About
Meet Our Team
We are an experienced team of trade marketing experts bringing a complete cross-functional approach to trade strategy for emerging & mid-size CPG brands. This creates effective execution, generating revenue growth & profitable business plans for our clients & their retail partners.
Fred Schroeder
Fred brings over 40 years of experience, virtually all around trade spending. With extensive CPG brand experience with P&G and the Coca-Cola Company (Minute Maid Division) where he partnered with the most demanding retailers & distributors in the Northeast US, he drove profitable business plans by creating innovative trade strategies led by analysis & a customer first approach.
Since 2001, Fred has led 2 major trade promotion management organizations as CEO. He is well known and respected due to his in-depth understanding of the trade process, and the ability to turn this into success for his client-partners. Fred excels at small & emerging businesses and brands by partnering to exceed client results through improved processes and fact-based analysis.
Karin Souren
Karin brings over three decades of CPG experience, in both the brand & solution provider areas of the business across training, marketing, business development, and content development. This business acumen, along with her outstanding communication skills & detailed focus has benefitted CPG brands, with her initial tenue at The Minute Maid Company.
For much of the last 20 years, Karin has been a highly recognized & respected resource for innumerable CPG brands, assisting across many needs & facets of their business growth from analysis & the resultant presentation development to assisting with specific needs as required. This skill set is a key part of Schroeder & Associates business approach as well as a competitive differentiator for all our CPG brand – partners.
Jerry Schwartz
A nationally recognized executive, Jerry adds extensive experience across key functional areas focusing on natural brands. With practical experience in sales, manufacturing & distribution Jerry offers a unique perspective to addressing a client’s needs. His background includes over a decade leading Natural Specialty Sales, a division of Acosta Sales & Marketing, assisting with the development of a national team at Acosta.
More recently, Jerry created Solutions 2 Sales LLC, a brand management and consulting business focusing on assisting natural brands, driving major results for success for CO YO Coconut products & Galaxy Natural Foods’ Go Veggie brand. Jerry’s in-depth experience & business approach will adds a significant resource for Schroeder & Associates.
Haroon Jafree
Haroon’s experience exceeds 25 years of accounting & finance expertise. After starting in public accounting at PWC, he launched his CPG career with Sara Lee, before moving to the SMB segment with Sabra Dipping and Saffron Road.
Currently, Haroon leads Expertise Accelerated, providing financial resources for small & emerging CPG brands, including complete settlement and deduction resolution tied to trade planning / execution.
Ken McIver
Ken brings decades of CPG experience to the team, including broker management, direct customer management, along with director level Trade Marketing leadership at a variety of CPG brands. His leadership has directly led these organizations to improving their trade effectiveness with retailers across all areas of the US & Canada.
Most recently, Ken spearheaded the formation of a customer sales planning department at Alliance Sales and Marketing focusing on delivering quantifiable trade effectiveness to Alliance clients, with a focus on small & midsize brands. His expertise brings a deeper level of analysis & customer expertise to Schroeder & Associates clients in addressing the complexities of trade spending.