Revenue Management Managing Director

ROBERT MARK DEFRANCESCO

Atlanta, GA ***** 470-***-****

****.***********@*******.*** linkedin.com/in/mark-defrancesco

SENIOR PEOPLE LEADER DIRECTING PROCESS AND TECHNOLOGY IMPROVEMENT IN PRICING, PRODUCT, BEST PRACTICES AND REVENUE MANAGEMENT

Experienced with a proven history of delivering margin, revenue and share increases achieved through leadership, technology development and process improvement. As a trusted advisor to executive and C suite leaders, accomplished in developing and implementing the strategic Inventory, Pricing and Product Management Strategy vision for the generation of multibillion-dollar domestic and international businesses. Experience with both internal and external customers to include state governors, senators, customers, sales, commercial and operations with deep experience with P&L responsibility. Orchestrated environments of participation, learning and success through leadership, communication and relationship-building with the team, commercial and operations.

ACCOMPLISHMENTS

Transformed multiple Revenue Management departments at Delta, overcoming complexity in generating incremental revenue within the challenges of bankruptcy, merger, pandemic and global recession.

Attained unparalleled profitability from Pricing and Pricing Strategies in Delta’s largest entity.

Changed the face of the airline industry as first mover in Product Management and Product Strategy bringing several high dollar branded fare products to market, from MVP to maturity.

PROFESSIONAL EXPERIENCE

Trane Technologies Pricing Division

Pricing Transformation Leader (3/2023 – 8/2023)

Identified projects, systems, processes, and programs to deliver business productivity and revenue growth.

Achieved successful development of price and volume analytical monitoring tool to understand pricing performance relative to last year, current year trending and performance to the annual plan.

Evangelized migration from cost based pricing on non-commodity products to value based and willingness to pay strategies leveraged on certain products to push improvement in overall EBITDA.

Accomplished in developing the multi-year process improvement roadmap for 15 identified areas of opportunity suitable for revenue expansion techniques and leaner best practices.

Several roles eliminated due to company financials

Cox Automotive, Logistics Division

Director, Pricing Strategy (9/2021 – 8/2022)

Supervised pricing strategy and AI system testing through R&D consultation. Initially managed team of six, attrition down to three during the height of the vehicle shortage of 2022.

Shepherded project management as it relates to PriceFx implementation, the new AI system.

Achieved, through cross functional leadership with data science team and a third party vendor, forecast accuracy improvements for rate price over historical actuals to be within 3% on new AI system.

Delta Air Lines

Managing Director of Cargo Revenue Management and Forecasting (5/2019 – 3/2021)

Successfully operationalized strategic vision for the team’s execution of revenue management plan and profit maximization strategies. Supervised staff of 30 to include teams in China, Japan and Europe.

Spearheaded the development of cargo only charter flight strategies, during COVID, collaboration with Sales, Finance and Marketing improving revenue, profit, and share.

Slashed costs, during negotiation, from final 3rd party payment distribution given contract completion shortcomings.

Aligned revenue management team on the development of new reporting accuracy mechanisms for better opportunity identification on scheduled flights ultimately achieving $550M of ultra-high margin revenue.

Effectively guided forecasting team’s methodology to be inclusive of recent performance blended with year over year performance improving accuracy to within 1% of historical actuals.

Managing Director of Product Strategy and Ancillary Fees (8/2016 – 5/2019)

Charged with improving revenue, evolving product planning and product launch for Delta’s six branded products and multiple ancillary fees within the boundaries of brand, net promoter scores, customer experience, and employee satisfaction. Portfolio Management for all branded products to include fees. Led team of 10.

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Delta Air Lines (continued) Professional Experience page. 2

Established multi-channel product roadmap in partnership with peers across commercial and operational business units to also include C-suite. Became internal customer service point of contact for product education, development and pricing. Leveraged Finance for costing each of the six products.

Enhanced Comfort Plus branded product revenue through tactical retail pricing changes and strategic value proposition adjustments resulting in increased revenues of ~+$200M to $760M over one year period.

Effectively modeled fees, à la carte options, bundles, and subscription scenarios for potential future deployment.

Integrated the decontented Basic Economy product in both Domestic and International to include Joint Ventures.

Enhanced consistency in strategy development and tracking improved product and fee revenue by +50% to $3B

Managing Director of Domestic Pricing and Pricing Strategies, (10/2012 – 8/2016)

Chief pricing strategist charged with maximizing revenue in Delta’s largest business unit. Led team development, coaching, motivation, and training for 75+ analysts and leaders.

Prepared weekly two hour strategy sessions with Delta’s President to illustrate current strategy performance and future performance expectations given the economics of price sensitivity and relative to the forecast, share, recent market revenue trending and willingness to pay penetration. Meeting included Sales, Marketing, Inventory Control and Product strategy.

Cross-functional leadership influenced Sales, Marketing, Distribution and Product Team on pricing and product strategy optimization through pricing analysis.

Developed department level process for segmentation and governance techniques to optimize over 16M skus while also reducing analyst implementation error rates to less than .5%

Led entity, $25B of Delta’s $40B revenue, from aggregated unit revenue per seat performance of 105% compared to competition to 119% while driving 3 points of margin expansion and maintained share.

Director of Transatlantic Pricing and Inventory, (11/2011 – 10/2012)

Charged with leading team, using current resources, leveraging technology and more modern strategy approaches in revenue management with emphasis on team and process rebuilding as well as the needed training to include change management. Led 40 US and Europe based team members.

Guided the implementation of the strategy lifecycle to acquire revenue opportunities more quickly, improving revenue performance.

Managed joint venture relationships and revenue performance with Air France, Virgin Atlantic, KLM, and Alitalia.

Improved transatlantic unit revenue performance versus industry from 88% to 109% to maximize $8B of company revenues, Delta’s second largest entity.

General Manager, Manager for Pricing and Revenue Management, (7/2004 – 11/2011)

Led teams of 6-12 accountable for maximizing revenue through demand forecasting and yield management.

Selected for initial “go” team as 1 of only 4 persons during Delta Air Lines and Northwest Airlines merger, mapping and executing people, technology and process implementation synergies.

Successful, in conjunction with the data scientist teams, user acceptance testing for transitioning over from Sabre’s revenue management system to in house yield management system, DymOnD.

Leveraged SQL based analytical monitoring tool for flight revenue management from initial schedule to departure. Expert with Microsoft office products – excel, power point, word, outlook, teams and visio

EDUCATION AND OTHERS

Embry Riddle Aeronautical University, Daytona Beach, FL

Master of Business Administration (MBA), focus on Airline and Airport Business Management

Embry Riddle Aeronautical University, Daytona Beach, FL

Bachelor of Science (BS), Aviation Technology

Professional Development

Leadership Development Program (LDP) and Leading from the Middle Pilot Program

Center for Creative Leadership (CCL), Greensboro, NC

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