How We Help

Categories

Company

Contact Us

We help suppliers and retailers work better together

Today’s teams are stretched thin, and expectations haven’t slowed down. Our team is passionate about helping suppliers build stronger partnerships by using data and advisory services to define what great looks like to your retailers, where you stand, and how to close the gap. Success depends on aligned, capable partnerships—and the outcome is better coordination across teams, strategies, and stakeholders.

Meet the US Client Leadership Team

Our strength is our people—curious, collaborative, and deeply experienced. With ​expertise in CPG, retail, data, and advising, and a track record supporting Fortune 500 companies, our team leads with humility, listens first, and tailors solutions to each business we work with.

Chris Biegel
Director of Client Strategy

Strategic retail analytics leader with a proven track record of using data to drive category growth, optimize assortments, and strengthen supplier-retailer collaboration.

Chris Biegel
Director of Client Strategy

Strategic retail analytics leader with a proven track record of using data to drive category growth, optimize assortments, and strengthen supplier-retailer collaboration.

Chris Biegel
Director of Client Strategy

Strategic retail analytics leader with a proven track record of using data to drive category growth, optimize assortments, and strengthen supplier-retailer collaboration.

Angie Larson
Director of Client Strategy

Results-driven retail leader with deep expertise in category management, supplier collaboration, and leveraging data-driven strategies to drive sales and optimize product performance.

Angie Larson
Director of Client Strategy

Results-driven retail leader with deep expertise in category management, supplier collaboration, and leveraging data-driven strategies to drive sales and optimize product performance.

Angie Larson
Director of Client Strategy

Results-driven retail leader with deep expertise in category management, supplier collaboration, and leveraging data-driven strategies to drive sales and optimize product performance.

Tracy Lord
Director of Client Strategy

An experienced retail and analytics leader with a strong background in partnering with suppliers, Tracy brings a wealth of retailer-supplier insights to the table for clients.

Tracy Lord
Director of Client Strategy

An experienced retail and analytics leader with a strong background in partnering with suppliers, Tracy brings a wealth of retailer-supplier insights to the table for clients.

Tracy Lord
Director of Client Strategy

An experienced retail and analytics leader with a strong background in partnering with suppliers, Tracy brings a wealth of retailer-supplier insights to the table for clients.

Matt Nitzberg
Managing Director, North America

With decades of executive experience leading brand, strategy, and customer growth at companies like P&G, IRI/Circana, dunnhumby, and the Partnering Group—Matt is a trusted advisor to top CPG suppliers navigating retail complexity.

Matt Nitzberg
Managing Director, North America

With decades of executive experience leading brand, strategy, and customer growth at companies like P&G, IRI/Circana, dunnhumby, and the Partnering Group—Matt is a trusted advisor to top CPG suppliers navigating retail complexity.

Matt Nitzberg
Managing Director, North America

With decades of executive experience leading brand, strategy, and customer growth at companies like P&G, IRI/Circana, dunnhumby, and the Partnering Group—Matt is a trusted advisor to top CPG suppliers navigating retail complexity.

Matt Parry
Managing Director, US

A seasoned CPG leader with global experience at P&G and Walmart, known for driving growth through strategic retail partnerships and consumer-first innovation.

Matt Parry
Managing Director, US

A seasoned CPG leader with global experience at P&G and Walmart, known for driving growth through strategic retail partnerships and consumer-first innovation.

Matt Parry
Managing Director, US

A seasoned CPG leader with global experience at P&G and Walmart, known for driving growth through strategic retail partnerships and consumer-first innovation.

Kristin Pizzimenti
Director of Client Strategy

Strategic leader and storyteller known for building strong relationships, connecting insights across data sets, and turning them into actionable plans that drive results and foster team growth.

Kristin Pizzimenti
Director of Client Strategy

Strategic leader and storyteller known for building strong relationships, connecting insights across data sets, and turning them into actionable plans that drive results and foster team growth.

Kristin Pizzimenti
Director of Client Strategy

Strategic leader and storyteller known for building strong relationships, connecting insights across data sets, and turning them into actionable plans that drive results and foster team growth.

Sue Witte
Director of Client Strategy

Sue Witte is a seasoned strategist with extensive experience in retail analytics, category management, and collaborating with suppliers to drive data-informed business strategies.

Sue Witte
Director of Client Strategy

Sue Witte is a seasoned strategist with extensive experience in retail analytics, category management, and collaborating with suppliers to drive data-informed business strategies.

Sue Witte
Director of Client Strategy

Sue Witte is a seasoned strategist with extensive experience in retail analytics, category management, and collaborating with suppliers to drive data-informed business strategies.

Our story

Over 30 years ago, in Toronto, Canada, founder Ron Pirie championed the belief that businesses work better together when they commit to actively listening and responding to each other’s feedback. Ron’s idea to have retailers rate and rank their suppliers was first conceptualized in 1988.

Not long after, fast-moving consumer goods suppliers and retailers throughout North America began recognizing that engaged and measurable relationships are foundational to business performance.

Trusted worldwide.
Tailored for U.S. retail.

Advantage Group operates in over 40 countries and is trusted by global retailers to surface what suppliers need to hear. In the U.S., our dedicated team brings deep expertise in the retail landscape and knows the challenges you face in this market.

Trusted worldwide.
Tailored for U.S. retail.

Advantage Group operates in over 40 countries and is trusted by global retailers to surface what suppliers need to hear. In the U.S., our dedicated team brings deep expertise in the retail landscape and knows the challenges you face in this market.

Trusted worldwide.
Tailored for U.S. retail.

Advantage Group operates in over 40 countries and is trusted by global retailers to surface what suppliers need to hear. In the U.S., our dedicated team brings deep expertise in the retail landscape and knows the challenges you face in this market.

Core values

Our values aren’t just words—they shape who we hire, how we work, and how we collaborate with our clients. They drive our human-first culture and make us a great partner and a great place to work.

Give and receive empathetic feedback
Give and receive empathetic feedback
Give and receive empathetic feedback
Be engaged, on the team and in the game
Be engaged, on the team and in the game
Be engaged, on the team and in the game
Succeed with a high-performance attitude
Succeed with a high-performance attitude
Succeed with a high-performance attitude
Seek to improve and find a better way
Seek to improve and find a better way
Seek to improve and find a better way