Episode 34: Olivier Biebuyck

In this episode, Akshay Sethi sits down with Olivier Biebuyck, President of Fabrication Technology at ESAB, to discuss how industrial companies can unlock growth through commercial excellence. Olivier shares lessons from ESAB’s acquisition journey and explains why pricing, sales effectiveness, and data have become critical levers for growth. The conversation explores how commercial integration drives post-merger value, how customer expectations in industrial markets have shifted, and why buyers now expect an Amazon-like experience.

They also discuss how ESAB is approaching AI in a focused, problem-led way across sales, pricing, and digital channels, and why the biggest opportunity with AI is enabling sales teams to spend more time with customers. Olivier closes with advice for emerging commercial leaders on staying close to customers and building truly customer-centric strategies.

Olivier Biebuyck serves as Global President of Fabrication Technology at ESAB, a $2.5 billion welding and fabrication technology company operating in over 100 countries. His ESAB career encompasses leading the Filler Metals division, directing the Sandvik Welding Technologies acquisition, and serving as Head of EMEA and Global Products. Previously, Biebuyck held the Chief Marketing Officer position for Honeywell's Process Technology division. He began his career as a management consultant at McKinsey & Company, where he developed expertise in consumer goods before transitioning to industrial B2B sectors.

Discussion Points 

• (00:00) Commercial Leadership Foundations and Industry Evolution - Prior consumer goods experience has shaped the way he approaches industrial B2B customers. The industrial sector increasingly embraces commercial excellence methodologies alongside traditional operational efficiency and cost competitiveness strategies. 
• (05:20) M&A Integration Strategy and Commercial Playbook Development - ESAB executed five acquisitions across three years requiring systematic integration frameworks balancing channel management and talent retention. 
• (13:16) Customer Experience Expectations- Industrial buyers demand Amazon-equivalent experiences including seamless ordering, real-time shipment visibility, and self-service capabilities. Companies must transform business models to meet customers' evolving standards. 
• (18:40) AI Framework and Implementation - Focused AI deployment targeting specific pain points has helped demonstrate a measurable impact. Data transformation requires cleaning legacy systems, connecting historical information, and ensuring predictive analytics readiness across multiple ERPs. 
• (23:20) Commercial Transformation Vision and Customer-Centric Leadership - ESAB's innovation portfolio maturity creates opportunity for systematic commercial transformation. Emerging leaders must prioritize direct customer engagement across regions to develop authentic customer-centric commercial strategies. 

For More Information

ESAB Corp

Olivier Biebuyck LinkedIn

Titanium Economy

Ayna Website