Revenue Management | Pricing | Financial Planning & Analysis
  • Vallejo, CA
  • October 22, 2019

Why I love Revenue Management connected to Marketing:

When Jack Daniels’ had four straight years of depletion declines in the US and helped the marketing team with an increase in brand expense of $7M ($36M to $43M), the key to successful growth was implementing a three-year price increase plan. It worked. The following year, the brand went from -2% to +2% volume growth. That started Jack Daniels' on its annual price increase plan.

Also, I learned that in this industry, it can be effective to be a price follower. Early Times and Jim Beam used to be parity-priced for decades. However, Early Times did not follow when Beam took its annual price increase thinking they would earn more share-of-market. It did not work. Early Times gained no market share as Jim Beam continued to raise the price.

As a business leader with over 20 years experience in pricing and revenue management within the adult beverage industry, I have a solid background including leading a team of six professionals, and responsibility for over $500M annual price promotion evaluations. I have deep understanding of the sales process and am skilled in Pricing Economics, Pricing Management, Consumer Insights, Pricing Psychology, and Pricing Strategy. Other knowledge areas innclude:

Phone Number
Delicato Family Vineyards
Pricing Manager
Field #1


Masters of Science in Finance @ University of Wisconsin
Aug 1982 — Aug 1984


Pricing Manager @ Delicato Family Vineyards
Oct 2019 — Nov 2019

Accelerate top line P&L growth through sound decision making. Identify how best to analyze strategic options, choose and apply the most appropriate tools/techniques. Participate in leading the business in the selection of the right strategic options.

 Increased Chain Sales by 35% by creating price elasticity model to determine where and when to spend price support dollars by State.

 Increased volume by 60%, reduced retail price points by 50% and increased margins and consumer base in the 1st year by developing and implementing plan to initiate Bota Box brand programs by chain, by market locally.

 Complete oversight of national strategic pricing for all brands including New Product Develop with Marketing

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