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

Mia Querol Vice President & CFO

David Pérez Hidalgo Chief Financial Officer

Peer Bueller FP&A Director

Flavio Caruso FP&A 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

Gábor Kerülő Head of Group Controlling

Mehdi Alaoui EMA & Offshore Finance Director

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 Academic

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

Networking Dinner (optional) to continue your networking

activity in an informal environment

Corporate Performance & Transparency 2015

The business cycles from growth to maturity or crisis,

advancing competitiveness across corporate value chains

Day 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 MANAG EMENT THROUGH BUSINESS CYCLES

14:30 Case Study Successful Performance Management Implementation

Pros and cons of different performance frameworks

Cost-effective performance management strategies

Create a culture of improvement

Performance management software for effective monitoring and staff management

Aligning finance, processes and HRM Mia Querol Vice President & CFO 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.

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.

16:00 Coffee & Networking time

17:15 First Day Closing Remarks from the Chairman

08:45 Registration and Coffee 09:15 Opening Remarks from the Chairman:

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.

Business Tour

Discover Barcelona as the city that actively promotes the development of sectors considered

strategic for the city’s economy.

To confirm your participation please contact our Operations Director Siobhan Cooney:

siobhanc@axiomgroupe.com

16:30 Case Study Focusing on Business Intelligence to Improve Business performance

The role of Business Intelligence: the new almighty tool?

Business Intelligence projects at Magyar Telekom Group

Challenges from the past and challenges for the future

Gábor Kerülő Head of Group Controlling Magyar Telekom Magyar Telekom is the largest Hungarian telecommunications company. The former monopolist is now a subsidiary of Deutsche Telekom. A consortium was formed by Deutsche Telekom and Ameritech International, which was named MagyarCom. The company employs more than 12,000 people.

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.

Corporate Performance & Transparency 2015

The business cycles from growth to maturity or crisis,

advancing competitiveness across corporate value chains

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 To confirm your participation as a panelist, please contact, Monica Färber monicaf@axiomgroupe.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 EMA & Offshore Finance Director 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.

18:00 Closing remarks from the Chairman and end of the Conference

13:00 Lunch and Networking Time 08:45 Registration and Coffee 09:15 Opening Remarks from the Chairman:

Day 2 – Friday 18th September 2015

BUSINESS PERFORMANCE MANAGEMENT

THE ROLE OF THE CONTROLLER / RISK B ASED AUDITING & TRANSFORMATION IN DI STRIBUTION 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 Vice President Finance Group 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 effectiveness of financial reporting standards

Role of financial reporting in corporate governance

The purpose of modern corporate report in the light of current financial crisis

Online reporting and future trends Fernando Pedraza Country Sector Controller 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 and its medical health-care division, after the industrial automation division. 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 Country Group Auditor 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.

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 Head of Strategic Planning 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.

16:00 Coffee & Networking time

17:15 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 David Pérez Hidalgo Chief Financial Officer Walgreens Boots Alliance Walgreens Boots Alliance, Inc. is a American holding company headquartered in Deerfield,

Illinois that owns Walgreens, Boots and a number of pharmaceutical manufacturing, wholesale

and distribution companies. The combined business has operations in over 25 countries. The

company employs more than 370,000 people.

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 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 4 different countries (USA, 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.

Mia Querol Vice President & CFO PepsiCo

Mia has 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 mindset . 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 values . She is a multilingual , speaking: Catalan , Spanish, English , French and Portuguese Love travel and meet new cultures and food.

Mehdi Alaoui EMA & Offshore Finance Director 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.

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 Country Sector Controller 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 Country Group Auditor 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.

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Biographies

Corporate Performance & Transparency 2015

The business cycles from growth to maturity or crisis,

advancing competitiveness across corporate value chains

Jerome Montant Head of Strategic Planning 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.

Gábor Kerülő

Head of Group Controlling Magyar Telekom

Gábor Kerülő has been working for Hungary’s market leader telecommunication company, Magyar Telekom Group for 8 years in finance area. He is currently the CFO of Origo Zrt, which is the market leader online media company in Hungary operating as a 100% subsidiary within the Group. In the recent years Mr. Kerülő was the head of group controlling department of Magyar Telekom, being also responsible for leading the Business Intelligence project of finance. Several innovative reporting and planning BI solutions have been developed by his team which are adding significant value to the management decisions.

Maurice Verhagen Senior Director – Head of Reporting Philips

Maurice is the Senior Director, Head of Reporting for Philips. He is a seasoned Information Management leader and strategist. He has served in various leadership roles in Financial Services, Consumer Products and High-tech Manufacturing. I bring in relevant experience in Business Insights, Analytics, Performance Management and Management Reporting. We has hold different positions in Philips since he joined the company in 2001.

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Barcelona City Hall - The Ajuntament de Barcelona, through the Area of Economy, Enterprise and Employment, is in charge of

projects aimed to developing 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.

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 2012.

Biographies