FMCG/CPG Revenue Growth Management Forum Europe 2026
Agenda
Workshop 1
Engineering Profitable Volume Recovery Without Eroding Brand Value
As the industry shifts from price-led to volume-led growth, this workshop addresses the critical challenge of rebuilding volume without falling into destructive price wars or over-promotion cycles.
Key Focus Areas:
- Designing choice architecture that drives volume through smart assortment and format strategies rather than deep discounting
- Creating promotional mechanics that build basket size and frequency without training consumers to wait for deals
- Balancing entry-price-point packs with premium tier protection to capture volume across income segments
- Measuring true volume quality: separating sustainable growth from promotion-induced spikes
Outcomes: Participants will develop a volume recovery roadmap tailored to their categories, with concrete tactics for growing units sold while protecting both margin and brand equity in low-pricing-power environments.
Workshop 2
Competing Against High-Quality Private Labels: Beyond the Premium Myth
With private labels stronger than ever and retailer power intensifying, this workshop tackles the reality that traditional premiumisation strategies often fail in price-sensitive, post-inflation markets.
Key Focus Areas:
- Understanding when and why consumers trade down to private labels vs. when they stay loyal to brands
- Differentiation strategies that work: innovation, packaging, storytelling, and functional benefits that justify brand premium
- Format-specific tactics for competing in discount channels, mainstream retail, and premium outlets simultaneously
- Rethinking trade terms and retailer collaboration when your customer is also your competitor
Outcomes: Attendees will leave with a competitive response framework that moves beyond “defend premium at all costs,” equipping them to compete strategically across value tiers while maintaining profitability.
Workshop 3
Mastering Trade Terms in a High Retailer Power Environment: Moving Beyond Transactional Negotiations
As retailer consolidation accelerates and private labels strengthen, traditional trade term structures are breaking down. This workshop explores how to redesign trade investments to drive mutual value, protect margins, and maintain strategic control.
Key Focus Areas:
- Rethinking conditionality and performance-based trade investments: linking terms to measurable outcomes (distribution gains, shelf visibility, promotional compliance)
- Designing trade term architectures that work across channel formats: discounters, mainstream retail, convenience, and premium outlets
- Navigating retailer pushback on pricing and deflation demands: negotiation frameworks that defend margin while maintaining partnership
- Simplifying trade terms for traditional trade: creating structures that turn independent retailers into execution champions rather than confusion points
- Measuring trade term effectiveness: connecting investment to volume growth, mix improvement, and long-term brand health
Outcomes: Participants will develop a modernised trade term framework tailored to their market dynamics, with practical negotiation tactics and governance structures to ensure terms drive growth without compromising profitability or strategic positioning.
Workshop 4
AI Readiness for RGM Teams: Building Foundations Before Scaling Solutions
Most AI pilots fail not because of technology, but because of poor data quality, unclear use cases, and lack of organisational readiness. This workshop focuses on practical preparation, not hype.
Key Focus Areas:
- Defining the minimum viable dataset required for AI-enabled pricing, promotion optimisation, and forecasting
- Identifying quick-win AI use cases that deliver ROI in 90 days (automation, scenario modelling, narrative generation)
- Overcoming “tool overload”: selecting fit-for-purpose solutions vs. over-engineered platforms
- Preparing commercial teams for AI adoption: upskilling, change management, and human-AI collaboration models
Outcomes: Attendees will complete an AI readiness assessment for their organisation and leave with a phased implementation plan that prioritises high-impact, low-complexity use cases before scaling to advanced analy
Forum Day 1 - May 28
SESSION 1. STRATEGY:
Winning in a Low Pricing Power Environment
Redefining growth beyond the Pricing Lever
- Why traditional pricing playbooks are breaking down across Europe
- Managing margin pressure when retailers push for deflation
- Shifting RGM focus from price increases to mix, volume and execution
Designing choice architecture for profitable volume growth
- The myth of the rational consumer: Why do affordability strategies fail when treated as a mathematical exercise, and how to redesign RGM frameworks to reflect actual shopper decision-making.
- The hidden cost of deep discounting: A critical look at why aggressive price-drops destroy volume and brand equity long-term, and how to protect ROI in low pricing power environments.
- Engineering commercial decision systems: Moving beyond tactical “lever-pulling” – using behavioral insights to align assortment, pricing, and promotions with evolving consumer missions
Hasan Guliyev – Revenue Growth Management Lead, DACH – BIC
Firechat Session with a Key industry leader
Defending Value at the Shelf: Practical Negotiation Tactics When Retailers Push Back
Retail Media, Trade Spend & RGM – Connecting the Dots
- How retail media is reshaping trade spend, promotions and customer negotiations
- Linking retail media investments to volume, mix and profitability outcomes
- Measuring true incrementality vs cannibalisation in retailer media spend
Blandine Multrier Genix – Former Managing Director – Data and Digital at Groupe Casino
Break
Networking Coffee Break
Inspirational Leaders Panel Discussion
Volume vs Value: Resetting the Growth Equation
- Why volume is back on the executive agenda
- Avoiding destructive price wars while rebuilding volume
- Aligning investor expectations with sustainable RGM strategies
Amitesh Sinha – Commercial Excellence Director – Global NRM Data and Analytics – Haleon
SESSION 2. PROCESS:
Executing RGM for Volume, Mix and Affordability
Trade Spend, Trade Terms & Mix Optimisation
- Rethinking trade terms in a high retailer power environment
- Using mix management to relieve pricing pressure
- Conditionality, efficiency and performance-based trade investments
Telus Consumer Goods
Category & Portfolio Management in a Private Label World
- Competing against high-quality private labels
- Defending brand premium while remaining price competitive
- Format-specific pricing, packs and promotional strategies
Break
Networking Lunch
Bootcamp 1
Turning RGM Software & AI into Real Results
- The common trap: companies with best-in-class tools often see the same results as those without them
- What high-performing RGM organizations do differently: strategy first, tools second, execution always
- How to operationalize AI and RGM platforms into pricing, promotion, and portfolio decisions that move the P&L, not just PowerPoint
Marc Carias – Director – Revenue Management Labs
Bootcamp 2
Consumer Behaviour & Willingness to Pay
- Understanding post-inflation shopper behaviour
- Behavioural science, biases and irrational decision-making
Bootcamp 3
From RGM Models to Customer Conversations
- Translating analytics into sales-ready narratives
- Turning insights into simple, compelling customer stories
- Bridging the gap between RGM and sales execution
Bootcamp 4
Selling Value When Price Increases Are Off the Table
- Commercial strategies when price is no longer negotiable
- Defending margin through mix, packs and terms
- Practical sales arguments that work with European retailers
Break
Networking Coffee Break
Working Roundtables
Let’s create the future of RGM & Category Management by brainstorming great ideas and real examples.
All participants are welcome! No Pre-Registration needed.
Roudtable 1
Turning RGM Insights into Automated Decisions
Roudtable 2
Fixing Data Before AI – Practical Data Readiness Solutions
Roudtable 3
Promo Optimisation Tools – What Delivers vs What Overpromises
Roudtable 4
Integrated RGM Platforms vs Best-of-Breed Tools
Roudtable 5
AI Adoption in RGM – From Pilot to Scale
Roudtable 6
Promotion Optimisation for Profitable Volume Recovery
Roudtable 7
RGM–Sales Collaboration in Daily Decision Making
Roudtable 8
Retailer Power – Commercial Responses, Not Complaints
Firechat Session with a Key industry leadeer
From insight to impact: How automation and AI are accelerating smarter RGM decisions
SESSION 3. TECHNOLOGY & DATA:
From Advanced Analytics to Scalable AI
Data First: Preparing the Foundation for AI-Enabled RGM
- Data harmonisation, governance and usability challenges
- Making data usable for humans before machines
- Defining the minimum viable data set for scalable RGM
Thiago Valsani – Senior Director, RGM Solutions & Technology – Mondelēz
AI & Advanced Analytics in RGM – From Hype to Impact
- Where AI truly adds value today in pricing, promo and PPA
- Common failure points in AI pilots
- How to prioritise use cases that deliver ROI
Innovative Tech Showcase: Experience the Future of RGM with Live Demos
Tech Demo 1
Tech Demo 2
Tech Demo 3
Tech Demo 4
Tech Demo 5
Tech Demo 6
Forum Day 2 - May 29
SESSION 4.
People, Culture & Operating Model
Promotion strategies for volume growth:
- Designing campaigns to drive higher sales sets instead of relying on price increases
- Incentives, bundling, and cross-selling techniques for volume expansion
RGM Capability Building for the Next Era
- Skills required in an advanced analytics & AI-enabled RGM world
- Upskilling beyond pricing: judgement, scenario thinking, storytelling
- Future-proofing RGM teams for automation
Why RGM Transformations Fail – And What Actually Drives Adoption
- RGM beyond pricing: changing behaviours, not just models
- Overcoming resistance from sales and commercial teams
Andrew Hepworth –Group Commercial Director- Nomad Foods
Break
Networking Coffee Break
Embedding RGM Culture Across Markets
- Aligning sales, marketing, finance and category teams
- Governance, incentives and KPIs that support RGM decisions
- Lessons from successful multi-market rollouts
Working Roundtables
Roundtable 9
Entry Packs, Recruitment & Long-Term Value Creation
Roundtable 10
Managing Elasticity Volatility Across European Markets
Roundtable 11
Automating TPM & TPO – Lessons from the Field
Roundtable 12
Preparing RGM Teams for an AI-Enabled Future
Roundtable 13
Affordability Strategies That Scale Without Brand Damage
Roundtable 14
Fixing Data Before AI
Roundtable 15
Behavioural Biases in Commercial & Pricing Decisions
Hasan Guliyev – Revenue Growth Management Lead, DACH- BIC
Break
Networking Lunch
Firechat Session with a Key Industry leader
Making RGM stick: Embedding pricing and promotion routines into everyday commercial habits
Amitesh Sinha – Commercial Excellence Director – Global NRM Data and Analytics – Haleon
Leading Commercial Change in an RGM-Driven Organisation
- The role of commercial leadership in RGM adoption
- Managing resistance and mindset shifts in sales teams
- Embedding RGM into commercial routines and decisions
Final Leaders Panel
The Future of RGM in Europe – What Will Differentiate Winners by 2030?
- Volume, affordability and premiumisation
- Retailer power and collaboration
- Technology, talent and culture as competitive advantages
Asif Memon – Global Customer Strategy & Planning Director – Unilever
End of the event
Training
Trade Promotion Optimization (TPO) Masterclass
Lead impactful TPO projects and optimize your promotional strategies. Key areas of focus include:
- Building and executing TPO projects to enhance trade promotions.
- Developing and applying TPO algorithms for real-world scenarios.
- Mastering ROI calculations to evaluate promotional effectiveness.
- Gaining insights to improve trade investment strategies.
Find out more details HERE
Revenue Growth Management (RGM) Foundations
Master the key elements of RGM to drive sustainable growth. Key areas of focus include:
- Mastering the 5 RGM levers: Pricing, PPA, Mix, Promotion, and Trade Investment.
- Optimizing product portfolio, channels, and NPD launch effectiveness.
- Building an actionable RGM plan and strategic roadmap for growth.
- Developing a holistic approach for long-term profitability.
Find out more details HERE
Strategies & Tactics for Pricing
Learn and apply essential pricing processes, strategies, and tactics to improve your organization’s margin. Discover both classic and innovative price-setting methods, understand the factors influencing price, and manage price pressure effectively. You’ll benefit from real-life case studies, interactive practices, and peer learning to enhance your pricing expertise and drive business success.