An Integrated Success Model: DICK’S Sporting Goods’ Multi-front Path to a Strategic Data-Driven Customer-Focused Culture

A bold vision. Articulated business value.

Updated organizational structures, data design, and analytics to have more relevant, timely insights into customers and foster a culture of continuous learning. Learn how the omnichannel pricing team is a key element of DICK’S new customer-centric culture, driving a top-to-bottom integrated approach to strategic pricing, from the views of a vice president, director, and manager.

Discover how the team nurtures collaborative merchant-pricing team relationships, educates organization-wide, and leverages results of item segmentation analysis and evolve key items based on business objectives and shopper price sensitivity. The panel discusses how to create a high-impact pricing culture that delivers measurable value and ensures relevance to customers and remaining competitive when and where it matters most.

About the Panelists

MOUSSA COULIBALY
VP PAR Omnichannel Pricing | DICK’S Sporting Goods

With 29 years of experience in strategic planning, merchandise planning, and financial planning in retail, Moussa is a seasoned executive with both breadth and depth of brick-and-mortar and online retail experience. During the last 9 years he has served in a variety of roles at Dick’s Sporting Goods, most recently as VP PAR Omnichannel Pricing. He holds an MBA from the University of Pittsburgh and BBA in Finance and Accounting from Duquesne University.

MIKE ZELL
Director, Omnichannel Pricing | DICK’S Sporting Goods

In his 8+ years at DICK’S, Mike has held a variety of positions in merchandise planning, allocation and replenishment. In his current role he leads the DICK’S team responsible for pricing across both in-store and online channels across the entire product lifecycle, from base price through promotions, markdowns and clearance. His team is a strategic resource to the merchants, including price strategy and key item analysis, creating a collaborative, agile environment that delivers enhanced business results. He holds a BSEE in Electrical Engineering from the University of Notre Dame and a MBA from Indiana University. 

JEREMY HERNANDEZ 
Pricing Manager | DICK’S Sporting Goods

For more than five years, Jeremy has held a variety of pricing manager and analyst positions at Hugo Boss, Macy’s and currently DICK’S, where he manages the daily activities of the Pricing Strategy team.  In his current role he drives adoption and growth of pricing programs by building consensus with merchant and planning leadership teams and institutionalized the price optimization roadmap for the company. He also develops and directs the related analytics and reporting needs to ensure team delivery against company key objectives.  He has a BS in Business Administration (Finance) from Northern Arizona University.

SUE DALE
VP Global Strategic Consulting | Revionics

Sue Dale is Vice President of Pricing Strategy with Revionics and a key member of the company’s customer-facing leadership team. Sue has been with Revionics for nearly 10 years, serving as a trusted advisor to retailers on their journey to leverage artificial intelligence to enhance pricing decisions. Prior to Revionics, Sue spent 10 years with JDA Software and earlier in her career spent time with retailers Wilson’s Leather and Carson Pirie-Scott focused on pricing, margin management, and inventory optimization.