Wolf&Grayson EditorialIn an era where digital tools have reshaped nearly every aspect of business, pricing is no longer a back-office calculation. It is a strategic lever, especially in Latin America, where economic shifts and rapid digitalization have created both pressure and opportunity. Daniela Leon Cornejo has spent 16 years shaping pricing strategies across industries, and she believes this moment is redefining what revenue management can achieve.
Learning Pricing Across Borders and Sectors
Daniela began her pricing journey at Latam Airlines, managing pricing for Peru’s domestic market and later leading the center of excellence for revenue management across the region. “I started in this fabulous world 16 years ago, and I’ve been passionate about it ever since,” she says.
But unlike many professionals who stay within one sector, Daniela intentionally moved between industries, from airlines to hospitality, financial services, and even aquaculture. “I always say, if I can do pricing for shrimp feed, I can do it for anything,” she laughs, referring to her work with Vitapro, a leading aquaculture feed producer in Latin America. This diverse experience helped her develop a cross-sector understanding of how pricing can drive both customer satisfaction and business results.
Latin America as a Pricing Innovation Lab
For Daniela, Latin America isn’t just a challenging region, it’s a perfect environment for innovation. “Markets here are dynamic. That makes pricing harder, but it also creates a great opportunity to leverage data,” she explains. The region’s digital transformation has unlocked new levels of pricing granularity and responsiveness. “You can now manage prices with much more frequency and detail than before. The limitations around data and tech have faded,” she says. Companies can test strategies, receive market feedback quickly, and adjust pricing models in real time, capabilities that were almost impossible a decade ago.
Three Keys to Smarter Pricing
From her work across industries and borders, Daniela has distilled three essential elements of a successful pricing strategy in Latin America.
1. Build Trust Through Transparency
“Pricing transparency builds trust, especially in a region where skepticism about companies still runs deep,” Daniela says. When customers can clearly understand what they are paying for, trust grows. That trust becomes a competitive advantage—especially in sectors like finance or education, where pricing has historically lacked clarity.
2. Personalize Pricing Without Relying on Discounts
“Personalization is not just about discounts. It’s about relevance,” she explains. The goal is to offer the right product to the right customer, through the right channel, at the right time. That means understanding what different segments actually value, whether it’s speed, convenience, or flexibility, and aligning pricing with those preferences.
3. Let Customers Segment Themselves
“When you design clear pricing structures, customers will naturally self-segment,” she says. Rather than pushing people into pre-set categories, companies can create pricing tiers or product options that speak to different priorities. This approach empowers customers while protecting profitability.
What AI Makes Possible
Artificial intelligence is giving pricing teams new tools to scale these strategies. Daniela’s team used reinforcement learning in foreign exchange pricing, and the result was clear: higher profitability and better customer acquisition. But the value of AI is not just in predictive analytics, it’s in personalized communication. “With AI, we can now speak differently to different customer types at the same time. That was impossible before,” she says. AI enables companies to scale personalized offers and messages without adding complexity to their operations.
Still, Daniela emphasizes that companies do not need to wait for cutting-edge systems to see results. “You can bring tremendous value through pricing without doing anything overly sophisticated,” she says. She recently worked with a major university that hadn’t reviewed its pricing in years. By applying basic principles, transparency, segmentation, and value-based thinking, her team helped the institution increase revenue by 70 percent in select pilot programs.
Turning Pricing into a Growth Engine
For companies across Latin America, pricing is no longer a static number. It is a strategic tool that can improve margins, deepen trust, and unlock new customer segments. Daniela’s work proves that success lies not just in the technology, but in a thoughtful, adaptive approach to how value is communicated and captured. “In the end,” she says, “pricing is about understanding people, what they value, how they make decisions, and how we as businesses can meet them where they are.”
For companies ready to start, Daniela Leon Cornejo offers direct help through her LinkedIn network.
