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Luis Peniche has a diverse work experience spanning multiple industries. Luis started their career at Banco Santander as an Account Executive in 2008. Luis then moved to Nielsen in 2010, where they held various roles including Client Services Executive, Home Panel Client Executive, Analytic Solutions Client Consultant, and Shopper Solutions Senior Client Consultant. In 2016, Peniche joined Aeromexico as an Operations Research Manager and later progressed to Manager roles in International and Domestic Revenue Management. In 2021, they became the Head of Domestic Pricing and Revenue Management, and in 2023, they were promoted to the role of Director - Revenue Strategy, Products & Innovation.

Luis Peniche attended Centro Universitario México from 2001 to 2004, earning a high school diploma. Luis then pursued a Bachelor of Business Administration degree at Universidad Intercontinental from 2004 to 2008, specializing in Business Administration and Management.