Iciar Duran

Pricing Operations

• Acted as the go-to pricing expert across multiple countries, advising senior management teams on local pricing strategy and adapting global guidelines to specific market conditions.

• Led global launch pricing efforts, developing comprehensive B2C pricing guidelines that incorporated cost, competitive, and value-based pricing insights, including conjoint analysis and collaboration with group-level pricing teams, to maximize value captured from product innovation, achieving between 1-3% ASP increase across different markets.

• Co-designed and implemented a new Pricing Performance Management System, integrating a Power BI solution and a structured monthly process to uncover and act on value opportunities, identifying 18 specific revenue-driving initiatives across multiple countries. Value Capture Initiative

• Led the Value Capture strategic program in 4 countries, guiding country management teams through the program's implementation with an average ASP increase 1pp higher than the benchmark.

• Managed a systematic initiative approach, including diagnosing AS-IS commercial capabilities, prioritizing gaps, developing and implementing solutions, and creating documentation and playbooks of best practices and global solutions.

• Owned and developed global solutions, particularly innovative technical tools for communicating value and pricing at Point-of-Sale, such as a Power App to enhance up-selling and cross-selling capabilities for hearing care professionals, achieving 1-3% increase in revenue in 2 different countries; as well as design principles for price mats and value-selling sales excellence training.

• Led a digital transformation initiative for a global consumer electronics company driving a 12% increase in revenue by developing an omnichannel pricing and revenue strategy to enhance market positioning and profitability.

• Designed and implemented a Power BI analytics tool to track product pricing across multiple markets, enabling data driven decision-making and real-time competitive benchmarking.

• Executed corrective pricing strategies in collaboration with sales and marketing teams, ensuring competitive positioning and alignment with revenue targets and budget expectations.

• Conducted strategic market analysis and competitor benchmarking, delivering insights that influenced executive decision-making at the board and CEO level.

• Collaborated cross-functionally with leadership teams, driving alignment between sales, marketing, and finance to support strategic initiatives and long-term business growth.

• Coordinated and managed a global Project Management Office (PMO) for a digital business carve-out, ensuring alignment with organizational goals and successful execution of key milestones across 10 countries and 13 BUs.

• Delivered a Revenue Growth Management (RGM) project for a leading Beer Company, leveraging data-driven insights to optimize pricing strategies and uncover opportunities for efficiency and growth. Integrated internal and external data sources to develop predictive pricing & revenue models, resulting in better decision-making and increased profitability.

• Built a comprehensive data-driven strategic roadmap for the next 5 years, aligning with the company's overall strategy and budget. Led cost estimation efforts and forecasted revenues and cost efficiencies, supporting long-term business planning and resource allocation.

• Designed and implemented a loyalty program for a major cosmetics company, leading to increased customer retention, higher purchase frequency, and an uplift in average basket size.