20 YEARS OF IMPACT. SHAPING WHAT’S NEXT
Agenda
1,000
Leaders
100+
Industry Speakers
Amsterdam
Netherlands
2
Days
08:00
Welcome Coffee & Registration
08:30
Welcome by EPP
20 Years of Pricing Evolution: Reflecting on the Transformation of the Profession and the Future Ahead
08:50
Chairperson Opening Remarks
09:00
Inspirational Keynote Talk
The Future of Pricing and Revenue Has Arrived: How RGM and Commercial Transformation Are Redefining Growth
- Discover how leading organizations 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
09:30
Turn Pricing into a Real-Time Commercial Decision Engine
- Find out how organisations are moving from static pricing to continuous decision-making · How AI, market signals and commercial data are accelerating pricing agility
10:00
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 – Strategy & Revenue Growth Director – Diageo
Robin Schrag – VP Pricing & Commercial Excellence – Rolls-Royce Power
Florence Brunet – Head of Pricing – Equans
Alexander Kortas – Senior Director Strategic Pricing – Cargill
10:30
Inspirational Keynote Talk
Winning the Margin War: How Leading Organisations Navigate Inflation, Tariffs and Global Volatility
- Find out how top pricing and commercial leaders protect profitability during extreme uncertainty
- Discover the strategies enabling faster, smarter and more resilient commercial decisions
MAIN STAGE
AI, Automation & Pricing Intelligence
BREAKOUT A (1-4)
Value-Based Pricing & Commercial Strategy
BREAKOUT B (1-4)
Pricing Leadership & Transformation
BREAKOUT C (1-4)
Revenue Growth Management & Commercial Excellence
BREAKOUT D (1-4)
11:00
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.
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 recognize in AI-driven and emerging innovations
· Learn a step-by-step, practical approaches to identify your innovation’s value and structure offers that capture a fair share of the value created
Ian Tidswell - CEO - Ideal Price
Move Beyond Cost-Plus to Defend and Monetise Customer Value
· Learn how leading companies implement value-based pricing
· Discover how to communicate value more effectively to customers
Build Pricing Organisations Ready for the Next 5 Years
· Learn which pricing skills and capabilities will matter most
· Discover how pricing roles are evolving in the AI era
Improve RGM Performance Through Smarter Mix and Assortment Strategies
· Learn how organisations optimize assortment and channel mix
· Discover how RGM is evolving beyond price increases
11:30
Interactive Leaders Panel Discussion 2
The Future of Pricing Leadership in an AI-Driven Economy
· Explore how pricing capabilities are changing globally
· Learn how organisations are redesigning pricing teams
Dr. Ekaterina Ruehle – 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
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
Chiel Messelink – Manager Pricing & Promotions and Management Member – GAMMA
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
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
Transform Revenue Growth Management 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 – Commercial Director – Kimberly Clark
12:00
Can Pricing Still Protect Margins in an Era of Radical Transparency and AI?
· Explore how AI, marketplaces and digital channels are changing pricing power
· Analyse how organisations defend differentiation in hyper-transparent markets
Use AI to Predict Customer Buying Behavior Before Competitors Do
· Learn how organisations use AI to anticipate demand shifts
· Discover how predictive intelligence improves pricing timing and positioning
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
Redesign Pricing Teams for Speed, Agility and Commercial Influence
· Learn how modern pricing organisations are evolving structurally
· Discover how companies increase pricing impact across the business
Use Advanced Customer Segmentation to Improve Revenue Growth
· Analyse how behavioral segmentation improves pricing precision
· Discover smarter approaches to customer profitability
12:30
TED TALK SESSION
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 Lead – Kellogg’s
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
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
Centralizing Pricing Control: Navigating the Shift from Individual to Strategic Decision-Making
· Overcome Sales Resistance: Learn how to manage organizational pushback and build acceptance when pricing authority shifts from individual salespeople to a centralized model
· Protect Margins Under Increasing Customer Pressure – Understand how centralized 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
Optimize 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
13:00
Lunch and Networking
MAIN STAGE
AI, Automation & Pricing Intelligence
BREAKOUT A (1-4)
Value-Based Pricing & Commercial Strategy
BREAKOUT B (1-4)
Pricing Leadership & Transformation
BREAKOUT C (1-4)
Revenue Growth Management & Commercial Excellence
BREAKOUT D (1-4)
14:00
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
WORKSHOP 1
Build a Practical AI Roadmap for Pricing and RGM
· Assess where organisations should start with AI
· Discover how to prioritize high-value use cases
WORKSHOP 2
Improve Price Realisation Through Better Sales Alignment
· Learn how to embed pricing into commercial decision-making
· Discover how to reduce unnecessary discounting
WORKSHOP 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
WORKSHOP 4
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
14:30
Using AI to build Pricing Capability: Where Are YOU Today?
· How to Turn AI Talk into Action: A practical guide for moving from abstract ideas to building your first pricing tool with low or zero budget
· Navigating the Pitfalls: A realistic look at what can go wrong on your AI journey and how to avoid common mistakes
· Adoption as the Measure of Success: Why the best tool is useless if it’s not adopted, and how to ensure your solutions are embraced by the team
Loon Spielmann – Vice President Pricing Strategy – Bosch Rexroth
WORKSHOP 5
Turn AI Ambition into Operational Pricing Reality
· Learn how companies scale AI beyond pilots
· Discover the biggest implementation barriers
WORKSHOP 6
Optimize Pricing Across Commodity and Premium Product Portfolios
· Identify how organisations balance volume and profitability
· Discover strategies for differentiated pricing approaches
WORKSHOP 7
Build Commercial Trust in AI-Driven Pricing Decisions
· Analyse how leaders increase adoption of pricing tools
· Learn ways to improve confidence in automation
WORKSHOP 8
Create Value Selling Strategies That Protect Margins
· Analyse how to translate pricing strategy into sales execution
· Nail techniques for defending premium pricing
15:00
Improve Enterprise Profitability Through Intelligent Pricing Automation
· Analyse where automation generates the greatest commercial impact
· Discover how organisations scale pricing efficiency globally
WORKSHOP 9
Improve Competitive Intelligence for Faster Pricing Decisions
· Analyse how companies monitor market pricing dynamics
· Nail smarter benchmarking techniques
WORKSHOP 10
Use Dynamic Pricing Without Damaging Customer Trust
· Learn how to balance automation with value perception
· Discover when to react to competitors — and when not to
WORKSHOP 11
Build Pricing Governance Frameworks That Scale Globally
· Analyse how to combine global consistency with regional flexibility
· Governance models for complex organisations
WORKSHOP 12
Improve Revenue Growth Through Smarter Promotions and Trade Optimization
· Learn how RGM teams optimize promotions more effectively
· Discover how to drive profitable growth
15:30
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
WORKSHOP 13
Transform Pricing Data into Predictive Commercial Intelligence
· Analyse how organisations evolve from descriptive to predictive pricing
· How AI improves pricing recommendations
WORKSHOP 14
Improve Pricing Agility During Global Market Volatility
· Explore how organisations react faster to disruption
· Discover strategies for tariffs, inflation and supply shocks
WORKSHOP 15
Build Customer-Centric Pricing Models That Increase Loyalty
· Learn how customer behaviour is reshaping pricing strategies
· Discover how to improve willingness-to-pay insights
WORKSHOP 16
Develop the Next Generation of Pricing Talent and Capabilities
· Explore how organisations are redesigning pricing teams
· Discover the future skills needed in pricing and RGM
16:00
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 Center 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
16:30
The Companies Winning the Next Decade Will Not Have Better Prices — They Will Have Better Pricing and RGM Intelligence
- Learn how leading organisations are building AI-powered pricing ecosystems that continuously adapt to market changes
- Understand how real-time commercial intelligence is becoming the new competitive advantage in pricing, RGM and profitability management
17:00
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
Cecilia Mallen – International Consumer RGM Director – PepsiCo
Pedro Piccoli Soares – Group Pricing Director – HBX Group
Xavier Calero Molluna – Commercial Director – Kimberly Clark
17:30
EPP Spotlight
Building the Future of the Global Pricing & RGM Community
Inside EPP: New initiatives shaping the future of Pricing & Revenue Growth Management
17:40
Closing Remarks by the Chairperson
Followed by Networking Drinks & Reception
08:50
Chairperson Opening Remarks
09:00
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
09:30
Reinventing Revenue Growth Through AI, Pricing Intelligence and Commercial Transformation
- Learn how organisations connect pricing, RGM and analytics into one intelligent commercial strategy
- Discover how AI is accelerating decision-making and profitable growth
10:00
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 organizations 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
10:30
Inspirational Keynote External 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 organizations
- 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
11:00
Main stage
Create Self-Improving Pricing Systems with AI and Machine Learning
· Learn how intelligent systems continuously optimize pricing decisions
· Discover how organisations improve pricing precision over time
Tech demo 1
Use AI to Improve Pricing Recommendations and Margin Performance
· Discover real-world AI pricing applications
· Learn how organisations improve pricing precision
Tech demo 2
Improve Price Monitoring Through Real-Time Competitive Intelligence
· Learn how companies automate competitive tracking
· Smarter market response capabilities
Tech demo 3
Build Smarter Pricing Dashboards for Faster Commercial Decisions
· Identify how leaders simplify pricing complexity
· Dashboards that drive action
Tech demo 4
Automate Pricing Workflows Without Losing Governance
· Learn where automation creates the most value
· Find out how organisations maintain pricing control
11:30
Inspirational Keynote Talk
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
Tech demo 5
Improve Deal Profitability Through AI-Supported Negotiation Tools
· How pricing teams optimize negotiation outcomes
· Discover smarter pricing simulation capabilities
Tech demo 6
Use Predictive Analytics to Improve Forecasting Accuracy
· Find out how organisations improve pricing forecasts
· Analysis of how predictive models support commercial planning
Tech demo 7
Improve Revenue Growth Through Smarter Promotion Analytics
· Learn how organisations optimize promotional effectiveness
· Nail better approaches to trade optimization
Tech demo 8
Build AI-Enabled Segmentation Models for Better Pricing Precision
· Learn how machine learning improves customer segmentation · Discover more advanced targeting capabilities
12:00
Use Commercial Intelligence Platforms to Drive Faster Revenue Growth
· Learn how organisations unify pricing, analytics and commercial execution
· Discover how integrated intelligence improves enterprise performance
Bootcamp 1
Connect Pricing Data Across ERP, CRM and Commercial Systems
· Learn how organisations eliminate pricing silos
· Strategies for better pricing integration
Bootcamp 2
Improve Pricing Execution Through Commercial Intelligence Platforms
· How companies operationalize pricing insights
· Discover tools that improve commercial alignment
Bootcamp 3
Use AI to Improve Price Elasticity and Demand Analysis
· Learn how organisations improve pricing accuracy
· Discover advanced elasticity modelling approaches
Bootcamp 4
Build Digital Pricing Capabilities That Scale Globally
· Learn how organisations manage global pricing complexity
· Scalable pricing transformation models
12:30
The New Commercial Brain: How AI Is Reshaping Pricing, RGM and Commercial Excellence
· Hear how leading organizations are embedding AI into pricing and revenue growth decisions
· Discover how commercial leaders balance automation, strategy and customer value creation
Bootcamp 5
Improve Price Realisation Through Better Commercial Governance
· Discover how pricing teams improve compliance and execution
· Governance tools that increase margin capture
Bootcamp 6
Use AI to Improve Customer Profitability Analysis
· Learn how organisations identify high-value customers
· Discover smarter approaches to profitability segmentation
Bootcamp 7
Optimize Assortment and Channel Mix Through RGM Analytics
· Find out how organisations improve revenue mix decisions
· Discover advanced assortment optimization techniques
Bootcamp 8
Build AI-Supported Pricing Strategies for Volatile Markets
· Analyse how organisations respond faster to inflation and disruption
· Discover adaptive pricing approaches for uncertainty
13:00
Lunch and Networking
14:00
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
14:30
Build End-to-End Commercial Excellence Through Integrated Pricing and RGM
- Learn how organisations align pricing, sales and analytics
- Discover frameworks for enterprise revenue optimization
15:00
Interactive Leaders Panel Discussion 6
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
Pierre Jousset – Commercial Strategy Manager – Stage Entertainment
More panellists TBC