Revenue figures are the cornerstone of any business for attaining consistency and growth. It fuels the day-to-day operations while accelerating the organization’s image, transforming it into a pioneer of the respective industry. To achieve comprehensive output, organizations hire revenue officers who align all revenue-generating functions seamlessly. We are elated to introduce Amber Brooner, Chief Revenue Officer at XTEL. Starting as an intern at a software company to rising to the position of the Chief Revenue Officer, Amber has demonstrated that strong leadership and a relentless focus on results define a path to success.
About XTEL
XTEL stands as a global leader in AI-driven revenue management, trusted by more than 400 of the world’s largest consumer goods and retail brands such as Nestlé, Danone, and Kraft Heinz. Its cloud-native, AI-first revenue platform oversees more than $100 billion in annual trade spend within a consumer market exceeding $7 trillion, influencing over half of all shopper and consumer decisions worldwide.
Headquartered in Luxembourg, with operations across North America, EMEA, and APAC, and supported by its AI Technology & Engineering Center in Italy, XTEL combines deep industry expertise with advanced technology. By uniting strategy, data, and execution, the company enables clients to seamlessly align commercial strategy with ERP and supply chain operations.
XTEL continues to set the tone for trailblazing revenue management, earning fourteen best-in-class distinctions from the Promotion Optimization Insitute (POI) in the 2025 Consumer Goods Vendor Panorama. XTEL’s AI platform received distinctions in the following categories: Data Management, Global Deployment, RGM UX, RGM Suite, TPx UX, Headquarter Planning, and TPx Analytics, Dashboarding & Reporting. Connected Enterprise, Data and Analytics Visualization, Desktop UX, Analytical Insights, Guided Selling), Artificial Intelligence (AI)/Machine Learning and Generative AI/Chatbot Assistant/Agentic AI.
At its core, XTEL is built to help clients stay ahead of the curve, delivering measurable impact, scalable growth, and a competitive edge in one of the world’s most dynamic markets.
An Illustrious Journey
Amber began her career as an intern at software company Seagate (Crystal Decisions), a role that soon transitioned into inside sales. Over time, her path expanded into leadership positions at global enterprise software companies such as SAP, Salesforce, and Informatica, where she built and scaled revenue organizations across the Americas, EMEA, and APAC. With a passion for developing high-performing teams and driving growth through technology and data, she has consistently led with both vision and impact.
Today, as Chief Revenue Officer at XTEL, Amber helps companies unlock value at scale by deeply understanding client needs and aligning holistic enterprise software solutions with their long-term business imperatives. She believes success comes from listening to stakeholders, empowering teams, and relentlessly focusing on outcomes. Her leadership philosophy is simple yet powerful: keep customers at the center, people at the heart, and balance local execution with global vision.
Equally, she believes success comes from investing in people and culture, leading with empathy, and creating environments where individuals feel valued, heard, and supported. When teams are empowered in this way, they rise to challenges and achieve extraordinary results.
Visible Results
As a Chief Revenue Officer, Amber believes transformational growth means changing the way businesses operate at scale. It includes integrating artificial intelligence (AI) into decision-making, enabling customers to achieve measurable ROI faster, and building organizations that scale globally without losing local intimacy. Today, revenue management is about unifying data, automating workflows, and enabling predictive and prescriptive decision-making at every level of the business.
At XTEL, transformational growth happens when clients’ key stakeholders are empowered to lead with insight. For CFOs, CIOs, and CROs, that means shifting from reactive management to proactive, data-driven leadership and decision-making. Success is measured by the tangible ROI XTEL delivers— accelerated growth, optimized spend, and improved margins—all sustained through continuous innovation.
Amber shares, “True transformation is when growth becomes the outcome of innovation, not just activity.”
Streamlined Execution
Amber leads her team by instilling a vision that success depends on the team’s ability to “fly in formation.” Just like the formation of an aircraft, every team member’s function has its role and position while being in synchronization. When sales, marketing, pre-sales, and customer success move in unison, the organization can optimize the impact for the customer and achieve a surge in the business.
Alignment necessitates shared goals and accountability with a feedback loop. The organization achieves this through:
- A common set of metrics (pipeline velocity, retention, expansion).
- Integrated planning, joint account planning, and campaign execution.
- Customer journey mapping, ensuring a seamless handoff from demand gen through sales to success.
- Revenue operating cadence, weekly and quarterly reviews that keep all functions accountable to the same outcomes.
Amber states, “True go-to-market success happens when every function, sales, marketing, customer success, and pre-sales, flies in formation. Progress only comes when we’re fully synchronized; that’s when we create unstoppable momentum.”
Crafting Competitive Advantage
Amber shares that XTEL’s competitive advantage lies in its holistic, AI-driven approach. It is a mission-critical, cloud-native platform that unifies data, analytics, and execution across the entire revenue management cycle. By leveraging proprietary AI models tailored to the complexities of consumer packaged goods, it delivers predictive and prescriptive insights that drive smarter decisions for every stakeholder.
Her go-to-market framework for diverse markets has a three-tier structure. She also ensures brand consistency and agility in that. The framework is as follows:
- Global Strategy: Core value propositions and brand promise remain consistent.
- Regional Customization: Messaging, pricing, and partnerships align to local regulations, maturity, and buyer behavior.
- Field Execution Agility: Teams adapt to real-time feedback from customers and markets while staying within the global guardrails.
She asserts, “The art of global go to market (GTM) is holding brand consistency in one hand and local agility in the other.”
AI’s Role
AI is the engine that powers modern go-to-market optimization. At XTEL, the platform leverages it to:
- Predict demand and optimize pricing
- Promotion
- Assortment
- Expediting proactive and data-driven decisions
It also enhances personalized engagement. The AI models bifurcate customers and give tailored offers for them, which brings in higher engagement and conversion. It also automates routine tasks. These AI-driven assistants suggest the ideal next steps and automate workflows. It liberates teams to focus on strategic initiatives.
The AI models provide clear, role-specific ROI insights, helping stakeholders witness the value of every action and investment.
Amber highlights AI, saying, “AI doesn’t replace human connection. It makes every connection smarter and frees people to focus on strategy and relationships.”
Embracing the Trends
Amber believes that the future of GTM belongs to those who think ecosystem-first and AI-native. Key trends for her are AI-native operations, ecosystem-driven selling, customer success as revenue, and hybrid engagement. The organization is integrating AI across GTM while extending partnerships and focusing on lifetime customer value.
Some crucial trends in GTM include:
- Omnichannel commerce: The rise of digital and hybrid channels demands seamless planning and execution across all touchpoints.
- Personalization: Customers expect tailored experiences, requiring granular segmentation and dynamic offers.
- ROI transparency: Every investment is scrutinized for its financial impact.
XTEL is at the forefront of these trends, investing in AI, user experience, and integration capabilities. Its platform empowers clients to deliver seamless, personalized experiences, adapt rapidly to market changes, and measure the financial impact of every initiative.
Leadership Teachings
As a seasoned executive, leader and mentor, Amber shared some insightful leadership lessons for emerging executives.
- Clarity over complexity: simplify strategies and communicate them well.
- People first: invest in coaching and mentorship.
- Resilience and adaptability: markets shift, leaders must pivot.
- Global mindset: think beyond borders, build for scale.
- Authenticity: lead with transparency and purpose.
She adds, “The best leaders balance accountability with empathy, pushing people to grow while making them feel valued and supported.”
Future CX
In the next five years, Amber expects that AI will significantly reshape how companies achieve growth. It will be the operating system for revenue teams, enabling hyper-personalized customer journeys. It also includes proactive churn prevention, dynamic pricing, and AI-integrated leadership.
From XTEL’s perspective, AI is the engine that bridges commercial strategy and flawless execution. Today, its platform is already helping the world’s leading brands align trade, pricing, and portfolio strategies with ERP and supply chain operations. Looking ahead, this capability will enable AI-enabled companies to adapt in real time, optimize every dollar of trade spend, and stay firmly ahead of the curve.
As Amber emphasizes, AI will not just guide revenue leaders, it will amplify them. It will become the connective tissue linking strategy to execution, reshaping not only revenue management but also leadership and customer experience. The true winners of the future will be the companies that embed AI seamlessly, build ecosystems fearlessly, and keep customers at the center of their strategy.
Leading Boldly
Amber believes in claiming one’s voice early, without waiting for permission to lead. For her, stepping into spaces with conviction sets the tone for authentic leadership. She emphasizes the importance of building networks, seeking mentors, sponsors, and allies who will champion growth, while also paying it forward by doing the same for others.
Her philosophy centers on results, reminding leaders that measurable outcomes are the strongest proof points. Titles may hold weight, but results speak louder. At the same time, she encourages balancing confidence with curiosity. Confidence builds credibility, while curiosity fuels learning and innovation, both of which are essential for long-term leadership.
Authenticity is central to Amber’s approach: saying what you mean, doing what you promise, and delivering with excellence are, in her view, the foundations of trust and lasting influence. Equally, she champions lifting others while climbing, noting that when women see other women leading, it reshapes what is possible and creates a multiplying effect across industries. In her work leading women in technology, data, and revenue management, Amber sees daily how visibility fuels confidence, accelerates careers and normalizes women in leadership roles, planting the roots for lasting change.
Her advice to emerging leaders is simple: lead with courage, deliver with excellence, and never forget that presence is not just personal, it opens doors for others who follow.
Lastly, Amber encourages leaders to remain purposeful and clear, knowing what matters most to their organizations and stakeholders, and communicating it relentlessly. She underscores the value of embracing diversity and agility, recognizing that true success comes from adapting quickly and learning from different perspectives. Finally, she stresses the importance of measurement, tying leadership directly to meaningful, measurable outcomes, particularly in terms of ROI and stakeholder impact.
Influential Legacy
Amber aspires to be remembered for empowering both organizations and individuals to exceed their own expectations. Her vision of legacy is rooted in fostering a culture of innovation, inclusion, and ethical leadership where technology amplifies human potential and success is measured not only by business outcomes but also by the positive impact on people and communities.
At the heart of Amber’s philosophy is authenticity and leading with genuine intent. She believes leadership is about inspiring individuals to become the best version of themselves and creating conditions that allow them to thrive. At the same time, she is committed to driving excellence and performance, ensuring that progress is shared and that others rise alongside her.
For her, true change happens when authenticity becomes the standard. In that world, women and leaders of every kind are seen thriving powerfully and unapologetically in every space.
A STRATEGIC HORIZON AHEAD
“The best way to predict the future is to create it.” – Peter Drucker
Guided by this philosophy, Amber envisions a future where AI is seamlessly integrated into every commercial decision. Her mission is clear: to ensure the world’s leading brands remain at the forefront of innovation and competitiveness.
For XTEL, the company’s five-year vision is both ambitious and focused:
- Global expansion by strengthening leadership across North America, EMEA, and APAC.
- Revenue growth, to double performance through consistent delivery of measurable customer ROI.
- Category leadership in revenue growth management and trade optimization, driven by an AI-native cloud platform.
- Industry impact by co-innovating with the largest CPGs and retailers worldwide.
At its core, this vision reflects a commitment to embedding AI in every commercial decision, scaling globally, doubling growth, and shaping the future of trade optimization.
About AI, Amber adds,” The winners of tomorrow will be those who embed AI into every decision today.”
A QUOTE TO KEEP AT IT
Amber often draws inspiration from Maya Angelou’s timeless words:
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
For her, this captures the essence of leadership, leading with heart, delivering with discipline, and building a future where ambition and authenticity thrive together. Whether in personal or professional settings, she believes kindness must always be at the core of leadership.
Another guiding principle she embraces is a mantra from her father-in-law, a decorated veteran, and the lessons he carried during his time of service:
Prior preparation and planning prevents piss poor performance.
To her, this serves as a constant reminder that execution is just as important as vision. As Amber puts it, “Dreams without execution are just wishes. Execution without vision is just activity. True leadership is turning vision into measurable outcomes, dreams into goals and goals into successful results.”
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