Gonzalo Durban is the Head of Data & Analytics in Almirall, were he joined in September 2019 to contribute in its transformation to a Data Driven Company. Apart from defining and implementing data strategy, he is responsible for advanced analytics along the full value chain. With over 20 years’ experience, he has a broad customer and data knowledge. He has worked in multinational companies with different cultures and changing environment. He worked 20 years in Telefonica, were he defined the data strategy and its correct implementation in 17 countries. He also lead the Advanced Analytics global team (data scientist / engineers), in charge of the development and evolution of the main advanced analytical algorithms. In a joint work with HR, he launched the “Data Driven Plan”, the main accelerator to evangelize data culture in all countries and departments of Telefonica. He also lead the Data Normalization Project that reduced significantly time to market in each data project.