EPP Pricing Events

Juan Jardón Parada

Chief Commercial Officer - Caprabo


Juan has over 17 years of experience in the Consumer Goods industry, directing commercial, pricing and portfolio strategies at top players in Spanish Wholesale and Retail sectors -with reported sales of more than 1 billion € in 2018- and, previously, in Consultancy Firms moving through key roles in global projects. He leads cross-functional projects with focus on revenues, profits and market share, through the optimization of category management, transfer and recommended prices, promotion management, digital transformation, store concepts and the design and implementation of commercial strategies, closely with suppliers, affiliate markets, regions and distribution channels to improve bottom line impact. Before being appointed Chief Commercial Officer at Caprabo, Jardón covered the role of Director of Pricing & Revenue Management at General Markets Food Iberica. Juan holds a Bachelor’s degree in Industrial Engineering and a Management Development Program from IESE Business School.