Building upon its commitment to serve clients through practitioners from both the Brand and Retail sides of the desk, Simpactful names Lindsay McShane and Mike Tolkowsky to the position of Senior Partner, effective August 1st. The moves build upon January’s announcement naming Heather Burgess, Jill Mcintosh, and Marcy Selva to the position of Senior Partner, which expanded the firm’s capabilities in Marketing, Food, Beverage, and Emerging brands as Customer Strategy Development and GTM.

In the newly appointed roles, McShane will lead Retail Supply Chain, and Tolkowsky will lead RGM (Revenue Growth Management), also commonly referred to as SRM or NRM.

McShane cut her teeth during a tenured career at P&G, where she was known as one of the company’s foremost experts in Retail supply networks, with deep knowledge of Supply Network Design, Transportation, Warehousing, and Customization. For the past four years, she has leveraged these skills to help Simpactful clients effectively renew or establish effective Price Bracket programs, reduce retailer fines & fees, and adapt to ever-changing omnichannel supply requirements.  Lindsay is a passionate believer in Simpactful’s mission to connect clients with pragmatic practitioners to help quickly solve challenges using real-world experience from both the manufacturer and retail perspectives. “The need to reassess current supply chain designs and policies is greater than ever given the significant challenges facing both manufacturers and retailers with escalating transportation, warehouse, and labor costs.”  She is most proud of the work she has done recently to help a Direct To Consumer start-up company put in place robust, “service as measured by the customer,” metrics and work processes which enabled them to significantly expand their retail footprint.

Tolkowsky brings 40 years of rich CPG Brand Management, Sales, and Financial executive leadership experience, spanning numerous categories both globally and domestically. Most recently, he served as the Global Senior Vice President at Mars Wrigley, where he launched & led the Global SRM Center of Excellence across Strategic Pricing, Trade Architecture, Promotion Optimization and Mix/Range Management pillars. Importantly, he also has led Sales, Sales Planning, Marketing, and Merchandising teams, which gives him the added ability to see around commercial corners.  Mike also appreciates the opportunity to use his experience to help clients adapt to the current market, “I am excited about my new role at Simpactful. Our incredible network of highly experienced CPG and Retail practitioners is second to none. We will continue to help clients navigate the dynamic consumer goods landscape with capabilities, insights, ideas, and inspiration for profitable growth.”

David Friedler, President & Managing Partner at Simpactful, knows the value the new Partners will bring to Simpactful’s clients, “I’m very excited to have Lindsay and Mike join our Partnership and bring their expertise in two big opportunity areas for our clients (Supply Chain and RGM).  Both of these areas continue to evolve in the industry, creating both challenges and opportunities. Lindsay and Mike are committed to bringing their experience to help clients today and to continue evolving our company knowledge and resources for how to address the future as well.”

Chairperson, Jessica Hall, is equally excited by the new additions to the partner team. “Simpactful is so fortunate to have the high caliber, industry-respected leaders that we do, and Lindsay and Mike build our team even more.  Their years of experience and level of expertise come in areas that, right now, are some of the greatest need spaces for our clients.  We are excited to bring them into the Partnership and look forward to their role in Simpactful’s continued growth.”

To learn more about the retail industry capabilities and how Simpactful can help you, contact the team today at or 925-234-6384