DemandTec has spent 25 years earning something that’s hard to fake: real, working relationships with retailers and the CPG suppliers who stock their shelves. That history is the reason we exist, and it’s also the reason we’re changing how we talk about ourselves.
A leadership team built for what’s next
Our executive leadership team recently came together in a way that reflects where we’re headed. Vishal Kirpalani joined as Chief Product Officer, bringing years of experience scaling enterprise platforms across retail, marketing and financial services, and turning AI and automation into products that actually move the needle for customers. Navdip Bhachech joined as Chief Technology Officer, following engineering and program leadership roles at Amazon, Microsoft and high-growth startups, with a track record of building strong technical teams, delivering innovative products and driving operational excellence.
Now Amanda Dyson has joined as Chief Marketing Officer, partnering closely with Shivani Rajan, SVP of Marketing, who has led the function for the past four years. Amanda spent the last 20 years leading marketing teams at B2B software companies, most recently at FourKites, and before that at Blue Yonder and e2open. What drew her here was simple. As she puts it, DemandTec has 25 years of real relationships with retailers and CPG suppliers, and that kind of trust and history can’t be manufactured.
The three new executive leaders
We’ve outgrown our own description
For a long time, people knew DemandTec as a pricing, promotions and markdown company. That’s still true, but it’s no longer the whole story. Underneath it, we’ve built something hard to replicate: a shared system of record where retailers and suppliers plan, fund and settle trade investments together, in real time, at scale.
That’s what we mean when we say Commercial Trade Intelligence™ (CTI). It isn’t a new product bolted onto the old one. It’s the clearest way we’ve found to describe what DemandTec has actually become, and why the relationship between a retailer and its supplier deserves better than spreadsheets and guesswork.
Getting this right takes the whole company
A new story only means something if it holds up in practice. That means our product roadmap needs to keep building toward what CTI promises, and our sales and customer teams need to be able to bring that promise into every conversation with a retailer or a CPG brand. Marketing’s job is to make sure the story is honest, not to write a better tagline and hope the rest catches up.
The roadmap has to keep building toward what CTI promises.
Bringing that promise into every conversation with a retailer or a CPG brand.
Not writing a better tagline and hoping the rest catches up.
Done well, this is how we continue to deliver exceptional customer outcomes, as we’ve been doing for the past 25 years.
