Fabian Uhrich is a core member of Boston Consulting Group's Marketing, Sales & Pricing practice. He started his career with BCG in 2006, and his work for the firm focuses on sales, digital sales, and pricing (from B2B via B2B2C to B2C). In addition, Fabian has expertise in advanced analytics including empirical and statistical methods, artificial intelligence, and algorithmic and programmatic decision making.

While at BCG, Fabian has led B2B sales transformations for metals manufacturers, petrochemicals producers, industrial goods companies, and wholesaler/distributors. He has also led B2C/retail pricing optimizations, and go-to-market initiatives in various ecommerce projects.

Fabian is a resident guest lecturer for pricing at ETH Zurich. Before joining the firm, he was Head of Online Marketing & Pricing for Zooplus AG, Europe’s largest online shop for pet supplies.


  • PhD, behavioral pricing, TU Munich 
  • MBA, TU Munich, University of California Berkeley, HEC Paris, Hong Kong University of Science & Technology 


  • Doctoral Dissertation Competition of Behavioral Pricing, Fordham University, June 2011