Guy Bickerstaffe
VP Commercial, PriceEasy
Guy will join the The Global Tech Compass panel discussion, hosted by Mark Wohltmann, NACS.
About Guy Bickerstaffe
Guy Bickerstaffe is Vice President of Commercial and Regional President for Europe, Australia and Rest of World at PriceEasy AI. He leads the international growth and deployment of AI-driven operational solutions for retailers worldwide.
With more than three decades of leadership experience in the fuel forecourt and convenience retail sectors, Guy is recognised for guiding large-scale operational change, multi-country expansion and technology modernisation.
Before joining PriceEasy AI, Guy spent more than a decade in senior leadership roles at EG Group (Euro Garages), one of the world’s largest independent forecourt networks. As Group Director of Development, he led multinational technology rollouts, helped standardise retail frameworks across thousands of sites, and supported integrations with global franchise partners including Starbucks and Subway.
Guy brings extensive experience in transforming retail operations through data analytics, supply-chain optimisation and scalable technology infrastructure. He works closely with PriceEasy AI’s portfolio—including Cortex, Fuel Pricing, Store Pricing & Promotions, and Sales AI – The Sales Coach—to help retailers make faster, more effective pricing, promotion and sales decisions.
