Daniela Leon Cornejo

Daniela is the Head of Pricing & Analytics at Banco de Crédito del Perú (BCP), the largest bank in Perú with US$40B in assets and a subsidiary of publicly-traded Credicorp (NYSE: BAP). She was recruited to drive pricing for the bank’s entire product portfolio and based upon consistent outperformance, was subsequently requested to launch a new Center of Excellence for Revenue Management & Pricing across all subsidiaries of the parent organization (Credicorp). She leads 65 direct reports and 40+ other employees in a matrix environment.

In her current role, Daniela has enabled 32% growth to $3.5B in annual revenues while growing net income by 48% to $1.2B and delivered record results in terms of profitability in 2022 and 2023 for an institution with a 130-year history. And she has played a vital role in increasing return on equity from 21% to 25%, ranking BCP as Peru’s most profitable bank.

Daniela is also the Founder and Chief Executive Officer of Value of Insights (VOI), the first global consultancy specializing in pricing strategies for the financial services sector. Beyond her focus on financial services, she has collaborated with leading organizations such as Holiday Inn, Santillana Latinoamérica, Vitapro, Assist Card, and Altius as well as 40+ SMEs across the construction, manufacturing, healthcare, pharmaceuticals, and mining industries.

Daniela previously served as Chief Commercial Officer / Chief Marketing Officer at Casa Andina Hoteles, a subsidiary of Intercorp Group and Peru’s leading hotel chain with a portfolio of 30 properties. She led sales, e-commerce, marketing, revenue management, and business intelligence while managing 65+ employees.

As Director of Commercial Strategy at Libertador Hotels, Resorts & Spas, one of Peru’s most luxurious hotel brands with a portfolio of 8 properties and 4 brands, Daniela launched the business intelligence function from the ground up. This initiative laid the foundation to drive a 13% increase in the average room rate and expand the net margin from 14% to 24% (the highest ever in the company’s 43-year history).

As Senior Manager of Revenue Management & Pricing at LATAM Airlines Perú, Daniela increased domestic revenues by 15%+, despite competition from new market entrants such as Avianca, Peruvian Airlines, and LC Peru. She also helped double the net margin to rank as the company as Peru’s most profitable airline and LATAM Airlines’ most profitable subsidiary.

And as Best Practices Manager of Revenue Management & Pricing at LATAM Airlines Group, Daniela collaborated with 6 subsidiaries across Chile, Brazil, Perú, Colombia, Argentina, and Ecuador and played a key role in the integration following the merger of LAN Airline with TAM Airlines.

Daniela received an Executive Master of Business Administration from the Kellogg School of Management in 2024. She also holds an Executive Master of Business Administration from Adolfo Ibañez University and a Bachelor of Arts in Economics from the Universidad del Pacífico.