Responsible for defining the European pricing strategy and customer incentive/rebate system from a strategic angle and optimizing opportunities along business and financial objectives. Define the appropriate pricing strategy and tactics, providing financial support in terms of revenue generating potential, cost implications, return and risk assessment and gain approval from upper management. Coordinating the elaboration of go-to-market and key countries/customers strategies in cooperation with the Finance division while marrying the marketing/product and financial aspects of the business.