Sofia Larana Pena
Palm Beach County,USA
Summary
Business Development and Customer Experience professional with 10+ years in the travel and luxury hospitality industry. Skilled in leading cross-functional teams, optimizing service processes, and driving revenue growth and customer satisfaction in premium brand environments. Recognized for a customer-centric mindset, strong stakeholder management, and a leadership style based on teamwork and integrity.
Overview
10
10
years of professional experience
Work History
Reservations & Communications Assistant Manager
Four Seasons Hotels & Resorts
Palm Beach, USA
02.2024 - Current
- Lead change management initiatives to optimize operations and streamline processes for the South Florida Collection’s three luxury properties.
- Manage and coach a team of 23 reservation and communication specialists to deliver Five-Star, Five-Diamond service.
- Serve as the primary point of contact for customer support, overseeing performance metrics to maintain high productivity.
- Drive revenue growth by implementing targeted sales promotions and overseeing reservations across multiple channels.
Customer Experience Program Manager
Iberia Airlines
Madrid, Spain
06.2021 - 01.2024
- Managed transformation projects to improve the end-to-end customer journey, including Rewards & Recognition, Digital Connections Experience, Retail On Board, and Pop-up Store initiatives.
- Led programs to ensure consistency across the customer journey, contributing to Iberia being awarded 4 out of 5 stars by Skytrax.
- Oversaw implementation of 9 end-to-end onboard experience projects, improving Net Promoter Score by 9.3 percentage points.
- Monitored the Iberia Next Chapter plan, projected to deliver €852M profit improvement by 2026.
Change Management Specialist
Iberia Airlines
Madrid, Spain
06.2019 - 06.2021
- Defined and implemented change management frameworks to accelerate digital transformation, including projects with Microsoft using O365 low-code solutions.
- Facilitated the establishment of the Iberia Transformation Office, launching the 'Iberia Way' methodology.
- Led implementation of digital tools enabling rapid adoption and remote work during COVID-19, scaling from 90 to 1,300 users in one week.
- Redefined company core values and oversaw deployment to ensure understanding and cultural alignment.
Innovation & Strategy Consultant
Opinno – Global Innovation Consultancy
Madrid, Spain
10.2016 - 06.2021
- Designed and delivered corporate transformation training and mentoring programs, conducting 40+ sessions for IBEX-35 companies.
- Led product and service development projects using Agile, Scrum, Design Thinking, and Lean Startup methodologies.
- Created innovation papers and proposals securing new business opportunities, including Iberia Airlines.
Revenue Management Analyst
Iberia Airlines (IAG Group)
Madrid, Spain
06.2015 - 06.2016
- Analyzed demand patterns and route performance to optimize pricing and maximize revenue.
- Developed and negotiated pricing standards ensuring competitiveness across markets.
- Created and launched the 'Mini Groups' product for youth customers, expanding sales in a new segment.
Education
Business Management Postgraduate -
Alcalá University
Madrid, Spain01.2016
Bachelor’s - Business Administration and Management
Carlos III University
Madrid, Spain 01.2015
Business Administration and Management -
Victoria University
Victoria, BC, Canada 01.2014
Skills
- Strategic Sales & Revenue Growth
- Customer Experience Excellence
- Process Optimization
- Business Development
- Digital Transformation
- Change Management
- Team Leadership & Coaching
- Stakeholder Relationship Management
Languages
- Spanish, Native
- English, Fluent
- French, Basic
Timeline
Reservations & Communications Assistant Manager
Four Seasons Hotels & Resorts
02.2024 - Current
Customer Experience Program Manager
Iberia Airlines
06.2021 - 01.2024
Change Management Specialist
Iberia Airlines
06.2019 - 06.2021
Innovation & Strategy Consultant
Opinno – Global Innovation Consultancy
10.2016 - 06.2021
Revenue Management Analyst
Iberia Airlines (IAG Group)
06.2015 - 06.2016
Business Management Postgraduate -
Alcalá University
Bachelor’s - Business Administration and Management
Carlos III University
Business Administration and Management -
Victoria University
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