Keynote Speakers

Dave Roberts headshot

Dave Roberts
Senior Vice President of Global Revenue Management
Marriott


Dave Roberts, Senior Vice President of Global Revenue Management at Marriott, is responsible for Revenue Management strategy and execution worldwide, across all brands. Previously, Mr. Roberts was regional vice president of market strategy for Marriott’s Eastern Region, and vice president of global pricing. He has been in Revenue Management at Marriott for 12 years.    

Prior to Marriott, Mr. Roberts worked as a finance department manager at American Airlines, working on airplane purchases and route economics.  He also worked for three years for the Pentagon as a technical consultant on missile defense, as part of the “Star Wars” initiative. He holds a B.S. and M.S. in operations research from Cornell University and an M.B.A. in economics from Northwestern University’s Kellogg School. Mr. Roberts has published several academic papers, on forecasting, options pricing, and customer choice modeling, and has a software patent pending. 

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Mark Shafer headshot


Mark Shafer
Senior Vice President of Revenue and Profit Management
Disney


Mark Shafer, Senior Vice President of Revenue & Profit Management for Walt Disney Parks and Resorts, is responsible for the application of Revenue Management across multiple segments including Walt Disney World, Disney Cruise Lines, Disneyland California, Disneyland Resort Paris, Hong Kong Disneyland, and support to Tokyo Disneyland. These responsibilities cross multiple lines, including resorts, merchandise, food and beverage, golf, and the sales process at the Disney Reservation Center.

In addition, Mr. Shafer’s team supports science applications at ABC, ESPN, and the Walt Disney Internet Group. Prior to Disney, Mr. Shafer spent 12 years in the airline business with People Express Airlines and Continental Airlines, holding positions in domestic and international pricing/Revenue Management.

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Brad Thompson headshot


Brad Thompson
Chief Pricing Leader
GE Corporate


Brad Thompson, GE’s Chief Pricing Leader, is responsible for growing revenue and margin through improved pricing strategy and process across the GE portfolio through two key objectives:

  • Accelerate organic growth by developing and executing pricing strategies that enable business units to more effectively achieve their growth objectives.
  • Balance price charged and customer value delivered thereby enabling win/win customer partnerships that drive sustainable growth.

Before joining GE, Mr. Thompson worked 14 years at American Express as general manager and  head of global pricing. In addition to his pricing roles, he held various relationship management and marketing positions including vice president, strategic relationship group, and director of marketing.

Mr. Thompson earned his B.A. in economics from Washington and Lee University and his M.B.A. in Marketing from New York University’s Stern School. 

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Hosts

Robert G. Cross headshot


Robert G. Cross
Chairman and CEO
Revenue Analytics


Robert G. Cross, Chairman and CEO of Revenue Analytics, is widely recognized as the foremost expert in the field of Revenue Management. Mr. Cross guides Revenue Analytics’ strategic vision and provides a wealth of industry expertise.  He is actively involved in client work, and his leadership has been instrumental in helping develop industry leading Revenue Management capabilities for its clients, including General Motors and InterContinental Hotels Group. 

Called the "Guru of Revenue" by The Wall Street Journal, Mr. Cross also founded Talus Solutions Inc., a company credited with creating billions of dollars in value for clients such as ABC, Delta Air Lines, Marriott International, Ford Motor Co. and UPS. Talus was acquired by Manugistics Group Inc. in December 2000 for $366 million.

Mr. Cross wrote The New York Times business bestseller, Revenue Management: Hard Core Tactics for Market Domination (Broadway Books 1997). The book has been published in French, German, Japanese, Korean, Chinese, and Portuguese. 

Mr. Cross served as a Distinguished Executive-in-Residence at the Terry College of Business at the University of Georgia. 

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Mark E. Ferguson headshot

Mark Ferguson
Conference Co-Chair

Steven A. Denning Professor of Technology and Management

Georgia Institute of Technology


Mark Ferguson is the Steven A. Denning Professor of Technology and Management and the Gregory J. Owens Associate Professor of Operations Management at Georgia Tech’s College of Management. He received his Ph.D. in business administration, with a concentration in operations management from Duke University in 2001. He holds a B.S. in mechanical engineering from Virginia Tech and an M.S. in industrial engineering from Georgia Tech.

Dr. Ferguson's research interests involve many areas of pricing and Revenue Management. He is the coordinator for the focused research area on dynamic pricing and Revenue Management at Georgia Tech and teaches an M.B.A. course on the topic.

He received best paper awards from the Production and Operations Management Society in 2005, 2006, and 2008. Several of his research projects have been funded by the National Science Foundation. Prior to joining Georgia Tech, Dr. Ferguson served as a manufacturing engineer and inventory manager with IBM for five years.

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Panel Speakers

Michael Bentley headshot

Michael Bentley
Director of Analytics
InterContinental Hotels Group


Michael Bentley, Director of Analytics, is responsible for Pricing and Yield Management analysis and modeling for the Global Revenue Management group at InterContinental Hotels Group (IHG). Mr. Bentley joined IHG in 2003 and has led a variety of initiatives to enhance the forecasting and optimization capabilities of Pricing and Revenue Management systems for all seven IHG brands across six continents and in more than 100 countries. Prior to IHG, he spent over eight years with Delta Air Lines providing business analysis and strategy in a variety of areas including International Pricing,
e-Commerce Revenue Management, and Network Development.

Mr. Bentley holds a B.B.A. in Finance from Georgia State University.

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Ravneet Bhandari headshot

Ravneet Bhandari
Senior Vice President of Revenue Strategy and Systems
Trump Entertainment Resorts


Ravneet Bhandari, Senior Vice President of Revenue Strategy & Systems at Trump Entertainment Resorts, oversees a diverse functional portfolio that encompasses Revenue Management, e-Commerce, Business Intelligence & CRM, Loyalty Programs, Centralized Reservations, Casino Services, Hotel Sales and Information Technology. He has extensive experience in marketing strategy and Revenue Management roles in the gaming industry. Prior to joining Trump Entertainment in early 2007, Mr. Bhandari served as vice president, business strategy for Harrah’s Entertainment, and corporate vice president of Revenue Management for Caesars Entertainment, both in Las Vegas.

Previously, Mr. Bhandari spent eight years with Hyatt International in various Revenue Management roles around the world, including corporate director of Revenue Management. He has also served as the senior vice president of marketing for Maxim RMS, a leading provider of automated Revenue Management solutions to the Hospitality Industry.

Mr. Bhandari holds an MBA in International Hospitality Management from L’Instiut de Management Hotelier International (Cornell-ESSEC) in Paris, France. He also holds Bachelor’s degrees in Economics and Hospitality Administration from the University of Delhi, India.

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John Breen headshot

John Breen
Senior Pricing Manager
Coca-Cola Enterprises


John Breen, Senior Pricing Manager at Coca-Cola Enterprises, is responsible for devising and implementing pricing and revenue enhancement strategy across all North American business units. Prior to joining Coca-Cola Enterprises, Mr. Breen worked for Delta Air Lines, where he managed domestic and International Pricing, Revenue Management, and network strategy. He led the effort to acquire and implement a Revenue Management system for Delta Cargo.  

Mr. Breen holds a M.B.A. and a B.S. in Civil Engineering from Georgia Institute of Technology, and as a teaching assistant spent a year lecturing on macroeconomic theory to Executive M.B.A. students at the University of San Francisco.

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Karen Cardwell headshot

Karen Cardwell
Senior Revenue Manager
Keystone Lodging & Golf


Karen Cardwell is the Senior Revenue Manager for Keystone Lodging and Golf, which falls under Vail Resorts Inc. She plays a significant role in strategic planning, rate development, and budget planning for the hospitality division.  Recent projects include the implementation of a new reservations and Revenue Management system for call centers operated by Vail Resorts, Inc.; Revenue Management lead on an upgrade to an updated version of its data warehouse; and work on the implementation of a new property management system. 

Ms. Cardwell completed her Bachelor’s Degree at Providence College in Accounting and Finance and has a graduate certificate in Hotel Revenue Management from Cornell University.

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Donald Davidoff headshot


Donald Davidoff
Group Vice President, Strategic Systems
Archstone


Donald Davidoff is Group Vice President, Strategic Systems for Archstone, a large privately held multifamily housing developer and operator. His teams are directly responsible for Pricing and Revenue Management, e-Commerce, and business process management.

Prior to joining Archstone, Mr. Davidoff led the team that built the Lease Rent Options™

software, the industry’s first automated Revenue Management system, at Talus Solutions, later acquired by Manugistics. While with Talus/MANU, Mr. Davidoff worked on Pricing and Revenue Management software and business processes in a variety of industries including rental car, hotel and gaming, package services and retail. He has spoken at several conferences and written several trade press articles about Pricing and Revenue Management.

Mr. Davidoff earned a Master’s Degree in Systems Management from the University of Southern California and a Bachelor’s degree in Aeronautical Engineering from Massachusetts Institute of Technology.

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Brian Dicker headshot


Brian Dicker
VP, Revenue Analysis & Decision Technology
Avis Budget Group


Brian Dicker is Vice President of Revenue Analysis & Decision Technology for Avis Budget Group.  He oversees maintenance and development of all Revenue Management, Pricing, and Fleet Optimization systems.  In addition, he is responsible for short- and long-term revenue forecasting and various strategic planning initiatives.
 
Prior to joining Avis Budget, Mr. Dicker held positions in Revenue Management, Pricing, and Financial Planning and Analysis at Continental Airlines, Cunard Line, and Pan American World Airways.
 
Mr. Dicker earned a M.B.A. in Finance/Operations Research from New York University and a B.S. in Economics from the Wharton School of the University of Pennsylvania.

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Jack Easdale headshot


Jack Easdale
Corporate Director of Revenue Management
Gaylord Hotels & Resort


Jack Easdale is Corporate Director of Revenue Management for Gaylord Hotels and Resorts. The brand recently opened the new 2,000-room Gaylord National Resort in Washington, D.C.  This complements Gaylord’s existing three properties in Nashville, Tenn., (Opryland), Orlando Fla.,(Palms), and Dallas (Texan).  The addition brings the portfolio to 8,000 rooms and more than 2 million square feet of meeting space.  Mr. Easdale has served in numerous Revenue Management roles in his 12-year career in hospitality.  He has his B.A. from the University of Western Ontario and his B.COMM from the University of Guelph with a focus in Hotel and Food Administration.  He recently graduated with his M.B.A. from Vanderbilt University and moved to Washington, D.C. to oversee the opening of Gaylord National in addition to his brand responsibilities.

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Sharon Hormby headshot


Sharon Hormby
Senior Director, Total Yield Systems
Marriott International


Sharon Hormby, Senior Director, Total Yield Systems at Marriott International, is a marketing and systems professional who has spent 23 years bridging the gap between technology and business. A pioneer in the field of Revenue Management, Ms. Hormby is leading a team of business, technology and operations research associates who are building innovative solutions to manage, the total assets of Marriott hotels. These solutions are used by revenue analysts, sales managers and hotel leaders throughout Marriott’s portfolio. In addition, she oversees several analytical tools in wide use and the analysis of benefits versus business case for the new systems.

Ms. Hormby has a B.A. in French/Linguistics from Clark University, a B.S. in Computer Science from the University of Maryland and an M.B.A. from The Wharton School at the University of Pennsylvania.

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Matt Marone headshot


Matt Marone
Strategic Pricing Manager
GE Energy


Matt Marone is a Strategic Pricing Manager for GE Energy’s Services business with five years of pricing experience. He leads a team responsible for implementing business processes and technology solutions that focus on price development, delivery and execution for Energy Services’ parts, repairs and field service businesses. Mr. Marone’s previous roles include pricing manager for GE Energy Parts and Logistics Center of Excellence Project Manager. He is a graduate of GE’s Junior Officer Leadership Program.

Prior to joining GE, Mr. Marone served as a Lieutenant Commander in the US Navy for 11 years. He holds a BS degree in Aerospace Engineering from Boston University as well as an MBA and Master of Science degree in Information Systems from Boston University.

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Gina Morello headshot


Gina Morello
Manager, Cargo Revenue Management
American Airlines Cargo


Gina Morello is a Manager in Cargo Revenue Management at American Airlines responsible for Pricing Strategy. In her previous role, she was responsible for Revenue Decision Support for Cargo Revenue Management including the selection and design of the new generation Revenue Management system. Ms. Morello has also held a variety of positions in passenger Revenue Management and in Operations Research since joining American Airlines in 2000. Before joining American, Ms. Morello worked as an Operation Research Analyst at Sabre Inc., Blockbuster, and Ryder Integrated Logistics.

Ms. Morello holds an M.S. in Operations Research and a B.B.A. from the University of Miami. She is the Chairperson of the AGIFORS Revenue Management Study Group since 2002 and on the AGIFORS Council since 2004. She is a member of the Editorial Board of the Journal of Pricing and Revenue Management since 2004 and has guest edited several special editions and contributed articles.

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Greg Preuer headshot


Greg Preuer
Director, Pricing
Cooper Industries


Greg Preuer was recruited to Cooper Lighting in 2006 to develop and lead Cooper’s pricing organization as Director of Pricing. He has since constructed the commercial efforts to grow revenue and margins through Strategic Pricing Execution. Key goals include enabling the profitable growth of unique business units’ sales and margins simultaneously and developing players, processes, metrics, and the overall culture to sustain improvements.

Before joining Cooper, Mr. Preuer worked 14 years at General Electric. During his tenure with GE, he held numerous positions in lighting and commercial finance. Mr. Preuer held various positions including national sales manager, master black belt, pricing leader and marketing manager.

Mr. Preuer earned his B.A. in Business Administration from Baldwin Wallace College and his M.B.A. in Finance from St. Louis University.

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Jim Rozell headshot


Jim Rozell
Revenue Optimization Leader
Carlson Hotels


Jim Rozell, Revenue Optimization Leader for Carlson Hotels has almost 20 years of experience in the Travel Industry helping create and develop demand based tools.  His background includes 15 years at American Airlines, time spent at a third-party hotel vendor, a wholesale tour operator and hotel companies.  Mr. Rozell has helped develop several demand forecast processes and pricing models – all with a keen eye on managing future demand.  His most recent project is with Carlson Hotels Worldwide, where they have implemented an enterprise forecast model.  Carlson has used this technology to make significant gains in its overall revenue performance.

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Mark Rudel headshot

Mark Rudel
Marketing Director, Revenue Management
UPS


Mark Rudel, Marketing Director for Revenue Management, is responsible for Global Pricing Optimization and decision support for UPS. Mr. Rudel joined UPS in 1993 and has held a variety of management positions in Pricing and Marketing including yield manager, Southeast region marketing manager, and director of new product evaluation. Prior to UPS, he spent more than eight years with Continental Airlines in various management positions including director of market economics and director of Pricing, two years with USAir as director of economic planning and two years as director of air/sea with Renaissance Cruises in Ft. Lauderdale.

Mr. Rudel holds a B.S. in Accounting from Indiana University of Pennsylvania and a M.B.A. from Indiana University.

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Ed Sorensen headshot

Ed Sorensen
Vice President of Pricing and Yield Management
Avis Budget Group


Ed Sorensen is the Vice President of Pricing and Yield Management for Avis Budget Group, a $6.1 billion leader in car rental services. In this role, he is responsible for strategic and tactical pricing and inventory management including the design, development, and implementation of its systems.

As a leader with 25 years of Revenue Management experience, Mr. Sorensen has led multiple Revenue Management projects resulting in both improved profits and customer service for Avis and Budget. His innovative design of a yield management system, centrally controlled for profit optimization and locally used for operational decisions, has helped align an entire organization. His expertise and experience includes the design of dual brand yield system, a competitive alert pricing system, and most importantly “getting an organization to use the system.” In addition, Mr. Sorensen has worked closely with senior leaders of various travel distribution systems and Revenue Management providers supplying critical industry pricing and Revenue Management trends.

Mr. Sorensen holds a BS in Economics from Hofstra University and completed the CEO Leadership Series at The Wharton School.

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Ed Sorensen headshot

Gregg Stucke
Manager, Global & National Agreement
Siemens Energy & Automation


Gregg Stucke, Siemens Energy & Automation’s Manager of Global and National Agreements, is responsible for the development of customer agreements and Strategic Pricing. Mr. Stucke’s objectives are to increase company revenues, profits, and account productivity while controlling associated risk. The use of Strategic Pricing and programs are critical components to the success of these activities.

Mr. Stucke joined Siemens in 1989 and has held numerous positions in engineering, product management, customer service, productivity improvement, and Strategic Pricing. He earned his B.S. in engineering from Georgia Southern University.

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Breakout Speakers

Dick Braun headshot


Dick Braun
Vice President, Corporate Strategic Pricing
Parker Hannifin Corp.


Dick Braun was recruited to Parker Hannifin in 2004 to develop and lead Parker’s strategic pricing program as Vice President, Corporate Strategic Pricing. He has since led the Pricing Program, which has significantly contributed to Parker’s earnings growth from $345 million in FY04 to $830 million in FY 07 (just concluded).  Mr. Braun’s work was recently featured in The Wall Street Journal article, “Seeking Perfect Prices, CEO Tears up The Rules.”

Mr. Braun joined General Electric in 1980 in the financial management program. During his 24-year GE career he held positions in the aircraft engine, power systems, advanced materials, and lighting businesses.  Among his numerous positions were Pricing Manager in the lighting business.

Mr. Braun holds a B.A. in Economics from Wittenberg and an M.B.A. from Xavier University.

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Kristin Hubbard headshot


Kristin Hubbard
Manager, Pricing Analytics
The Home Depot


Kristin Hubbard is the Manager of Pricing Analytics for The Home Depot. She was instrumental in building a centralized analytics team focused on defining and implementing a measurement methodology and process for quantifying the impact of various pricing schemes across the company. Prior to the pricing group, Ms. Hubbard served as an internal consultant working to identify and implement process improvements in store operations, finance, IT, merchandising, and services.

Ms. Hubbard holds a B.S.in Management from Georgia Institute of Technology. She is involved with her alma mater, serving in an advisory role for a student organization. 

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Workshop Instructors

Dax Cross headshot


Dax Cross
President
Revenue Analytics


Dax Cross serves as the President of Revenue Analytics. In this role, he guides the firm’s day-to-day operations, manages key client relationships and leads consulting engagements. His consulting work with the firm includes leading Revenue Discovery projects that identified more than $300 million in revenue opportunities.  In addition, Mr. Cross has led Revenue Recovery engagements for Fortune 500 clients to enhance demand forecasting capabilities, design processes and tools to build Demand-Based Pricing programs, develop Price Optimization Capabilities and create an organizational framework for Revenue Management practices. 

Mr. Cross has lectured on Revenue Management, forecasting and Price Optimization at Revenue Management conferences, hotel industry conferences, and at Emory University’s Goizueta School of Business.  Prior to joining Revenue Analytics, He was an attorney at King & Spalding LLP. 

Mr. Cross holds a J.D. from the University of Georgia, where he graduated summa cum laude and ranked first in a class of 225, and a B.A. from Davidson College.

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Zach Cross headshot


Zach Cross
Vice President, Revenue Management Strategy
Revenue Analytics


Zach Cross serves as Revenue Analytics' Vice President, Revenue Management Strategy. In this role, he advises clients and leads engagements on Revenue Management strategy and business process issues.

His work with the firm includes managing engagements ranging from initial Revenue Diagnostic projects to a Revenue Recovery project, where he lead the design of a Revenue Management organization and capability for a multibillion dollar division of a Fortune 50 auto manufacturer. In addition, Mr. Cross has helped clients measure Price responsiveness, improve Pricing and discounting strategies and execution processes, and develop performance measurement tools.

Mr. Cross lectured on Revenue Management and Pricing Performance Measurement at the 3rd Annual Revenue Management and Price Optimization Conference.  He joined the company from Revenue Technologies, a leading provider of Pricing and Revenue Management software solutions.  At Revenue Technologies, he provided Fortune 500 companies with business process reengineering consulting services as well as software implementation and configuration best practices.

Mr. Cross holds a B.B.A. with a double major in Marketing and Entrepreneurship from the University of Miami.

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Laurie Garrow headshot


Laurie Garrow
Assistant Professor, Civil and Environmental Engineering
Georgia Institute of Technology


Professor Laurie Garrow’s research addresses the development and application of advanced models of travel demand that integrate discrete choice, econometric, and market research methods to enhance understanding of travel behavior. Dr. Garrow earned her Ph.D. in Civil Engineering at Northwestern University, with an emphasis on travel demand modeling and airline passenger behavior. Her dissertation won first prize in the 2004 Aviation Applications Section of Institute for the Operations Research and Management Science and honorable mention in the 2004 Eric Pas dissertation competition sponsored by the International Association of Travel Behavior Research. Dr. Garrow and her colleague Roger Parker, Chief of Technology for Marketing Commercial Airplanes at The Boeing Co., are writing a book for Ashgate Publishing titled Discrete Choice Models of Air Travel Demand: Theory and Application.

Dr. Garrow serves on the editorial board of the Journal of Revenue and Pricing Management and Transportation Research Part B. Dr. Garrow has five years of industry experience, including four years as an analyst in the Research and Development Revenue Management Group of United Airlines and one year as an analyst in the Customer Science Unit of Mercer Management Consulting.

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Jon Higbie headshot


Jon Higbie
Senior Vice President & Chief Scientist
Revenue Analytics


Dr. Jon Higbie, Senior Vice President and Chief Scientist of Revenue Analytics, is a leading expert in the science of Revenue Management.  He has helped some of the world’s leading companies increase revenue and profit through the application of sophisticated pricing, forecasting and Revenue Management techniques. 

Dr. Higbie is particularly known for his innovative work in the hospitality and advertising industries. He has been recognized for his contributions to the science of group Revenue Management, real-time Price Management, and large-scale network management for companies such as ABC Television Network, Ford Motor Company, Marriott International, and Delta Air Lines. 


Prior to joining Revenue Analytics, Dr. Higbie served as Chief Scientist for JDA Software, Inc., where he led one of the world’s premier operations research organizations focused on Revenue Management. 

Dr.  Higbie also served on the faculty of the College of Management at Georgia Tech.  He holds a Ph.D. in Management Science and Information Technology from The University of Georgia, and a B.A. in Physics from Wittenberg University.

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Dan Iliescu headshot


Dan Iliescu
Operations Research Consultant
Revenue Analytics


Dr. Dan Iliescu is an Operations Research Consultant for Revenue Analytics. His work with the firm covers the development and testing of customer-centric pricing, yield management and forecasting solutions. Dr. Iliescu received his Ph.D. in Civil and Environmental Engineering from Georgia Institute of Technology. As part of his graduate studies he conducted extensive data analysis for Boeing Commercial Airplanes and Airline Reporting Corp. His research focused on exploring determinants of airline passenger cancellation behavior using time-to-event models and quantifying the impact of survival forecasts on airline revenue streams.

Dr. Iliescu also holds a M.S. in Civil Engineering (Transportation) from University of Maryland, and a B.S. in Civil Engineering from Technical University of Cluj-Napoca.

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Julia Morrison headshot


Julia Morrison
Manager, Operations Research
Marriott International


Dr. Julia Morrison is Department Manager for the Operations Research Center of Excellence in Revenue Management Systems at Marriott International. She is involved in a variety of projects, including demand forecasting, Pricing, and Profit Optimization. Prior to joining Marriott, Dr. Morrison was a consultant with McKinsey & Co., where she specialized in Pricing and customer and store segmentation primarily in retail and consumer packaged goods sectors. Dr. Morrison also used her background in statistics to develop a variety of analytical tools used in solving a range of business problems, from sales force territory re-design to store labor scheduling.

Dr. Morrison holds a Ph.D. in Operations Research and Financial Engineering from Princeton University, and B.S. in Applied Physics and Mathematics from Moscow Institute of Physics and Technology.

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