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Manager, Ancillary Pricing & Revenue Management Resume Example

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MANAGER, ANCILLARY PRICING & REVENUE MANAGEMENT
Summary and Objective
Extensive experience in development and pricing of airline ancillary products, ancillary revenue analysis and forecasting
Highlights
  • Ancillary Pricing 
  • Subscription / Bulk Pricing
  • Predictive Modeling
  • Financial Modeling 
  • Travel Insurance 
  • Commercial Aviation
  • Product Development
  • Vendor Management
Key Responsibilities Held
Responsible for development of pricing strategy for ancillary products of major commercial airlines. Led initiative to identify itinerary attributes that are highly correlated to take-rate for each ancillary product for the purpose of dynamic pricing. Responsible for Revenue Analysis and Predictive Modeling for maintaining up-to date revenue forecast.  Also held responsibility for subscription pricing for loyalty membership programs.
 
Worked on ideation of  innovative travel insurance product as well as bulk pricing of airline tickets and ancillary products for Spirit Airlines. Experience in leading multi-disciplinary projects involving Revenue Operations, Product Development, Marketing, Finance and Revenue Accounting.
Qualifications
MS in Industrial Engineering with focus on Descriptive and Predictive Analytics. 9 years of experience in Commercial Aviation, 5 years of experience in Ancillary Pricing.
 
2 years of experience in Web Analytics using Webtrends. 12 years of experience using SQL. 3 years experience in data modeling and statistical analysis using R. 
Behavioral Competencies
Good communication and relationship building skills. Ability to identify and prioritize high revenue impact opportunities.
Experience
Manager, Ancillary Pricing & Revenue Management 12/2016 to Current Alaska Airlines Seattle, WA
This position reports to Director, Pricing (Revenue Management Department)
 
Developed comprehensive product and pricing strategy for ancillary products. Owned implementation of new merchandising and pricing platform. 
 
Led competitive analysis of pricing strategy at other airlines and provided recommendation to realign Alaska Airlines fare structures.
Manager, Loyalty Programs 11/2015 to 12/2016 Spirit Airlines Miramar, FL

This position reports to Sr. Director, Ancillary Revenue

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Travel Insurance: Determined that a significant deterrent to building loyalty within Spirit's customer base was it's inability to re-accommodate passengers during irregular operations. Recommended collaboration with Freebird to launch an insurance product that provides alternate and timely travel arrangements instead of  monetary compensation.
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Subscription Loyalty: Enhanced subscription based loyalty program by implementing tiered membership based on advanced segmentation analysis to provide relevant and meaningful benefits to loyal customers. Developed revenue forecast and analysis models to discover meaningful trends and analysis. Recommended dynamic pricing of subscription fee to drive increase in subscriptions. Implemented enhanced credit card recycling, expiry date advancement and delinquent user notification systems to reduce credit card declines on renewals, which led to $12M in incremental revenue.  
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Loyalty Analytics: Led CRM System Design and Data Structure remodeling for loyalty programs. Developed analytics to track and monitor participation rate, activity rate, frequency, pacing, lift, breadth of activity, award bookings availability / redemptions, ultimate redemption rate, breakage rate, inactivity period, tenure and attrition. 
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Product Management: Enhanced loyalty program features and managed product deployment across all web channels as well as CRM system. Led the initiative from conception, documentation and implementation. Executed A/B testing of digital content and assets to drive incremental signups to loyalty program.
 
Frequent Flier Program: Incorporated strategic enhancements in the Loyalty Program and led competitive campaigns to rewards members for savings as opposed to spend. Garnered favorable support from media and loyal members in wake of legacy carriers diluting their frequent flier programs. Performed detailed analysis of frequent flier program to assess relevancy of loyalty benefits to our evolving customer base as well as competitiveness with other loyalty programs. 
Manager, Marketing Analytics and Customer Insights 11/2012 to 10/2015 Spirit Airlines Miramar, FL

This position reported to VP, Consumer Marketing

 
Marketing Analytics: Harnessed insights from Web Analytics, Email Marketing Analytics, Media Intelligence, Social Media, Call Center KPIs, Customer Relations Feedback, Sales & Distribution (GDS) Metrics, Mishandled Baggage Stats, OnTime Performance Stats, Kiosk Utilization and Checkin Channel Funnel to provide a coherent view of business as well as measure and optimize the overall effectiveness of various marketing initiatives.

Customer Insights: Developed Net Promoter Score (NPS) program to gain insights into customer experience through text mining and sentiment analysis and provide relevant feed back to Consumer Marketing, Airport Services, Inflight and Operations teams in order to improve customer experience and increased revenue from repeat business. Led conjoint analysis to facilitate optimal mix of features as well as optimal pricing for ancillary revenue products.

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Capital Plan & OPEX Budget/Forecast: Developed a collaborative environment and a robust process for building revenue, capital and cost budget that synchronized efforts across entire Consumer Marketing department. Incorporated checks to quickly identify errors, omissions, duplications.
Manager, Ancillary Revenue 09/2011 to 10/2012 Spirit Airlines Miramar, FL

This position reported to Director, Ancillary Revenue

 
Ancillary Revenue Management: Optimized and expanded ancillary revenue in the areas of Unbundled Products (Checked Bags, Carry-on Bags, Preferred Seating, Hotel Packages, etc) and $9 FARE CLUB Loyalty Program. Contributed to Spirit's meteoric rise to highest ancillary revenue on a per segment basis through recommendations for effective pricing and revenue management based on seasonality and Market O&D. Developed statistical correlation metrics to identify itinerary attributes like Duration of Stay, Length of Haul, Pax per PNR, etc - that have high affinity to ancillary products attachment-rate for the purpose of developing Dynamic Pricing strategy.
 
Revenue Forecasting & Budget: Built advanced statistical models to forecast revenue for each ancillary product. Revised 90 days forward looking revenue forecast on daily basis along with detailed breakdown of D/D and Y/Y changes as well as breakdown of changes attributed to primary drivers.

 

Product Unbundling: Recognized and recommended opportunities for new or expanded revenues and decreased costs via the creation or modification of fees and unbundling of travel products. Analyzed the demand and customer behaviors related to all Ancillary Products and recommend pricing changes for unbundled products like bags and preferred seating in order to maximize revenue.
Manager, Operations Planning and Analysis 08/2010 to 08/2011 US Airways Tempe, AZ

This position reported to Director, Operations Planning & Analysis

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Revenue Leakage / Compliance: Managed development of data-marts to facilitate reporting on Revenue Compliance, identify instances of Revenue Leakage and recommend solutions for Revenue Compliance.


On-Time Performance Analytics: Led team of analysts to develop in-house data-marts and Business Intelligence (BI) web-portal for hosting On-Time Performance metrics and Station Performance reports.

 
CEO's State of Business Dashboard: Led a multi-team effort to compile a weekly Officers' Deck for CEO's weekly staff meeting which covered all areas of business. Supported analytical needs of wider organization especially within Revenue and Operations groups.
Sr. Analyst, Operations Performance & Statistics 03/2008 to 07/2010 US Airways Tempe, AZ

This position reported to Manager, Operations Performance & Statistics


United States DOT mandated OTP Reporting: Responsible for reporting On-Time Performance Stats to the DOT as described in 14 CFR Part 234 of DOT's regulations which covered all nonstop scheduled-service flights between airports within the United States (including territories). This is required for all carriers that have 1 percent of total US domestic scheduled-service passenger revenue.
Software Engineer 03/2004 to 12/2005 Infosys Technologies Ltd Pune, Maharashtra, IN

This position reported to Project Manager, Software Development


Responsible for Business Analysis, ERP Module Implementation and Enhancements. Ensured data consistency across all ERP modules to ensure accuracy and reliability of financial reporting.
Education
Master of Science: Industrial Engineering 2007 Arizona State University Tempe, AZ, USA

• Operations Research • Statistical Modeling • Computational Data Mining • Quality and Reliability Engineering
BE: Mechatronics Engineering 2003 Sardar Patel University Vallabh Vidyanagar, Gujarat, India
Certifications

Satmetrix Certified Net Promoter Associate --- Customer Loyalty Certification

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Resume Overview

Companies Worked For:

  • Alaska Airlines
  • Spirit Airlines
  • US Airways
  • Infosys Technologies Ltd

School Attended

  • Arizona State University
  • Sardar Patel University

Job Titles Held:

  • Manager, Ancillary Pricing & Revenue Management
  • Manager, Loyalty Programs
  • Manager, Marketing Analytics and Customer Insights
  • Manager, Ancillary Revenue
  • Manager, Operations Planning and Analysis
  • Sr. Analyst, Operations Performance & Statistics
  • Software Engineer

Degrees

  • Master of Science : Industrial Engineering 2007
    BE : Mechatronics Engineering 2003

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