Tamara Laster
Suwanee
Summary
Commercial and strategy executive with a unique ability to integrate consulting rigor, corporate scale, and entrepreneurial execution to stabilize, optimize, and transform revenue organizations. Led teams ranging from 3 to 150+, owned or influenced $7B+ in topline revenue, and delivered $800M+ in incremental and protected revenue through go-to-market strategy, pricing, operating model design, and execution discipline. Known for rapidly diagnosing organizational issues and converting strategy into measurable P&L results in complex, global environments.
Overview
29
29
years of professional experience
Work History
Founder & Principal
JETLast Consulting, LLC.
Atlanta
07.2025 - Current
- Advise early-stage and mid-market companies on commercialization, pricing, GTM strategy, and sales operating models to accelerate time to revenue and scalability.
- Diagnose performance breakdowns and design scalable systems across pricing, sales process, CRM, KPIs, and execution cadence.
- Improve forecast reliability and operating discipline through governance, reporting standards, and performance management frameworks.
Vice President, Global Sales Operations & Enableme
Choice Hotels International
North Bethesda
07.2023 - 07.2025
- Led the global go-to-market strategy for a $2B B2B sales organization with a team of over 100 across four regions and five market segments.
- Generated $94M in additional revenue through strategic redesign of account portfolios and channel mix.
- Reversed negative sales trajectory, achieving 105% of target within eight months.
- Increased seller competency scores from 2 to 3.5 out of 5 in less than six months.
- Improved forecasting accuracy by 40%, reducing commission leakage by $3M.
- Introduced effective execution models and incentive structures to drive sales performance, increasing customer engagement from below 10% to 67%.
VP, Global Sales & Operations Strategy
IHG Hotels & Resorts
Atlanta
10.2020 - 07.2023
- Owned global commercial strategy for a $4B sales segment, leading a 20-person global team and launching new customer programs, tools, and enablement across regions; delivered $37M+ in incremental revenue while protecting $170M through disciplined portfolio and pricing strategy.
- Ideated and deployed a global pricing platform across 4 regions, 7 languages, and 10K+ franchisees, cutting discounts 10%, achieving rate growth objectives for the first time, and generating $58M in topline revenue (2% of $2.9B).
- Built and operationalized a global strategic negotiations team and platform in 8 months, embedding deal governance and margin discipline at scale, materially improving profitability and reducing revenue leakage across enterprise and global accounts.
Senior Director, Pricing Strategy & Quantitative A
ADP
Alpharetta
01.2015 - 06.2017
- Redesigned pricing, discounting, and seller incentives, increasing upsell penetration 22% across 15% of transactions and delivering $63M+ in incremental revenue through improved win discipline and higher revenue per deal.
- Reduced deal cycle time by 25% by embedding analytics-driven pricing guidance, approval thresholds, and negotiation frameworks into frontline sales execution.
- Prevented $175M in revenue loss through retention pricing, subscription strategy redesign, and margin protection initiatives grounded in cohort analysis and customer lifetime value modeling.
Director of Customer Solutions, Worldwide Sales
IHG Hotels & Resorts
Atlanta
03.2011 - 06.2015
- Designed and launched chain-wide discount and pricing program, generating $570 million annually through standardized commercial terms and enhanced deal consistency.
- Built customized customer solutions and bundled programs to drive upsell and cross-sell activities, resulting in $37 million in incremental revenue.
- Achieved double-digit revenue growth compared to cohort peers by implementing targeted offers and segmentation strategies that increased wallet share and customer lifetime value.
Strategy Consultant and FP&A Manager
Accenture | North Highland Consulting | NASA
Washington
06.1997 - 02.2011
- Built and deployed three enterprise systems supporting over 10,000 users across three to seven national centers, systems designed to enable up to $100 million in annual revenue operations across the pharmaceutical, government, financial services, education, communications and hospitality sectors.
- Led cross-functional teams (5–10) to deliver complex integration, process automation, and analytics projects that reduced cycle times, improved data quality, and standardized operations across multi-center environments.
- Owned budgeting and execution oversight for major transformation initiatives, managing planning, forecasting, and resource allocation to ensure delivery aligned with strategic goals and $2B operational budgets.
Education
MBA - Business Management
University of North Alabama
Florence, Alabama, AL12-2027
Bachelor of Arts - Mathematics
Duke University
Durham, North Carolina, NC05-1997
Some College (No Degree) - Strategic Organizational Design
Johns Hopkins University
Baltimore, MDSkills
GTM Strategy Commercial and Revenue Operating Models Pricing and Negotiation strategy Strategic Planning CRM Strategy Portfolio, Segmentation, and Channel strategy Communications and Change Management Leadership and Coaching
Timeline
Founder & Principal
JETLast Consulting, LLC.
07.2025 - Current
Vice President, Global Sales Operations & Enableme
Choice Hotels International
07.2023 - 07.2025
VP, Global Sales & Operations Strategy
IHG Hotels & Resorts
10.2020 - 07.2023
Senior Director, Pricing Strategy & Quantitative A
ADP
01.2015 - 06.2017
Director of Customer Solutions, Worldwide Sales
IHG Hotels & Resorts
03.2011 - 06.2015
Strategy Consultant and FP&A Manager
Accenture | North Highland Consulting | NASA
06.1997 - 02.2011
MBA - Business Management
University of North Alabama
Bachelor of Arts - Mathematics
Duke University
Some College (No Degree) - Strategic Organizational Design
Johns Hopkins University