PwC’s recently appointed transfer pricing leader for Central and Eastern Europe has said the firm is focused on AI and technology in its provision of TP services.
The firm made the announcement of Olga Trifonova adopting the position on Tuesday, July 30, but said Trifonova started her role on July 1.
Trifonova has more than 17 years of experience consulting for large international and Ukrainian companies, PwC said.
Her expertise includes developing TP policies, preparing TP documentation and supporting clients in disputes with regulatory authorities, the firm added.
She also works with companies on the tax structuring of international operations.
“Furthermore, she assists businesses in implementing TP policies and efficient business processes to ensure compliance with legal requirements in this area,” PwC said.
Trifonova and her team has assisted Ukraine’s state tax service and ministry of finance in developing and improving Ukrainian TP rules to align them with the world’s best practices, according to PwC.
Commenting on her new role, Trifonova told ITR: “I am excited about my new role and the opportunity to foster stronger cooperation between PwC TP teams in CEE.
"In an era of digitalisation and automation, my main focus will be on enhancing our efficiency with modern AI tools and an aligned approach in serving clients with a presence in multiple CEE territories.
"Given that TP reporting and compliance are always bound by tight deadlines, we will adopt innovative approaches to save our clients time and deliver the best services through a human-led, tech-driven strategy."
Prior to her new role, Trifonova has served as a tax manager, senior tax consultant and a TP group leader in a PwC career that dates back to 2007.
