Barcelona, Catalonia, Spain
Passionate about everything I do. Enjoying my time in the travel industry after being caught during my internship. I'm always looking for challenges that make me grow both professionally and personally. I have been working on setting up the Ancillary product development strategy most of the time at Vueling while I have been progressively moving into the E-Commerce business for the last year (CRO, cross-selling, etc...).
Director General de Grup Puigfel, grupo empresarial familiar del sector de la construcción, formado por más de 9 empresas y una plantilla de más de 250 profesionales. Responsable de la definición y ejecución de la estrategia global del grupo en los ámbitos comercial, financiero, operativo y laboral, con foco en el crecimiento sostenible, la eficiencia y el desarrollo de la organización.
• Responsible for flylevel.com revenue and service performance. Also responsible for Ancillary revenue performance • Ancillary revenue growth by +57% in two years (pricing, product development, merchandising & distribution) • Complete booking and postbooking funnel redesign (1 year) • E-mail journey definition, development and tracking (backend & Sales Force Marketing Cloud) • Digital analytics development (Quantum Metric, Hotjar, Google Analytics, Optimize) • Business unit and Agile product team management (4 people direct + 12 indirect)
• Responsible of the upper funnel performance for both ticket conversion and upselling (ancillary) • Monitoring main sales KPIs such as funnel conversion, RPSS (€/pax), avg. basket value, total revenue • Conversion optimization (CRO) by defining the eCommerce strategy for multivariant testing and personalization • Responsible for roadmap planning and long term backlog definition • Responsible for overseeing and defining projects from end to end involving several multifunctional areas (Operations, Sales, Revenue Management, IT, Finance, etc...)
• Accountable for Ancillary Revenue and RPS budget achievement for bundles and “à la carte” • Identify market opportunities in product, pricing and merchandising • Analyze current business plan, identify inefficiencies in existing processes, and track performance following implementation of improvements • Offer dynamic pricing and feature recommendations to management and cross-functional teams • Manage cross-functional projects with Commercial, Operations, Customer Experience, Data, IT & Finance • Create, modify, and execute business plans to maximize both revenues and client satisfaction • Production of Business Cases to support projects and track performance after implementation • Presentation of projects, initiatives, and results to C-level • Oversaw entire product deployments from vision and creation to rollout and delivery. • Business and IT tasks prioritization under Agile methodology • Coordinate with Data and IT teams to generate and implement AI algorithms for both Pricing and Merchandising • Closely work with the E-Commerce team to ensure Conversion Rate Optimization and Ancillary RPS growth • Coordinate A/B tests launch to validate merchandising actions • Negotiate with external providers for both tools and 3rd party ancillaries
• Created reports for Ancillary performance tracking and actioning using Business Objects (SAP) • Prediction of products performance by using different forecasting methodologies • Proposed actions to improve Ancillary performance • Analyzed impact of business actions by using different methodologies