Trusted by RGM Leaders from
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 | AI-Driven Pricing Innovation in CPG
Explore how AI and advanced analytics can transform pricing strategies. Topics include dynamic pricing, predictive elasticity models, and integrating real-time market and competitor data to optimize revenue and margin.
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 – 17:15 | #3 Session | Driving Revenue Management Innovation with AI and Technology – Interactive Challenge
- 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, CMO and Head of Strategy, XTEL + Tech Expert
17:15 – 17:30 | Wrap-Up & Closing Remarks
Key takeaways and next steps.
17:30 – 19:00 | Networking Drinks
Informal networking and peer exchange.
More speakers will be announced soon!
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.
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.
Moderated by:
Pol Vanaerde
Founder – EPP - Pricing Platform
Pol has a successful market strategy track record. He was responsible for the European launch of Alpro Soyfoods and was elected as marketer of the year in Belgium. Later he joined McBride PLC (private label detergents & cosmetics) as European Marketing Manager and Conoco-Philips as New Business Manager. Pricing was always one of his key responsibilities.
He is the initiator and president of the EPP and is responsible for the vision development and daily management.
Furthermore, Pol is an experienced consultant and guest lecturer at several international universities and has a track record of a large portfolio of in-companies (product management, market strategy, and price management) in different industries worldwide.
Cantekin Ünlü
Head of RGM and Transformation, Ice Cream Asia – Unilever
Cantekin is an accomplished leader with expertise in Revenue Growth Management, General Management, Category Management, and Customer Development.
As the current Head of RGM & Transformation for Unilever's Ice Cream Category in Asia, he oversees operations in markets such as China, Philippines and rest Southeast Asia countries. Previously, he played a key role in shaping global RGM strategies and integrating AI tools as the Senior Global RGM Lead.
Cantekin also served as Managing Director for the Caucasus & Central Asia, driving P&L growth across six countries.
Apart from his professional merit at Unilever, Cantekin is a Member of Board of Advisors of his Alma Mater, Bilkent University, Ankara Turkiye, and he is actively mentoring possible future leaders at Bilkent University’s Faculty of Business Administration.
RGM Meeting - London | XTEL
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Deep-Dive
Sessions
Two 60-minute discussions focusing on impactful strategies and best practices.
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Participation
Limited to 10-14 experienced professionals for optimal engagement.
Confidential
Environment
No sales pitches, ensuring a focus on RGM learning and collaboration.
Industry-Driven
Topics
Content is defined by RGM leaders to address relevant challenges and insights.
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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!
