Hasan Guliyev
Board Member, Germany Chapter @Epp
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WORK HISTORY
Board Member, Germany Chapter @Epp
DE
Industry Governance: Steering professional standards and best practices for the Revenue Growth Management (RGM) and Pricing community as a Board Member for the EPP Germany Chapter.• Strategic Thought Leadership: Curating high-level industry agendas and fostering cross-sector knowledge exchange to advance the maturity of RGM frameworks.• Expert Advisory: Serving as a subject matter expert and moderator for global summits, bridging the gap between theoretical behavioral science and commercial application.
EDUCATION
Azerbaijan State University of Economics • UNEC
Bachelor's degree, Finance
University of Kassel
Master's degree, Economic Behavior & Governance
ABOUT HASAN GULIYEV
I am a performance-driven Senior RGM & Commercial Excellence Leader and Behavioral Strategist dedicated to driving top- and bottom-line growth by bridging the gap between advanced predictive analytics and consumer choice. With a background spanning strategic consultancy and global leadership within the FMCG sector, I specialize in architecting frameworks that translate commercial complexity into sustainable P&L impact.My methodology integrates the full RGM toolbox - Strategic Pricing & Price-Pack Architecture (PPA), Promotion Optimization, Portfolio & Channel Mix Steering, and Trade Terms Management - with the principles of Behavioral Design. By engineering \"choice environments\", I help global brands design for how shoppers truly decide, rather than how models assume they do, maximizing value capture and market share across Modern Trade and E-commerce through \"Triple-Win\" outcomes.Core Areas of Impact:• Strategic P&L Transformation: Delivering sustained EBIT and GP expansion through a comprehensive redesign of commercial frameworks, specifically optimizing Pricing corridors, Price-Pack Architecture (PPA), and Portfolio & Channel Mix.• Behavioral Strategy & Analytics: Applying Psychological Pricing and Behavioral Heuristics to Price Elasticity and Choice-Based Conjoint (CBC) modeling to optimize promotional efficiency and assortment relevance while driving balanced volume and value growth.• Commercial Excellence at Scale: Spearheading RGM digitalization and performance-based Trade Terms to enable data-driven, scalable decision-making across the DACH cluster.• Industry Leadership: Contributing to global professional standards as a Board Member for the EPP Germany Chapter and a regular Keynote Speaker at Global RGM & Pricing Summits.Recognized with two Global RGM Excellence awards, I am focused on building high-performance commercial functions that turn complex data ecosystems into clear, actionable financial outcomes.Education & Credentials: • MSc in Economic Behavior & Governance | BSc in Finance• Certified Revenue Growth Manager (EPP)| Certified Category Manager (GS1)
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