Waukesha, Wisconsin — October 7, 2026 – Georgia Gums, CPP, product & strategic pricing analyst at HRG, has been named one of Path to Purchase Institute’s 40 Under 40
. The young professionals are recognized for their contributions to the commerce marketing industry at a special awards ceremony at InStore Ignite, November 10-12, in Chicago.
The award spotlights the next generation of leaders in omnichannel marketing, showcasing their contributions to the industry as well as their individual accomplishments. At HRG, Gums has consistently driven forward-thinking improvements that advance the industry. She holds responsibilities in the areas of product pricing, managing the base pricing for HRG’s Master Product Library of over 30,000 health, beauty, and wellness (HBW) items; classification initiatives, maintaining HRG’s proprietary and industry standard Fine Line Classification System which organizes HBW, HHC, and GM products into categories, subcategories, and product types to improve the in-store shopping experience; and overseeing benefits eligibility, providing recommendations for product eligibility to special interest group for IIAS standards, SIGIS, and their Eligible Product List (EPL) committee.
Every month, Gums leads a team in the review of thousands of products SIGIS members submit for consideration. The team evaluates the products to determine whether they comply with IRS regulations and guidelines and recommends the appropriate disposition to the committee for automatic qualification for use with FSA or HSA debit cards. To stay attuned to the latest advances among consumer-directed benefits, flexible compensation, and regulatory updates affecting the industry, Gums attended the Employers Council on Flexible Compensation (ECFC) Symposium in August to participate in educational sessions and gain insights into the latest trends and regulatory updates shaping the consumer-directed benefits landscape.
Gums recorded a nine-part video series, “The Details Decide,” launched in April 2026, to bring greater understanding to:
- the elements which are critical to a successful pricing strategy,
- the intricacies of determining product benefits eligibility, and
- the detailed, comprehensive processes employed to withhold the Fine Lines standards.
This latest achievement comes on the heels of Gums earning her Certified Pricing Professional designation from the Professional Pricing Society. The Professional Pricing Society is the leading worldwide pricing idea marketplace where new and seasoned business professionals from all industries come together for learning, training, and networking while gaining actionable insights, new & refined skillsets, and earning pricing credentials. Gums earned a perfect score on her final exam.
Gums pursued the certification to hone her skills in pricing management. She applies her knowledge to developing custom pricing for HRG’s retailer, manufacturer, and wholesaler clients to ensure they are reaching their desirable profit margins.
“I’m very proud to see Georgia named as a 40 Under 40 recipient for her impact in the industry,” said Sean Grudzinski, product research & analysis manager. “She stepped into her role nearly three years ago and has embraced learning the industry and our client needs. She is adept at thinking about the impact of her responsibilities holistically and that has shone in her work to move Fine Lines forward and her proficiency in coding consumer-directed benefit programs.”