Wilson Negotiation Group (WNG) is a negotiation consultancy specializing in servicing CPG negotiations. We help companies drive profitability through assessment, strategy, and negotiation development.
Our consultants have managed P&Ls over $1B and have spent years as commercial negotiation consultants to some of the largest companies in the world. We are practitioners, rather than academics. Because of our extensive experience in retail and CPG industries, we find the variables and unlock the value that may have been previously unconsidered.
We help our clients become confident and successful negotiators. We partner with them in the planning, strategy, tactics, financials, and implementation of their negotiations, delivering the best possible outcomes. Working with WNG is intended to be transformational. The behavioral shifts that our clients experience have helped them add billions of dollars of value to their organizations.
WNG is uniquely positioned to help your negotiators overcome the barriers to achieving successful deals and create long-term value for your organization.
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At WNG, we are passionate – some would even say obsessed – about our clients’ financial success. Our commitment is to instill a negotiation culture, aligning organizations with a universal language and planning process. Most importantly, we aim to change negotiation behaviors that lead to profitable results.
We believe it is unethical to train both sides of the table. Meaning, we won't ever train your buyer, merchant, or retailer.
We obsess over taking care of our clients, prioritizing their goals and needs to deliver results that exceed their expectations.
We approach negotiations with a deep understanding of our clients' perspectives, motivations, and challenges.
We prioritize creativity in negotiation, which mirrors our belief in out-of-the-box problem-solving and forward-thinking.
We are tenacious in our pursuit of progress and resolution while overcoming seemingly impossible obstacles.
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Our expertise is grounded in real-world negotiations.
Founder & Managing Partner
Rob Wilson is a well-established negotiation expert. He is an experienced negotiation advisor, speaker, and the founder of Wilson Negotiation Group. Rob has extensive time at the negotiation table and has shared learnings with thousands of business professionals around the world on how to negotiate more effectively.
With over 25 years of experience working across fortune 100 & 500 companies, Wilson Negotiation Group has curated the most impactful, CPG-specific negotiation training services.
Originally from Dallas, TX, Rob relocated to Northwest Arkansas in 2015 to work for Walmart Stores, Inc., where he led domestic and international negotiation efforts. At Walmart, Rob led an internal negotiation strategies team, implementing customized training programs to educate all Walmart executives, and merchants. Rob has taught over 1,500 Walmart merchants, as well as associates in merchandise operations, marketing, supply chain, corporate tax, real estate, e-commerce, and private brand and sourcing. Rob and his team orchestrated strategies for large-scale merchant negotiations, resulting in over 1 billion dollars in cost reductions and savings.
Prior to Walmart, Rob was a highly sought-after and utilized consultant with a global negotiation consultancy, where he consulted a trained merchants for major retailers such as: Home Depot, CVS, Family Dollar, Dollar Tree, Staples, Kroger, Target, Academy Sports, Food Lion, PetSmart, Dollar General, Walgreens, RaceTrack, Michaels Stores, Sam’s Club, BJ Wholesale, Charming Charlies, Walmart US, Mexico, Chile, China, Canada and many others.
The culmination of Rob’s extensive background and experiences makes him a valued asset with suppliers negotiating with retailers. Rob is known for his practical approach and real-life negotiation experience, which sets him apart from other negotiation training and consulting organizations. His strength lies in strategically vital negotiations, where he collaborates with clients to maximize value for all parties involved.
Consistently, Rob's clients express unanimous praise for his exceptional skill in engaging, inspiring, and educating audiences, ultimately leading to remarkable financial outcomes for their companies.
Partner & Lead Consultant
Jenny Cupps is an innovative and accomplished CPG Sales Executive with over two decades of increasing P&L and organizational leadership responsibility. She has delivered transformational results throughout her career as a Salesperson, Negotiator, Team Leader, Sales Executive, and Sales Capability & Development Vice President.
With over 20 years of experience, Jenny has dedicated her career to creating breakthrough results for CPG companies and retailers. At Procter & Gamble, Jenny took on the most challenging customer assignments to create first-ever, award-winning results working with Fortune 100 retailers. She developed a reputation for transforming broken and declining businesses into sustainable growth businesses. She led turnarounds as large as $2 billion, multiple customer/category negotiations per year, presented to Fortune 100 CEO's, and won top achievement awards for her results. She is highly sought-after for her extensive breadth and depth of CPG selling experience.
A significant part of Jenny's career was leading top company results and creating the Sales Capability & Development function at Duracell, a Berkshire Hathaway Company. Jenny delivered top customer/category results to win the CEO Award in 2019. She then led the largest, multi-functional Sales team in the organization of 30+ people during COVID to sell, negotiate, and operate at their peak, delivering top profit results and team satisfaction-level ratings in North America. Jenny then went on to create and lead the North America Sales Capability and Development organization to define and support the skills, tools, capabilities, and training to set the sales teams up for success well into the future.
Lead Consultant & Executive Coach
Michelle Knight brings her extensive experience in HR, Leadership Development, and Talent Management to WNG. Serving as a catalyst for personal and professional transformation, as an executive coach and consultant, Michelle enables individuals to unlock their full potential and achieve greater success and fulfillment in their professional endeavors.
Previous experience includes serving as Vice President, Talent Management for the International Division at Walmart. In this role, Michelle led the Talent Management and Executive Development function working across 27 countries in the areas of Executive Coaching, Succession, and Senior Leader Development. Prior to this role, Michelle led a team of approximately 300 associates responsible for Talent Selection and Acquisition, Succession Management, Curriculum Development and Facilitation for Walmart U.S., supporting Merchandising, Retail Operations, Real Estate and Health & Wellness.
Before joining Walmart, Michelle worked in a number of industries and was responsible for Leadership, Learning and Organizational Effectiveness designing, implementing, and improving executive and leadership coaching and development initiatives for all levels of employees.
Michelle served 21 years in the U.S. Military specializing in Leadership Development and Global Communications. Michelle holds a bachelor’s degree in political science from the University of Hawaii and a Master of Science Degree in Management & HR from the University of Central Texas.
Director, Sales
Jennifer possesses a distinguished academic background, having graduated from McNeese State University with a Bachelor of Science in Education. Her journey in education commenced from an early age, fueled by a fervent passion for fostering learning in diverse educational environments. Jennifer holds steadfast to the belief that learning is a lifelong pursuit for all individuals.
Jennifer currently serves as the Director of Sales at Wilson Negotiation Group where she utilizes her expertise to facilitate tailored solutions that meet the unique needs of each client.
Outside of her professional endeavors, Jennifer dedicates her leisure time to participating in marathons, ultramarathons, and Ironman competitions, showcasing her dedication to personal challenge and achievement.
Director, Business Operations
Jona’s career spans more than 20 years within the retail ecosystem. At Walmart she served in positions in merch operations, apparel-merchandising, item file and HR systems, where her primary focus was providing excellent customer experience and supporting member communication. Maintaining a customer-first approach, Jona managed 50+ projects from inception to user acceptance testing and adoption.
Prior to WNG, Jona joined Speak Retail Group as Senior Operations Manager, leading Walmart’s directed spend program. There, she directed and implemented continuous improvement efforts on programs, working to find efficiencies and savings which resulted in the overall success of the program. Jona leveraged her expertise in coordinating and supporting multiple retailer teams, service partners and clients to ensure seamless execution.
Building and maintaining strong relationships with her vendors and customers has always been a driving core value of hers. Jona also serves on the executive board as the Office of the Secretary for the Arkansas-Oklahoma Synod Council, and she leads volunteers in the Triennial Youth Gathering which hosts 30,000 young people in their growth and development.
Director, Client Engagement
Josie recently graduated from the University of Arkansas with a Bachelor of Arts in Journalism with an emphasis in Advertising and Public Relations.
Her strong suit is working collaboratively to create unique solutions that accelerate the company’s brand identity. Josie values the combination of creativity with strategic thinking and leverages both empathy and enthusiasm into every initiative she leads.
Aside from her responsibilities at WNG, Josie holds a leadership role at Fellowship Bible Church, where she actively engages in counseling and mentoring high school girls.
Partner
Scott has over 25 years of experience in retail, consumables, health and wellness, merchandising, customer experience and business development. Scott is currently the President of North America at Jack Links.
He previously served as EVP of Consumables and Health & Wellness at Walmart, where he was responsible for merchandising strategies in areas such as beauty and personal care, pets, household paper and chemicals, baby, over-the-counter, pharmacy and optical. Scott also served as EVP of Merchandising for Walmart U.S. and oversaw merchandising execution, replenishment, store layout, supplier diversity, planning, pricing, modular development and joint business planning.
Scott currently serves on the Board of Directors for Pet IQ, Snaxsational and BCS America. He previously served on the Board of Directors for Ranir Holdings and Shyn. He also serves on the Board of Advisors for Harry’s and Jacks Links Beef Jerky.
Scott holds a BS in Marketing from Missouri State University.
Founder & Managing Partner
Rob Wilson is a well-established negotiation expert. He is an experienced negotiation advisor, speaker, and the founder of Wilson Negotiation Group. Rob has extensive time at the negotiation table and has shared learnings with thousands of business professionals around the world on how to negotiate more effectively.
With over 25 years of experience working across fortune 100 & 500 companies, Wilson Negotiation Group has curated the most impactful, CPG-specific negotiation training services.
Originally from Dallas, TX, Rob relocated to Northwest Arkansas in 2015 to work for Walmart Stores, Inc., where he led domestic and international negotiation efforts. At Walmart, Rob led an internal negotiation strategies team, implementing customized training programs to educate all Walmart executives, and merchants. Rob has taught over 1,500 Walmart merchants, as well as associates in merchandise operations, marketing, supply chain, corporate tax, real estate, e-commerce, and private brand and sourcing. Rob and his team orchestrated strategies for large-scale merchant negotiations, resulting in over 1 billion dollars in cost reductions and savings.
Prior to Walmart, Rob was a highly sought-after and utilized consultant with a global negotiation consultancy, where he consulted a trained merchants for major retailers such as: Home Depot, CVS, Family Dollar, Dollar Tree, Staples, Kroger, Target, Academy Sports, Food Lion, PetSmart, Dollar General, Walgreens, RaceTrack, Michaels Stores, Sam’s Club, BJ Wholesale, Charming Charlies, Walmart US, Mexico, Chile, China, Canada and many others.
The culmination of Rob’s extensive background and experiences makes him a valued asset with suppliers negotiating with retailers. Rob is known for his practical approach and real-life negotiation experience, which sets him apart from other negotiation training and consulting organizations. His strength lies in strategically vital negotiations, where he collaborates with clients to maximize value for all parties involved.
Consistently, Rob's clients express unanimous praise for his exceptional skill in engaging, inspiring, and educating audiences, ultimately leading to remarkable financial outcomes for their companies.
Partner & Lead Consultant
Jenny Cupps is an innovative and accomplished CPG Sales Executive with over two decades of increasing P&L and organizational leadership responsibility. She has delivered transformational results throughout her career as a Salesperson, Negotiator, Team Leader, Sales Executive, and Sales Capability & Development Vice President.
With over 20 years of experience, Jenny has dedicated her career to creating breakthrough results for CPG companies and retailers. At Procter & Gamble, Jenny took on the most challenging customer assignments to create first-ever, award-winning results working with Fortune 100 retailers. She developed a reputation for transforming broken and declining businesses into sustainable growth businesses. She led turnarounds as large as $2 billion, multiple customer/category negotiations per year, presented to Fortune 100 CEO's, and won top achievement awards for her results. She is highly sought-after for her extensive breadth and depth of CPG selling experience.
A significant part of Jenny's career was leading top company results and creating the Sales Capability & Development function at Duracell, a Berkshire Hathaway Company. Jenny delivered top customer/category results to win the CEO Award in 2019. She then led the largest, multi-functional Sales team in the organization of 30+ people during COVID to sell, negotiate, and operate at their peak, delivering top profit results and team satisfaction-level ratings in North America. Jenny then went on to create and lead the North America Sales Capability and Development organization to define and support the skills, tools, capabilities, and training to set the sales teams up for success well into the future.
Lead Consultant & Executive Coach
Michelle Knight brings her extensive experience in HR, Leadership Development, and Talent Management to WNG. Serving as a catalyst for personal and professional transformation, as an executive coach and consultant, Michelle enables individuals to unlock their full potential and achieve greater success and fulfillment in their professional endeavors.
Previous experience includes serving as Vice President, Talent Management for the International Division at Walmart. In this role, Michelle led the Talent Management and Executive Development function working across 27 countries in the areas of Executive Coaching, Succession, and Senior Leader Development. Prior to this role, Michelle led a team of approximately 300 associates responsible for Talent Selection and Acquisition, Succession Management, Curriculum Development and Facilitation for Walmart U.S., supporting Merchandising, Retail Operations, Real Estate and Health & Wellness.
Before joining Walmart, Michelle worked in a number of industries and was responsible for Leadership, Learning and Organizational Effectiveness designing, implementing, and improving executive and leadership coaching and development initiatives for all levels of employees.
Michelle served 21 years in the U.S. Military specializing in Leadership Development and Global Communications. Michelle holds a bachelor’s degree in political science from the University of Hawaii and a Master of Science Degree in Management & HR from the University of Central Texas.
Director, Sales
Jennifer possesses a distinguished academic background, having graduated from McNeese State University with a Bachelor of Science in Education. Her journey in education commenced from an early age, fueled by a fervent passion for fostering learning in diverse educational environments. Jennifer holds steadfast to the belief that learning is a lifelong pursuit for all individuals.
Jennifer currently serves as the Director of Sales at Wilson Negotiation Group where she utilizes her expertise to facilitate tailored solutions that meet the unique needs of each client.
Outside of her professional endeavors, Jennifer dedicates her leisure time to participating in marathons, ultramarathons, and Ironman competitions, showcasing her dedication to personal challenge and achievement.
Director, Business Operations
Jona’s career spans more than 20 years within the retail ecosystem. At Walmart she served in positions in merch operations, apparel-merchandising, item file and HR systems, where her primary focus was providing excellent customer experience and supporting member communication. Maintaining a customer-first approach, Jona managed 50+ projects from inception to user acceptance testing and adoption.
Prior to WNG, Jona joined Speak Retail Group as Senior Operations Manager, leading Walmart’s directed spend program. There, she directed and implemented continuous improvement efforts on programs, working to find efficiencies and savings which resulted in the overall success of the program. Jona leveraged her expertise in coordinating and supporting multiple retailer teams, service partners and clients to ensure seamless execution.
Building and maintaining strong relationships with her vendors and customers has always been a driving core value of hers. Jona also serves on the executive board as the Office of the Secretary for the Arkansas-Oklahoma Synod Council, and she leads volunteers in the Triennial Youth Gathering which hosts 30,000 young people in their growth and development.
Director, Client Engagement
Josie recently graduated from the University of Arkansas with a Bachelor of Arts in Journalism with an emphasis in Advertising and Public Relations.
Her strong suit is working collaboratively to create unique solutions that accelerate the company’s brand identity. Josie values the combination of creativity with strategic thinking and leverages both empathy and enthusiasm into every initiative she leads.
Aside from her responsibilities at WNG, Josie holds a leadership role at Fellowship Bible Church, where she actively engages in counseling and mentoring high school girls.
Partner
Scott has over 25 years of experience in retail, consumables, health and wellness, merchandising, customer experience and business development. Scott is currently the President of North America at Jack Links.
He previously served as EVP of Consumables and Health & Wellness at Walmart, where he was responsible for merchandising strategies in areas such as beauty and personal care, pets, household paper and chemicals, baby, over-the-counter, pharmacy and optical. Scott also served as EVP of Merchandising for Walmart U.S. and oversaw merchandising execution, replenishment, store layout, supplier diversity, planning, pricing, modular development and joint business planning.
Scott currently serves on the Board of Directors for Pet IQ, Snaxsational and BCS America. He previously served on the Board of Directors for Ranir Holdings and Shyn. He also serves on the Board of Advisors for Harry’s and Jacks Links Beef Jerky.
Scott holds a BS in Marketing from Missouri State University.
Our expertise is grounded in real-world negotiations.
Founder & Managing Partner
Rob Wilson is a well-established negotiation expert. He is an experienced negotiation advisor, speaker, and the founder of Wilson Negotiation Group. Rob has extensive time at the negotiation table and has shared learnings with thousands of business professionals around the world on how to negotiate more effectively.
With over 25 years of experience working across fortune 100 & 500 companies, Wilson Negotiation Group has curated the most impactful, CPG-specific negotiation training services.
Originally from Dallas, TX, Rob relocated to Northwest Arkansas in 2015 to work for Walmart Stores, Inc., where he led domestic and international negotiation efforts. At Walmart, Rob led an internal negotiation strategies team, implementing customized training programs to educate all Walmart executives, and merchants. Rob has taught over 1,500 Walmart merchants, as well as associates in merchandise operations, marketing, supply chain, corporate tax, real estate, e-commerce, and private brand and sourcing. Rob and his team orchestrated strategies for large-scale merchant negotiations, resulting in over 1 billion dollars in cost reductions and savings.
Prior to Walmart, Rob was a highly sought-after and utilized consultant with a global negotiation consultancy, where he consulted a trained merchants for major retailers such as: Home Depot, CVS, Family Dollar, Dollar Tree, Staples, Kroger, Target, Academy Sports, Food Lion, PetSmart, Dollar General, Walgreens, RaceTrack, Michaels Stores, Sam’s Club, BJ Wholesale, Charming Charlies, Walmart US, Mexico, Chile, China, Canada and many others.
The culmination of Rob’s extensive background and experiences makes him a valued asset with suppliers negotiating with retailers. Rob is known for his practical approach and real-life negotiation experience, which sets him apart from other negotiation training and consulting organizations. His strength lies in strategically vital negotiations, where he collaborates with clients to maximize value for all parties involved.
Consistently, Rob's clients express unanimous praise for his exceptional skill in engaging, inspiring, and educating audiences, ultimately leading to remarkable financial outcomes for their companies.
Partner & Lead Consultant
Jenny Cupps is an innovative and accomplished CPG Sales Executive with over two decades of increasing P&L and organizational leadership responsibility. She has delivered transformational results throughout her career as a Salesperson, Negotiator, Team Leader, Sales Executive, and Sales Capability & Development Vice President.
With over 20 years of experience, Jenny has dedicated her career to creating breakthrough results for CPG companies and retailers. At Procter & Gamble, Jenny took on the most challenging customer assignments to create first-ever, award-winning results working with Fortune 100 retailers. She developed a reputation for transforming broken and declining businesses into sustainable growth businesses. She led turnarounds as large as $2 billion, multiple customer/category negotiations per year, presented to Fortune 100 CEO's, and won top achievement awards for her results. She is highly sought-after for her extensive breadth and depth of CPG selling experience.
A significant part of Jenny's career was leading top company results and creating the Sales Capability & Development function at Duracell, a Berkshire Hathaway Company. Jenny delivered top customer/category results to win the CEO Award in 2019. She then led the largest, multi-functional Sales team in the organization of 30+ people during COVID to sell, negotiate, and operate at their peak, delivering top profit results and team satisfaction-level ratings in North America. Jenny then went on to create and lead the North America Sales Capability and Development organization to define and support the skills, tools, capabilities, and training to set the sales teams up for success well into the future.
Lead Consultant & Executive Coach
Michelle Knight brings her extensive experience in HR, Leadership Development, and Talent Management to WNG. Serving as a catalyst for personal and professional transformation, as an executive coach and consultant, Michelle enables individuals to unlock their full potential and achieve greater success and fulfillment in their professional endeavors.
Previous experience includes serving as Vice President, Talent Management for the International Division at Walmart. In this role, Michelle led the Talent Management and Executive Development function working across 27 countries in the areas of Executive Coaching, Succession, and Senior Leader Development. Prior to this role, Michelle led a team of approximately 300 associates responsible for Talent Selection and Acquisition, Succession Management, Curriculum Development and Facilitation for Walmart U.S., supporting Merchandising, Retail Operations, Real Estate and Health & Wellness.
Before joining Walmart, Michelle worked in a number of industries and was responsible for Leadership, Learning and Organizational Effectiveness designing, implementing, and improving executive and leadership coaching and development initiatives for all levels of employees.
Michelle served 21 years in the U.S. Military specializing in Leadership Development and Global Communications. Michelle holds a bachelor’s degree in political science from the University of Hawaii and a Master of Science Degree in Management & HR from the University of Central Texas.
Director, Sales
Jennifer possesses a distinguished academic background, having graduated from McNeese State University with a Bachelor of Science in Education. Her journey in education commenced from an early age, fueled by a fervent passion for fostering learning in diverse educational environments. Jennifer holds steadfast to the belief that learning is a lifelong pursuit for all individuals.
Jennifer currently serves as the Director of Sales at Wilson Negotiation Group where she utilizes her expertise to facilitate tailored solutions that meet the unique needs of each client.
Outside of her professional endeavors, Jennifer dedicates her leisure time to participating in marathons, ultramarathons, and Ironman competitions, showcasing her dedication to personal challenge and achievement.
Director, Business Operations
Jona’s career spans more than 20 years within the retail ecosystem. At Walmart she served in positions in merch operations, apparel-merchandising, item file and HR systems, where her primary focus was providing excellent customer experience and supporting member communication. Maintaining a customer-first approach, Jona managed 50+ projects from inception to user acceptance testing and adoption.
Prior to WNG, Jona joined Speak Retail Group as Senior Operations Manager, leading Walmart’s directed spend program. There, she directed and implemented continuous improvement efforts on programs, working to find efficiencies and savings which resulted in the overall success of the program. Jona leveraged her expertise in coordinating and supporting multiple retailer teams, service partners and clients to ensure seamless execution.
Building and maintaining strong relationships with her vendors and customers has always been a driving core value of hers. Jona also serves on the executive board as the Office of the Secretary for the Arkansas-Oklahoma Synod Council, and she leads volunteers in the Triennial Youth Gathering which hosts 30,000 young people in their growth and development.
Director, Client Engagement
Josie recently graduated from the University of Arkansas with a Bachelor of Arts in Journalism with an emphasis in Advertising and Public Relations.
Her strong suit is working collaboratively to create unique solutions that accelerate the company’s brand identity. Josie values the combination of creativity with strategic thinking and leverages both empathy and enthusiasm into every initiative she leads.
Aside from her responsibilities at WNG, Josie holds a leadership role at Fellowship Bible Church, where she actively engages in counseling and mentoring high school girls.
Partner
Scott has over 25 years of experience in retail, consumables, health and wellness, merchandising, customer experience and business development. Scott is currently the President of North America at Jack Links.
He previously served as EVP of Consumables and Health & Wellness at Walmart, where he was responsible for merchandising strategies in areas such as beauty and personal care, pets, household paper and chemicals, baby, over-the-counter, pharmacy and optical. Scott also served as EVP of Merchandising for Walmart U.S. and oversaw merchandising execution, replenishment, store layout, supplier diversity, planning, pricing, modular development and joint business planning.
Scott currently serves on the Board of Directors for Pet IQ, Snaxsational and BCS America. He previously served on the Board of Directors for Ranir Holdings and Shyn. He also serves on the Board of Advisors for Harry’s and Jacks Links Beef Jerky.
Scott holds a BS in Marketing from Missouri State University.
Expertise
