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complex pricing challenges.

Robert G. Cross is the Chairman of Revenue Analytics. He is widely recognized as the foremost expert in the field of Revenue Management.

Robert G. 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 leading Revenue Management capabilities for Revenue Analytics clients, including The Coca-Cola Company, Marriott International and InterContinental Hotels Group.

Labeled the "Guru of Revenue Management" by The Wall Street Journal, Robert G. Cross, prior to Revenue Analytics, founded Talus Solutions, Inc., a company credited with creating billions of dollars in value for clients such as Delta Air Lines, Ford Motor Company and UPS. Talus was acquired by Manugistics Group, Inc. in December of 2000 for $366 million.

Robert G. Cross authored The New York Times Business Best Seller Revenue Management: Hard-Core Tactics for Market Domination (Broadway Books, 1997), which has subsequently been published in French, German, Japanese, Korean, Chinese, and Portuguese editions. He is in demand as a global lecturer on Revenue Management and is frequently quoted in international business publications. His writings have been included in the Book of Management Wisdom (John Wiley & Sons, 2000) along with such business luminaries as Bill Marriott, Jack Welch and Lee Iacocca.

Dax Cross serves as the Chief Executive Officer of Revenue Analytics. In this role, Dax leads the firm in creating and fulfilling its long-term strategic objectives and annual business plans.

Over the past ten years, Dax Cross has partnered with clients to create dynamic Pricing and Revenue Management capabilities that have delivered over $1 billion in organic revenue growth. His expertise cross-industry client base includes, retail, travel and hospitality, communications, consumer goods, manufacturing, and entertainment.

Dax Cross has lectured on topics such as Revenue Management, forecasting, Price Optimization and performance measurement at Revenue Management conferences, industry conferences, Cornell University and Emory University, Goizueta Business School. Prior to co-founding Revenue Analytics, he was an attorney at the law firm of King & Spalding LLP.

Tom serves as the Chief Financial Officer of Revenue Analytics. He is responsible and accountable for the firm's overall financial strategy and direction, ensuring that Revenue Analytics is optimizing the return on its invested capital and operational initiatives. In this role, Tom develops financial plans, metrics, and advises the Board and executive team on funding and investment requirements to meet corporate goals and objectives. In addition, Tom oversees the organization's accounting and reporting functions.

Prior to joining Revenue Analytics, Tom was in both CFO and other executive roles for start-up and established technology companies. His experience includes significant capital raising, strategic partnerships, and extensive M&A activity. Tom has played key roles in the growth of three separate technology companies, culminating in successful exits for each. Earlier in his career Tom held positions in corporate and investment banking Institutions.

Zach Cross is the President of Revenue Analytics. In this role, Zach is accountable for setting the direction to achieve the company's revenue growth vision. Additionally, Zach is accountable for developing and implementing marketing and business development strategies, delivering profitable, sustainable and efficient engagements for all of Revenue Analytics clients and achieving the company's annual revenue goals.

Zach has held many positions within Revenue Analytics over the years and his leadership has helped to grow Revenue Analytics into the world's leading consulting firm in the area of organic revenue growth for Fortune 500 companies. Zach has a breadth and depth of experience across a multitude of industries including automotive, cruise lines, distribution, travel and hospitality, manufacturing, media and retail.

Prior to co-founding Revenue Analytics, Zach was employed at Revenue Technologies, a leading provider of pricing and Revenue Management software solutions. At Revenue Technologies, he provided high tech manufacturers with business process re-engineering consulting services as well as software implementation and configuration best practices.

Steph Garfrerick is SVP, Media Vertical at Revenue Analytics. In this role she oversees all functions of the vertical and leads the go-to-market strategy and long-term vision for RateOptics, the next-gen pricing system that powers some of the largest media companies in North America.

Since joining the company in 2012, Steph has worked closely with large media companies to drive organic revenue growth and eliminate wasted time using predictive analytics. With experience across Radio, Broadcast TV, and Cable Network sub-industries, she has a proven track record delivering scalable solutions and exceptional results.

Prior to joining Revenue Analytics, Steph consulted for Deloitte in their Technology practice. A faithful Yellow Jacket fan, she earned her Industrial Engineering degree from Georgia Tech. Steph lives in Atlanta with her husband, two daughters, and rescue dog. She enjoys spending time with her family and watching heartbreaking Atlanta teams lose in the playoffs.

Mark Sjurseth is the Senior Vice President of Technology at Revenue Analytics. In his role, Mark is accountable for the development, delivery, and support of the company’s pricing and revenue management software products and vertical solutions.

Mark brings with him over 20 years’ experience creating innovative software products, building successful R&D teams, and scaling development groups. A strong advocate for learning systems and frameworks, Mark believes in promoting growth within his team to deliver inspiring products.

Before joining RA, Mark headed application development for an ecommerce analytics software provider. Prior to that, he led R&D for a global provider of cloud-based products for audio and web conferencing solutions.

Mark and his wife live in Smyrna, GA where the sun is always shining and the dog gets two walks per day.

Jared Wiesel is a Senior Vice President at Revenue Analytics. In this role, he serves as the practice area lead for Manufacturing and Distribution. Jared has led and executed project work across four continents with experience in multiple industries including retail, consumer goods, automotive, manufacturing, amusement and entertainment, freight, and specialty services. Jared also designs practical and actionable client solutions that drive organic revenue growth. In addition, Jared is responsible for driving revenue targets for the retail and consumer goods practice areas by implementing business development strategies and delivering engagements that are efficient, profitable and sustainable for project team members. Mr. Wiesel has a decade of experience partnering with Fortune 500 companies to help solve their most complex Pricing and Revenue Management challenges. His primary areas of focus include pricing strategy, price optimization, rules-based pricing, process design, and change management.

Prior to joining Revenue Analytics, Jared was a leader in Deloitte Consulting, Pricing and Profitability Management practice where he designed and managed complex Pricing and Revenue Management engagements.

Srini Manickam is the Vice President of Engineering Services at Revenue Analytics. Responsible for supporting Media and Manufacturing & Distribution products, he actively leverages Agile methodologies to maximize team efficiency.

Prior to Revenue Analytics, Srini has worked across numerous industries: food (Conagra Brands), electrical manufacturing (Square D), media (Weather Channel), travel (Last Minute Travel), and telecommunications (AT&T and PGi). Most significantly, he led the development of PGi’s Conferencing and Collaboration product development for 15 years.

Srini holds a M.S. in Computer Science from Bradley University and is a certified Oracle DB and Scrum Master. In his free-time, he enjoys family time hiking, gardening, and cooking.

Michael McCunney is Vice President of Marketing at Revenue Analytics, and is responsible for the company's marketing and brand strategy, communications and global campaigns.

Michael is accountable for ensuring the voice of the customer is the epicenter of the organizational marketing content. He is committed to providing meaningful, actionable and empowering content to our valued customers and the Revenue Management community at large.

Prior to joining Revenue Analytics, Michael was Head of Marketing for SmartBIM Technologies where he successfully repositioned the company as a SaaS (Software as a Service) provider, pivoting from professional services.

Michael lives in East Cobb with his wife Roberta and two daughters Bailey and Madelyn who are his world.

Tess McGoldrick is a Vice President at Revenue Analytics. In this role, she leads cross-functional project teams to develop high-impact products that provide organic revenue growth for her clients. Having started her career at Revenue Analytics, Tess developed an expertise in Revenue Management from the best in the business. Tess’ experience includes ensuring client satisfaction is achieved with all product implementations, from business process improvements to forecast predictions to actionable pricing recommendations. In addition, she works closely with Revenue Analytics’ Platform Engineering and Cloud Architecture teams to leverage the firm’s latest predictive components and AWS technology to deliver scalable solutions for her clients.

In 2012, Tess joined Revenue Analytics as a Strategy Analyst, where she performed extensive data analysis to uncover actionable pricing recommendations for a variety of industries, ranging from cruise to consumer goods. Two years later, she was promoted to Strategy Consultant, where she led key workstreams for a hospitality project that developed a state-of-the-art Revenue Management system and drove client ownership of the solution during global rollout. Two years later, she was promoted to Senior Strategy Consultant, where she served as a Strategy lead on projects, accountable for identifying, assessing, and driving solution design for Revenue Management opportunities. Given her proven track record, Tess was then promoted to Strategy Director where she became a project lead for teams of software engineers, PhD mathematicians, and business strategists to solve complex business problems for Fortune 500 companies.
In 2022, Tess was promoted to Vice President of the Travel & Hospitality vertical where she drives the vision for N2Pricing, FareVantage, and SeniorPricing, as well as the ongoing customer success for these customers.

Prior to joining Revenue Analytics, Tess graduated from the Goizueta Business School at Emory University with a BBA concentration in Strategy & Management Consulting and Accounting.

As the Vice President of Engineering at Revenue Analytics, Steven Moy leads a team to design and build Pricing and Revenue Management solutions. Steven Moy works with clients to define requirements, gather and analyze data, and implement large-scale Revenue Management systems that integrate with and leverage existing infrastructure.

Steven Moy brings over 16 years of software consulting experience in Pricing and Revenue Management. Prior to joining Revenue Analytics, Steven Moy served as Architect for JDA Software, Manugistics and Talus Solutions. In these roles, he has led development for companies such as Royal Caribbean International, Marriott Hotels, Delta Airlines, United Cargo and American Airlines Cargo.

Michelle Sherman is the Vice President of Human Resources at Revenue Analytics. She is responsible for the overall People Strategy of the organization, which includes evaluating and promoting our incredible culture. Michelle leads the HR, Talent Acquisition, and Administrative teams and is committed to providing best-in-class programs to attract and retain wicked-smart team members.

Prior to joining Revenue Analytics, Michelle was the Vice President of Human Resources for Northwestern Benefit, a OneDigital Company. While there, Michelle was responsible for development and support of HR initiatives and served as an employee advocate and agent of change. She previously held leadership roles in SaaS, consulting, manufacturing and staffing organizations.

Michelle graduated from Mississippi State with a Bachelor of Science degree in Psychology with a concentration in Human Resources. She was a 3-year graduate from the Honors Program, Magna cum laude, and holds the following designations/certifications: Senior Professional in Human Resources (SPHR) and SHRM – Senior Certified Professional (SHRM-SCP).

Michelle lives in Johns Creek with her husband, Brian, and their two kiddos. As a family, they enjoy taking golf cart dinner cruises around the neighborhood and cheering on the MSU Bulldogs!