Simpactful is pleased to welcome Rich Rezek, Sr Consultant, to the team. With over 35 years of leadership in Consumer Healthcare, Rezek is able to translate brand strategies to align with retailer strategies, lead retailer co-creation, drive customer engagement, and elevate strategic retail partnerships. Most recently, Rezek held leadership roles at Pfizer Consumer Healthcare, where he worked with every large retailer in the United States, including 7 years leading the Walmart team. His extensive experience with the top 15 food, drug, and mass retailers provides him the expertise to put brands in play that meet the needs of the consumer, retailer, and manufacturer.

A key area of focus for Rezek, at Pfizer, was evolving trade fund plans to include digital, personalization, and eCommerce initiatives. With retailers demanding more in trade fund investments, CPG companies are feeling the squeeze on margins.

What should CPG companies be doing ahead of time to make their trade fund dollars work harder? “Suppliers need to have a firm understanding of what is working and what is not. More quantity or more frequency isn’t necessarily better,” says Rezek, “The quality of the execution and what you’re putting to market matters more.” Rezek’s deep knowledge of developing go-to-market plans and launching new items means he is constantly in tune with trends in the consumer healthcare industry. “Currently, we are seeing more trends in natural and organic foods start to bleed into OTC.  Consumers are more proactive in taking care of themselves,” adds Rezek. “at the forefront, consumers are taking control of how they manage their overall wellness by using products that help with stress, sleep, and nutrition.  This wellness space is more dynamic and moves at a much faster pace than legacy areas of OTC like cough and cold and all brands need to be able to move quickly or they’ll be left behind.”

If your organization needs to strengthen supplier-retailer partnerships, drive customized launches to differentiate your brand in the marketplace, and ensure that strong consumer insights are the foundation driving key initiatives and innovation, start with an assessment from Rich Rezek.

To find out how Rezek and the Simpactful team can assess your business , visit or contact us at or 925-234-6394


About Simpactful

Proven | Connected | Results

Meet Simpactful – a CPG/Retail consultancy firm built for today’s challenges, with a team of experienced leaders from both CPG and Retail firms.

Our experience spans functions – Sales, Marketing, Consumer Research, Human Resources, Product Supply – and all retail channels including eCommerce, Food, Drug, Mass, Club, Dollar, C Stores, and more.