Gordon Wade

About Gordon Wade

Gordon Wade is one of the founders of the category management discipline. In 1991, along with Dr. Brian Harris and Bill Burns, Gordon started the Partnering Group to improve collaboration between retailers and manufacturers. They were asked by the CPG industry co-coordinating committee called Efficient Consumer Response (ECR) to lead development of the category management process.

Gordon’s personal contributions to CatMan include the development of the Efficient Item Assortment process for the ECR committee along with virtually all the consumer focused analytical templates subsequently committed to software by Nielsen and IRI. Gordon has served scores of manufacturer clients around the globe in the development of their CatMan platforms and has facilitated category management projects with retailers and manufacturers on every continent.

In 2005, he was asked by the Association of National Advertisers, the world’s largest Marketing Trade organization, to develop best practice in marketing accountability, the measurement of marketing’s ROI. He has published two white papers on accountability that focus on the interrelationships of process, metrics and systems. He has founded six marketing related companies and currently serves as an advisor, board member or major investor in three leading edge marketing services companies.

Gordon is an alumnus of P&G’s marketing department and a graduate of Harvard. He resides in Kentucky with his wife, Jill and noble dog, Grace.