Ignasi Moreno is leading the Pricing & Analytics team at Frit Ravich, a leading company in food distribution in Spain. His main motivation in my work is based on analysing data and patterns to establish action plans focused on profitability, new commercial strategies or proposals for process efficiency.  He is steering price optimisation and increasing the company’s revenue activities by implementing actions based on price, promotion and all related to P&L. He is contributing to developing the company’s new Pricing policy and setting up the strategy and tactics needed to manage pricing in terms of KPIs, visualisation, and processes, as well as establish a revenue culture in the company.  He holds an Executive Master in Business Analytics degree from the Esade Business School. He also participates as a mentor at Esade in the programme “Digital Mindset” related to technology and digitalisation.