Accenture has announced the appointment of Beltrán García-Durán as the new head of Accenture Song in Spain and Portugal, a decision with which the company seeks to consolidate the role of this unit as an engine of growth for its clients. From this position, he will lead strategy and business development in both markets, with the aim of driving the transformation of organizations in areas such as marketing, customer experience and commercial operations.

García-Durán replaces Miguel Vergara, who has led Accenture Song for the last three years and has helped position the unit as a strategic partner in business transformation processes. After this stage, Vergara assumes responsibility for the industrial, consumer and distribution client area within Accenture, reinforcing his role in the development of large accounts.

Song’s new manager has more than 22 years of experience in strategic consulting and digital transformation. He began his career at Accenture, subsequently moved to PwC and The Cocktail, and returned to the company to assume various leadership roles. In recent years, his career has been closely linked to Accenture Song, where he has first led the Design & Digital Product practice and subsequently the Commerce practice.

In this last stage, he has been at the forefront of defining the value proposition in digital commerce, as well as the sales and customer experience agenda, working with organizations in their adaptation to new consumer habits marked by digitalization, generative artificial intelligence and hyperpersonalization. His profile combines strategic vision with execution capacity in complex projects, especially in areas related to data, advanced analytics and digital platforms.

Throughout his career, he has participated in transformation projects in sectors such as consumption, retail, energy, telecommunications and services, which gives him a transversal vision of the business and the challenges that companies face in their growth processes. This experience will be key at a stage in which Accenture reinforces its commitment to integrating creativity, technology and data as levers of competitiveness.

With this appointment, Accenture seeks to accelerate the development of Accenture Song as a results-oriented unit, in a context in which companies demand solutions that connect strategy, creativity and technology with tangible impact on the business. The challenge for García-Durán will be to consolidate this positioning in an increasingly competitive market marked by the evolution of artificial intelligence and new consumer dynamics.