19th EPP Global Pricing and
RM Summit 2025
Agenda
Workshops | November 19
Registration & Welcome Light Lunch
WORKSHOP 1
Uncovering Margin Leaks – Time to Regain Control of Your Gross-to-Net Waterfall
Stop margin erosion and convert strong pricing strategies into measurable bottom-line impact through improved gross-to-net management
- Identify critical leakage points from list price to pocket margin and develop actionable fixes for fragmented discounting practices
- Master best practices for price differentiation and governance that balance customer flexibility with margin protection
- Build structural enablers including system architecture, KPIs, and incentive models that support long-term gross-to-net performance
Daniel Lindner – Strategy Principal Director in Pricing & Commercial Strategy – Accenture
WORKSHOP 2
AI-Powered Competitive Intelligence for Pricing Excellence
Master AI-driven competitive intelligence to outmaneuver competitors and optimize pricing strategies.
Deploy automated monitoring systems that track competitor pricing and product changes, giving you first-mover advantage in pricing adjustments.
Leverage natural language processing to analyze competitor communications, earnings calls, and market positioning, uncovering strategic insights.
Build predictive competitor-response models using machine learning algorithms that anticipate competitor reactions to your pricing moves.
WORKSHOP 3
From Cost-Plus to Value Champion: Your Transformation Roadmap
Revolutionize your pricing approach to capture untapped profit potential.
Break free from cost-plus limitations with practical tools to identify and quantify customer value propositions.
Navigate organizational resistance and secure executive buy-in through compelling business cases that demonstrate ROI.
Build cross-functional alignment between sales, finance, and marketing to ensure seamless value-based pricing execution.
WORKSHOP 4
Building Your Pricing Analytics Powerhouse
Transform raw data into profit-driving pricing intelligence.
Construct advanced KPI dashboards that provide actionable insights beyond basic metrics for faster decision-making.
Implement data quality frameworks that ensure your pricing models deliver reliable, profitable outcomes consistently.
Leverage competitive intelligence tools and value mapping techniques to stay ahead of market shifts and customer expectations.
Forum Day 1 | November 20
Welcome
Welcome Coffee and Registration
Welcome by EPP President
Pol Vanaerde – President – EPP Pricing Platform
Chairperson opening remarks – “Change as the New Normal”
ADAPTIVE PRICING STRATEGIES
Strategic Agility: Thriving When Change is Constant
Keynote Session
Marketplace Pricing Intelligence: Building Products That Drive Partner Revenue Optimization
- Marketplace Pricing Ecosystem Design – How to create pricing strategies that serve both platform objectives and partner profitability across diverse property types from large chains to independent hotels
- AI-Powered Revenue Recommendations – Real-world applications of machine learning in promotional strategy, discount optimization, and dynamic pricing recommendations that drive occupancy and revenue
Federica Crippa – Group Product Manager – Booking.com
Keynote Session
The AI Revolution in Pricing Excellence
Harness artificial intelligence to unlock unprecedented margin growth
- Explore real-world AI applications that are delivering measurable improvements in pricing precision and profitability
- Address data security, GDPR compliance, and change management challenges when implementing AI in large organizations
- Understand how generative AI is reshaping customer personalization and promotional effectiveness at enterprise scale
o9 Solutions
Interactive Joint Q&A
Ask as many questions as you need to our set of case study presenters and join the discussions in an interactive panel discussion driven by you.
Federica Crippa – Group Product Manager – Booking.com
Tech Demos
Break
Networking Power Time & Coffee Break
PRICING INNOVATION
Keynote Session
Pricing Innovation for New Business Models
Capture emerging opportunities through revolutionary pricing approaches
- Master subscription, platform, and ecosystem pricing creating recurring revenue and customer lock-in
- Develop bundle strategies increasing lifetime value while reducing competitive vulnerability
- Build pricing frameworks for digital transformation monetizing data and technology investments
Pedro Piccoli Soares – Head of Pricing and Traffic Monetization – Omio
Keynote Session
B2B Price Differentiation: The Pinnacle of Pricing Excellence – Managing Complexity with (Agentic) AI
- Harness (agentic) AI to move from one-size-fits-all pricing to precision differentiation across products, segments, and channels
- Design dynamic condition structures that challenge outdated price waterfall concepts and enable next-generation pricing governance
- Transform AI from passive enabler to active agent driving sustainable margin leadership while managing commercial complexity
Daniel Antolin – Managing Director, Pricing and Commercial Strategy Lead – Accenture
Interactive Joint Q&A
Ask as many questions as you need to our set of case study presenters and join the discussions in an interactive panel discussion driven by you.
Pedro Piccoli Soares – Head of Pricing and Traffic Monetization – Omio
Daniel Antolin – Managing Director, Pricing and Commercial Strategy Lead – Accenture
Break
Lunch & Networking
Breakout Sessions
Advanced Pricing Strategy & Analytics
Organizational Excellence & Commercial Innovation
Case Study
The Elasticity Evolution Blueprint: Multi-Channel Pricing Intelligence in Action
- Learn from data-driven insights showing how consumer price sensitivity shifted between DTC and wholesale channels, and how online vs offline behaviors created new elasticity paradigms requiring fundamental strategy adjustments
- Address real operational complexities of applying elasticity insights when customer behaviors, competitive dynamics, and margin structures differ dramatically between direct-to-consumer and wholesale environments
Andreas Veskoukis – Head of Pricing & Merchandising Analytics Europe – Levi Strauss & Co.
Case Study
Cross-Functional Alignment: How Sales, Marketing and Finance Actually Work Together
- Implement frameworks motivating sales teams to execute pricing strategies consistently
- Design compensation and enablement programs aligning sales behavior with pricing objectives
Federico Boccardo – Global Commercial Excellence Delivery Director – Animal Nutrition & Health Cargill
Case Study
Behavioral Psychology in Consumer Pricing
Leverage cognitive biases to optimize consumer willingness to pay
- Apply anchoring, decoy effects, and price bundling to influence consumer purchase decisions
- Design pricing architecture that guides consumers toward higher-margin products naturally
- Create subscription and freemium models that convert trial users into profitable long-term customers
EPIC Conjoint
Case Study
B2B Dynamic Pricing in Manufacturing and Distribution
Implement intelligent pricing for complex B2B product portfolios
- Deploy automated pricing systems that respond to raw material costs, demand fluctuations, and competitive pressures
- Balance customer-specific pricing with standardized list prices for operational efficiency
- Leverage IoT and usage data to create outcome-based pricing models for industrial products
Monitor Delloite
Panel Discussion
B2B Digital Transformation and Pricing Innovation
Leverage technology to revolutionize B2B customer experience and pricing delivery
- Implement B2B e-commerce platforms that enable self-service pricing while maintaining relationship sales
- Create digital tools that help customers understand value and justify pricing decisions internally
- Design APIs and integration capabilities that make pricing a competitive differentiator in B2B markets
Xavier Calero Molluna – Revenue Management Lead Europe – Kimberly-Clark
Panel Discussion
Dynamic Pricing in Regulated Markets: Balancing Innovation with Compliance
- Navigate regulatory constraints while implementing dynamic pricing – sharinghow NS successfully launched off-peak discounts within Dutch government pricing rules and compliance frameworks
- Deploy AI-powered revenue management in highly regulated environments – practical lessons from your recent system investment, including GDPR considerations and demand prediction improvements
Noor van den Hurk – Product Owner Pricing and Revenue Management – Nederlandse Spoorwegen
Interactive Joint Q&A
Andreas Veskoukis – Head of Pricing & Merchandising Analytics Europe – Levi Strauss & Co
Xavier Calero Molluna – Revenue Management Lead Europe – Kimberly-Clark
EPIC Cojoint
Interactive Joint Q&A
Federico Boccardo – Global Commercial Excellence Delivery Director – Animal Nutrition & Health Cargill
Noor van den Hurk – Product Owner Pricing and Revenue Management – Nederlandse Spoorwegen
Monitor Delloite
Break
Networking Time & Coffee Break
Breakout Sessions
Case Study
Building a Pricing Pipeline – How to Promote Continuous Pricing Excellence through Systematic Process Management
- Develop a pricing playbook that fuel multi-year roadmaps, ensuring sustainable margin expansion through consistent and flexible pricing execution
- Establish systematic pricing radars that proactively identify internal and external triggers requiring pricing action, enabling organizations to capitalize on emerging opportunities and to timely mitigate looming threats
Lior Petek – Senior Manager Pricing & Analytics – Swisscard
Case Study
The Resource-Constrained Pricing Leader's Playbook: Advancing Pricing Maturity When You Have Experience But Limited Resources
- Overcome the “experience gap” challenge by implementing proven frameworks that bridge the disconnect between seasoned pricing knowledge and organizational constraints, delivering measurable results within budget and resource limitations
- Build AI-preparation foundations through strategic capability development that positions Excel-based pricing teams to leverage artificial intelligence tools effectively when technology budgets allow, ensuring competitive readiness without massive upfront investment
Henar Alonso Espinaco – Senior Pricing Manager – Johnson Controls
Interactive Joint Q&A
Lior Petek – Senior Manager Pricing & Analytics – Swisscard
Interactive Joint Q&A
Working Roundtables
Join us for an interactive round table session designed to foster collaborative dialogue and innovative thinking among participants. No more presentations; this is an opportunity for you to actively engage and share your insights.
Roudtable 1
AI-Powered Competitive Intelligence Mastery
- Transform market surveillance into unbeatable pricing advantage
Roudtable 2
Inflation-Proof Pricing Strategies That Actually Work
- Master profitable price increases without losing customers or market share
Roudtable 3
B2B Value Communication & Sales Team Transformation
- Turn your sales force into pricing strategy’s most powerful execution engine
Roudtable 4
Dynamic Pricing Implementation Without Breaking Your Business
- Deploy intelligent pricing automation that scales across complex product portfolios
Roudtable 5
Subscription & Recurring Revenue Optimization
- Build sustainable revenue streams that grow predictably and profitably
Roudtable 6
Pricing Analytics That Drive Real Business Decisions
- Transform data into profitable pricing intelligence that outpaces competition
Roudtable 7
Sustainability Pricing & Green Business Model Innovation
- Turn environmental responsibility into premium pricing power and competitive differentiation
Roudtable 8
Cross-Functional Pricing Excellence & Organizational Alignment
- Build unstoppable pricing capabilities through strategic organizational design
Closing remarks
Networking Dinner sponsored by o9 Solutions
An exclusive Networking Dinner, offering the perfect opportunity for industry leaders to spark collaborations, exchange insights, and enjoy world-class cuisine in a stunning location. More details coming soon.
Forum Day 2 | November 21
Welcome Breakfast & Networking
Chairperson opening remarks
Keynote Session
The Growth Driver's Imperative
How Pricing Leaders Become the Heroes of Profitability in an Era of Rising Costs and Shrinking Budgets
- Explore how pricing can become the primary growth engine when traditional expansion strategies fail, demonstrating how strategic pricing decisions generate more profit impact than sales increases, cost cuts, or operational improvements
- Master profit optimization techniques that squeeze maximum value from every customer interaction and product sale
- Build credibility as a strategic business leader by delivering measurable profit growth that enables organizational survival and success
Rodrigo Mazza – Head Of Global Marketing & Pricing – Business Unit – Hitachi
Keynote Session
The Value Revolution - Breaking Free from Cost-Plus
Leading the Organizational Mindset Transformation to Value-Based Pricing Excellence
- Master the psychological and organizational transformation required to shift from cost-plus thinking to value-based pricing, overcoming internal resistance for customer-centric pricing strategies
- Develop advanced value communication frameworks that articulate customer impact both internally to skeptical stakeholders and externally to price-sensitive buyers, creating compelling narratives that justify premium pricing through demonstrated business outcomes
- Build sustainable value-based pricing capabilities that become organizational DNA rather than temporary initiatives
Vistex
Keynote Session
Price Pack Architecture Transformation: From Market Pressure to Double-Digit Growth
- Leverage data-driven insights, shopper behavior, and cross-functional collaboration to build price-pack architecture that mitigates margin pressure and addresses consumer trade-down in volatile markets
- Translate PPA strategy into scalable RGM capabilities that deliver measurable EBIT and gross profit growth while embedding organizational excellence
Hasan Guliyev – Revenue Growth Manager & Category Manager – BIC
Interactive Joint Q&A
Ask as many questions as you need to our set of case study presenters and join the discussions in an interactive panel discussion driven by you.
Rodrigo Mazza – Head Of Global Marketing & Pricing – Business Unit – Hitachi
Hasan Guliyev – Revenue Growth Manager & Category Manager – BIC
Break
Networking Break
Keynote session
Banking Pricing Revolution: 2 Years of AI Implementation Lessons
- Master AI adoption frameworks that actually work in regulated financial services – learn from 2 years of real implementation across Denmark, Sweden, Norway, and Finland, including what failed spectacularly and the pivotal decisions that turned everything around
- Build bulletproof stakeholder buy-in and ROI measurement systems for AI pricing initiatives that satisfy both regulators and executives, with proven templates for demonstrating measurable value while navigating complex compliance requirements
Jacob Ryom – Head of Customer Pricing DK & Nordic – Danske Bank
Keynote session
The Strategic Art of Discounting
When, Why, and How to Promote Profitably Without Destroying Your Brand or Margins
- Master the psychology of strategic discounting that drives customer behavior while protecting brand value, using data-driven timing and targeting that maximizes revenue impact
- Build profit-optimized promotional strategies that achieve specific business objectives beyond short-term sales, including customer acquisition, inventory management, competitive response, and market share gains that generate long-term value creation
- Develop discount immunity and premium positioning that reduces organizational dependence on promotional pricing while building customer loyalty
Keynote session
Building Unstoppable Pricing Capabilities Through Strategic Organizational Design
- Master matrix organization navigation by implementing proven frameworks for pricing responsibility ownership, establishing clear accountability for floor margins, anchor pricing, and price ranges across departments while eliminating cross-functional conflicts
- Build sustainable change management processes that engage entire organizations through codified pricing guidelines and cross-functional buy-in systems, turning pricing teams from isolated function into organizational transformation drivers
Andrea Pappadà – Head of Pricing and Contracting – Syensqo
Interactive Joint Q&A
Jacob Ryom – Head of Customer Pricing DK & Nordic – Danske Bank
Andrea Pappadà – Head of Pricing and Contracting – Syensqo
Break
Networking lunch
Keynote Session
From Excel to AI-Ready - Low-Budget Pricing Excellence
Transforming Excel-Based Pricing Teams into AI-Prepared Organizations Without Breaking the Bank
Master advanced Excel techniques that rival expensive pricing software while building data management and analytical capabilities that prepare your team for AI tool integration
Build AI-preparation foundations through strategic skill development that positions your team to leverage artificial intelligence tools effectively when budget allows
Francesco Mandina – Global Pricing Commercial Excellence Lead – Syngenta
Keynote Session
The Multi-Division Pricing Transformation: Scaling Excellence Across Complex Organizations
Identify where your division stands in the pricing evolution journey, enabling targeted capability building that delivers measurable results within 90 days
Deploy cross-divisional knowledge transfer strategies that accelerate pricing maturity by leveraging advanced practices from mature divisions while building sustainable capabilities in developing business units
Zuhal Yaman – Global Head of Pricing Analytics – DHL Supply Chain
Keynote Session
Consumer-Centric Cross-Functional Excellence: How B2C Leaders Unite Teams Around Customer Value
Use proven B2C frameworks that align Sales, Marketing, and Finance around customer lifetime value rather than competing internal metrics
Master the trade-to-consumer collaboration model that eliminates channel conflicts while ensuring consistent brand positioning and pricing execution across all consumer touchpoints
Christina Vrentzou – Global Director RGM Price to Trade and Terms – Bacardi-Martini B.V.
Interactive Joint Q&A
Ask as many questions as you need to our set of case study presenters and join the discussions in an interactive panel discussion driven by you.
Francesco Mandina – Global Pricing Commercial Excellence Lead – Syngenta
Christina Vrentzou – Global Director RGM Price to Trade and Terms – Bacardi-Martini B.V.
Panel Discussion
The Sustainability Survival Imperative
Why Ignoring Environmental Innovation and Regulation Means Business Extinction
Transform sustainability from an optional initiative to an existential business survival strategy through innovation and regulatory preparedness
- Confront the extinction-level threat facing companies that fail to prioritize sustainability innovation, using hard data and market evidence showing how regulatory changes and consumer shifts are eliminating businesses that cannot adapt to environmental requirements
- Master rapid innovation frameworks that turn sustainability constraints into competitive advantages faster than regulation can destroy market position, creating environmental leadership that protects against regulatory disruption and market displacement
Moderator: Sandra Fernandez Freixa – Marketing and Sustainability Director – GCR Group
Working Roundtables
Join us for an interactive round table session designed to foster collaborative dialogue and innovative thinking among participants. No more presentations; this is an opportunity for you to actively engage and share your insights.
Roudtable 1
AI-Powered Competitive Intelligence Mastery
- Transform market surveillance into unbeatable pricing advantage
Roudtable 2
Inflation-Proof Pricing Strategies That Actually Work
- Master profitable price increases without losing customers or market share
Roudtable 3
B2B Value Communication & Sales Team Transformation
- Turn your sales force into pricing strategy’s most powerful execution engine
Roudtable 4
Dynamic Pricing Implementation Without Breaking Your Business
- Deploy intelligent pricing automation that scales across complex product portfolios
Roudtable 5
Subscription & Recurring Revenue Optimization
- Build sustainable revenue streams that grow predictably and profitably
Roudtable 6
Pricing Analytics That Drive Real Business Decisions
- Transform data into profitable pricing intelligence that outpaces competition
Roudtable 7
Sustainability Pricing & Green Business Model Innovation
- Turn environmental responsibility into premium pricing power and competitive differentiation
Roudtable 8
Cross-Functional Pricing Excellence & Organizational Alignment
- Build unstoppable pricing capabilities through strategic organizational design
Conference Closing Remarks
End of the event
Training
Economic Value Modeling Training
Gain the expertise to develop pricing strategies anchored in real customer value.
Learn to quantify, communicate, and monetize value effectively using the Economic Value Modeling (EVM) framework—covering creation, pricing, communication, and selling. Drive profitability by ensuring your prices reflect the true value you deliver.
Find out more details HERE
Subscription Pricing Training
Learn how to design customer-centric packaging models, drive monetization, and lead pricing transformations in complex B2B environments.
This program provides the tools and frameworks needed to turn pricing into a strategic growth driver. Gain the confidence to manage change, avoid common pitfalls, and build a scalable and effective pricing function.
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.