Ethan M. Williams is a seasoned executive with over 20 years of experience in corporate strategy, business development, 10 of that in pricing, and commercial transformation. Throughout his career, he has built a reputation as a strategic change agent, known for driving value-based pricing, optimizing revenue, and enhancing operational performance across diverse industries, including professional services, SaaS, and digital solutions.

At McKinsey, Ethan served as the Pricing Strategy & Innovation Leader. He spearheaded the implementation of a value-based pricing framework for the firm’s digital solutions portfolio, leading to increased profitability, faster sales cycles, and higher client acquisition rates. He was instrumental in standardizing services through productized offerings, generating $120 million in incremental revenue in just one year.

During his tenure at PwC as Managing Director of Pricing, Ethan transformed the firm’s pricing strategy for the $4.5 billion Tax line of service. Shifting from a traditional cost-plus model to a value-based, alternative fee structure, he drove significant economic improvements. Under his leadership, PwC achieved margin improvements on $1.5 billion in revenue in a single fiscal year by implementing advanced pricing frameworks and providing coaching to senior partners.

At GE Digital, Ethan served as Director of Pricing for a $5 billion revenue SaaS business. He established the company’s pricing function and developed data-driven strategies to maximize long-term profitability. Ethan’s leadership in ensuring VSOE compliance prevented the deferment of over $5 million in revenue, while his process improvements in commercial operations delivered $15 million in annual incremental productivity.

Earlier in his career, Ethan held key roles at GE Capital, where he led commercial strategy initiatives for a $40 billion revenue company. As part of GE’s prestigious Experienced Commercial Leadership Program (ECLP), he gained deep expertise in corporate strategy, mergers and acquisitions, and financial modeling. Ethan also worked in investment banking at Bank of America and as an economist at Economic Consulting Services, where he honed his financial analysis and portfolio management skills.

Ethan holds an MBA in Finance and Competitive and Organizational Strategy from the Simon Graduate School of Business at the University of Rochester and a Bachelor of Arts in Business Economics from the College of Wooster. He is a Certified Pricing Professional (CPP) and an accomplished thought leader, having authored case studies, delivered conference presentations, and appeared on podcasts discussing pricing strategies and innovations. With technical expertise in AI, automation, and Python, Ethan has consistently delivered scalable, data-driven solutions that transform pricing models and drive revenue growth.