Corporate Performance & Transparency 2015: Business Cycles, Value Chains

Corporate Performance & Transparency 2015
The business cycles from growth to maturity or crisis,
advancing competitiveness across corporate value chains
Fabrizio Olivares
Vice President Finance Group
David Carvalho
Senior Vice President & General
Manager
Anders Magnusson
Chief Financial Officer
Rosa Querol
Vice President & CFO
David Pérez Hidalgo
Peer Bueller
FP&A Director
Mehdi Alaoui
EMA & Offshore Finance Director
Jerôme Montant
Head of Strategic Planning
Maurice Verhagen
Senior Director – Head of
Reporting
Felipe Florez-Arango
Head of Business Planning &
Analysis - Region Europe
Fernando Pedraza
Country Sector Controller
Antonis Intzekaras
Country Group Auditor
KEY SPEAKERS
Thursday 17th
& Friday 18th
of September 2015
6th
edition
Hotel 1898 *****
Barcelona, Spain
Understanding Business Cycles
Successful Implementation & Value Creation
Impact of New Technologies
You will learn
 Corporate Performance Management Radical
Transformation
 Business Intelligence to Improve Business
Performance
 High Performance Sales Organization
 Strategic & Risk Impact: Management
Information & Budgeting
 Reporting Development – Evolving needs in a
Changing Business
 Successful Performance Management
Implementation
 Beyond Budgeting – a New Model for New
Business Realities
 Investing Resources in Key Areas
 Optimising Financial and Operational Processes
 Using Data Analytics to Maximize Performance
 The Role of Controller in Strategic Direction
 Next Generation Reporting Management
Planning
 Managing the complexity of a Performance
Management Framework
Sponsors
Gold Cocktail Silver
Institutional & Media Partners
Testimonials from Previous Editions
“Good communication on event and well organized” Barclays
“Very good, keep this way” AXA
“Good variety of speakers and topics” EASYJET
Including a site visit to Bayer EuroServices and a
Cocktail & Dinner to continue your networking
activity in an informal environment

advancing competitiveness across corporate value chainsDay 1 – Thursday 17th
September 2015
11:00 Coffee & Networking time
12:15 Case Study Reporting development - Evolving needs in a
changing business
 Aligning content with strategy
 Effective Communication
 Managing the reporting burden – “You’ve never asked for
this before!”
 Best tools for the job
 Balancing needs: speed versus content; flexibility versus
standardization
Peer Bueller
Director Financial Planning & Analysis
Booking.com
Booking.com is the world leader in booking accommodation online. Each day,
over 800,000 room nights are reserved on Booking.com. The Booking.com
website and apps attract visitors from both the leisure and business sectors
worldwide. Booking.com is available in more than 40 languages, and offers over
627,639 properties in 211 countries. The company employs more than 8,600
people worldwide.
PERFORMANCE & TRANSFORMATION MANAGEMENT
THROUGH BUSINESS CYCLES
15:15 Case Study Managing the Complexity of a
Performance Management Framework
 The benefits of the chosen approach
 The advantages of integrated management frameworks
 The challenge of defining report content
 The value of an empowered organization
Felipe Florez-Arango
Head of Business Planning & Analysis - Region Europe
Novartis Pharma AG
Novartis is a Swiss multinational company with operations in more than 150
countries. It provides innovative healthcare solutions that address the evolving
needs of patients and societies. Novartis offers a diversified portfolio to best meet
these needs: innovative medicines, eye care and cost-saving generic
pharmaceuticals. Novartis is the only global company with leading positions in these
areas.
17:15 First Day Closing Remarks from the Chairman
08:30 Registration and Coffee
09:00 Opening Remarks from the Chairman: Felipe Florez-Arango,
Novartis Pharma
09:15 Welcome from Barcelona City Council, Francesc Mirón
13:00 Lunch and Networking Time
09:30 Case Study Reaching High Performance in Sales
Organization
 Fields Sales Force Effectiveness – What gets measured gets
done - Guidelines and KPIs
 Key Account Management – Understanding your customer,
planning and measuring your performance
David Carvalho
Senior Vice President & General Manager
Revlon
Revlon is a global color cosmetic, hair color, beauty tools and beauty care
products company whose vision is glamour, excitement and innovation through
high quality products at affordable prices. Revlon is one of the strongest brand
franchises in the world. The company employs more than 6,800 worldwide.
11:30 Case Study Transformation in Philips: Addressing
Performance Management End-to-End
 Harmonizing reporting: One performance language;
standardizing the data used and the way of visualizing
 End to End value tracking: how to unlock and track value in
a holistic manner - Enterprise Value Map / Value Driver Tree
 Actionable insights
Maurice Verhagen
Senior Director - Head of Reporting
Philips
Philips is a Dutch diversified technology company headquartered in Amsterdam
with primary divisions focused in the areas of Healthcare, Consumer Lifestyle and
Lighting.. It is one of the largest electronics companies in the world and employs
around 122,000 people across in more than 60 countries.
10:15 Case Study Integrated Business Planning Model
 Issues of demand planning standard process
 Issues of financial planning standard process
 The new integrated solution
 How to achieve the “One number”
 Objectives & Benefits
Flavio Caruso
Financial, Planning & Analysis Director
Merck
Merck Sharp & Dohme (MSD) outside the United States and Canada is an
American pharmaceutical company and one of the largest pharmaceutical
companies in the world. The company employs more than 76,000 people
worldwide.
14:30 Case Study Leading through Adversity: How Performance
Management and Efficiency Focus can help to Face
Macroeconomics Crisis
 Creating a culture of transformation and productivity:
 Performance management tools to drive initiatives to
transform the business
 Link cost and productivity tracking to management strategy
 Managing change and keep people engaged: organization
health survey
Rosa Querol
PepsiCo
PepsiCo is the second largest food and beverage business in the world, with net
revenues of more than $65 billion and a product portfolio that includes 22 brands
that are distributed across more than 200 countries and that generate more than $1
billion each in annual retail sales. The company employs approximately 274,000
people worldwide.
Site visit & Networking Cocktail
Axiom Groupe is delighted to invite all participants to
visit one of the Barcelonas’ SSC sites. During this site visit
you will have the opportunity to learn the key successful
factors of one of the four Bayers’ Group SSC.
To continue with your networking activity Axiom Groupe
is pleased to invite you to the Dinner & Cocktail in IESE
business school.
To confirm your participation please contact our Operations
Director Siobhan Cooney:
siobhanc@axiomgroupe.com
16:30 Case Study Managing transformation toward a natively
digital sales distribution network:
 Cross-channel implementation
 Network distribution evolution
 Business intelligence
 Competencies and organizations
Jerôme Montant
Orange
Orange is one of the largest operators of mobile and internet services in Europe
and Africa. Is the global leader in corporate telecommunication services. The
company employs more than 164,000.

11:00 Coffee and Networking time
12:15 Round Table
This round table will allow speakers and delegates to exchange their
ideas, benchmark and cover the following topics:
Beyond Budgeting
 The problems with traditional management
 Beyond Budgeting - a new model for new business realities
management and leadership principles for a
complex knowledge organization
 Redefining performance - dynamic and relative targets and a
holistic performance evaluation
 Dynamic resource allocation and no budgets
Peer Bueller, FP&A Director, Booking.com
11:30 Case Study Extending Business Performance Management
to all within the Organization
 Implementing a strategy successfully: the involvement of
every player is critical
 Translating a strategy into concrete individual actions
 Reporting for accountability and responsibility
 The evolving role of finance in the new environment
Mehdi Alaoui
Alstom
Alstom is a global leader in power generation, power transmission and rail
infrastructure, listed on the Paris Bourse. The Group is present in over 100 countries
and employs 93,000 people. Alstom's three business areas are organized in four
sectors – Thermal Power, Renewable Power, Grid and Transport.
17:15 Closing remarks from the Chairman and end of the Conference
13:00 Lunch and Networking Time08:45 Registration and Coffee
09:15 Opening Remarks from the Chairman: Fabrizio Olivares,
Lafarge
Day 2 – Friday 18th
September 2015
BUSINESS PERFORMANCE MANAGEMENT
THE ROLE OF THE CONTROLLER / RISK BASED AUDITING &
TRANSFORMATION IN DISTRIBUTION NETWORK
09:30 Case Study Maintaining focus in performance management
during a turbulent merger process
 Lafarge context
 Lafarge-Holcim merger project
 Key dates
 Project organization
 Risks and mitigations
Fabrizio Olivares
Lafarge
Lafarge is a French industrial company specializing in three major products:
cement, construction aggregates, and concrete. The company has become a world
leader in building materials. The company employs more than 64,000 people
worldwide.
10:15 Case Study Next Generation Reporting Management
Solutions and Online Reporting
 The field we are playing in
 Machines & Humans Beings
 New trends: D.I.Y.
 We know the future (already)
Fernando Pedraza
Siemens
Siemens AG is a German multinational conglomerate company headquartered
in Berlin and Munich. It is the largest engineering company in Europe. The
principal divisions of the company are Industry, Energy, Healthcare,
and Infrastructure & Cities, which represent the main activities of the company.
The company is a prominent maker of medical diagnostics equipment. It employs
343,000 people worldwide and reported global revenue of around €71.9 billion in
2014 according to their annual report.
14:30 Case Study Risk-Based Auditing: Redesign Auditing
Processes
 Auditor’s key role in corporate strategic planning
 Why prioritizing risks?
 Identifying, assessing and responding to risks
 Benefits risk-based auditing VS traditional compliance-
based auditing
 Developing the relationship between Corporate
Governance and audits.
Antonis Intzekaras
Coca Cola Hellenic
Coca-Cola HBC is one of the largest bottlers of The Coca-Cola Company’s
products in the world, and the largest based in Europe. Coca-Cola HBC's product
line includes a diverse range of ready-to-drink non-alcoholic beverages. Coca-
Cola HBC operates in 28 countries in 3 continents, and employs 38,000 people.
15:15 Case Study The Role of Controller in the Strategic
Direction
 The Controller as a key informer for going in the right
direction
 Recognizing a business partner through controlling
 Automatization of controlling and financial transformation
Anders Magnusson
CFO
Volvo Group
The Volvo Group is a Swedish multinational manufacturing company
headquartered in Gothenburg. Its principal activity is the production, distribution
and sale of trucks, buses and construction equipment. Volvo also supplies marine
and industrial drive systems and financial services. The company employs more
than 110,000 worldwide.
AXIOM GROUPE
Would like to thank everyone who has helped
with the research and the organization of Axiom
Groupe Conference; particularly to the Speakers
for their continued support and commitment.
16:30 Case Study Corporate Performance Management Radical
Transformation
 Radical transformation of CPM: Change management
implications
 Learning how to implement a strategic vision
 Measuring vital signs of your organization
 Linking performance reporting to management strategy
Walgreens Boots Alliance
Walgreens Boots Alliance is a American holding company that owns a number of
pharmaceutical manufacturing, wholesale and distribution companies. The
combined business has operations in over 25 countries and employs more than
370,000 people.

Fabrizio Olivares
Lafarge
Fabrizio Olivares is since 2008 a VP Finance of Lafarge Group and supervises
countries covering about one third of the world. He has more than 20 years
experience in financial management and international controlling with major US
and European Companies running diversified businesses and complex
organizations. His most recent roles prior to Lafarge have been Director of
Controlling for Inergy Automotive Systems, Head of Investor Relations for
Rhodia, EMEA Controller for Ingersoll-Rand's Industrial Equipment Division,
Distribution Controller South Europe for the Radio Division of Motorola.
Presently based in Paris, Fabrizio has worked in several EU countries; he is an
italian national and is a graduate in business administration of the Bocconi
University in Milan.
David Carvalho
Senior Vice President & General Manager
Revlon
David is responsible for the worldwide non-affiliate business, where Revlon
Consumer operates via representatives, which includes important West European
markets, all of Eastern Europe and the Middle-East, and most of Latin America, Asia
and Africa. Also responsible for the worldwide Travel Retail business (Duty Free) and
the Revlon licensing. He has experience mostly in consumer goods but also with
medical devices, food and in the airline industry; in global, regional and local
positions; having lived in 5 different countries (USA, Spain, France, Italy and Brazil), in
3 different continents; and visited over 50 countries for business. Before joining
Revlon he worked previously for Alitalia and Johnson & Johnson.
Rosa Querol
PepsiCo
Rosa has a BBA &MBA by ESADE Business School (Barcelona) and Master of
international Management by Thunderbird School of Global Management
(Arizona-USA). After MBA started working in PepsiCo. Had been in different
positions within Finance: Planning, Audit, Controller, CFO. Also hold a variety of
European roles, such as Western Europe Planning VP and South Europe CFO.
Currently she is Finance Vice-president and CFO for South West Europe .
Passionate Senior executive with more than 25 years experience in FMGC. Last
17 years being in company executive boards leading strategic and operational
Finance agenda across different European countries . Solid Finance
corporate skills with strong business acumen as well as strategic mind-set .
Proven ability to lead transformation and managing change thru adversity and
complex environments . Ability on finding practical solutions to successfully
overcome barriers . People oriented , used to manage directly large teams (+300)
like to be close to them , understand their needs to help them to grow ,develop
themselves and be highly motivated. Like challenges and be part of a team
where trust , integrity and commitment is part of the core value. Multilingual:
Catalan , Spanish, English , French and Portuguese.
Walgreens Boots Alliance
David is currently the CFO for Walgreens Boots Alliance. Previously after studies at
the IESE , the University of Barcelona and the University of California, David started
to work as a Senior Auditor at PricewaterhouseCooper. In 2001 he joined Danone.
There he occupied several positions such as Sales, Marketing and Supply Chain
Controller, Business Controller, VP Finance & CFO for Danone Waters of America
and CFO Danone Waters in Spain. In 2013 joined Walgreens Boots Alliance as CFO
of all the operation in Spain.
Peer Bueller
FP&A Director
Booking.com
Peer Bueller is the Director of Financial Planning and Analysis at Booking.com.
His specialism is financial planning, reporting, and business development. He
spent the vast majority of his professional life in the internet sector, analyzing
and planning high growth, and high uncertainty dynamics in rapidly changing
businesses. He is pretty fanatic about visualization, communication and leading
empowered and inspired teams. He is an avid husband, father and alpinist.
Flavio Caruso
FP&A Director
Merck
Flavio is the Financial, Planning & Analysis Director of MSD Italy. He is responsible
for consolidating the company actual results and for all the activities related to
planning & forecasting processes.
Before joining Merck in 2012, he worked in various multinational companies with
increasing responsibilities in Finance and Management positions such as Barilla,
LVMH and Whirpool EMEA. Flavio holda a degree in Business Administration from
La Sapienza University in Rome cum laude.
Fernando Pedraza
Siemens
Fernando has almost 30 years of Business Administration experience and more
than 20 as CFO in national and, mostly, multinational environment. He is
nowadays the Country Sector Controller for Siemens Healthcare in Spain. Along
his professional career he has been working in various industrial and services
sectors: real state, local TV channel, high tech, engineering civil works, building
technologies and healthcare what gave him a broad view on different business
models and market types. From time to time fully involved in carve ins and carve
outs, mergers and company sales, he is leading now the “independency” of
Siemens Healthcare business into a separate legal entity.
Antonis Intzekaras
Coca Cola Hellenic
Antonis joined Coca Cola Hellenic at 2007.As Fixed Assets Officer in Greek Operation,
he had responsibilities related to accuracy of fixed assets balances and CAPEX
controlling.
In his next position as Credit Control Supervisor in CCH Greece, he was responsible
for the update of the credit control policy, handling major customer receivables
accounts. In 2014 he joined Coca Cola BSO in Sofia as a Team Leader in the Accounts
receivables and Credit Management stream providing service for Greek and Cypriot
Operation. Currently, as a Corporate Group Auditor he performs Audit Checks and
ensure compliance with the Group Policies across all CCH entities.
Biographies

Jerome Montant
Orange
Jerome is responsible for sales strategy analysis and coordination of
transformation plan for Orange France since 2011. He has acquired expertise on
multi-canality, innovation and technology and customer relationship
management. He has been a key actor in the planning of the network
distribution optimization and the cross-channel implementation in Orange in
order to match the customers behaviors and objectives of the company. Before
joining Orange France, he contributed to the innovation portfolio definition for
Orange Group top management.
Previously, Jerome worked as a R&D engineer for the Orange Labs where he
performed research on mobile networks dimensioning. He was also an
international consultant contributing to mobile and fixed networks deployments
in Europe and AMEA. He holds a telecom engineering degree and likes to explore
new territories.
Felipe Florez - Arango
Head of Business Planning & Analysis – Region Europe
Novartis Oncology
Felipe A. Florez-Arango’s 18-year international career spans across Europe, the
U.S., Latin America, Middle East and Asia and is underscored by his contributions
in improving the financial, competitive, and operational performance of
companies. For the last several years Felipe has been at Novartis Pharma, AG,
where he has repeatedly been received the company’s Select Award (top 5% of
employees) for improvements in profit performance, productivity, reporting,
working capital management, cash flow management, portfolio optimization and
talent development. Felipe began with Novartis as the Chief Finance Officer for
the company’s Established Medicines Global Business Unit. He over-delivered all
KPIs through his efforts in process improvement, portfolio rationalization and
impairment testing, and cross-divisional product development and line
extensions. Before joining Novartis Felipe spent two years at General Electric –
Aero Energy. Felipe previously served as Finance & Strategic Planning Manager at
Steelscape. He had joined Steelscape from a seven-year tenure at Procter &
Gamble.
Mehdi Alaoui
Alstom
Mehdi started his career in Paris in audit firms in 2001, first in Grant Thornton
and then in KPMG. He developed a strong financial expertise serving many
Multi-National Companies.
In 2007, he joined Alstom Corporate Internal Audit where he managed multi-
cultural teams and the Kuala Lumpur office set up. Audits covered Alstom 4
Sectors as well as M&A, post-acquisition and assistance to the management
assignments. .
In October 2009, he joined the newly created Wind Business as controller and
supported the implementation of Group processes and management cycles. In
March 2013, he was promoted Nuclear Products Group Finance Director based
in Paris and in September, he joined back Renewable Business as Wind Finance
& IS Director for EMA and Offshore Regions. He was born and raised in Morocco,
lived in France, China and Spain. Is a French Certified Public Accountant (Expert
Comptable Diploma). Mehdi has followed a Program for Leadership Program at
IESE Business School Barcelona in 2014. Mehdi is also a Certified Internal Auditor
and holds a Modern Chinese Diploma from Beijing Language & Culture
University.
Maurice Verhagen
Senior Director – Head of Reporting
Philips
Maurice is Senior Director, Head of Reporting Service at Philips. In this role
Maurice is responsible for the governance, design and delivery of actionable
business insights to the Philips Businesses, Markets and Functions. Prior to this
role, Maurice was responsible for standardizing performance measurement at
Philips. He drove the standardization and simplification of the Planning &
Performance Cycle across the main process domains (Idea-to-Market, Market-to-
Order, Order-to-Cash). Maurice has an Executive MBA from TIAS -the leading
business school in The Netherlands- and a BSc in Information Management. He
has served in various leadership roles in Financial Services (De Lage
Landen/Rabobank), Consumer Products and High-tech Manufacturing (Royal
Philips). Maurice brings in relevant experience in Business Insights, Analytics,
Corporate Performance Management and Reporting.

Sponsors
GOLD SPONSOR
UPCOMING EVENTS
Shared Services Centers – 10
th
edition
17
th
& 18
th
of September 2015, Barcelona
Working Capital Management- 4
th
edition
22
nd
& 23
rd
of October 2015, Barcelona
Human Resources Business Partnering
26
th
& 27
th
of November 2015, Barcelona
Behavioural Safety - 5
th
edition
26
th
& 27
th
of November 2015, Barcelona
Sponsorship Opportunities
If you wish to develop your brand identity, reinforce preference for your products or
services in International markets. Please, contact:
info@axiomgroupe.com
Barcelona City Hall - The Ajuntament de Barcelona, through the Area of Economy, Enterprise and Employment, is in charge
of projects aimed to develop projects and programs to support entrepreneurship, businesses, professional improvement
and creation of employment. Barcelona understood right the needs in the processes of centralizing operations. That it is
why, many major companies and multinationals have centralized their information processes (payrolls, IT, finance,
marketing, management control, etc.) in Catalonia, which is currently home to 7,000 contact center positions and employs
over 10,000 professionals.
Cocktail (in IESE Business School)
You will be able to discover the premises of IESE School and the surrounding
view of Barcelona. Furthermore, it will be an excellent opportunity to enjoy a
great selection of cold and hot food while meeting and
networking with your peers.
Do not miss this exclusive cocktail organized especially for you!
COCKTAIL SPONSOR
IESE Business School is one of the world's top ten global business schools and has pioneered graduate management
education in Europe over 50 years. IESE provides open enrollment programs for each career step. From functional managers
through to CEOs of global companies, IESE offers programs in a range of locations, formats and languages designed to help
participants develop new leadership capabilities, improve strategic thinking and drive effective organizational change. IESE
was ranked #1 worldwide in Executive Education by FT in 2015.
SILVER SPONSOR
The EOS Group is one of the leading international providers of customised financial services. Its core business is receivables
management. EOS stands for high-quality debt collection in order to protect creditors as well as consumers. With over 9,500
employees and more than 50 subsidiaries, EOS provides services for 20,000 clients in more than 25 countries around the
world. By being connected to an international network of partner companies, the EOS Group offers customers access to
resources in more than 140 countries on all continents. The key target sectors are banking, insurance, utilities,
telecommunications and IT companies.

*Logistic details
17:15 Meeting point at the hotel reception desk
17:30 Coach departs
17:45 Arrival to Bayer EuroServices & Registration (Avda. Baix Llobregat 3-5, 08970 Sant Joan Despí)
18:45 End of the site visit.
The bus will take you directly to the cocktail venue, IESE premises, in order to attend to the cocktail and dinner, in a more relaxed environment
alongside Barcelona landscape.
BAYER EUROSERVICES
Axiom Groupe in collaboration with Bayer is organizing a visit to Bayer EuroServices.
Thanks to one of our speakers, Marc Ferré Hausmann, Global Service Delivery Manager at Bayer EuroServices,
we are jointly delighted to invite all the participants to experience one of the four Bayer Group Shared Services
Centers, here in Barcelona.
About Bayer EuroServices
EuroServices Bayer, S.L. is the Service Center in Barcelona that provides Accounting Front Office services for
Western & Southern European and Latin American partners in 10 different languages.
The product portfolio includes Projects, IT and Controlling Services that, along with the Integrated Centers of
Expertise, have a global span.

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