EPP PEN Switzerland
Connect with a professional network of Pricing leaders near you
Join our Peer Expert Network (PEN) to empower your professional journey through peer-led discussions and expert insights
EPP PEN Switzerland
Connect with a professional network of Pricing leaders near you!
Join our Peer Expert Network (PEN) to empower your professional journey through peer-led discussions and expert insights.
Syngenta HQ | Basel, Switzerland
October 2, 2025
đź’ˇ Exclusive Insights
 Access cutting-edge trends and
strategies in pricing.
✍️ Peer Learning
Engage in open discussions with senior professionals from top organizations.
🎯 Actionable Takeaways
Leave with practical ideas to
implement in your business.
🤝 Trusted Network
Build meaningful connections in a
non-competitive environment.
PEN Agenda Overview
14H00 - 14H30 | Arrival - Welcome & Introductions
15H00 - 15H15 | Introduction: Moderator
Introduction to PEN meeting, format, and topics covered
The Pricing Maturity Journey: From Control to Business Partnering
An overview of the pricing transformation path.
Lightning Talks – The Pricing Maturity Journey: From Control to Business Partnering
15h15 - 16h00 | #Session 1 | Building Credibility From Control to Collaboration: Building Trust with the Business
How to shift perception from “price police” to a trusted partner that supports sales, marketing, and finance. Practical approaches to stakeholder management and influence that build credibility and long-term alignment.
| Amanda Torres, Global Pricing and Revenue Management leader at Holcim
16h00 - 16h45 | #Session 2 | Strategic Mindset
Beyond Transactions: Becoming a Strategic Thinking Partner
How to shift perception from “price police” to a trusted partner that supports sales, marketing, and finance. Practical approaches to stakeholder management and influence that build credibility and long-term alignment.
16H45 - 17H15 | Coffee Break
17h15 - 18h00 | #Session 3 | Technology & Systems
"From Tools to Transformation: Leveraging Pricing Systems in a Digital Era":
Systems and platforms are critical
enablers of pricing excellence, ensuring efficiency, consistency, and scalability. This session explores how to
evolve from foundational tools to advanced analytics and AI, enabling agility and better decision-making as
markets change. (30’ Presentation + 15’ Q&A)
18h00 - 18H30 | Reflections and Peer Discussions | Closing session (Key takeaways)
18H30 | Networking Drinks
Join the Basel PEN Meeting!
Register your interest to join exclusive sessions with industry peers. Engage in open discussions, exchange insights, and grow your professional network.
- October 2, 2025
- Syngenta Crop Protection AG Rosentalstr. 67 4058 Basel Switzerland
Join the waitlist for future sessions!
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Hosted by
More speakers to be announced soon!
Amanda Torres
Global Pricing and Revenue Management leader at Holcim
I’m a Global Pricing and Revenue Management leader with over 10 years of experience. I lead strategic pricing initiatives at Holcim, supporting markets around the world in building scalable pricing structures, optimizing margins, and driving commercial excellence. I’m passionate about transforming data into actionable strategies, aligning pricing execution with business objectives, and enabling cross-functional teams to make smarter, value-driven decisions. My experience spans complex environments, from operational execution to executive-level planning, always with a focus on sustainable growth and profitability.
A Peak into Retailers’ Focus and its Impact on Manufacturers
Marc Couraud | EMEA Customer Transformation Leader –Â Microsoft
Seasoned executive with 20+ years in management of innovative streams from various angle: Architect manager, CTO, strategic partnerships, Business development, Technology, Innovation, Strategy, Digital Marketing, IT Transformation, Cloud, Mobile, Online Advertising
EPP Ambassador
Diana Coelho
Founder & Lead Consultant at HOLDEE GmbH
With 15 years of experience in Commercial Excellence consulting, Diana specializes in Pricing, Revenue & Profitability Management, Customer Segmentation, Market Assessment, and Commercial Analytics. She has worked as both an in-house consultant for manufacturing companies and a leading consulting firm, managing large-scale pricing transformations and optimizing B2B pricing processes. Diana has led teams of up to 16 people across multiple countries, with expertise in facilitating workshops, managing pricing operations, and driving cross-functional projects for margin improvement.Â
Take a Look at Our Last Editions!
“Thank you so much for organizing the PEN Milano event. It was a great opportunity to gather pricing experts in one place and exchange best practices. I was really impressed by how openly my colleagues shared their achievements, especially since pricing is often considered a sensitive topic. (…) Once again, thank you for such a fantastic event. I look forward to future initiatives and collaborations.” – Saule Sadykova
"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
PEN Location
About PEN Meetings
Local and free of charge, EPP PEN Meetings bring together seasoned pricing professionals who are looking for inspiration, strategic reflection, and meaningful discussions about the future of pricing with top experts and business influencers.
Participants benefit from valuable insights, peer collaboration, and practical strategies to address emerging challenges in the pricing field. These gatherings foster the exchange of real-world experiences and innovative approaches, helping attendees uncover solutions tailored to their own business needs.
By engaging with industry leaders and peers, participants are able to refine their strategic thinking, leave with actionable takeaways, and build lasting professional relationships — all contributing to the success of their future pricing and revenue growth initiatives.
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.
Connect locally with fellow professionals, share insights, and tackle challenges. Join us!
Let's connect!
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