• Revenue forecast: Short term and company planning (Financial plan, one year, and Business Plan, five years)• Revenue Management Best Practice• Advanced analytics to find revenue opportunities.• Flight Ancillaries management (December 15 – May 17)Achievments:• Generated trust in the Board of Directors (CEO, CFO & CCO) with the new forecast model which we used for the entire forecast cycle (short term, Financial Plan and Business Plan)• 14% revenue improvement in Flight Ancillaries.• Lead the Project to analyse Rev management solutions, giving a final recommendation that was accepted by the leadership in a challenging context of cost reduction. Lead the implementation.• New KPI’s design, to understand team’s performance, and which helped us to find revenue opportunities.

• Design and implement Pricing and Revenue Management strategies and processes. • Weekly meeting to the Revenue Committee (CEO, CCO, CFO and Network Director)• Accountable for Groups product for the entire Iberia Network.Achievements:• Design and launch of new products, such as the Premium Leisure, with very good results (+3% RASK).• Through “test & prove” model we evolved Iberia’s producto form legacy driven to a new LCC and fresh style, with Good results and changing the balance between volume and yield.• Led the creation, coordination, and hand over of all the Revenue Management tasks to a new team at Iberia Express (new LCC airline part of Iberia). 23/03/13• Creating processes and give confidence to steer up the team and give them autonomy.• Leaded the design and presented to IAG members (CCO and Streategy director), Iberia’s revenue management initiative, within “Plan de Futuro” scope. (September13 – October14)

• Strategy design and implementation for Pricing and Revenue Management for South of Europe, Middle East and Africa.• Implement a new Optimization tool (PROS), design of new processes for the analyst and led the change management.Achievements:• Although only weighting 9% in the North Atlanting Joint Venture (AA/BA/IB), we had a relevant role and influenced to reach agreements and consensus to define Pricing Principles and processes.• Improved the competitive positioning and results of key markets. Increasing +5% reveneus for Leisure segment.• Managed to convince the top management to accepts our “new ways of working, although this meant going against the provider’s best practices.

• Design pricing strategies in an extremely competitive environment.• Client segmentation adjusting to each market based on customer needsAchievements:• Designed and implemented a pricing strategic model, developing the reporting tools to help the analysts in the decision making.Note: Accountable at the same time of two teams (March 2008 to November 2011)

• Process design and quality standards to ensure Iberia’s products are shown in all sales channels.• Pricing Best Practice, managing a multilateral team. In charged of the design, communication and implementation of pricing processes and new ways of working.Achievements:• Significant cost reductions: -15% Outsource invoices and -60% in ATPCO data base costs. • Developed improvements in the pricing tool agreed with the provider without any cost impact to Iberia, thanks to a technological benchmark process we did.• Improved fare filing loading time, as an example, corporate fares tooked 6-8 days in filing, we improved it to 0-1 day.• Achieved a “mind set” change in the team, accepting and understanding who our internal customer was.• Through new processes we saved 30% of Pricing analyst teams time in back-office tasks, this allowed them to focus more in analysis and product design.

• Accountable to design the pricing strategies for the long haul routes asigned.• Design products, customer segmentation and search with the sales forcé of new customer opportunities.Achievements:• Improved, through reengineering processes, the pricing workflow, although it was outside of my responsibility area.• Recognition and respect by the Commercial managers in the markets I managed, which in that period they were one of the most relevant Spanish people in the country, after the Ambassador.