Verónica Vidal
de la Dueña
Most PMs understand users. I've also implemented the systems underneath, from hotel PMS and RMS to building AI-powered SaaS. 13 years of revenue logic translated into product architecture. I co-founded Cactux, a product studio, where I lead product.
Most product people come from design or engineering. I came from revenue management — from the pressure of closing a hotel quarter with the wrong pricing, from understanding why a distribution channel leaks margin, from implementing systems that break at 2am before a long weekend.
That background doesn't make me a niche PM. It makes me dangerous in any product where commercial logic, data architecture, and user behaviour collide. Which is most SaaS products worth building.
"Revenue logic is product logic."
"I've implemented the systems I now design."
"The best PRDs come from people who've felt the pain."
Experience
Cactux
- Co-founded Cactux, a digital product studio, and lead product end-to-end (discovery, definition, architecture, and delivery) with my development partner. We use AI to speed up the build; the craft is in the decisions: critical thinking is never delegated to the machine.
- Translate each client's commercial and revenue logic into product decisions: what to build, in what order, and why it will make money, the same systems thinking I bring from revenue management.
eVoost AI
- Designed Gravity's full architecture from scratch — data model, CRM pipeline, revenue intelligence engine, RBAC system — covering both B2B (developer) and B2C (end buyer) in a single platform.
- Defined operational architecture: CRM pipeline, marketing automation, closing cycle, and AI layer (Lyra + Brain) — aligned roadmap across 3 teams on a live €26M signed portfolio.
BEONx
- Led discovery-to-delivery for core RMS modules: dynamic pricing algorithm, MLOS restrictions, overbooking controls, Groups & Meeting Rooms engine, and rate plan coherence — translating deep hospitality domain knowledge into product specs after user research.
- Redesigned RMS onboarding flow, cutting configuration time 25% for a high-complexity product (multi-layer rate structures, algorithm behaviour config, channel distribution logic).
Smy Hotels
- Built the data infrastructure from zero: evaluated partners, selected and implemented RMS, unified Channel Manager across all properties, and managed 5 regional PMS migrations (ES, PT, GR consolidated markets) — centralising commercial data for the first time.
- Led Total Revenue strategy for 14 hotels in 4 countries, rebalancing OTA dependency in mature markets (ES, PT) by redesigning rate and channel architecture.
Wyndham Hotels & Resorts
- Greenfield implementation for 4 hotels with no prior market presence — not listed on any OTA or GDS. Built Opera PMS from scratch, activated full distribution stack (online + offline), and created the reservations department from zero.
- Hotels had zero digital presence before implementation — no OTA listings, no GDS connectivity, no direct booking channel. Built full market visibility from scratch.
Mon Hotels
- Owned full commercial strategy (revenue, eCommerce, marketing) and led PMS and Channel Manager implementation plus rate shopper migration — standardising distribution processes across the group.
Barceló Hotel Group
A 6-year progression — from campaign manager to regional cluster lead with full P&L responsibility.
Managed paid media (SEM, SEO, email, metasearch, display) for hotel direct sales across EMEA and LATAM. Full focus on conversion KPIs.
Expanded to the complete distribution stack — OTAs, bed banks, GDS, B2B channels. Implemented PMS and Channel Manager for the LATAM portfolio: first real systems work.
Moved into a product-adjacent role: defined online distribution strategy, managed revenue performance, and coordinated P&L visibility across TTOO, revenue, and ops teams.
Led the full commercial cluster for the Balearic Islands: owned RevPAR, occupancy, and revenue targets. Coordinated online + TTOO teams. Full regional P&L responsibility.
TEDUKA
Designed and delivered advanced training on pricing strategy, distribution, and revenue optimisation in hospitality — covering Total Profit Management beyond rooms: F&B, spa, meetings, and ancillary revenue streams. Teaching revenue management is how you test whether you truly understand the system.
Products
I don't just specify. I ship.
ReBuild Lab
A full gym management platform, built from scratch, deployed, and used daily by real clients. Client area and control centre fully operational.
A personal training studio was running entirely on WhatsApp: bookings, payments, credit balances, cancellations. Completely manual, completely unscalable.
Role-based web + mobile platform with session booking, credit management, automated invoicing, payment dashboard, WhatsApp Business integration, and a zero-friction mode for non-tech clients.
Kavall
The app my equestrian club used couldn't handle what a real club needs, so I built it. Revenue management applied to a stable: every stall, every box, every horse, measured.
Running an equestrian centre means coordinating classes, coaching, animal welfare, veterinary care, and competitions, plus the entire economic side (liveries, payments, invoicing, and tax compliance), with no tool that ties it together for every role: students, guardians, owners, coaches, and stable staff.
Multi-entity, multi-role model: students · guardians · owners · coaches · staff · horses · liveries · classes · facilities · vets · competitions. Operational and financial management of liveries, all stable-derived revenue, invoicing, and VeriFactu.
PhysioFlow
Web platform for a physiotherapy practice with a holistic health approach, combining physical therapy, expert-led sessions, and mental wellness support. Includes WhatsApp Business for direct booking, an SEO blog for organic positioning, and a cross-referral architecture connecting partner health and wellness professionals.
HomeOwners Hub
A shared interface for the owners of my residential community: income, expense tracking, and bank statement reconciliation in real time. No management company, full transparency. Role-based access built around Spain's Ley de Propiedad Horizontal.
What I work with
Product & Strategy
Revenue & Commercial
Tools & Integrations
Always learning the next system
IE Business School
2026Strategic pivot — applying 13 years of revenue and product expertise to real estate.
A problem, a need, a solution. Let's talk.
Building products where business, experience and revenue align.
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