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Elevate Your RGM Strategy!
the main topic is
How CPG Should Leverage Technology and AI to Foster RGM Innovation
AI-Driven Pricing Innovation in CPG
Data and Technology for Smarter Trade Spend and Assortment Decisions
Driving Revenue Management Innovation with AI and Technology
Agenda Overview: How CPG Should Leverage Technology and AI to Foster RGM Innovation
13:00 – 13:30 | Arrival – Welcome
Registration, coffee, and networking
13:30 – 13:45 | Welcome Session
Moderator presentation: Overview of meeting format and objectives.
13:45 – 14:45 | #1 Session | Making AI Work in RGM: Change Management Beyond Technology
Why people, processes, and governance are the real drivers of AI adoption in commercial decision-making.
| Wendy Janssen – Global Director and Head of Strategic Revenue Management Analytics – Mars
14:45 – 15:45 | #2 Session | Data and Technology for Smarter Trade Spend and Assortment Decisions
Focus on leveraging technology and AI to optimize trade spend, promotional planning, and SKU assortment. Practical examples of how data-driven insights improve ROI, minimize waste, and enable more agile commercial decision-making.
| Hasan Guliyev, RGM Lead, DACH – BIC
15:45 – 16:15 | Coffee Break
Coffee and networking break
16:15 – 17:45 | #3 Session | From AI Algorithm to Simple Adoption: Scrolling RGM Intelligence Across the Teams
- Explore how technology and AI can foster innovation in RGM across CPG companies.
- Interactive challenge: Participants are divided into two groups and tasked with developing innovative AI/tech-driven solutions for specific Revenue Management creation.
- Each group presents their ideas briefly, fostering collaboration, creativity, and practical application.
| Piet Surmont and Alexander Schmitt, XTEL + Maurício Esteves, Senior Industry Advisor – Microsoft
17:45 – 18:00 | Wrap-Up & Closing Remarks
Key takeaways and next steps.
18:00 – 19:00 | Networking Drinks
Informal networking and peer exchange.
Take a look at our latest edition!
A big thank you to everyone who joined the RGM Executive Meeting in London!
Your contributions and perspectives made the conversations truly engaging.
We look forward to seeing you again at the next edition!
Speakers
Wendy Janssen
Global Director and Head of Strategic Revenue Management Analytics | Mars
Wendy is a seasoned leader in the field of business and analytics with over 20 years’ experience working in global roles within the CPG and Retail industry. She is an expert in Revenue Growth Management analytics and is passionate about making data-driven decisions.
Currently Wendy is the Global Director for Strategic Revenue Management (SRM) Analytics at Mars, where she is leading the creation of a fully integrated and digitized SRM eco-system. Before Mars, Wendy worked at Kingfisher, as their Group Pricing Director, and Unilever, where she spent nearly 8 years as the Global Analytics & Pricing Director. She manages a team of product strategy leads, data scientists & data engineers and develops and implements numerous analytical solutions across the key RGM levers (strategic pricing, channel pack price architecture, mix, trade promotions, trade terms) to drive faster and more effective decision making.
Maurício Esteves
Senior Industry Advisor | Microsoft
Maurício is currently a Microsoft Senior Industry Advisor focusing on Sales Transformation, Trade Promotion and Revenue Growth Management for Consumer Products companies, based in EMEA. Mauricio joined Microsoft in January 2022 after seven years at Nike, initially leading strategic partnerships in product and manufacturing innovation, and later leading digital transformation within Nike’s end-to-end S&OP process, focusing on Sourcing & Manufacturing. Among other academic credentials, Maurício has a MicroMasters in Supply Chain Management from MITx and is a Chartered Financial Analyst.
Hasan Guliyev
Revenue Growth Management Lead | BIC
Hasan Guliyev is a Revenue Growth Management Lead with more than 8 years of experience driving commercial transformation in the FMCG/CPG sector. He is EPP-Certified in Revenue Growth Management and GS1-Certified in Category Management.
At BIC, Hasan leads Revenue Growth Management across the DACH region, where he has delivered significant EBIT and margin growth through pricing and pack-price architecture redesigns, promotional ROI optimization, portfolio and mix management, and trade terms transformation. His initiatives have been recognized internally as global best practices and adopted as benchmarks for embedding RGM capabilities across markets.
Before joining BIC, Hasan worked at Kantar, where he advised leading global consumer goods and retail clients on pricing, category strategy, eCommerce and digital shelf execution. This consulting experience sharpened his ability to translate complex data into actionable strategies and provided him with a broad perspective across markets and categories.
A regular speaker at global Pricing & RGM forums, Hasan is passionate about turning insights into decisions, building cross-functional capability, and embedding RGM as a platform for long-term, sustainable value creation in consumer goods organizations.
Alexander Schmitt
PhD Head of Product, Analytics in Advanced Engineering | XTEL
Alexander Schmitt is Head of Product, Analytics in Advanced Engineering at XTEL, where he helps with the development of solutions that support CPG companies in enhancing their RGM performance. Known for translating advanced analytics into practical commercial value, he plays a key role in shaping XTEL’s AI-driven product vision.
Before joining XTEL, Alexander spent six years at StepUp RGM, ultimately serving as Chief Technology Officer, where he led multi-market programs and strengthened the analytics capabilities. He brings a strong blend of RGM experience, economic background, and a pragmatic approach to how AI can elevate decision-making across pricing, promotions, and portfolio strategy.
Piet Surmont
CMO and Head of Strategy | XTEL
Piet Surmont, CMO and Head of Strategy at XTEL, is a visionary leader in the CPG industry. With a distinguished career at Kraft Heinz and Danone, Piet has mastered revenue growth, marketing, and sales.
Thirteen years ago, he co-founded StepUp RGM, transforming it into a powerhouse that has guided hundreds of brands with impactful RGM strategies. In 2022, StepUp RGM became part of XTEL, where Piet now spearheads the global RGM practice, leveraging his expertise to drive pioneering solutions.
His deep knowledge and hands-on experience with digital programs solidify his status as a leader in AI-enhanced RGM initiatives.
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RGM Meeting - London | XTEL
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Sessions
Two 60-minute discussions focusing on impactful strategies and best practices.
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Limited to 10-14 experienced professionals for optimal engagement.
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No sales pitches, ensuring a focus on RGM learning and collaboration.
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Content is defined by RGM leaders to address relevant challenges and insights.