Register your interest
Register your interest

EPP PEN Spain

Connect with a professional network of Pricing and RGM leaders near you!

Join our Peer Expert Network (PEN) to empower your professional journey through peer-led discussions and expert insights.

May 12, 2026 | Madrid

Request your seat

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Exclusive Groups of
Industry Leaders

PEN members are senior professionals in leadership roles, driving significant change in their companies. No consultants allowed.


Non-Competitive
Peer Environment

Confidentiality ensures open, trustworthy discussions, and direct competitors are not placed in the same group.


Open, Neutral
and Unbiased

Focused on practitioner-led, content-driven discussions with diverse perspectives. No sales pitches, just valuable learning and reflection.

Agenda

Main topic: The application of AI in pricing activities

13H00 - 13H15 | Arrival - Welcome & Introductions

13H15 - 13H30 | Introduction: Moderator

Introduction to PEN meeting format, and topics covered

13h30 - 14h30 | Session 1

From Elasticity to Impact: AI in the New Era of Pricing

How artificial intelligence is redefining value measurement and enabling more precise, scalable, and margin-driven pricing decisions.

Mónica Díaz Collazo, EAME Pricing Lead – ADAMA (Syngenta Group) 

14h30 - 15h30 | Session 2

Role of AI in the CPQ Process (Configure, Price, Quote) – the HE journey so far

Yavor Atanasov, Pricing Analyst – Hitachi Energy 

15h30 - 16h30 | Coffee Break

16h30 - 17h30| Session 3

Groups Challenge

17h30 - 18h00 | Reflections & Peer Discussions

Closing session (key takeaways)

Join the Madrid PEN Meeting!

Register your interest to join exclusive sessions with industry peers. Engage in open discussions, exchange insights, and grow your professional network.

  • May 12, 2026
  • C. de Julián Camarillo, 29c-31,
    2 planta izq, San Blas-Canillejas, 28037 Madrid, Spain

PEN Madrid

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This edition is
endorsed by

More Speakers Coming Soon

Mónica Díaz Collazo

EMEA Pricing Lead @ ADAMA (Syngenta Group)

Mónica Díaz – EAME Pricing Lead at ADAMA, with over one year in the role and nearly 25 years of professional experience, including B2B pricing and RGM roles at country, regional and global level, as well as earlier experience across finance functions.

Yavor Atanasov

Pricing Analyst @ Hitachi Energy

Yavor Atanasov, Global Pricing manager at Business unit High Voltage at Hitachi Energy, 3 years in the role with more than 15 years prior experience in various roles in the energy sector (Renewables with Siemens) as well as pharmaceuticals (Sopharma, Bulgaria).

PEN Meeting Location

Venue address: C. de Julián Camarillo, 29c-31, 2 planta izq, San Blas-Canillejas, 28037 Madrid, Spain

Take a Look at Our Last Edition!

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"I genuinely enjoyed the lively participation and the engaging discussions. It was indeed a pleasure to be part of such a dynamic gathering."
Davide UgliottiHead of resource management GWM EMEA, UBS
"It was a real pleasure to join — the discussions were energizing, and it was great to connect with several other pricing leaders in Switzerland."
Ruben KerstenVP Pricing, Ex- Rieter
"Overall very good impression. Meeting peers is always very enriching, and face to face even better – having the velue in CH makes it easier from a travel perspective. Moderation was great. Content was good to get people engagement in a first meeting. Meeting set up with opportunity to discuss in 1/1 after/before/break was also great. It was also a good BtoB industry mix."
Céline LecerfEurAsia OLM Pricing Strategy Director, Medtronic
"I really enjoyed the event. It was very well organized, and the audience was highly relevant, perfectly matching my expectations. The speakers were insightful, sharing valuable perspectives that helped me better understand the current landscape, the challenges my partners face, and key industry trends. The atmosphere was excellent, and I had the chance to connect with skilled professionals, leading to meaningful and engaging discussions. Overall, it was a great experience, and I appreciate all the effort that went into making it a success."
David Ponthieux

About PEN Meetings

 Local and free of charge, EPP PEN Meetings consist of seasoned Pricing and RGM professionals seeking inspiration and opportunities to reflect and discuss the future roadmaps of pricing and RGM with top experts and business influencers.

 PEN participants benefit from valuable insights, peer collaboration, and practical strategies to overcome emerging challenges in pricing and RGM. These gatherings foster the sharing of real-world experiences and innovative approaches, helping attendees discover solutions tailored to their business needs.

 Engaging with top experts and influencers, participants can refine their strategic direction, gain actionable takeaways, and build meaningful professional relationships—all contributing to the success of their future pricing and revenue growth initiatives.

Let's connect!

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Sofia Carloni

Events Community Manager
sofia.carloni@pricingplatform.com
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Sinead Rodgers

Partner Relations Director

Pol Vanaerde​

Chair EPP Pricing Platform​
pva@pricingplatform.com

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