Event Details

Thursday, February 9, 12 – 12:45 p.m. PT

Quick Bites: Generating Actionable Insights from Data Harmonization

The key to profitably managing and growing your business is understanding your performance across all channels. But how do you get a clear picture when you are working with several disparate data sources?

In this Quick Bites session, you'll hear from Bedrock Analytics along with several CPG sales & marketing leaders about how unifying multiple data streams can save time and improve outcomes. You'll learn how syndicated data, retail portal data, eCommerce, and distributor reports can be pulled together to get a clear picture of your performance and uncover insights that will help your business grow.

Hungry for more? Tune in to this virtual session from 12 - 12:45 p.m., then join us for an in-person kickoff meeting of our Sales & Marketing Forum at the Bedrock offices in Oakland later that day from 4:30 - 6:30 p.m. Details here "


  • Mary Tarczynski (Principal, Client Solutions Lead at Parabolic)

    Mary Tarczynski

    Principal, Client Solutions Lead at Parabolic


    Mary Tarczynski has 30+ years of experience leading cross-functional teams to build equity and drive sales for CPG brands including Coca-Cola, Kraft, Clorox and Campbell’s. She left corporate marketing to spend four years in emerging ad tech; then in 2016 co-founded Parabolic, a shopper marketing agency offering “ideas with trajectory” - integrated strategies, concepts and activations - to help established and emerging natural brands sell in and sell through at retail. Current clients include Diamond Foods, Good Foods, the Plant-Based Foods Association, Straus Family Creamery, Traditional Medicinals, and Weleda Skin Care.

    Mary is currently the Education & Networking Events lead on the Naturally Bay Area Board. She is an advocate for diversity in leadership and recently “retired” after 13 years of volunteer leadership with the Network of Executive Women (now called NEXTUp) in Northern California.

    She and her husband live in the Oakland Hills and are the proud parents of Brown University and UCLA grads and a current UC Santa Cruz student. When not working, volunteering, or traveling for fun, Mary can be found running or hiking on Bay Area trails.

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  • Michelle Potter (Senior Director Category & Business Development of Once Upon a Farm)

    Michelle Potter

    Senior Director Category & Business Development of Once Upon a Farm


    Michelle Potter has been finding creative ways to turn data into compelling and actionable insights for food brands large and small for the past 8 years. Michelle started her career within CPG Sales at General Mills, offering a best in class introduction to strategic, data-based selling and category leadership. This experience served her well when, in 2017, Michelle made the leap to Once Upon a Farm as part of their original sales team with a passion to reinvent Baby & Kid Food Categories. Starting as a Sales Director on a brand with limited data budgets and distribution, Michelle has first-hand experience launching an emerging brand to national scale, most notably across leading grocers such as Kroger and Publix. With a clear passion for insights, storytelling, and translating limited resources into leadership at retail, Michelle was given the opportunity to develop and lead Once Upon a Farm’s Category & Insights team, a role she has proudly occupied for the past 3 years.

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  • William Salcido (CEO of Bedrock Analytics)

    William Salcido

    CEO of Bedrock Analytics


    Will spent his career in category management, sales & brand management at Nestle, Novartis, Ghirardelli & Lindt before leaving his CPG career to start Bedrock in 2013.

    While at Lindt, he led an 11-country international implementation of a BI tool he developed and experienced firsthand what can happen at CPGs that have silos around data & insights. Enabling sales managers & non-analysts to access, explore and acquire insights from their data augments a company’s analytical abilities. Bedrock is the leading sales analytics platform for CPGs.

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  • Elissa Shewmaker (Director of Sales Strategy & Category Management at Kite Hill)

    Elissa Shewmaker

    Director of Sales Strategy & Category Management at Kite Hill


    Classically trained, entrepreneurial spirited 20+ year CPG industry veteran with experience ranging from PepsiCo to several disruptive and fast growing Natural/Organic brands. I'm passionate about leading strategy and customer relationships with simple and compelling data stories with a "less is more" approach. I'm a former San Francisco resident, and have strong Bay Area roots. I now live in Golden, CO and work for Kite Hill, a plant-based dairy company.

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