- 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:
Education
Experience
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.
Accomplishments
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