SAN MATEO, Calif.–(EMWNews)–M-Factor, Inc., the premier provider of dynamic revenue and profit

optimization solutions for consumer goods companies, announced that

Lawrence Whittle has been appointed as the new Chief Executive Officer.

Founder and acting CEO, Phil Delurgio, has become the company’s

Chief Technology Officer and will focus on driving M-Factor’s

market strategy and next generation of solutions. Mr. Whittle joins Mr.

Delurgio on the Board of Directors.

Lawrence Whittle brings with him a wealth of relevant experience from

the world of advanced, analytically powered software solutions for a

broad range of industries including retail and CPG. Most recently, he

was the Managing Director and International Vice President of Nomis

Solutions, the recognized leader in pricing optimization software for

banking and finance. Prior to Nomis, he was Vice President,

International at ProfitLogic, Inc., which provides profit optimization

software for retailers. Whittle founded the international operation in

Europe, and built a sales and consulting team to expand global business.

Upon acquisition of ProfitLogic by Oracle Corporation in mid-2005,

Whittle was appointed as Regional Vice President of Operations –

EMEA of Oracle. Earlier he spent seven years as Vice President EMEA of

Marcam Solutions (acquired by SSA Global which later merged with Infor

Global Solutions), an enterprise solutions company focused on the global

CPG and process industry market.

“Although retailers and others have been using

profit optimization software for several years, focused solutions

developed for the specialized needs of consumer manufacturers have not

been readily available. M-Factor’s advanced

software platform has been developed to provide specific functionality

for the consumer goods industry to facilitate significantly improved ROI

across the key areas of marketing investment, trade funds, and pricing

optimization. The M-Factor solution is delivered through a cost and

resource effective software as a service (SaaS) platform. It clearly

fills a major gap among the many technology solutions and consulting

services available to the consumer manufacturing industry sector,”

said Whittle.

“Lawrence Whittle has the right experience and

global vision to lead M-Factor as we continue on our rapid growth path.

We have developed a robust and unique solution that fills an obvious

market need. Lawrence’s extensive sales,

marketing, and operations experience will help us to further serve our

customers and expand our global leadership position,”

said Delurgio.

About M-Factor

M-Factor provides dynamic profit and revenue optimization software

services for leading consumer goods companies. M-Factor’s

Marketing Investment Management, Trade Spending Effectiveness, and

Portfolio Pricing Optimization solutions empower users to continuously

analyze, forecast, and optimize marketing investments and trade spend.

Current clients include The Coca Cola Company, Kellogg’s

Canada, Alberto-Culver, Pepperidge Farm, White Wave Foods, and Ocean

Spray. For more information on M-Factor’s

solutions, please visit the company website at www.m-factor.com.

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