Founder Profile

Hello, I wear a few different hats for EBITDA Catalyst so if you landed here it’s too late to avoid me. This page is my icebreaker. I hope you reach out, so we can get to know you too.

Robert Ribciuc

Catalyst Facts

  • Impactful: Unlocking more value from a company’s pricing opens up resources that impact lives & livelihoods in the client’s organization
  • Intellectually & professionally rewarding: The rush of “finding real money” by tackling tough puzzles with a client never gets old
  • Connected: Relationships developed while tackling high-stakes problems often become valued friendships
  • Built on lifelong interests and strengths: Economics, psychology, applied math, AI, finance, data science
  • Honest & free of conflicts of interest: Belief in the value created by what we do frees me from pressure to “sell” clients or be “selective” with evidence
  • Quote: “It always seems impossible until it’s done.” – Nelson Mandela
  • Book, non-fiction: Thinking, Fast & Slow (Kahneman)
  • Comic series: (tie) Asterix & Dilbert
  • Board game: (tie) Balderdash & Ticket to Ride
  • Animal: Our King Charles Cavalier Spaniel, Theodore
  • Athlete: Roger Federer
  • Historical figure: (tie) Lincoln & Mandela 
  • TV series: (tie) Curb Your Enthusiasm & Gilmore Girls
  • Country to visit outside USA: South Africa
  • Country to live outside USA: Sweden
  • Family: my infinitely patient and loving wife Jaime (veterinarian), my awesomely creative, kind and thoughtful daughter, Ana (at 11, a promising future psychologist), and Theodore, our shockingly articulate Cavalier Spaniel (a repeat author of our celebrated Christmas Letter and a world-class food critic)
  • Family fun: Camping, cooking (schnitzels and crepes are among our specialties), playdates
  • Moving: Running with Audible (on my 3rd marathon as of 2020), tennis, kayaking, cycling, table tennis
  • Travel & photography: National parks, cities with rich history, and naturally unique places (think Hawaii)
  • Learning new things: Coursera, Udemy,

Head of Pricing


  • Led successful global Pricing teams, projects and functions “from the inside”
  • Confronted the “messy reality” and “meeting the org where they are at” before
  • Honed story telling and persuasion to drive transformational pricing initiatives
  • Engaged effectively and earned appreciation of internal teams already stretched by “the day job”
  • Navigated the vigor of C-level leaders’ stake in and opinions about Pricing

Continuous Learning

Applied Math / Economics

MBA, Finance
Data Science
Chartered Financial Analyst
Certified Pricing Professional

Causes That Matter

At EBITDA Catalyst, gratitude for all that we do have, both the good and the adversity, is part of our foundation. I believe lived adversity can be turned into empathy for others. This is why EBITDA Catalyst gives 5-10% of revenue to causes including children, disability, education, neurodiversity and animal welfare.

Catalyzing Pricing Success

Tremendously successful … Completely absorbed himself In OUR BRAND

Working with Robert was an absolute pleasure and proved tremendously successful. […] He completely absorbed himself in OUR BRAND so that whatever data became relevant, was complemented with our brand values, strategy and DNA. This was more than “just” a

David Kahan
CEO, Americas

Knowledge on Consumers and Pricing Strategies Is Very Evident

Robert was awesome to work with; he went the extra step and came to our museum to see all that we had to offer. His underlying knowledge on consumers and pricing strategies is very evident. We all appreciated his time

Janie Heitz
Executive Director

Generously Shared Expertise

It was an absolute pleasure working with Robert. He generously shared his expertise and communicated in a clear, understandable manner. He was proactive, responsive and flexible, and overall a delight to work with!

Natalie Pryles
Project Director

Delivered a Lift to Our Pricing Decision-Making Process That Will Drive Both Short-Term and Long-Term Impact

EBITDA Catalyst delivered a lift to our pricing decision-making process that will drive both short-term and long-term impact at Kodiak Cakes.  The facts, analysis and insights provided allowed us to quickly reach conviction and consensus in key pricing actions that

Cameron Smith

Many “Aha!” Moments

EBITDA Catalyst helped us zero in on large opportunities to improve value delivered to our customers by sharpening our insights, segmenting our approach and driving pricing execution more consistently.  We had many “Aha!” moments from the in-depth pricing analytics they

Dave Brown
EVP, Head of Sales

Drive Big-Picture Solutions That Deliver Shareholder Value

Extensive intellectual horse-power, a thought leader with the ability to lead, work within and across teams, and an ability to master extensive detail yet drive big-picture solutions that deliver shareholder value […] excellent business instincts, an unsurpassed work ethic and

Pat Basu
Chief Operating & Chief Medical Officer

Game-Changing Strategy Shift for Sales

This is truly a game-changing strategy shift for Sales, and exactly what we have needed.  We just didn’t know how to articulate it and put it in a way we can take back to the Sales teams.  Charging in ways

Tobias Teuber
EVP - Europe

Finally A Highly Capable Pricing Partner!

Under very demanding circumstances, Rob led Pricing to terrific contributions to the business.  Both the financial and the people results were clearly prioritized to elevate our execution capabilities to a different level.  We deeply appreciated his deep expertise and unrelenting

AJ Smith
General Manager

Drove Lift for Hundreds of Millions of Dollars

Robert’s work led to several outstanding improvements for our organization.  His skills in pricing, negotiations and contracting drove lift for hundreds of millions of dollars of our business assets.  Whether the market was commoditized, or required tackling novel, high-uncertainty/high-potential-profitability assets,

Gregg Haugen
Senior Partner

Delivered Strong Price Realization

Robert provided a major boost to the global integration and financial results of our Pricing function as we partnered on several initiatives with transformational impact in our Commercial Excellence and Strategy functions.  With the benefit of our partnership, we delivered

Stuart Tisdale
EVP, Head of Strategy

Our Go-To Partners for Pricing Strategy

We developed the ideal partnership with EBITDA Catalyst who helped us monetize and improve our pricing as we grew our successful SaaS company.  We brought in EBITDA Catalyst for multiple projects through various acquisitions to help successfully execute offering designs

Tammy Daigle
SVP, Product & Customer Operations

Not a Day Goes By When I Don’t Use Something We Learned From You

Not a day goes by when I don’t use something we learned from you.  The Pricing Analytics and strategic insights that EBITDA Catalyst developed for our business were so effective, we got addicted to their power.  On some days, we

Matt Hanson

Multi-Pronged Performance Booster!

EBITDA Catalyst and Robert helped key parts of our business turn the corner of previous challenges and mount a strong EBITDA margin gain.  The “catalyzing” insights started with confidently pointing opportunities in our pricing strategy.  They provided analytical tools and visualizations that

Philip Hazel
Founder & CEO