NEIRA FERRAND, Pedro

+34 93 213 4655 C/ Pi I Margall 22, 6º 3ª Esc. Izq. +34 600 518151
pedro.neira@iese.net 08025 – Barcelona - Spain pedroneiraf@yahoo.com

EDUCATION

2004 - 2006 IESE BUSINESS SCHOOL – Full Time MBA BARCELONA, SPAIN
Master of Business Administration
1996 - 2001 UNIVERSIDAD DEL PACÍFICO LIMA, PERU
Bachelor Degree in Business Administration

EXPERIENCE

2006 - 2008 IMPRIMAONLINE

Jun.06-Jul.08 GENERAL MANAGER - ENTREPRENEUR
Internet Start-Up. Online printing company based on an innovative “Low Cost” business model
• Developed Business Plan, presented it to potential investors, negotiated capital premium and
completed the company's fund raising in only three months. Presented the project and
obtained several government grants, awards and soft-loans at regional and state level (see
details below).
• Raised 280,000 EUR€ of capital, achieved annualized sales of 500,000 EUR€ 12 months
after starting operations (average quarterly growth of 30%).
• Responsible for all the implementation of the start-up, from fund raising and legal set-up of
the company, to personnel hiring, design of logistics, website architecture and development,
pricing algorithms, contracts with developers and printing companies, and running day to day
operations.
• Prepared and implemented the overall marketing plan. A multi-channel campaign with special
emphasis on online media, including CRM, weekly e-mailing campaigns and other direct
marketing elements. Achieved customer base average quarterly growth of 39%.
• Extensive and advanced use of Search Engine Optimization (SEO), Search Engine Marketing
(SEM) techniques on a day to day basis. Also, very advanced user of Google Adwords and
Google Analytics interfaces. Obtained a Google Page Rank 5 after 5 months and top ten
positioning (first page) in more than 70% of the relevant keywords for the business.
2005 BERTELSMANN - CÍRCULO DE LECTORES
Jun.05-Sep.05 MBA INTERNSHIP
Bertelsmann AG is a multinational media corporation operating in 63 countries
• Developed a feasibility study to open a new online book-selling company in Spain. Specific
tasks included extensive market research supervision, defining competitive strategy, creating
business model and developing financial projections working significantly with direct
marketing measures.
2001 - 2004 GRUPO APOYO – Headquarters
Mar.03-Aug.04 PROJECT MANAGER - Strategy & Planning Headquarters
Grupo APOYO is Peru's largest business services group (400+ personnel) consisting of the
Headquarters office and nine subsidiaries: Consulting, HR, Accounting, Publishing, Fund
Management, Market Research, Image and PR, Web Services and an NGO (www.apoyo.com)
• Fast-track promotion from Analyst to Project Coordinator after 1.5 years in the company
(instead of the normal 3-4 year program). EMPLOYEE OF THE YEAR AWARD (2003)
• Designed and implemented a turn-around marketing plan for the Business Publishing
subsidiary, converting a 3-year consecutive 20% loss into a 5% profit in 11 months.
 • Led the initiative to open a new Internet Consulting subsidiary, which successfully launched
market at the beginning of 2005 and today has annual revenue of over one million USD.
Developed the initial Business Plan and drove the project to create and launch its first
product: a Website evaluation tool.
• Formulated short/long term strategy plans for each of the operating subsidiaries, working in
small teams reporting to CEO. Contributed to develop the core tasks of the newly formed
corporate headquarters, such as brand management, Internet services, internal auditing,
business development, corporate social responsibility strategy and conflict mediation at
senior management level.
• Led a team of 5 IT professionals from development to launch stage of a website
(www.20enmate.com), a mathematics portal targeting children between 10 and 15 years
old. Had overall project responsibility for personnel hiring, market research, budget control,
supervision of scheduling and delivery, web design and programming. Completed with a
budget under 15,000 USD, to date the website has more than 150,000 registered users, and is
ranked at 226th in overall traffic amongst all websites in Peru. Website winner of 5 prestigious
awards (below).*
Jul.01-Mar.03 ANALYST - Strategy & Planning Headquarters
• Analysed each subsidiary’s core task to redesign and develop a Web based Balanced
Scorecard (BSC), constantly reviewing strategy and performance measure alignment. The
BSC is currently the key decision tool used by the General Managers and board room level
meetings for strategic planning purposes.
• Structured a fund-raising marketing campaign for NGO project "Matemáticas para Todos".
Raised more than US$500,000 in 2002/03 (over 120% above initial objectives) which was
used to provide text books to Peru's poorest children.
• Interviewed each of the subsidiary’s General Managers to create the initial set of metrics and
Key Performance Indicators (KPI) for the first Balanced Scorecard of the organization.
1999 PRICEWATERHOUSECOOPERS (INTERNSHIP)
Jan.99-Mar.99 Successfully won an Internship - the youngest intern in the history of programme in Peru
• Delivered ad-hoc salary reports for the PwC Management Services Division. Improved
Salary database security by discovering hidden flaws in the system.

GENERAL INFORMATION

• OTHER QUALIFICATIONS: Professional Web Designer, CEPI BASE, Barcelona SPAIN 2006.
• LANGUAGES:
- Spanish: Native.
- English: Fluent (oral and written). TOEFL CBT score: 293 (0 to 300 scale).
• Financing and Government funding obtained for www.imprimaonline.com:
- “Capital Genesis” (non-refundable grant, Regional Government of Catalonia); “CEIPAR” (non-
refundable grant, Technological Parks Association), “Avanza Plan” (soft loan, state-owned corporate
entity attached to the Ministry of Economy and Finance of Spain).
• Awards received for the development of www.20enmate.com:
- International: "Crystal Obelisk Award for Social Responsibility" (For profit campaign under $100,000
Category). Project chosen and presented at the "Education and Information Systems, Technologies and
Applications: EISTA 2004" and "Cybernetics and Information Technologies, Systems and Applications
CITSA 2004" technology conferences, Orlando, U.S.A. July 2004.
- In Peru: "PC World 2003, Best Technological Initiative with Social Responsibility" (PC World
Magazine); "Creatividad Empresarial 2003" (Communications Category); "Top IT, Best Educative
Website 2003; Best Educative Software Development, 2004" (IT Users Magazine), "Best Peruvian
Website of 2004" (Education and Science Category ADEPSEP).