Mercedes Diéguez

Mercedes Diéguez

Mercedes Dieguez

Mercedes Diéguez

School of Business and Behavior Director at Evidentia University. Master’s Degree BE Director at UDIMA. Degree and MSc in Law. Researcher and expert in Neuromarketing. PhD candidate in BE. Former Head of Pricing Strategy in Telefonica Corporation.

Mercedes Diéguez has developed her professional career in the Telco sector, mainly in Telefónica in the Marketing, Competitive Positioning and Management Control areas.

She has a degree in Law, a Master in Marketing, a Master in Integrated Management Development Program (Master PIDD) and a Postgraduate in Managing the Digital Telco at the Polytechnic University of Catalonia (UPC).

Since 2012 Mercedes Diéguez leads several projects in Telefónica’s Corporate Center related to the Global Pricing Strategy for the consumer segment.

Among her roles, the introduction of Neuromarketing in the design of the price communication strategy in the 15 operations that the company has in the group in Europe and Latam, a project that has been a finalist in the National Marketing Awards of the Spanish Marketing Association last year, stands out for its innovation.

Outside Telefónica, Mercedes Diéguez has participated in several Pricing Summits in Europe and collaborated with IE and ESADE in San Cugat in their executive masters.