I’ve been part of this industry for almost 20 years now. Last four years in LATAM, driving the digital transformation for the commercial distribution. Last two as Head of product, digital distribution and NDC in eBusiness.

My history started in Iberia where I spent 15 years, starting out as a trainee with PROS as P4 admin. Then leading Revenue Management systems and PSS evolution.

With the Merger, I started Rev. Man. best practices within IAG, and AA in the north Atlantic JB. We needed a low cost carrier to compete so I´ve been part of the construction and commercial model for Iberia Express. Also for Iberia, implementing new ancillaries: seat selection and UPG.

NDC appears in my life so, I started to focus on driving the change to future retailing within IAG, became first adopters of NDC in the industry, driving the first dyn pricing solution and "Shop, Order & Pay" strategy and vision.