From Brand Positioning to Shelf Price: How to Build Consumer-Centric Pricing Strategies with Caroline Cookson

Episode notes

In this episode of Pricing Heroes , we speak with Caroline Cookson, Founder of Cookson Partners and former Global Strategy and Analytics Leader at Brown-Forman. With more than 15 years of experience in finance, brand strategy, and commercial leadership, Caroline has helped shape pricing strategies for world-class spirits brands including Jack Daniel’s, Glendronach, and Gin Mare. Caroline shares how pricing can connect brand positioning, consumer psychology, and retail execution - and why fairness, transparency, and values-led decision-making are becoming the new foundation of effective pricing leadership.

• The Pricing Execution Gap: Why Strategies Fail and How to Build Pricing That Works with Andreas Stauber68 / 100
• Revenue Growth Management in Practice: Capturing Hidden Value Across Price, Promo, and AI with Danilo Zatta63 / 100
• The Future of AI Pricing: From Human-in-the-Loop to Fully Automated Decisions with Alex Halkin67 / 100
• 2025 Pricing Predictions Revisited: A Year of Tariffs, Inflation, and Pricing Scrutiny
• Scaling Pricing Across 20 Markets: Building Global Frameworks with Local Freedom at Zooplus with Pooja Gerara