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 20+ years leading brand, marketing, and growth initiatives across Coca-Cola, Nestlé, Kellogg’s, Johnson & Johnson, Cineplex, Compass Group, and the CN Tower. She is known for bringing clarity, strategic discipline, and a system-level approach to marketing, strengthening brand performance, improving decision-making, and enabling organizations to accelerate their next stage of growth.

Joanne has extensive experience managing marketing budgets and full P&L ownership of portfolios exceeding $200M. She has built budgeting systems, financial processes, and decision frameworks across both high-growth and blue-chip environments. Through her consulting firm, Pawlicki Marketing & Communications, she helps brands strengthen their financial and strategic foundations. She also serves as the Finance Officer on the board of NextUp Toronto, supporting governance and financial oversight for a leading women’s leadership organization.

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