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
Unlocking AI-Powered Pricing Through Data Readiness
Discover how to turn data chaos into profitable pricing decisions by diagnosing, cleansing, and structuring your data for AI-powered success.
- A Practical Data Readiness Framework – How to assess and fix data gaps before investing in pricing tools.
- Live Exploration of Data Quality Pitfalls – Detect duplicates, inconsistencies, and hidden risks that derail pricing projects.
- Simulation of Pricing Data Models – Understand how your data translates into pricing rules, segments, and elasticity insights.
- AI Readiness Roadmap – Which machine learning models you can already use today — and where your data still needs work.
- Actionable Scorecard & Playbook – A clear, prioritized path to turn your data into a competitive advantage.
Vivek Gokhale – Principal Consultant and Pricing Expert – Conet ISB GmbH
Coffee break & Networking
WORKSHOP 3
Unlock Growth Through Strategic Experimentation
- Master advanced research methodologies that challenge conventional pricing assumptions and uncover hidden growth opportunities
- Build on your historical elasticity data to test customer value perceptions and willingness-to-pay with current data.
- Learn frameworks to structure pricing experiments that deliver clear, actionable insights rather than ambiguous data, ensuring your research investment translates directly into revenue growth.
- Identify the ideal way to calibrate your conjoint study results to be make them actionable
Andy O’Brien – Director – Epic Conjoint
WORKSHOP 4
Monetising Sustainability Investments
Monitor Deloitte
Networking drinks
Forum Day 1 | November 20
Welcome
Welcome Coffee and Registration
Welcome by EPP President
Pol Vanaerde – President – EPP Pricing Platform
Opening Remarks and Live Quiz
Dr. Steve Laborda – CEO & founder – Valuebizbooster
ADAPTIVE PRICING STRATEGIES
Strategic Agility: Thriving When Change is Constant
Keynote Session
Building Pricing Products to Help Optimize Partners' Pricing Strategies in the Online Travel Market
- Learn how to build & manage pricing solutions for different business models and organizational capabilities, from simple companies who manually revenue manage their business, to sophisticated enterprises with advanced systems.
- Discover how in the role of a Marketplace (OTA) you can help partners to optimize their strategies through intelligent tools, recommendations, and machine Learning based products, keeping the customers at the center of what you do
Federica Crippa – Group Product Manager – Booking.com
Keynote Session
The AI Revolution in Pricing Excellence
Harness AI to unlock unprecedented margin growt
• Discover how artificial intelligence is transforming pricing strategy into a key driver of margin growth
• Learn real-world AI applications that are already delivering measurable gains in pricing precision and profitability
• Understand how to address the critical considerations of change management for successful implementation at scale in large organizations
Stewart Beale – Senior Director RGM EMEA – o9 Solutions
Keynote Session
The Pricing Maturity Journey: From Competitor to Value-Based to Strategic Pricing
- Learn how to move from chaos to sophistication in pricing by applying lessons from a fragmented multi-channel setup that evolved into a value-based model capturing true willingness to pay
- Discover how technology enablers like electronic shelf labels, pricing automation, and consumer studies become critical at each maturity stage — and how to balance cross-functional dynamics (marketing, sales, procurement) when scaling pricing excellence across different business models
Paul Van Keulen – Director of Pricing, Tools & Strategic Projects – Center Parcs Europe
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
Stewart Beale – Senior Director RGM EMEA – o9 Solutions
Paul Van Keulen – Director of Pricing, Tools & Strategic Projects – Center Parcs Europe
Break
Networking Power Time, Coffee Break & Tech demo
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
Keynote Session
Banking Pricing Revolution: Two 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
AI base Pricing Optimisation: Neural Networks, Win-Only Models, and the Quest for Accuracy and Explainability
This keynote explores how neural networks offer a powerful approach to pricing management, enabling companies to uncover complex patterns in transactional data and make more accurate pricing decisions.
- Neural networks: Unlocking non-linear pricing patterns.
- Win-only models: Learning from every success.
- Explainability: Making AI decisions transparent.
- Performance: Measuring accuracy and business impact.
Christophe Lafont – Director of Strategic Consulting – PROS
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.
Jacob Ryom – Head of Customer Pricing DK & Nordic – Danske Bank
Christophe Lafont – Director of Strategic Consulting – PROS
Break
Lunch & Networking
Breakout Sessions
Advanced Pricing Strategy & Analytics (B2C)
Organizational Excellence & Commercial Innovation (B2B)
Case Study
The Elasticity Evolution Blueprint: Multi-Channel Pricing Intelligence in Action
- Learn from data-driven insights reated new elasticity paradigms requiring fundamental strategy adjustments
- Address the operational complexities of applying elasticity insights when customer behaviors, and margin structures differ dramatically
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 Senior Director – Animal Nutrition & Health – Cargill
Case Study
Unlock Growth: How Experimentation with Conjoint Can Challenge Past Thinking to Uncover New Opportunities
- Challenge conventional pricing assumptions through systematic experimentation to test customer value perceptions and willingness-to-pay.
- Examples from FMCG, Fashion and Hospitality sectors
Andy O’Brien – Director – 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
Pieter Valcke – Senior Manager, Commercial Strategy, Pricing & Analytics – Monitor Deloitte
Interactive Joint Q&A
Andreas Veskoukis – Head of Pricing & Merchandising Analytics Europe – Levi Strauss & Co
Andrew O’Brien – Director – EPIC Conjoint
Interactive Joint Q&A
Federico Boccardo – Global Commercial Excellence Delivery Senior Director – Animal Nutrition & Health – Cargill
Pieter Valcke – Senior Manager, Commercial Strategy, Pricing & Analytics – Monitor Deloitte
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 – Swisscard
Case Study
Dynamic Pricing in Regulated Markets: Balancing Innovation with Compliance – How NS Transforms Off-Peak Revenue Through Smart Demand Steering
- Navigate regulatory constraints while implementing dynamic pricing – sharing how NS successfully launched off-peak discounts within Dutch government pricing rules and compliance frameworks
- Using a successful niche proposition to benefit a broader cause – sharing how NS has applied dynamic pricing to steer peak demand and a glance into future plans
Noor van den Hurk – Product Owner Pricing and Revenue Management – Nederlandse Spoorwegen
Marius van Heesewijk – Revenue Manager – Nederlandse Spoorwegen
Case Study
Dynamic Pricing in the Digital Age: Building Always-On Revenue Engines
- Deploy dynamic pricing and promotion engines that respond to market conditions instantly, drawing from proven frameworks used at scale by Uber and Deliveroo
- Build high-performing pricing organizations with the right governance structures, and cross-functional alignment that turn pricing from a tactical function into a strategic growth driver
Neelkamal Biswas – Co-Founder – Circlestack
Case Study
How to Win in Price and Tariff Wars
- Identify the hidden triggers that ignite destructive price wars using proven early-warning frameworks that allow preemptive strategic positioning
- Deploy battle-tested defensive and offensive tactics that protect profitability during price wars
Danilo Zatta – Management Consultant and Pricing Advisor – Valcon
Interactive Joint Q&A
Lior Petek – Senior Manager Pricing – Swisscard
Neelkamal Biswas – Co-Founder – Circlestack
Interactive Joint Q&A
Noor van den Hurk – Product Owner Pricing and Revenue Management – Nederlandse Spoorwegen
Marius van Heesewijk – Revenue Manager – Nederlandse Spoorwegen
Danilo Zatta – Management Consultant and Pricing Advisor – Valcon
Break
Networking Power Time, Coffee Break & Tech demo
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
Pricing analytics that drive real business decisions.
- Learn how to transform data into profitable pricing intelligence.
Hosted by Stewart Beale – Senior Director RGM EMEA – o9 Solutions
Roudtable 2
Digitalization Roadmap for Industrial Pricing Teams.
- Transform traditional pricing operations into data-driven digital capabilities.
Hosted by Dr. Katja Ruehle – Director Global Strategic Pricing, Adhesive Technologies – Henkel
Roudtable 3
Data Readiness: The Hidden Key to AI-Powered Pricing
- Explore how to assess, clean, and structure your pricing data today — so your AI initiatives can deliver value tomorrow.
Hosted by Vivek Gokhale – Principal Consultant and Pricing Expert – CONET ISB GmbH
Roudtable 4
Dynamic Pricing Implementation Without Breaking Your Business
- Deploy intelligent pricing automation that scales across complex product portfolios.
Hosted by Pedro Piccoli Soares – Head of Pricing and Traffic Monetization – Omio
Roudtable 5
Pricing When Your Product Portfolio is Disappearing:
- Revenue Management Under European Regulatory Pressure.
Hosted by Erick van de Kraats – Pricing Manager – Royal Agrifirm Group
Roudtable 6
Value-Based Pricing Transformation: From Theory to Reality
- Practical frameworks for shifting organizational mindset from cost-plus to value-based pricing. Hosted by Dr. Steve Laborda – CEO & founder – Valuebizbooster
Roudtable 7
Winning Price Wars Without Losing Your Shirt
- Defensive and offensive strategies when competitors attack your pricing differentiation.
Hosted by Danilo Zatta – Management Consultant and Pricing Advisor – Valcon
Roudtable 8
Building High-Performance Pricing Organizations in Fast-Growth Companies
Hosted by Neelkamal Biswas – Co-Founder – Circlestack
Closing remarks
Networking Dinner sponsored by o9 Solutions
After an inspiring day of learning, gather with peers at Scheepskameel for an evening of great food, wine, and conversation.
The restaurant’s bright, contemporary setting creates the perfect atmosphere to relax, connect, and share ideas—turning conference insights into meaningful discussions and future collaborations.
Forum Day 2 | November 21
Welcome Coffee & Networking
Chairperson opening remarks
Dr. Steve Laborda – CEO & founder – Valuebizbooster
Keynote Session
Three-Sided Marketplace Pricing Dynamics: Balancing Consumers, Restaurants, and Riders
- Explore the complex challenge of optimizing pricing across three interdependent stakeholder groups where changes in one area cascade through the entire ecosystem.
- Cover how to maintain equilibrium between consumer affordability, restaurant profitability, and rider earnings while sustaining platform margins
Diana Zharovskikh – Global Director of Pricing and Category Management – Deliveroo
Keynote Session
Take real control of your strategy before your margins pay the price
The potential of data science is clear, but are your prices still reacting instead of leading? Join the session to learn how to take full control of your pricing strategy so your margins get stronger and align with your business goals.
This session isn’t about guesswork or relying on a “black box.” It’s about strategic, parametric optimization that gives you full visibility into the impact of every pricing move so you can make confident, data-driven decisions.
Mehrdad Moslemi – Senior Solution Advisor – Vistex
Keynote Session
Redesigning Value: How Leveraging Behavioral Insights and Price Pack Architecture Drove Double-Digit Growth
• Learn how data-led design and behavioral insights transform traditional promotions into sustainable profit growth
• Discover how shopper psychology and smart pack architecture can protect margins and drive profitable trade-ups even under price pressure
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.
Diana Zharovskikh – Global Director of Pricing and Category Management – Deliveroo
Hasan Guliyev – Revenue Growth Manager & Category Manager – BIC
Mehrdad Moslemi – Senior Solution Advisor – Vistex
Break
Networking Break
Keynote session
From Excel to AI-Ready: Low-Budget Pricing Excellence
Transform Excel-based pricing teams into AI-prepared organizations without breaking the bank.
Master advanced Excel techniques that rival expensive pricing software while strengthening data management and analytical capabilities to prepare your team for AI integration.
Build strong AI-readiness foundations through targeted skill development, positioning your team to effectively leverage artificial intelligence tools when the budget allows.
Francesco Mandina – Global Pricing Commercial Excellence Lead – Syngenta
Keynote session
Strong Data, Strong AI: Why Leaders Need to Act Now
AI in pricing only creates value when built on a solid data foundation — leaders who start building it today gain a competitive edge tomorrow.
Understand the direct link between data readiness and AI success in pricing.
Learn why early movers capture growth while others are still catching up.
How strong data enabled AI-powered pricing excellence.
Discover the first steps to build a future-proof data foundation today.
Vivek Gokhale – Principal Consultant and Pricing Expert – Conet ISB GmbH
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
Andrea Pappadà – Head of Pricing and Contracting – Syensqo
Francesco Mandina – Global Pricing Commercial Excellence Lead – Syngenta
Vivek Gokhale – Principal Consultant and Pricing Expert – Conet ISB GmbH
Break
Networking lunch
Keynote Session
The Multi-Division Pricing Transformation: Scaling Excellence Across Complex Organizations
Master the organizational maturity assessment framework to identify where each division stands in the pricing evolution journey, enabling targeted capability building that delivers measurable results within 90 days.
Deploy cross-divisional knowledge transfer strategies to accelerate pricing maturity by leveraging advanced practices from mature divisions while developing sustainable capabilities in emerging business units.
Ann Vervecken – Global Head of Value Based Pricing for Multi-Regional Accounts – DHL Supply Chain
Keynote Session
The Resource Paradox in Pricing: How Pricing Leaders Build Discipline and Influence With limited Resources”
- Build scalable pricing capabilities by strengthening processes, governance, and analytical discipline, ensuring that even small teams can achieve consistent and credible pricing decisions as maturity advances.
- Strengthen cross-functional alignment by building pricing literacy and decision frameworks across sales, finance, and marketing — amplifying pricing impact without adding headcount or technology costs.
Henar Alonso Espinaco – Senior Pricing Manager – Johnson Controls
Keynote Session
The Human Side of Pricing: Why Customer Understanding Still Matters in the AI Era
• Navigate the essential balance between competitive positioning and customer value perception in dynamic markets
• Balance AI-driven precision with human insight to maintain customer-centric pricing excellence
• Understand how customer psychology combined with competitive market balance can help ensure your pricing strategy resonates with both customers and cross-functional teams
Nikhil Tripathi – Senior Manager, Pricing – Viking Europe
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.
Ann Vervecken – Global Head of Value Based Pricing for Multi-Regional Accounts – DHL Supply Chain
Zuhal Yaman – Global Head of Pricing Analytics – DHL Supply Chain
Nikhil Tripathi – Senior Manager, Pricing – Viking Europe
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.