are we leaking margin? Which deduction issues keep repeating? Which distribution gaps matter most? Is our broker or distributor activity producing results? How do we turn retail data into a better sales story? I bring deep experience in CPG, retail strategy, category management, trade marketing, promotion analysis, broker management, sales strategy, retail execution, customer-level economics, and founder advisory work. I have worked across mainstream CPG, natural and better-for-you brands, retail operations, category management, and entrepreneurial brand growth. My background includes building retail tools, scorecards, distribution trackers, promotion analysis systems, KPI dashboards, and category stories that help teams make clearer decisions and compete with larger, better-funded brands. What I can help with: Retail sales dashboards Excel-based decision tools Trade promotion ROI trackers Broker and distributor scorecards Retail execution scorecards Deduction tracking tools Distribution gap analysis Customer-level profitability views Retailer-ready sales story analysis Category and competitive opportunity maps Founder-friendly KPI reporting My approach is simple. First, I work to understand the business decision the tool needs to support. Then I look at the data you already have. Then I help turn that data into a clear, practical, usable tool that makes the next decision easier to see and easier to defend. I do not build dashboards just for the sake of reporting. A dashboard should help your team focus. A tracker should help your team act. A scorecard should create accountability. A promotion tool should help protect margin. A deduction tracker should help identify root causes. A sales dashboard should help you understand where the real opportunity is. The spreadsheet is not the product. The decision is. If your team has reports, spreadsheets, retailer portals, broker updates, promotion files, distributor reports, or deduction data — but still debates what to fix first — I can help turn that information into a practical decision tool your team can actually use. My goal is simple: Make the data easier to understand. Make the decision easier to see. Make the next step easier to defend. My most relevant training has come through decades of hands-on work in CPG, retail, category management, trade marketing, sales strategy, broker management, analytics, and founder advisory work. I also hold the Certified Professional Strategic Advisor (CPSA) credential and have built practical retail tools, scorecards, dashboards, and decision systems for brands navigating growth, margin pressure, trade spend, retail execution, and category strategy.