Some people are born for something; others forge their own path. Peruvian native Daniela León is one of the latter. Starting in Peru and navigating through diverse industries and countries, she’s built a reputation for transforming businesses through her expertise in pricing, revenue management, and commercial strategy. Today, she’s a recognized leader in the Latin American financial sector, but her journey to the top was as scenic as the mountain ranges in her home country of Peru.
A Love of Pricing and Planes
Daniela’s career took off in the airline industry with LATAM Airlines, one of Latin America’s largest and most renowned air carriers at the time. At LATAM, pricing and revenue management were their competitive edge. “They were really good at it, and they sought people from different countries to join their team,” Daniela recalls. She was recruited from Peru and moved to Chile, where she got her first deep dive into the world of pricing and commercial strategy.
This was the beginning of a journey that would span multiple industries and countries. Her work at LATAM led her to explore complex challenges, including the cultural hurdles during the airline’s merger with TAM Airlines. It was during this time Daniela learned how to navigate the merging of two massive companies from different cultural backgrounds, a challenge that set the tone for her ability to lead in diverse, high-stakes environments.
From Airlines to Banking
Following her success in the airline industry, Daniela shifted to the hospitality industry, where she managed pricing and revenue strategy for two major hotel chains in Peru: Casa Andina Hotels and Libertador, owner of the Starwood franchise in Perú, which is now part of Marriott. “It was a very different industry, but it taught me a lot about sales, marketing, and commercial strategy,” she says. Despite the industry jump, Daniela successfully led efforts to revamp the companies’ entire commercial platforms, learning valuable lessons along the way.
Her next career leap took her to the financial sector with Banco de Credito, Peru’s leading bank, part of Credicorp, one of Latin America’s main financial services organizations. “At first, I wasn’t convinced,” she admits. “The financial sector was so different from tourism. But I fell in love with it.” Diving into the complexities of banking, she found herself leading the charge on innovative pricing strategies. Her ability to blend analytics, technology, and commercial strategy helped Banco de Credito (BCP) win prestigious awards, including the Vanguard Industry Award from FICO World and two awards from Fintech Americas, including the Disrupt Award, which recognizes the most innovative leaders in Latin America.
Daniela’s work at BCP disrupted the banking sector by pushing the boundaries of what was considered traditional. “When people see fire, they run away. I usually run to it because those situations usually bring great opportunities to learn,” she says, describing her approach to challenges. Her proactive attitude and knack for solving problems have helped the organization excel. BCP is now one of the most advanced banks in Latin America when it comes to pricing practices.
“We’re proud of the work we’ve done,” Daniela adds. “It’s especially meaningful because we’re in a traditional industry, competing against much smaller, more flexible fintechs. And we won these innovation awards.”
Cross-Industry Pollination
A key part of Daniela’s success has been her ability to cross-pollinate ideas from different industries. She believes that bringing practices from one sector into another can unlock new opportunities. “When you’re stuck in the way things are done, it can limit your potential,” she explains. “Taking practices from different industries helps us create fresh solutions.”
Her openness to hiring talent from diverse backgrounds is one of her strategies for fostering innovation within her team. “I hire people from other industries because they bring new perspectives. They help me challenge the status quo,” she says. Daniela doesn’t just stick to what’s safe; she’s always looking for ways to expand her influence and make a bigger impact as a thought leader within her organization and the financial industry.
More About Daniela León
Daniela León is a seasoned leader with expertise in pricing, revenue management, and commercial strategy. Starting at LATAM Airlines in Peru, she advanced to roles in hospitality and banking, driving innovation and earning multiple awards at Banco de Credito – Credicorp, one of Peru’s top financial institutions. Known for her adaptability and talent development, Daniela excels at transforming industries with fresh perspectives and innovative strategies. She recognizes the importance of stepping outside your comfort zone. “I try not to be afraid of things,” she says. “When I feel that ‘tickling’ in my stomach, I know it’s a sign that I’m in the right direction.” She believes that true growth comes when you challenge yourself and take risks, and she’s proven this by making bold career moves across countries and industries.
For more information about Daniela and her innovative approach to finances, you can connect with her on LinkedIn.
Published by Charlie N.
