About Will

Will leads McKinsey’s pricing and revenue management work for our Travel, Transport & Logistics Practice in North America. He cocreated McKinsey’s unique pricing and revenue management decision support solution, Periscope Performance Vision for Airlines.

In addition to pricing and revenue management, Will serves consumer-travel clients on other revenue and commercial topics, including digital marketing, loyalty, customer experience, sales and distribution, and growth strategy.

Will’s recent client projects include the following:

  • establishing a new team of pricing analysts to drive unit revenue improvement for a leading airline; the team delivered $150 million in incremental revenue gain during the first year
  • supporting an airline carrier in the final design, testing, and transition from a leg-based to an O&D-based revenue management system, enabling an average 1.5 percent revenue improvement
  • leading a revenue transformation focused on improving execution within the pricing and revenue management team of a leading car rental company; the work enabled a test group of revenue managers to outperform their peers by over 4 percent
  • supporting a multinational hotel chain in redesigning the customer experience in multiple brands, leading to improved customer retention and delivering more than $200 million in additional ancillary revenue capture

A native Texan and Dallasite, Will is heavily involved in the local Dallas community. He recently led a pro bono study to start a new nonprofit organization focused on improving economic development in Dallas’s southern sector. He also served on the Dallas Commission on Homelessness, working closely with the mayor, city manager, and city council to build a plan to reduce homelessness in Dallas over the next five years.

Published work

How airlines can gain a competitive edge through pricing,” McKinsey & Company, December 2017


University of Texas at Austin
BBA, management information systems
BBA, business administration