Paula Isabel Martín

I am Transfer Pricing Responsible in Bird & Bird's tax department in the Madrid office, responsible for all transfer pricing issues.

Prior to joining Bird & Bird, I worked for more than ten years in the transfer pricing department at a Big Four law firm. I have expertise in various sectors including financial services, pharmaceuticals, hospitality and consumer goods.

I specialise in transfer pricing, involving the provision of regulatory compliance services in this area for multinational groups (MNEs), tax advice in relation to related-party transactions, economic valuations of intangibles, assistance in tax inspections in this area, prior agreements with the administration (APAs), assistance in MAPs, PPAs and all kinds of secondary opinions in relation to transfer pricing.

The global approach this area of work offers, coupled with the opportunity to deal with complex cases that usually involve a multi-jurisdictional perspective and a quick response, allows me to work on business model optimisation projects on a large scale. I'm used to working in an international atmosphere. I believe in client-oriented advice, which analyses client needs and provides for cutting-edge solutions that ensure regulatory compliance, without hindering technological innovation, in a way that solves the complex, day-to-day troubles for the companies I represent.

The current geopolitical situation and the economic transformation undertaken globally, together with the new transfer pricing guidelines issued by the OECD, have a direct impact on the main issues in the field of international taxation, generating tax regulatory changes that require maximum talent and expertise. In the current economic climate, governments' need to effectively manage an increase in tax collection, putting the transfer pricing policy of multinational groups in the eye of the hurricane.

I am a lecturer in several chairs on Transfer Pricing and also participate in seminars for clients.

• I am currently handling transfer pricing large scale projects (setting and testing of TP policies and economic valuation of intragroup operations) for top companies, mostly in the retail and consumer goods sector.