Budgeting and P&L Management for Marketers

  Budgeting Basics Every Marketer Needs to Know:

• How to build, track, reconcile, and manage a marketing budget
• Best practices for allocating funds across channels and initiatives
• How to forecast spending and adjust budgets throughout the year
• Key metrics and financial KPIs every marketer should monitor
• Building strong relationships with your finance partners

• What a P&L (Profit & Loss) statement is — and how it differs from a marketing budget
• Key components: revenue, cost of goods sold, gross margin, operating expenses, and net income
• How marketing activities affect the P&L directly and indirectly
• Strategies to optimize marketing spend for improved profitability
• How to contribute to a financially healthy business beyond just top-line growth

• Practical templates for marketing budgets and simplified P&L reviews
• Interactive exercises to apply concepts in real time
• A reference toolkit including templates and a glossary of financial terms
• Confidence in financial conversations with cross-functional teams and senior leadership

Marketers at all levels—from coordinators to senior leaders—who want to sharpen their financial acumen, better manage budgets, or gain a deeper understanding of how their work influences the company’s financial performance. Especially relevant for those moving into roles with P&L ownership or increased financial accountability.

Joanne Pawlicki, Pawlicki Marketing & Communications

Joanne Pawlicki is a global marketing and branding expert with over 20 years of experience driving growth across four countries, eight industries, and 30+ brands—including Kellogg’s, Nestle, Cineplex, and the CN Tower. Her expertise spans brand, product marketing, communications, digital, and loyalty, developed through leadership roles in top-tier CPG, retail, entertainment, and food organizations.

Joanne has hands-on experience building and managing marketing budgets and full P&L ownership of portfolios exceeding $200M. She is currently the Marketing Director at Osmow’s Shawarma and leads her consulting firm, Pawlicki Marketing & Communications, where she helps brands solve strategic challenges, transform perception, and accelerate growth. She also serves as the Finance Officer on the board of the Toronto chapter of NextUp, an organization dedicated to advancing women in business.

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague