Principal Consultant
Having spent 20 years on both sides of the POP display business, enables me see problems others miss.
Tom Kobayashi
Principal Consultant
Over my career, I've seen brand teams, sales teams, and display suppliers all deeply invested in getting to the same finish line —
and still end up frustrated, delayed, and pointing fingers at each other. The cause was due to neither side truly understanding what the other needed. That experience shaped everything I do today.
For two decades, I built a career spanning both worlds — developing and supplying displays on the supplier side, and launching and managing 500+ programs as a brand-side stakeholder. Most people in this industry know one side. I know both.
Addressing the Problems Causing the Symptoms
CPG teams often lack the institutional knowledge to give their display suppliers what they need to move fast and often lack an effective development process. Suppliers, in turn, don't always understand the internal pressures, timing, and expectations driving their CPG clients. The result? Delays, missed launches, mounting costs, and frustration on both sides — each thinking the other is at fault.
It's a solvable problem. It just takes someone who speaks both languages and understands how to keep everyone aligned.
How I Help
Whether you're a CPG brand stuck in development loops, a sales or PMO team struggling to hit launch windows, or a display supplier frustrated with unclear client direction — I can help you fix the process, not just the symptoms.
I bridge the gaps between brands and suppliers to streamline development, improve collaboration, and build the infrastructure that gets display programs to market on time, on budget, and on-brand.
Let's talk. If your display business is losing time or money to process problems, a 30-minute conversation might be all it takes to find a better path forward.
Experience & Education
CPG Experience/
Display Customer
2004-2024 End to end managed multi-million dollar, display portfolios for Ferrero, Ferrara and Nestle USA.
Programs included Everyday National programs and Customer Specific programs. Responsibilities included managing the Club business.
For Nestle USA, supported the former Confections & Snacks Division. Managed the transition of the business to Ferrero (choc) and Ferrara (sugar).
Display Supplier
Experience
Creative services manager for the team supporting the Nestle USA account.
Graphic Design
Experience
Buena Vista Entertainment: Print & Outdoor Advertising
Disney Store: Licensed Merchandise
Disney Consumer Products: Licensed Merchandise
Art Center College of Design
Pasadena, CA
BFA Packaging & Graphic Design
Education
CPG Brands Supported
Developed & managed national & customer specific display programs supporting the following iconic brands:
Programs included everyday programs, new item launches and national promo overlays.
Retail Customers
Developed & managed display programs for the following retail customers:
Display Suppliers
2004 - 2024
Former customer of the following suppliers:
