Spanish retailer DIA has appointed Pedro Devesa as director of growth – a newly created position focusing on customer experience, marketing and e-commerce.
The move reaffirms DIA's commitment to innovation, digitalisation and strengthening its position in the Spanish market, the company noted.
Pedro Devesa
Devesa brings more than 20 years of experience, having worked in international companies such as Procter & Gamble and Worten.
He has held leadership positions in South America, Europe and Asia in distribution, retail and mass consumption.
He has a wealth of experience in consumer behaviour analysis, digital transformation and omnichannel development.
Commenting on the appointment, Ricardo Álvarez, CEO of Dia España, stated, “Pedro Devesa’s incorporation represents an important step in our growth strategy.
“His digital experience and customer focus will be fundamental to continue advancing on our path towards a complete omnichannel experience.”
An Experienced Professional
Devesa commenced his career at Procter & Gamble, where he led sales and marketing projects.
At Worten, he managed international teams and digital transformation processes in competitive environments.
More recently, at DIA Portugal, he played an instrumental role in the implementation of loyalty initiatives and omnichannel strategies, consolidating his experience in the food distribution sector.
Devesa holds a degree in civil engineering from the University of Lisbon and has completed several courses in marketing and digital business. He also earned an MBA from INSEAD.
The retailer reported gross sales of €1.8 billion in the third quarter of 2024 – an increase of 1.8% compared to the same period in 2023 – driven by a 4.3% increase in sales in Spain.
