PRICEFX - Key Persons


Aaron Werner - Chief Legal Officer

Job Titles:
  • Chief Legal Officer
Aaron is responsible for Pricefx's legal, compliance, policy and security operations worldwide. Prior to Pricefx, Aaron spent a decade in private practice advising SaaS and technology companies in all aspects of their business, including venture and debt financings, commercial operations, strategic transactions and corporate governance matters.

Billy Graham

Job Titles:
  • Chief Product Officer
Billy has over 10 years of consulting, software implementation, and management experience. Before joining Pricefx, he worked for PwC's Pricing & Profitability practice, implementing pricing strategies as well as software implementations for Fortune 100 companies. In his role at Pricefx, Billy is responsible for our Product team consisting of product marketing & education, pricing science, product management & design, vertical industry strategy, and works closely with our research & development team on product innovations.

Christian Tratz

Job Titles:
  • Co - Founder & Chief Code Monkey
Christian has over 19 years of experience in software engineering and in consulting within the enterprise IT space. Prior to co-founding Pricefx, Christian worked - both as an employee and an independent contractor - in the key role of solution architect of complex, multinational enterprise software implementations. There he gained relevant business and technology expertise. He holds a Master of Business Informatics from BA Mannheim, Germany.

Daniela Hylmarová

Job Titles:
  • SVP People & Culture
Daniela has extensive knowledge of all aspects of Human Resources Management within different organizational models across many countries and cultures. Able to build, lead and structure an HR function from a "start-up" into a true "scale up" business in a fast-growing global company. Involving constant change and improvements.

Dr. Martin Wricke

Job Titles:
  • Co - Founder & Principle Product Advisor
Martin has over 15 years of experience in pricing and implementing pricing software in various industries. Before co-founding Pricefx, Martin was the global head of pricing at Döhler Group. He was responsible for establishing and running the pricing organization, developing new pricing concepts and managing price calculation. He is the author and co-author of numerous articles in the area of pricing and is also a regular speaker at pricing conferences and events.

Gabe Smith

Job Titles:
  • Chief
  • Chief Evangelist
Gabe is the Chief Evangelist at Pricefx. He has 20 years experience in CPQ, enterprise software, SaaS, with particular expertise in lead to order, pricing, incentives, product management and solution sales. He has worked with market leading companies like 3M, Anda, Avery Dennison, Cisco, CertainTeed, Cox, IBM, Seagate, and Sonoco to improve their profit and processes through digital transformation of their pricing and CPQ processes and using AI to optimize pricing. He is a father of 2, attended UC Berkeley and lives in San Francisco.

Marcin Cichon - CEO, Founder

Job Titles:
  • Chief Executive Officer
  • Co - Founder
  • CEO ), Tomas Fencl ( CFO
Marcin has over 25 years experience in software, sales, and enterprise business development. After seeing first hand the frustration and expense customers of 1st generation pricing solutions experienced, he made it his mission to create a different kind of pricing company - one that would bring "pricing to the people" by being fast to implement, flexible to configure, and friendly to learn, use, and do business with. Under that vision, Marcin has led the growth of Pricefx through more than $100m in funding, solution delivery to hundreds of customers in more than 40 countries, and expansion to more than 400 employees worldwide.

Mark Beith - Chairman

Job Titles:
  • Chairman

Patrick Moorhead - CMO

Job Titles:
  • Chief Marketing Officer
Patrick has built a diverse 20-year career at the forefront of digital marketing and advertising, with roles spanning national and global leadership positions at agencies including Razorfish and FCB, and senior strategic marketing, sales and client management responsibilities at Catalina Marketing, Label Insight and Twitter. In this role, he is responsible for all aspects of Brand Marketing and Communications including public relations and social media, demand generation, paid media, content and product marketing, event production and promotional materials.

Ronak Sheth - President

Job Titles:
  • Chief Revenue Officer
  • President
Ronak has built a successful 20-year career working with venture-backed data and technology companies. He is a proven expert in high-growth technology companies, working with VCs and boards, product, and go-to-market strategy. As co-founder of Label Insight, Ronak held various leadership roles in product and sales, and eventually became the company's CEO. The company was acquired by NielsenIQ in a private transaction. Ronak has served on the Board of Directors for GrocerKey, Ringr, Robert Rothschild Farm, Label Insight, and St. Louis Equity in Entrepreneurship Collective, and as an Entrepreneur in Residence for Arch Grants and Washington University.

Toby Davidson

Job Titles:
  • Chief Product & Technology Officer
  • OmniChannel Business Expert
Toby is an experienced OmniChannel Business expert with a demonstrated history of working in the computer software industry. Skilled in Product Leadership, SaaS and Mobile applications, Business Process, Marketing, CRM, ERP and Business Intelligence. Strong operations professional with a Bachelor of Science (BSc) focused in Computer Science and Sport Science from University of Chester.

Tom Fencl - CFO

Job Titles:
  • Chief Financial Officer
  • SVP Operations
Tom has over 20 years of experience in financial management and investment banking. Before joining Pricefx, he held CFO positions at several privately owned middle market companies and advised on M&A and financing transactions across multiple industries, both in Europe and the United States. Tom teaches a private equity class at the Institute of Economic Studies at Charles University.