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Shriram Santhanam


Shri Santhanam is a Partner with Oliver Wyman with over ten years of consulting experience. He is part of the North America Commercial Effectiveness practice and has specializes in Pricing, Sales force effectiveness and driving Commercial excellence in distribution and mass B2B business. He has as worked extensively in the retail and B2B distribution in the US and Europe. Some of his projects include: ---Ranging, Price optimization and Merchandising strategy – For a major UK based DIY retail chain led a series of interactive workshops focused on improving ranging, merchandising and pricing. Developed assortment and pricing recommendations based on product switching analysis. ---Category management capability upgrade – For a major US based specialty retailer, conducted a diagnostic on category management processes and developed an upgrade plan. Developed a set of category roles, a category strategy review process and a suite of category management tools. ---Category management upgrade and value repositioning – For a major US retail chain implemented a large scale category by category value transformation program to redesign strategy and upgrade processes around ranging, pricing, promotions, space allocation and supplier management. ---Pricing and Commercial transformation – For a major chemical distributor led a large scale commercial transformation to define and build a pricing philosophy, strategy and structure. Used customer, product, market insight to develop a pricing strategy and built sales force tools and processes to review and implement pricing decisions. ---Pricing strategy and customer lifetime value management – For a major US based B2B services provider, developed a customer pricing and acquisition strategy to maximize customer lifetime value based on a detailed understanding of cost to serve and customer price sensitivity Shri has made significant contributions in developing IC around Category Management and Value strategies. He also has deep hands on expertise in advanced analytics and tools. He has led, hired and setup ‘advance analytics’ teams for various clients in the US. Shri has a Masters from Stanford University and Bachelors from the Indian Institute of Technology.