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.
Juan Pablo Hernandez
Client Insights Analyst
Dedicated and adaptable research analyst and project manager with a proven ability to lead projects from planning to execution, combining strong qualitative and quantitative skills with exceptional relationship management.
Juan Pablo Hernandez
Client Insights Analyst
Dedicated and adaptable research analyst and project manager with a proven ability to lead projects from planning to execution, combining strong qualitative and quantitative skills with exceptional relationship management.
Juan Pablo Hernandez
Client Insights Analyst
Dedicated and adaptable research analyst and project manager with a proven ability to lead projects from planning to execution, combining strong qualitative and quantitative skills with exceptional relationship management.
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.
Andrea Lee
Client Insights Analyst
Andrea connects business goals with sales strategy by turning data into actionable insights. She partners with clients to surface key trends, support planning, and deliver reports that guide strategic decisions and strengthen B2B relationships.
Andrea Lee
Client Insights Analyst
Andrea connects business goals with sales strategy by turning data into actionable insights. She partners with clients to surface key trends, support planning, and deliver reports that guide strategic decisions and strengthen B2B relationships.
Andrea Lee
Client Insights Analyst
Andrea connects business goals with sales strategy by turning data into actionable insights. She partners with clients to surface key trends, support planning, and deliver reports that guide strategic decisions and strengthen B2B relationships.
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.
Dianne Moore
Research Operations
Experienced qualitative research leader with a strong track record in uncovering customer insights across industries. Dianne leads the full research process from survey design to analysis, ensuring quality and actionable results.
Dianne Moore
Research Operations
Experienced qualitative research leader with a strong track record in uncovering customer insights across industries. Dianne leads the full research process from survey design to analysis, ensuring quality and actionable results.
Dianne Moore
Research Operations
Experienced qualitative research leader with a strong track record in uncovering customer insights across industries. Dianne leads the full research process from survey design to analysis, ensuring quality and actionable results.
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.
Kaitlin Panzner
Client Insights Analyst
Detail-oriented insights analyst with a strong foundation in data visualization, analytics, and project management. Kaitlin turns complex data into clear, actionable stories that help suppliers and retailers strengthen partnerships, align strategy, and drive measurable results.
Kaitlin Panzner
Client Insights Analyst
Detail-oriented insights analyst with a strong foundation in data visualization, analytics, and project management. Kaitlin turns complex data into clear, actionable stories that help suppliers and retailers strengthen partnerships, align strategy, and drive measurable results.
Kaitlin Panzner
Client Insights Analyst
Detail-oriented insights analyst with a strong foundation in data visualization, analytics, and project management. Kaitlin turns complex data into clear, actionable stories that help suppliers and retailers strengthen partnerships, align strategy, and drive measurable results.
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.
37
The number of years in business
40
The number of CPG markets we research
+53,000
The number of unique respondents who provide feedback in our annual survey
+1,100
The number of supplier clients we service
+83,000
The number of survey responses we collect across all programs
+12,000
The number of industry interviews we conduct across all programs
1,400
The number of retailer clients we service
~$3.1T
The retail coverage of our research by annual sales (USD)
65%
The retail coverage of our research globally by market share
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.
37
The number of years in business
40
The number of CPG markets we research
+53,000
The number of unique respondents who provide feedback in our annual survey
+1,100
The number of supplier clients we service
+83,000
The number of survey responses we collect across all programs
+12,000
The number of industry interviews we conduct across all programs
1,400
The number of retailer clients we service
~$3.1T
The retail coverage of our research by annual sales (USD)
65%
The retail coverage of our research globally by market share
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.
37
The number of years in business
40
The number of CPG markets we research
+53,000
The number of unique respondents who provide feedback in our annual survey
+1,100
The number of supplier clients we service
+83,000
The number of survey responses we collect across all programs
+12,000
The number of industry interviews we conduct across all programs
1,400
The number of retailer clients we service
~$3.1T
The retail coverage of our research by annual sales (USD)
65%
The retail coverage of our research globally by market share
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
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