Jake Cook

About Jake Cook

Strategic Pricing Leader | Marketing & Sales Optimization | People-Centric DirectorWith over a decade of hands-on experience, I am a strategic pricing and enterprise systems leader known for driving commercial transformation across marketing, sales, and operations. My career has been defined by a relentless focus on process innovation, digital enablement, and data-driven decisioning to unlock internal efficiency, revenue growth, and sustainable value capture.Most recently, I serve as the business and platform owner for the Gravitate Pricing Engine (PE) — HF Sinclair’s next-generation, AI-enabled pricing platform. I led the end-to-end design, build, and enterprise implementation of Gravitate PE, guiding the platform from concept through national deployment. This initiative established a scalable foundation for AI-driven pricing execution, real-time market intelligence, and disciplined margin optimization at enterprise scale.Key Strengths:Pricing Strategy & Value Capture: I develop and execute dynamic pricing strategies that maximize profitability and competitive positioning. I consistently identify market opportunities that translate into measurable revenue and margin uplift.Marketing & Sales Optimization: I partner closely with commercial teams to optimize go-to-market strategy, strengthen customer acquisition and retention, and align pricing execution with broader enterprise growth objectives.People-First Leadership: I believe high-performing teams drive high-performing outcomes. My leadership style emphasizes trust, development, and empowerment — creating environments where individuals feel valued, motivated, and equipped to excel.Data & AI-Driven Decisioning: I harness data, analytics, and AI to modernize pricing and commercial decision-making. This approach informs immediate actions while building long-term strategic advantage.Enterprise Systems & Automation: My experience spans enterprise platforms, pricing systems, CRM, and automation, enabling streamlined operations and improved customer experience.Program & Transformation Leadership: I lead complex, multi-million-dollar initiatives from strategy through execution, delivering on time, on budget, and with lasting organizational impact.

Experience

1. National Pricing Manager

   HF Sinclair

   Feb 2024 — Present · Salt Lake City, UT, US

   I lead HF Sinclair’s national rack and contract pricing strategy, aligning daily pricing execution with enterprise commercial objectives across all U.S. regions, including the Rockies, Front Range, Mid-Continent, Pacific Northwest, and Southwest.I serve as the business and platform owner for the Gravitate Pricing Engine (PE) — HF Sinclair’s next-generation, AI-enabled pricing platform. I led the end-to-end design, build, and enterprise implementation of Gravitate PE, defining the product vision, roadmap, operating model, and governance framework. Partnering across Commercial, IT, Data, Legal, and external technology providers, I guided the platform from concept through UAT, go-live, and national deployment, establishing a scalable foundation for AI-driven pricing execution and value capture.Gravitate PE delivers real-time decision intelligence that modernizes pricing performance, including:• AI-driven, market-aware pricing recommendations leveraging OPIS, MarketView, DTN, and competitive benchmarks• Volatility and step-logic controls to manage cost shocks while protecting margin• Bottom-line and clearing-price visibility to strengthen competitive positioning• Performance attribution and diagnostics across products, regions, and channels• Scenario modeling and forward-looking analytics to support proactive, disciplined pricing decisionsIn parallel, I oversee national pricing governance, guidelines, and analyst development, ensuring consistent execution while preserving regional market nuance. My focus is translating data, AI, and market intelligence into measurable margin uplift, reduced volatility, and sustainable pricing discipline at enterprise scale.

Education

• University of Utah - David Eccles School of Business

  Master of Business Administration - MBA

  2017 — 2019

• University of Utah

  Bachelor of Science (BS), Economics

  2007 — 2015

Skills

• Data Analysis
• Social Networking
• Customer Service
• Financial Analysis
• Microsoft Word
• Financial Modeling
• Microsoft Excel
• Leadership
• Microsoft Office
• Sales