20 YEARS OF IMPACT. SHAPING WHAT’S NEXT
Agenda
EPP 20 Years
Global Pricing & RGM Summit
“The world’s largest Pricing & RGM gathering – ever”
Event overview
- Event
- EPP 20 Years Global Pricing & RGM Summit
- Dates
- 17–18 November 2026
- Venue
- Passenger Terminal Amsterdam (PTA), Amsterdam
- Format
- Main Stage plenaries and Parallel Tracks;
Inspirational Talks, Interactive Leaders Panels, Success Case Stories, Workshops, Tech demos, Masterclasses, Experiences and Networking moments - Session Formats & Audience cue tags
- INSPIRATION = Inspirational Talks
PEER INSIGHTS = Interactive Leaders Panels and Success Case Stories
ACTION = Workshops
INNOVATION =Tech Demos
MASTERY = Masterclasses
HAVE FUN = Experiences
EVENT = Opening, Closing, Networking Breaks
Audience cue tags
Each session has a tag to guide delegates into what to expect:
INSPIRATIONPEER INSIGHTSACTIONINNOVATIONMASTERYHAVE FUNEVENT
Programme Day 1 · 17 November 2026
Core focus themes: Geopolitical Volatility, Inflation & Margin Protection · AI, Automation & Pricing Intelligence · Value-Based Pricing & Commercial Strategy · Leadership & Transformation · Revenue Growth Management
Morning plenary
EVENT
Welcome Coffee & Registration
EVENT
Welcome by EPP
20 Years of Pricing Evolution: Reflecting on the Transformation of the Profession
- Building the Future of the Global Pricing & RGM Community
- Inside EPP: New initiatives shaping the future of Pricing & Revenue Growth Management
Diana Coelho - Chair - EPP
Pedro Fernandes - General Manager - EPP
EVENT
Chairperson Opening Remarks
Ajay Ahuja - Global RGM Transformation Lead – Kraft Heinz
INSPIRATION
TED Talk
The Future of Pricing and Revenue Has Arrived: How RGM and Commercial Transformation Are Redefining Growth
- Discover how leading organisations are reinventing pricing, RGM and commercial strategy for a new era
- Learn why pricing is becoming one of the most powerful drivers of profitability, resilience and competitive advantage
Nuno Alexandre - Global Condiments Head of Category & Commercial Strategy / Foods RGM Head – Unilever
INSPIRATION
Inspirational Keynote Talk
Building value pricing capabilities whilst managing margins in turbulent times
- A practitioner’s view on developing AkzoNobel’s global value pricing maturity
- Dealing with inflation
- Understand what is required for scalable and AI-powered RGM
Claudia Valder Martini - Commercial Effectiveness & Pricing Excellence Leader - Akzo Nobel
Jos Eeland - Global Head Consumer Goods - Simon-Kucher
PEER INSIGHTS
Interactive Leaders Panel Discussion 1
The New Commercial Battleground: Pricing, RGM, AI and the Fight for Profitable Growth
- Hear how executive leaders are using pricing and RGM to drive enterprise-wide commercial transformation
- Discover how organisations are protecting profitability while accelerating growth in uncertain markets
Moderator: Raghav Misra – Former Strategy & Revenue Growth Director – Diageo
Robin Schrag - VP Pricing & Commercial Excellence - Rolls-Royce Power Systems
Florence Brunet - Head of Pricing – Equans
Alexander Kortas - Senior Director Strategic Pricing – Cargill
Raphael Prync - Global Pricing Strategy Leader Cardiovascular Portfolio – Medtronic
EVENT
Networking Break
Late-morning parallel sessions
| Main Stage | Track 1 / Value-Based Pricing & Commercial Strategy | Track 2 / Revenue Growth Management | Track 3 / Leadership & Transformation | Track 4 / Masterclasses | |
|---|---|---|---|---|---|
| 11:05 | INSPIRATION Inspirational Keynote Talk Build Predictive Pricing Capabilities That Anticipate Market Volatility
Conet | INSPIRATION Inspirational Talk Capturing Value from AI Innovation: How Successful Startups Turn Innovation into Revenue, Profit, and Growth
Ian Tidswell - CEO - Ideal Price | INSPIRATION Inspirational Talk Why FMCG Pricing Won’t Win in 2027, and Decision Excellence Will
Florian Weimann - Co-CEO, managing Partner - Peak & Peak Emile Douaihy – Former CEO | Growth & Transformation Leader – Nestlé • Unilever • L'Oréal | INSPIRATION Inspirational Talk From Pricing Standards to Daily Margin Behaviours: Making Execution Stick
Olivier Dallemagne - Founder and Managing Partner - RGC Consultants David Liotard - European Pricing Director – Michelin | MASTERY Masterclass 1 Mastering the monetisation revolution: From product to solution
Dr. Amadeus Petzke - Partner Pricing & Sales, Leader Industry Sector - hy Consulting Group Dr. Gábor Darvasi - Vice President Pricing & Sales - hy Consulting Group |
| 11:35 | PEER INSIGHTS Interactive Leaders Panel Discussion 2 The Future of Pricing & RGM Leadership in an AI-Driven Economy
Moderator: Dr. Ekaterina Ruehle – Former Director Global Strategic Pricing - Henkel Adhesive Technologies; Founder pricedentity.io Nikhil Tripathi - Senior Manager, Pricing- Viking Direct EU Nazar Lukasevych - Head of Global Pricing Competence Center – Hilti Gabor Kapus - Pricing Director – Saverglass Jean Salim - Group Pricing Director - Euromaster | INSPIRATION Inspirational Talk Creating a Winning Pricing Culture: Turning Value Perception into Sustainable Growth
Caio Riccardi - Global Pricing Specialist – Cavotec | INSPIRATION Inspirational Talk Transform RGM into an Enterprise-Wide Capability
Xavier Calero Molluna - Country Manager Iberia - Arbex | INSPIRATION Inspirational Talk Position Pricing as a Strategic Leadership Capability
Daniel Cho - Sr Director, Head of Strategic Pricing CoE. - Philips Healthcare | |
| 12:05 | INSPIRATION Inspirational Panel Discussion Rethinking RGM for Changing Times: From Market Volatility to Agentic AI
Moderator: Chirag Jain - Director, CPG - LatentView Analytics Raghav Misra – Former Strategy & Revenue Growth Director – Diageo | INSPIRATION Inspirational Talk Build Pricing Strategies That Protect Value During Aggressive Price Wars
Alberto Dall’Osso - Global Head of Pricing Excellence - Bracco Danilo Zatta - PhD, MBA Senior Partner - Implement Consulting Group | INSPIRATION Inspirational Keynote Talk Proof-Based Pricing: Why Unverified Claims Are Worth Nothing to an Algorithmic Buyer
Paul F. Accornero, Founder of The AI Praxis; Author of The Algorithmic Shopper (St. Martin's Press, 2027) | INSPIRATION Inspirational Talk From Legacy Pricing Chaos to Disciplined Execution: An Industrial Case Study
Pieter Valcke - Senior Manager | Commercial Strategy, Pricing and Analytics - Monitor Deloitte | MASTERY Masterclass 2 The Power of Influence: How to Make Commercial Change Happen
Accenture |
| 12:35 | INSPIRATION Inspirational Keynote Talk Pricing Measurement Science
Nicolas Vincenti - Senior Vice President, Yield & Analytics - Expedia Group | INSPIRATION Inspirational Talk Why the Best Pricing Strategies Now Start with Customer/Consumer Psychology
Hasan Guliyev - Senior Revenue Growth Manager – Kenvue | INSPIRATION Inspirational Talk Optimise Channel, Trade and Promotion Strategies for Profitable Growth
Coco van de Goorberg-Vugs - Head of Revenue Growth Management Western Europe - Philips | INSPIRATION Inspirational Talk Centralizing Pricing Control: Navigating the Shift from Individual to Strategic Decision-Making
Christian Schanz - Head of Global Pricing and Condition Management – MAHLE |
Main Stage: Chairperson: Ajay Ahuja - Global RGM Transformation Lead – Kraft Heinz
Track 2: Moderator: Thiago Valsani - Chief Product Officer - XTEL
Track 3: Moderator: Daniel Cho - Sr Director, Head of Strategic Pricing CoE. - Philips Healthcare
11:05
Main Stage
INSPIRATION
Inspirational Keynote Talk
Build Predictive Pricing Capabilities That Anticipate Market Volatility
- Analyse how organisations use predictive intelligence to improve responsiveness
- Discover how to react faster to disruption, inflation and demand shifts
Conet
Track 1 / Value-Based Pricing & Commercial Strategy
INSPIRATION
Inspirational Talk
Capturing Value from AI Innovation: How Successful Startups Turn Innovation into Revenue, Profit, and Growth
- Discover how successful AI-based startups identify, communicate and monetise the value their customers recognise in AI-driven and emerging innovations
- Learn a step-by-step, practical approach to identify the value of your innovation and structure offers that capture a fair share of the value created
Ian Tidswell - CEO - Ideal Price
Track 2 / Revenue Growth Management
INSPIRATION
Inspirational Talk
Why FMCG Pricing Won’t Win in 2027, and Decision Excellence Will
- Why the contest in Consumer Goods has moved from execution to commercial decisions on price, mix and promotion
- What separates the RGM programmes that work: ownership, adoption, governance and funding
Florian Weimann - Co-CEO, managing Partner - Peak & Peak
Emile Douaihy – Former CEO | Growth & Transformation Leader – Nestlé • Unilever • L'Oréal
Track 3 / Leadership & Transformation
INSPIRATION
Inspirational Talk
From Pricing Standards to Daily Margin Behaviours: Making Execution Stick
- Most pricing organisations don't lack tools — they lack execution: standards exist, but teams don't turn them into daily margin behaviours
- How a small central team built a pricing system across 175 countries — linking strategy, process, capabilities, and the human side of pricing
- Adoption engineered, not mandated: reducing 39 capabilities to the 7–15 that moved each country's business case, with named owners closing the gaps
- Where AI genuinely changes pricing execution — and where the real bottleneck stays human, not technical
Olivier Dallemagne - Founder and Managing Partner - RGC Consultants
David Liotard - European Pricing Director – Michelin
Track 4 / Masterclasses · 11:05–12:05 (1 hour)
MASTERY
Masterclass 1
Mastering the monetisation revolution: From product to solution
- From product to solution: manufacturers can unlock major value by shifting from one-time equipment sales to solution-driven business models
- The technology is ready, the commercial model isn't: the real barrier to this shift is measuring value, attributing it fairly, and allocating risk
- Strategy alone isn't enough: even sound business models stall without the right organizational structure, incentives, and pricing capability to support them
Dr. Amadeus Petzke - Partner Pricing & Sales, Leader Industry Sector - hy Consulting Group
Dr. Gábor Darvasi - Vice President Pricing & Sales - hy Consulting Group
11:35
Main Stage
PEER INSIGHTS
Interactive Leaders Panel Discussion 2
The Future of Pricing & RGM Leadership in an AI-Driven Economy
- Explore how pricing capabilities are changing globally
- Learn how organisations are redesigning pricing teams
Moderator: Dr. Ekaterina Ruehle – Former Director Global Strategic Pricing - Henkel Adhesive Technologies; Founder pricedentity.io
Nikhil Tripathi - Senior Manager, Pricing- Viking Direct EU
Nazar Lukasevych - Head of Global Pricing Competence Center – Hilti
Gabor Kapus - Pricing Director – Saverglass
Jean Salim - Group Pricing Director - Euromaster
Track 1 / Value-Based Pricing & Commercial Strategy
INSPIRATION
Inspirational Talk
Creating a Winning Pricing Culture: Turning Value Perception into Sustainable Growth
- Move Beyond Cost-Plus Pricing: Learn how leading organisations shape customer perception, communicate value effectively, and command premium prices through strategic positioning
- Build a Data-Driven Pricing Mindset: Discover how cross-functional collaboration, customer insights, segmentation, and pricing analytics create a culture that consistently balances profitability with customer value
Caio Riccardi - Global Pricing Specialist – Cavotec
Track 2 / Revenue Growth Management
INSPIRATION
Inspirational Talk
Transform RGM into an Enterprise-Wide Capability
- Explore how leading firms integrate RGM across commercial functions
- Discover how to embed RGM into long-term strategic planning
Xavier Calero Molluna - Country Manager Iberia - Arbex
Track 3 / Leadership & Transformation
INSPIRATION
Inspirational Talk
Position Pricing as a Strategic Leadership Capability
- Find out how pricing teams gain executive sponsorship and influence
- Discover how pricing drives enterprise profitability
Daniel Cho - Sr Director, Head of Strategic Pricing CoE. - Philips Healthcare
12:05
Main Stage
INSPIRATION
Inspirational Panel Discussion
Rethinking RGM for Changing Times: From Market Volatility to Agentic AI
- Disruption: Learn how RGM must evolve as the business changes through M&A, inflation, private label and channel shifts
- Transformation: Discover how to build an RGM capability that scales rapidly across new brands, markets and categories
- Reinvention: Explore how Agentic AI will reshape RGM decision-making and drive impact in changing times
Moderator: Chirag Jain - Director, CPG - LatentView Analytics
Raghav Misra – Former Strategy & Revenue Growth Director – Diageo
Track 1 / Value-Based Pricing & Commercial Strategy
INSPIRATION
Inspirational Talk
Build Pricing Strategies That Protect Value During Aggressive Price Wars
- Analyse how organisations avoid reactive discounting traps
- Discover smarter approaches to defending long-term margin integrity
Alberto Dall’Osso - Global Head of Pricing Excellence - Bracco
Danilo Zatta - PhD, MBA Senior Partner - Implement Consulting Group
Track 2 / Revenue Growth Management
INSPIRATION
Inspirational Keynote Talk
Proof-Based Pricing: Why Unverified Claims Are Worth Nothing to an Algorithmic Buyer
- The Shopper Schism and the algorithmic shopper, the context: what changes when an AI agent, not a person, does the buying, and why the three pricing orientations most companies run today, cost-based, competition-based and value-based, all assume a buyer who can be persuaded
- Proof-Based Pricing, the new part: the pricing model built for that buyer. Make the offer machine-legible, substantiate the claims the buyer's rule can verify, and publish a price schedule on verifiable attributes. Five testable propositions and the first results of a pre-registered virtual-marketplace experiment now in the field
Paul F. Accornero, Founder of The AI Praxis; Author of The Algorithmic Shopper (St. Martin's Press, 2027)
Track 3 / Leadership & Transformation
INSPIRATION
Inspirational Talk
From Legacy Pricing Chaos to Disciplined Execution: An Industrial Case Study
- Learn how a decentralised organisation harmonised pricing across its extensive portfolio without overriding local autonomy
- Discover a phased wave approach that builds credibility through early wins, then scales sustainably across the organisation
Pieter Valcke - Senior Manager | Commercial Strategy, Pricing and Analytics - Monitor Deloitte
Track 4 / Masterclasses · 12:05–13:05 (1 hour)
MASTERY
Masterclass 2
The Power of Influence: How to Make Commercial Change Happen
- Explore how the most successful pricing and RGM leaders build influence across Sales, Finance and the wider organisation
- Learn how to turn resistance into commitment and create the internal momentum needed for transformation
Accenture
12:35
Main Stage
INSPIRATION
Inspirational Keynote Talk
Pricing Measurement Science
- Drawing on real cases from a travel digital marketplace handling billions of pricing requests daily and billions in annual sales, this session shows why accurate pricing optimisation measurement impact is hard. Permanent holdouts reveal where, when and how price changes influence outcomes - and where they do not. The cases include well-intentioned decisions that looked successful until holdout measurement challenged the story
- Learn to balance measurement cost against decision value, feed holdout insights into live pricing, and set targets on incremental lift
Nicolas Vincenti - Senior Vice President, Yield & Analytics - Expedia Group
Track 1 / Value-Based Pricing & Commercial Strategy
INSPIRATION
Inspirational Talk
Why the Best Pricing Strategies Now Start with Customer/Consumer Psychology
- Explore how perception, trust and behavioural economics influence willingness-to-pay
- Discover how companies combine analytics with human decision science
Hasan Guliyev - Senior Revenue Growth Manager – Kenvue
Track 2 / Revenue Growth Management
INSPIRATION
Inspirational Talk
Optimise Channel, Trade and Promotion Strategies for Profitable Growth
- Learn how organisations improve channel profitability through smarter RGM
- Discover advanced approaches to trade and promotion optimization
Coco van de Goorberg-Vugs - Head of Revenue Growth Management Western Europe - Philips
Track 3 / Leadership & Transformation
INSPIRATION
Inspirational Talk
Centralizing Pricing Control: Navigating the Shift from Individual to Strategic Decision-Making
- Overcome Sales Resistance: Learn how to manage organisational pushback and build acceptance when pricing authority shifts from individual salespeople to a centralised model
- Protect Margins Under Increasing Customer Pressure: Understand how centralised pricing can strengthen pricing discipline and defend margins as customers consolidate and negotiation power shifts
- Scale Pricing Across Complexity: Discover how governance, processes and digital tools enable consistent pricing across thousands of SKUs, product categories and market requirements
Christian Schanz - Head of Global Pricing and Condition Management – MAHLE
Lunch
EVENT
Lunch and Networking
Afternoon parallel sessions
| Main Stage | Track 1 / Value-Based Pricing & Commercial Strategy | Track 2 / Revenue Growth Management | Track 3 / Leadership & Transformation | Track 4 / Masterclasses | |
|---|---|---|---|---|---|
| 14:00 | INSPIRATION Inspirational Keynote Talk Accelerate Pricing Transformation with AI-Powered Decision Intelligence
Daniel Niiaziiev - Head of Engineering - Relevant Software | ACTION Workshop 1 Improve Value-Based Price Realisation Through Better Sales Alignment
| ACTION Workshop 2 Customising RGM execution across the channels reshaping European CPG
Sandeep Mathew - Revenue Growth Management Expert - Ex-Unilever Global Director - Ex-Bain Advisor | ACTION Workshop 3 Improve Competitive Intelligence for Faster Pricing Decisions
Pavel Matyasko - Business Analyst, Pricing Solution Expert - TopMonks Dr. Anna van der Weerden - co-CEO – TopMonks | MASTERY Masterclass 3 The Portfolio Architect: Designing Growth Across Every Customer and Product
|
| 14:30 | INSPIRATION Inspirational Keynote Talk Pricing Leadership Decoded: Find the Money
Loon Spielmann - Vice President Pricing Strategy - Bosch Rexroth | ACTION Workshop 4 From Pricing Knowledge to Agentic Workflows: Choose Your First Practical AI Pilot
Mathieu Stremsdoerfer, CPP, MBA. – Founder - STREMS | ACTION Workshop 5 Why RGM Should Stop Turning Lead into Gold - How RGM Built the Case for 500ml
Tom Byram - Head of RGM - Ireland & Northern Ireland - Coca-Cola HBC Andy O’Brien – Head of FMCG - EPIC | ACTION Workshop 6 Build AI-Ready Pricing Foundations with Better Data and Governance
| |
| 15:00 | INSPIRATION Inspirational Keynote Talk Who owns the price? Why pricing fails—and how leaders redesign decision power to make it work
Anna Fastishevskaya - Commercial Finance Director EMEA – Eaton | PEER INSIGHTS Success Story 1 Stepping Up RGM Capability with NRM Growth Games
Asif Memon - Global Commercial Strategy Director. Personal Care – Unilever Lara Vanden-Eynden – Customer Development Learning Director – Unilever | PEER INSIGHTS Success Story 2 From Pricing to Profitable Growth: Building a Truly Integrated Commercial Growth Strategy
Ewelina Przesmycka - Head of Make-up Category. Poland and Baltic HUB - L’Oréal | PEER INSIGHTS Success Story 3 Reclaiming margin through pricing transformation
Florence Brunet - Head of Pricing – Equans | MASTERY Masterclass 4 The Speed Advantage: How to make Pricing blindingly fast
Ulrik Lehrskov-Schmidt - CEO & Senior Pricing Advisor - Willingness to Pay |
| 15:30 | PEER INSIGHTS Interactive Leaders Panel Discussion 3 AI in Pricing: What Is Real, What Is Hype and What Actually Works?
Moderator: Dr. Steve Laborda - founder – Valuebizbooster Caio Riccardi - Global Pricing Specialist – Cavotec Andrés Sánchez Vicens - Sr. Director Revenue Growth Manager – Kenvue Stefano Porciello - Global Lead of Pricing - Oase Gmbh Jacob Moller Korsgaard - Pricing Director – Danfoss | PEER INSIGHTS Success Story 4 Improve Pricing Agility During Global Market Volatility
| PEER INSIGHTS Success Story 5 RGM Is Not a Function – It’s the Mindset Behind How We Decide
Carlien Crol - RGM Director Europe – Bacardi | PEER INSIGHTS Success Story 6 How Leading Companies Scale Pricing Analytics into Business Results
Nazar Lukasevych - Head of Global Pricing Competence Center – Hilti |
Main Stage: Chairperson: Ajay Ahuja - Global RGM Transformation Lead – Kraft Heinz
Track 2: Moderator: Thiago Valsani - Chief Product Officer - XTEL
Track 3: Moderator: Daniel Cho - Sr Director, Head of Strategic Pricing CoE. - Philips Healthcare
14:00
Main Stage
INSPIRATION
Inspirational Keynote Talk
Accelerate Pricing Transformation with AI-Powered Decision Intelligence
- Discover how AI is improving pricing speed and precision
- Learn how organisations are scaling intelligent pricing capabilities
Daniel Niiaziiev - Head of Engineering - Relevant Software
Track 1 / Value-Based Pricing & Commercial Strategy
ACTION
Workshop 1
Improve Value-Based Price Realisation Through Better Sales Alignment
- Learn how to embed pricing into commercial decision-making
- Discover how to reduce unnecessary discounting
Track 2 / Revenue Growth Management
ACTION
Workshop 2
Customising RGM execution across the channels reshaping European CPG
- Explore how CPG companies can translate global frameworks into differentiated channel execution across omnichannel and the value channel
Sandeep Mathew - Revenue Growth Management Expert - Ex-Unilever Global Director - Ex-Bain Advisor
Track 3 / Leadership & Transformation
ACTION
Workshop 3
Improve Competitive Intelligence for Faster Pricing Decisions
- Analyse how companies monitor market pricing dynamics
- Learn smarter benchmarking techniques
Pavel Matyasko - Business Analyst, Pricing Solution Expert - TopMonks
Dr. Anna van der Weerden - co-CEO – TopMonks
Track 4 / Masterclasses · 14:00–15:00 (1 hour)
MASTERY
Masterclass 3
The Portfolio Architect: Designing Growth Across Every Customer and Product
- Explore how to make smarter choices across portfolios, segments, channels, assortment and customer value propositions
- Learn how to balance premiumisation, accessibility, volume and profitability to build a stronger growth engine
14:30
Main Stage
INSPIRATION
Inspirational Keynote Talk
Pricing Leadership Decoded: Find the Money
- The Pricing Journalist: Shift from basic reporting to deep investigative digging that uncovers hidden, uncaptured margin dispersion across your business
- The Executive Stage: Go beyond average margins and locate hidden leakages and unmonetized value, and make it visible through storytelling
- The New Agenda: Build strong alliances and upgrade your pricing department from a cost center to a strategic profit engine
Loon Spielmann - Vice President Pricing Strategy - Bosch Rexroth
Track 1 / Value-Based Pricing & Commercial Strategy
ACTION
Workshop 4
From Pricing Knowledge to Agentic Workflows: Choose Your First Practical AI Pilot
- Pricing teams spend valuable time finding rules, reconstructing past decisions and preparing recommendations. This workshop shows how to identify one recurring knowledge-intensive task that an AI agent could support—without handing pricing decisions to the agent
- Participants will use a simple framework to assess business value, available knowledge, decision risk and human approval points, then leave with a first-pilot outline they can discuss with their teams
Mathieu Stremsdoerfer, CPP, MBA. – Founder - STREMS
Track 2 / Revenue Growth Management
ACTION
Workshop 5
Why RGM Should Stop Turning Lead into Gold - How RGM Built the Case for 500ml
- Discover how RGM teams are influencing earlier in the product development funnel
- Learn about the tools utilised and the process to get buy in from key stakeholders
Tom Byram - Head of RGM - Ireland & Northern Ireland - Coca-Cola HBC
Andy O’Brien – Head of FMCG - EPIC
Track 3 / Leadership & Transformation
ACTION
Workshop 6
Build AI-Ready Pricing Foundations with Better Data and Governance
- Understand why data quality is the biggest AI success factor
- Discover how organisations are fixing fragmented pricing systems
15:00
Main Stage
INSPIRATION
Inspirational Keynote Talk
Who owns the price? Why pricing fails—and how leaders redesign decision power to make it work
- Hear how a real EMEA transformation case shifted from fragmented ownership to a clear decision architecture across Sales, Finance and Pricing
- Increase execution speed while strengthening governance and control
- Learn how to build a Pricing Centre of Excellence connecting strategy, execution and analytics into one operating model
- Drive adoption in high-resistance environments, where stakeholder alignment — not tools — determines success
Anna Fastishevskaya - Commercial Finance Director EMEA – Eaton
Track 1 / Value-Based Pricing & Commercial Strategy
PEER INSIGHTS
Success Story 1
Stepping Up RGM Capability with NRM Growth Games
- Discover what inspired the programme, how it was designed and built, and how the NRM Growth Games develop practical RGM capability through engaging, experiential learning
- Learn how the programme is democratising RGM by making core principles accessible, relevant and scalable across functions, roles and markets
Asif Memon - Global Commercial Strategy Director. Personal Care – Unilever
Lara Vanden-Eynden – Customer Development Learning Director – Unilever
Track 2 / Revenue Growth Management
PEER INSIGHTS
Success Story 2
From Pricing to Profitable Growth: Building a Truly Integrated Commercial Growth Strategy
- Align Sales, Brand, and the P&L: Turn cross-functional friction into commercial horsepower by uniting teams around a single, profit-driven growth agenda from shelf to bottom line
- Move from Volume-Chasing to Value-Led Growth: Optimize pack-price architecture and promotional ROI rather than relying on blunt price increases or margin-eroding discounts
Ewelina Przesmycka - Head of Make-up Category. Poland and Baltic HUB - L’Oréal
Track 3 / Leadership & Transformation
PEER INSIGHTS
Success Story 3
Reclaiming margin through pricing transformation
- Margin improves only with a fundamental shift in pricing behaviours across the full lifecycle, from strategy to execution and monitoring
- Sustainable margin requires moving from cost-based pricing to value and risk monetisation
Florence Brunet - Head of Pricing – Equans
Track 4 / Masterclasses · 15:00–16:00 (1 hour)
MASTERY
Masterclass 4
The Speed Advantage: How to make Pricing blindingly fast
- Learn why speed is the #1 competitive advantage today and how pricing is a key factor in this
- Learn how to structure decision making to make it fast and effective, even when data is incomplete, markets are volatile and the future is uncertain.
- Learn how to deploy the 4 key guardrails that reduce risk and make decisions even faster
Ulrik Lehrskov-Schmidt - CEO & Senior Pricing Advisor - Willingness to Pay
15:30
Main Stage
PEER INSIGHTS
Interactive Leaders Panel Discussion 3
AI in Pricing: What Is Real, What Is Hype and What Actually Works?
- Hear real implementation experiences from global pricing leaders
- Explore where AI delivers measurable value today
Moderator: Dr. Steve Laborda - founder – Valuebizbooster
Caio Riccardi - Global Pricing Specialist – Cavotec
Andrés Sánchez Vicens - Sr. Director Revenue Growth Manager – Kenvue
Stefano Porciello - Global Lead of Pricing - Oase Gmbh
Jacob Moller Korsgaard - Pricing Director – Danfoss
Track 1 / Value-Based Pricing & Commercial Strategy
PEER INSIGHTS
Success Story 4
Improve Pricing Agility During Global Market Volatility
- Explore how organisations react faster to disruption
- Discover strategies for tariffs, inflation and supply shocks
Track 2 / Revenue Growth Management
PEER INSIGHTS
Success Story 5
RGM Is Not a Function – It’s the Mindset Behind How We Decide
- Data creates clarity, but value is created through decisions and excellence in execution
- Lessons from one of Bacardi Europe’s largest value creation programs
Carlien Crol - RGM Director Europe – Bacardi
Track 3 / Leadership & Transformation
PEER INSIGHTS
Success Story 6
How Leading Companies Scale Pricing Analytics into Business Results
- Turn pricing data into business decisions at scale
- Build analytics capabilities that drive real commercial impact
Nazar Lukasevych - Head of Global Pricing Competence Center – Hilti
Closing plenary and celebration
EVENT
Networking Break
INSPIRATION
Inspirational Keynote Talk
Pricing Automation That Drives Enterprise Profitability
- Explore where pricing automation can deliver the greatest commercial impact, helping organisations uncover overlooked margin opportunities and respond to growing complexity
- Examine how better visibility and closer collaboration across pricing, sales and finance can help organisations scale effective pricing decisions and translate operational efficiency into profitable growth
Enable
INSPIRATION - FIRECHAT
How We Suppress Our Buyers’ Willingness to Pay
- We treat willingness to pay as something to measure and capture. But every choice we make can change it. Mark Stiving explores the disconnect between the value we create and the value buyers can see, believe, and act on. And what pricing professionals can do to turn hidden value into willingness to pay.
Mark Stiving, Ph.D. - Value Architect & Educator - Impact Pricing LLC
Moderator: Diana Coelho - Chair - EPP
PEER INSIGHTS
Interactive Leaders Panel Discussion 4
The Biggest Pricing and RGM Lessons from Global Industry Leaders
- Hear practical lessons from complex pricing and RGM transformations
- Identify what actually delivered measurable business impact
Moderator: Federico Boccardo – Commercial Excellence Lead EMEA Agriculture & Trading – Cargill
Cecilia Mallen – International Consumer RGM Director – PepsiCo
Pedro Piccoli Soares - Group Pricing Director - HBX Group
Xavier Calero Molluna - Country Manager Iberia - Arbex
Ingo Reinhardt - Co-Founder & MD – Buynomics
HAVE FUN
External Talk
Jasper van Luit - Magic In Business
EVENT
Closing Remarks by the Chairperson
Chairperson: Ajay Ahuja - Global RGM Transformation Lead – Kraft Heinz
HAVE FUN
EPP 20 Years Birthday Celebration
Networking Drinks
EVENT
End of Day 1
Programme Day 2 · 18 November 2026
Core focus themes: Value-Based Pricing & Commercial Strategy · Leadership & Transformation · Revenue Growth Management
Morning plenary
EVENT
Welcome Coffee & Registration
EVENT
Chairperson Opening Remarks
Loon Spielmann - Vice President Pricing Strategy - Bosch Rexroth
INSPIRATION
TED Talk
Commercial Growth Across Continents
- Why do some RGM programs deliver millions in value while others struggle to scale, despite having tools and technology?
- This session will share hard-earned lessons from scaling RGM across markets, including when sophistication kills relevance, why adoption must extend beyond the RGM team
- And, how to build a model that creates both global leverage and local accountability as AI reshapes pricing and revenue management
Ajay Ahuja - Global RGM Transformation Lead – Kraft Heinz
INSPIRATION
Inspirational Keynote Talk
Who Gets the AI Dividend?
- Explore how AI innovation may destroy your most profitable revenue streams, even as customer value increases
- Challenge where economic power really sits as intelligence becomes more accessible and how customers, competitors and ecosystem partners could walk away with the gains
- Rethink when to charge, bundle, share value or deliberately cannibalize existing revenues and what will sustain your pricing power when AI is everywhere
Simon Murzeau – Partner Commercial Strategy & Pricing – EY-Parthenon
PEER INSIGHTS
Interactive Leaders Panel Discussion 5
The Future of Commercial Excellence: What the World’s Leading Pricing and RGM Teams Are Doing Now
- Hear how top organisations are preparing for the next era of AI-driven commercial strategy
- Discover the innovations transforming pricing, revenue growth and profitability management
Moderator: Dr. Steve Laborda - founder – Valuebizbooster
Dr. Esther Lefay - Global Pricing Manager - ABB
Philippe Vandevoorde - Lead of Telco Pricing – Proximus
Madhushruti Roy – Head of Revenue Growth Management, International Personal Care - Kimberly-Clark
Michael Bartels - Strategic Pricing Lead - Keller & Kalmbach GmbH & Co. KG
INSPIRATION
Inspirational Keynote Talk
Create Self-Improving Pricing Systems with AI and Machine Learning
- Learn how intelligent systems continuously optimise pricing decisions
- Discover how organisations improve pricing precision over time
PwC
EVENT
Networking Break
Late-morning tech demo showcase & panel
| Main Stage | Tech Demo 1 | Tech Demo 2 | |
|---|---|---|---|
| 11:20 | PEER INSIGHTS Interactive Leaders Panel Discussion 6 From Data to Competitive Advantage: The New Rules of Pricing and Revenue Excellence
Moderator: Dr. Esther Lefay - Global Pricing Manager - ABB Watchara (Tum) Phattanapinyo - RGM Lead for ASEAN – Beiersdorf Atakan Yeşil - Former Senior Global Public Affairs Lead – Takeda Nicolas Vincenti - Senior Vice President, Yield & Analytics - Expedia Group | INNOVATION Tech Demo 1 Improve Deal Profitability Through AI-Supported Negotiation Tools
| INNOVATION Tech Demo 2 Use Predictive Analytics to Improve Forecasting Accuracy
|
11:20
Main Stage
PEER INSIGHTS
Interactive Leaders Panel Discussion 6
From Data to Competitive Advantage: The New Rules of Pricing and Revenue Excellence
- Learn how leading companies transform data into commercial advantage
- Discover the capabilities separating pricing leaders from laggards
Moderator: Dr. Esther Lefay - Global Pricing Manager - ABB
Watchara (Tum) Phattanapinyo - RGM Lead for ASEAN – Beiersdorf
Atakan Yeşil - Former Senior Global Public Affairs Lead – Takeda
Nicolas Vincenti - Senior Vice President, Yield & Analytics - Expedia Group
Tech Demo 1
INNOVATION
Tech Demo 1
Improve Deal Profitability Through AI-Supported Negotiation Tools
- How pricing teams optimise negotiation outcomes
- Discover smarter pricing simulation capabilities
Tech Demo 2
INNOVATION
Tech Demo 2
Use Predictive Analytics to Improve Forecasting Accuracy
- Find out how organisations improve pricing forecasts
- Analyse how predictive models support commercial planning
Late-morning parallel sessions
| Main Stage | Track 1 / Value-Based Pricing & Commercial Strategy | Track 2 / Revenue Growth Management | |
|---|---|---|---|
| 11:50 | INSPIRATION Inspirational Keynote Talk Why Pricing & RGM Excellence Will Define the Next Decade of Commercial Success
Madhushruti Roy – Head of Revenue Growth Management, International Personal Care - Kimberly-Clark | ACTION Workshop 7 Winning with AI & Pricing – two arenas pricing leaders must master
Rasmus Vaupel - Senior Partner - Implement Consulting Group | ACTION Workshop 8 The 360° Sustainability Squeeze: Adapting RGM Strategy to Multi-Stakeholder Eco-Demands
Enric Gomez - Director Global Strategy, Pricing & Analytics – Merck Group |
| 12:20 | INSPIRATION Inspirational Keynote Talk The New Commercial Brain: How AI Is Reshaping Pricing, RGM and Commercial Excellence
Marcelle Cruz Alvarado - RGM Capabilities Senior Director Latam - PepsiCo | PEER INSIGHTS Interactive Leaders Panel Discussion 7 Build Change Management Strategies That Accelerate Pricing & RGM Transformation
Moderator: Asif Memon - Global Commercial Strategy Director – Unilever Personal Care Yvonne Pop - Global Markets Pricing and Monetization Director - eBay Irina Kremleva - Global RGM Director, L'Oréal Dermatological Beauty (LDB) – L’Oréal Iliana Cruz - Advisor. Former Global Director, Revenue Management, Pricing, and Distribution - Parques Reunidos Bruno Rosa - Senior Director Pricing EMEA Flavors - ADM | PEER INSIGHTS Success Story 7 The Last Mile of Revenue
Andrés Sánchez Vicens - Sr. Director Revenue Growth Manager – Kenvue |
Main Stage: Chairperson: Loon Spielmann - Vice President Pricing Strategy - Bosch Rexroth
Track 2: Moderator: Thiago Valsani - Chief Product Officer - XTEL
11:50
Main Stage
INSPIRATION
Inspirational Keynote Talk
Why Pricing & RGM Excellence Will Define the Next Decade of Commercial Success
- Explore how pricing is becoming a strategic differentiator
- Discover what separates high-performing pricing organisations
Madhushruti Roy – Head of Revenue Growth Management, International Personal Care - Kimberly-Clark
Track 1 / Value-Based Pricing & Commercial Strategy
ACTION
Workshop 7
Winning with AI & Pricing – two arenas pricing leaders must master
- Pricing AI: How to monetize offerings that now contain AI – four proven models, from embedding and uplifting prices to reinventing the offer
- AI in Pricing: How AI turns pricing from periodic analysis into continuous, data-driven decisions – with client cases delivering up to +4 p.p. bottom-line impact
Rasmus Vaupel - Senior Partner - Implement Consulting Group
Track 2 / Revenue Growth Management
ACTION
Workshop 8
The 360° Sustainability Squeeze: Adapting RGM Strategy to Multi-Stakeholder Eco-Demands
- Discover how shifting regulations, payers, patients, and consumers are rapidly increasing the demand for environmentally sustainable products
- Learn practical strategies to adjust Price Pack Architecture (PPA) and tendering frameworks to protect volume without triggering buyer disconnect
Enric Gomez - Director Global Strategy, Pricing & Analytics – Merck Group
12:20
Main Stage
INSPIRATION
Inspirational Keynote Talk
The New Commercial Brain: How AI Is Reshaping Pricing, RGM and Commercial Excellence
- Hear how leading organisations are embedding AI into pricing and revenue growth decisions
- Discover how commercial leaders balance automation, strategy and customer value creation
Marcelle Cruz Alvarado - RGM Capabilities Senior Director Latam - PepsiCo
Track 1 / Value-Based Pricing & Commercial Strategy
PEER INSIGHTS
Interactive Leaders Panel Discussion 7
Build Change Management Strategies That Accelerate Pricing & RGM Transformation
- Assess how to increase internal adoption of pricing & RGM initiatives
- Discover how leaders overcome resistance across sales and commercial teams
Moderator: Asif Memon - Global Commercial Strategy Director – Unilever Personal Care
Yvonne Pop - Global Markets Pricing and Monetization Director - eBay
Irina Kremleva - Global RGM Director, L'Oréal Dermatological Beauty (LDB) – L’Oréal
Iliana Cruz - Advisor. Former Global Director, Revenue Management, Pricing, and Distribution - Parques Reunidos
Bruno Rosa - Senior Director Pricing EMEA Flavors - ADM
Track 2 / Revenue Growth Management
PEER INSIGHTS
Success Story 7
The Last Mile of Revenue
- Growth Management: Turning Strategy into Commercial Impact
- Discover how leading organisations bridge the gap between commercial strategy and frontline execution
- Learn the practical levers that drive adoption, accountability and measurable business results
Andrés Sánchez Vicens - Sr. Director Revenue Growth Manager – Kenvue
Afternoon plenary and closing
EVENT
Lunch and Networking
INSPIRATION
Inspirational Keynote Talk
Starting Small But Thinking Big: Ecotone and the Journey to a Fully Connected Pricing Vision
- Improving deal management: How Ecotone optimized deal management for its French food brand Bonneterre
- Building the foundation: How one optimized use case can demonstrate value quickly and work as a foundation for a broader pricing transformation
- Scaling for the future: Practical steps for a major transformation from quick initial wins to a holistic vision covering price guidance, TPM, smarter segmentation, AI-powered optimization, and more
Arne Bremer - Team Leader Business Applications Sales & Marketing – Ecotone
Mehrdad Moslemi - Senior Solution Advisor – Vistex
INSPIRATION
Inspirational Keynote Talk
The next era of Commercial Excellence: from Pricing & Revenue Management silos to enterprise-wide profit alignment
- Fragmented decisions across commercial functions create hidden costs, margin dilution and lost revenue by optimizing locally rather than globally
- The next evolution of Commercial Excellence is an AI-driven decision engine that aligns Pricing, Revenue Management, Sales, (Online) Marketing, Supply Chain and Web around enterprise-wide profit optimization
- We will explore a new cross-functional framework that is needed to synchronize data, incentives and execution across teams, enabling coordinated supply & demand decisions and sustainable value creation.
Paul van Keulen - Director of Pricing, Tools & Strategic Projects - Center Parcs Europe
INSPIRATION
Inspirational Keynote Talk
The Human Advantage in the Age of AI: Why Empathy, Curiosity and Courage Will Matter More Than Ever
- Explore why emotional intelligence and human connection are becoming critical leadership skills in AI-driven organisations
- Discover how curiosity, adaptability and resilience separate exceptional leaders during uncertainty and transformation
- Learn how top performers maintain influence, trust and purpose in high-pressure commercial environments
PEER INSIGHTS
Interactive Leaders Panel Discussion 8
The Commercial Revolution Has Started: Is Your Organisation Ready for What Comes Next?
- Explore the biggest disruptions reshaping pricing, RGM and commercial strategy
- Hear how leading organisations are reinventing decision-making, growth and value creation
Moderator: Laurent Dosogne - Global RGM & Pricing Leader - Philips Enterprise Informatics
Pierre Jousset - Commercial Strategy Manager - Stage Entertainment
Ilia Keshishev - Global RGM Lead – Danone
Ramona Maties-Falaschi - Global Pricing Director. Oilfield Services and Equipment - Baker Hughes
Samy Merzgui - Senior Director, Yield Management - Expedia Group
EVENT
Closing Remarks by the Chairperson and EPP Management
Chairperson: Loon Spielmann - Vice President Pricing Strategy - Bosch Rexroth
Diana Coelho - Chair - EPP
Pedro Fernandes - General Manager – EPP
EVENT
End of Event