Armin Kakas

Revify Analytics

Revify helps mid-market businesses ($10MM - $2B) move from data overload to profitable action. Our RGM-as-a-Service combines accessible, advanced analytics with expert Pricing & Revenue Growth Management advisory, providing a clear roadmap to unlock hidden margin leaks and drive revenue growth without enterprise-level complexity or cost.

Co-Founder

Revology Analytics

Revology Analytics is at the intersection of Advanced Analytics and Revenue Growth Management and specializes in impact and execution. If profitable growth, EBITDA expansion, and higher valuations are your goals, our strategies can help you achieve them.

We help mid-market companies ($10 million to $1 billion in revenues) overcome hurdles and elevate their business with pragmatic solutions focused on three critical areas:

1. Pricing & Revenue Management

2. Sales & Marketing Enablement

3. Commercial Analytics Transformation

Founder | Managing Partner

Pricing Lever

Consulting Partner for boutique Pricing Strategy advisory firm focused on Industrial Manufacturing and Distribution.

Consulting Partner

EBITDA Catalyst

Consulting partner for a specialized Revenue Management consultancy for middle-market and private equity portfolio companies. My advisory work focuses on three primary areas:

1. Margin Analytics & Optimization: Building 90/10 custom solutions for mid-market firms, primarily Manufacturers and Distributors, who want to augment their decision-making capabilities.

2. Promotion Effectiveness & Optimization: From distributors to retailers, provides crucial expertise to maximize ROI in this critical lever of profitability.

3. Sales & Customer Growth Analytics: Building on all-around analytics chops & deep understanding on the human sales execution factor, enables growth with both insights and Sales teams training & playbook development.

Reliancy

Senior Advisor for leading Sales & Marketing Enablement AI/ML advisory firm.

Senior Advisor - Revenue Growth Analytics

American Tire Distributors

I co-founded, built and scaled ATD’s first ever corporate analytics startup, driving incremental profits, valuation and industry profile for parent company ATD. Reporting to subsidiary CEO, I steered the data monetization strategy and execution of customer-facing ML-enabled SaaS solutions, growing the business from 0 to over 2,500 retail locations and manufacturers as customers. Additionally, drove ATD’s analytics transformation by prioritizing and building internal enterprise analytics solutions that augmented organizational decision-making capabilities, shifting the business to a data-driven culture.

A few key accomplishments in this role include:
• Forged key strategic partnerships with 10 of the 15 largest Point-of-Sale (POS) providers in the automotive aftermarket industry. Opened new revenue streams and paved the way for monetization of syndicated, anonymized POS transactional data.
• Led 15-member commercialization team (data translators, business development and sales ops managers) and influenced 50-member technical team to build innovative SaaS solutions that solved key customer pain points in competitive market and pricing insights, inventory management and optimization and profit / sales mix optimization.
• Realized substantial revenue and EBITDA growth for parent company in 3 years after conceptualizing and launching advanced analytics products across supply chain, revenue management and sales. 
• Represented analytics startup at industry conferences and served as trusted advisor and AI-translator to both ATD senior executive team and key clients within tire industry.

Vice President, Advanced Analytics Commercialization: Chief Customer Officer of Analytics Incubator

I was brought on to transition the revenue management function into a data science-driven department. I shifted the department to a Lean framework and expanded pricing capabilities by creating the company’s first in-house machine learning-enabled pricing solution that improved cash flow and liquidity using R, Python and Google Cloud SQL. 

Key accomplishments in this role include:
• Through architecting and deploying clearance price optimization platform, unlocked $300M in liquidity and $15M in gross profits from unproductive inventory despite difficult market.
• Developed and deployed descriptive and diagnostic price and margin analytics dashboards companywide using Tableau.

Director, Advanced Analytics: Head of Pricing and Margin Analytics of $5B Enterprise

Wells Enterprises

Recruited to transform administratively focused pricing team into strategic revenue growth management (RGM) group with analytics and strategy foundation for top 5 manufacturer of frozen desserts. Built RGM function from ground up, delivering volume and profit growth and providing actionable performance insights that optimized decision making. Shapeshifted business strategy and culture by establishing four key capabilities: 1) pay-for-performance mindset for promotions; 2) value-based pricing for private label business; 3) advanced analytics driven pricing architecture; 4) dynamic scenario analyses and optimization.

• Achieved 5% and 3% EBITDA growth in FY16 and FY17 despite relatively flat industry. Employed strategic price increases, restructured rebate programs across all channels, implemented rigorous pricing council reviews, and optimized price pack architecture.
• Brought order to chaotic pricing structure process by selecting team of 8 to create and implement standardized pricing strategy and processes and right size price and product positioning based on perceived price-value maps.
• Drove 13% in total Gross Profit $ in FY16 (+11% in unit volume and +2% in GP$ per unit) for anchor brand via tiered pricing strategy and optimized promotion plans that maximized in-store display and advertising support.
• Orchestrated launch of Tableau server and promotional data warehouse migration in MS Azure. Enabled self-serve descriptive and diagnostic price and margin analytics companywide. 
• Harmonized shipment and sellout data to produce macro- and micro-level promotion effectiveness platform that raised ROI from 80% to 92% in 1.5 years.

Director, Revenue Growth Management: Head of RGM and Advanced Analytics of $2B Consumer Goods Co. 

Best Buy

Accelerated dynamic pricing capabilities as lead of data science team in pricing and merchandising strategy analytics. Masterminded strategy and blueprint for pricing strategy across 1K+ stores. Engineered algorithmic framework to implement dynamic pricing for physical and online stores. Led global team to develop innovative solutions that drove business growth.
•	Designed pricing science roadmap, authored descriptive/predictive analytics capabilities, and directly contributed to the evolution and adoption of human capital/resources.
•	Cut 70% of budget by insourcing strategic planning and implementation function enterprise wide. 
•	Produced 30+bps jump in gross margin after introducing adaptive pricing techniques / capabilities.
•	Won Leadership Award for personal impact based on transformational strategies within pricing function.

Head of Price Analytics & Modeling: Building and Implementing Dynamic Pricing for $50B Retailer

MillerCoors

Collaboratively led a talented, tenured team of analytics professionals responsible for all aspects of revenue management for 500+ distributors and approximately 4k Walmart/Sam’s Club stores.

♦ Drafted an organizational roadmap for retail chain revenue management capabilities. Realized category and margin growth with the use of advanced price analytics.
♦ Successfully delivered unique and specific insights through a combination of integrated data and machine learning methods. Improved the quality and sustainability of newly presented insights.

Manager, Pricing Analytics and Strategy: Head of RGM for $700M Walmart / Sam’s Club Business Unit

GE Capital

♦ June 2011 - June 2012: Sales Force Effectiveness (SFE) Leader
♦ June 2008 - June 2011: Experienced Commercial Leadership Program (ECLP) Participant/Graduate
- 3rd ECLP rotation: Marketing Analytics (GE Capital Retail Consumer Finance - now Synchrony Financial)
- 2nd ECLP rotation: Marketing Analytics & Strategy (Vendor Finance - now part of Wells Fargo)
- 1st ECLP rotation: Price Analytics & Strategy (Equipment Finance - now part of Wells Fargo)
- ECLP Internship: Corporate Finance

Commercial and Consumer Finance Analytics and Strategy (various)

Revenue Growth Analytics advisor to executives in charge of growing Net Revenue, Gross Profit, and Sales Productivity | Posts and articles about Revenue Management + Machine Learning insights, methods, and processes.

As the founder of Revology Analytics, I have the privilege of offering mid-market businesses unparalleled expertise in advanced Revenue Growth Analytics & Management, focusing on three core advisory areas: Pricing & Revenue Management, Sales & Marketing Enablement and Commercial Analytics Transformation efforts. 

Beyond my advisory work, I am the creator of the Revology Analytics Insider, a bi-weekly newsletter offering readers unique insights into the world of Revenue Growth Analytics. You can catch the latest issues on LinkedIn and our website, revologyanalytics.com/articles-insights.

To learn more, please visit revologyanalytics.com

Revology Analytics is a Revenue Growth Analytics consultancy for middle-market companies in the Manufacturing, Retail, and Distribution industries.

We are an impact- and execution-oriented advisory firm founded on Outcome-Based Analytics™, with focused specializations in AI/ML-enabled Margin Analytics & Optimization, Sales & Customer Growth Analytics and Promotion Effectiveness & Optimization.

Diageo

Global Insights Manager- Quick Commerce (Secondment)

Senior Specialist - Global Marketing Effectiveness

Specialist - Global Marketing Effectiveness

Dotdash Meredith 

• Analyzing consumer panel and website performance data & reporting high quality actionable insights related to print/digital content & marketing for iconic Meredith brands (PEOPLE, Better Homes & Gardens, Southern Living, Entertainment Weekly etc.)
• Types of projects - Brand health tracking, NPS/CSAT tracking, User experience research, advertisement effectiveness, content feedback, marketing inputs, market gap analysis, user segmentation, new product development etc.
• Identifying process improvement/incremental revenue opportunities & presenting to the C-Level management. Featured in top business ideas presented to Meredith CXO panel for 2 consecutive years
• Ex-Chairperson of Diversity, Equity & Inclusion committee at Meredith India

Senior Analyst - Consumer Analytics

Meredith Corporation

• Generating multi-domain business reports for Meredith’s US based print + digital media brands based on primary & secondary data sources
• Co-ordination with US based internal stakeholders & external research agencies on data and analysis, performing quality checks and ensuring accurate reporting

Analyst - Consumer Analytics

Kantar IMRB

Handling research projects for clients across industries like Automobile, Media, advertising, FMCG, Modern Trade, Infrastructure etc. performing following activities

- To take a research brief, understanding the client’s requirements 
- Writing a research proposal and finalizing on the quotations
- Identifying and designing proper research tool for each projects. 
- Coordinating with scripting team on coding frames and design analysis specs
- Briefing the field teams and monitoring the field work, coordinating with Project Managers.
- Understanding, analysis & interpretation of data, generating actionable insights to help clients 
   achieve their business objectives
- Preparing the research report and presentation of the same.
- Follow up on the payment related to each project during it's different phases.

Research Manager

Philips Lighting

Key Areas of Accountability:

• Managed lighting business for Philips in Cochin territory, Kerala with 4 distributors and 8 salesmen. 
Executed sales as per Philips sales processes, driving to achieve primary and secondary targets.
• Planned and executed market research projects such as market potential assessment, market mapping, channel development, new product portfolio launch, market research and channel evaluation by monitoring financial strength and operational efficiency of potential channel partners.
• Gathered data, reports and analyzed the performance of products, mapping the market potential (retailer level) against key product categories, tracking the marketing activities of competition, market share and acted upon the results.
• Participated in regional level market research activities such as buyer persona research, understanding dealer sentiments and designing persuasive selling formats (PSFs) for new product launch etc.

Sales Specialist Trade

Chennai : Market size estimation & mapping project for Philips MCBs in Chennai market

Gulbarga: Sales Channel Development for Philips Lighting at Gulbarga

Consumer Channel Sales Trainee

TinyOwl

The summer internship was aimed towards developing promotional strategies for the launch of the online food ordering app – TinyOwl in the food delivery space in Bangalore. The main
objectives of the project include
 Identifying the target audience (TA)
 Where to find the TA
 How to reach them TA in the most effective manner
The methodology adopted was market research which included personal interviews with customers and restaurant owners.

Market research:

 Studying the online food delivery space and company TinyOwl .
 Competitor analysis through secondary data research and netnography.
 Co-ordinate with the marketing team and interns team about area wise splitting for market
research
 With the background of exploratory research, which included in depth interviews with
restaurant owners and customers, prepared a questionnaire for the interviews with restaurant
owners/ managers (30 interviews)and customers (88 personal interviews)
 On the basis of analysis of the collected data, prepared an executive summary of the locality
wise customer profile.
Suggested recommendations for effectively reaching the target audience.

Market Research Intern

Stratagems Services

- Secondary data research and analysis on software service providers market to understand the trends and updating the knowledge base.

- Formulating (Starting from development phase till execution) effective email marketing strategies to reach target customers.

- Nurturing leads online from various software service providers across the globe (US markets, Europe and Australia)

- Analysis of existing leads against target metrics and also understand the future potential.

Implemented a marketing plan focusing on the conferences and events like SAPPHIRE’14, IMAGINE’14  targeting SAP and Magento service providers and pitched to them with our database solutions.  

Obtained 63 leads in 3 months

Internet Marketing Executive

A result oriented  business research enthusiast with 9 years experience in diversified marketing areas like business and consumer insights, marketing effectiveness measurement, market research and marketing analytics, innovation, sales and marketing channel development. 

I enjoy opportunities to initiate, lead, learn new skills and implementation of the same. 

A fast learner, always succeeded in adding value to the organizations I have been associated, with the help of acquired knowledge, technical and organizational skills. 

A strong supporter/accomplice to Diversity, Equity & Inclusion in organizations

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Armin Kakas

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