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BIOGRAPHIES
Victoria Bayen
Head of Pricing
Victoria began her career in pricing nearly ten years ago and has since held strategic roles across the luxury, retail and tech sectors. She has contributed to shaping pricing strategies for leading companies such as Chanel, Monoprix, Cajoo and 24S, leading high-impact initiatives ranging from margin optimization and international price adjustments to brand price perception and consumer price sensitivity analysis.
She recently joined Conforama as Head of Pricing, where she is responsible for structuring pricing processes, strengthening commercial performance and increasing the strategic visibility of pricing within the organization.
A graduate of ESCP Business School, Victoria is based in Paris. Alongside her passion for pricing, she has a growing interest in growth marketing and digital innovation. She also enjoys designing interiors and following the latest fashion trends.
Mathieu Guimber
Head of Pricing
Mathieu has over twenty years of experience in retail and store network management, with a strong operational background in the development and management of distribution networks.
After several roles in retail operations – including managing a Carrefour proximity store – he joined L’Eau Vive, where he supported the development and coordination of a network of franchised organic stores. In this role, he oversaw operational best practices, merchandising strategy and coordination between stores and central functions.
He later joined Groupe Barbotteau Alimentaire in Guadeloupe, where he currently serves as Pricing Director. His work focuses on structuring pricing management within a distribution network operating in the specific market conditions of the French overseas territories.
Mathieu is a graduate of Université Paris XII and is based in Guadeloupe.
Ludovic Shum
Commercial Director
Ludovic has over twenty years of experience in retail and commercial transformation, with an international career spanning Europe and Asia. Throughout his career, he has helped organizations – from multinational groups to SMEs and startups – address critical business challenges, drive growth and improve operational performance.
He held several leadership roles within Carrefour in France and China, working on category strategy, business development and operational transformation. He later served as Chief Operating Officer at Herotein in Shanghai, where he oversaw the development and structuring of operations in a fast-growing entrepreneurial environment.
Today Commercial Director at Booper, he supports retailers in adopting data-driven and AI-powered pricing strategies. An expert in commercial transformation and AI solutions, he helps organizations turn data into a powerful lever for performance and competitive advantage.
Ludovic is a graduate of ESSEC Business School and ISTOM, and is based in Paris.