Rob Pedigo

Rob Pedigo is a seasoned pricing strategy expert with extensive experience across various industries, including food production, telecommunications, and utility services. Currently serving as Sr. Director of North America Pricing Strategy at Dawn Foods Global, Rob leads pricing transformation initiatives, including an AI-driven price optimization solution. Previously, Rob held several significant roles at AT&T, where responsibilities spanned B2B strategic pricing, contract negotiation, and cross-functional leadership, contributing to substantial financial impacts exceeding $165M. Earlier career highlights include pioneering pricing transformation at Illinois Power Company, where Rob was the first Market Pricing Manager, driving successful strategies in deregulated markets. Rob holds a Bachelor’s degree in Economics and Political Science from Illinois State University.