Independent advice on pricing
and commercial strategy.
I advise leadership teams on what to charge, how to package their offer, and how to land new prices in the market.
Areas of expertise.
B2B software
- Packaging and tier design
- Monetization of AI native products and AI features
- Price metric and rate card design
- Renewal and price increase programs
- Discount governance and deal desk rules
Retail
- Storewide pricing strategy
- Promotion planning and effectiveness
- Markdown and clearance management
- Assortment and merchandising economics
Consumer goods
- Price pack architecture
- Trade terms design
- Promotion and trade spend effectiveness
How an engagement typically runs.
Stakeholder interviews
Leadership, sales, and finance, to frame the decision and its constraints.
Transaction data analysis
Realized prices, discounts, and churn, read from your own billing data.
Customer research
Willingness to pay tested directly, through surveys or interviews.
Final recommendation
Price points, packaging, and a rollout plan, sized and sequenced.
Implementation support
Sales training, GTM materials, and support through rollout.
Experience and selected results.
I spent six years in pricing and commercial strategy, most recently at Simon-Kucher & Partners in the Toronto and London offices, after strategy work at Accenture in Toronto. Engagements have covered packaging and price model redesign for global software businesses, price pack architecture for North American food brands, and storewide pricing programs for US retailers.
Packaging and tier architecture optimization · Value based pricing · Discounting discipline
A $500M+ education software platform had accounts growing usage without growing spend. A redesigned tier structure and a price metric aligned with delivered value unlocked more than $30M in annual expansion revenue opportunity.
A cybersecurity SaaS vendor lacked an accessible entry point for new customers. A repackaged landing tier and token based access to premium features encouraged adoption and delivered an 11 percent revenue uplift.
A US optical retailer faced flat comparable sales and eroding margin. A program across price changes, promotion depth, and store execution was sized and delivered at $22M.
A US magazine publisher saw digital growth cannibalizing print revenue. A redesigned price architecture across print, digital, and bundles delivered a 17 percent revenue uplift.
Perspectives on current pricing questions.
- Pricing AI products when usage carries the value Upcoming Credits, tokens, and hybrid metrics. What each model rewards, and how to choose between them for your product.
- Why price increases fail in the last mile Upcoming Targets are set centrally and given away in negotiation. The program design that prevents it.
- Price pack architecture when the basket is shrinking Upcoming Pack ladders, downsizing decisions, and the shelf math behind both.
- What realized price tells you that list price cannot Upcoming Reading the discount waterfall in your own transaction data, and acting on it.