Luis's Resume

Luis

Male

Marketing Planning

Live in Mexico

Nationality

Marketing | Digital | App & Partner Business Development
Alpha Soluciones
2024.08-Current
(2 years)
FMCG & Beverages (Jose Cuervo, Colgate-Palmolive): Built expertise in brand management, go-to-market execution and integrated consumer experiences across LATAM. • Construction & Home Improvement (Black & Decker, Behr,Vitromex): Led B2C/B2B transformations, brand launches, category expansions and ROI-driven growth. Key Wins: • Vitromex (Tiles, MX): Revamped 1,200+ stores with upgraded showrooms, new stores, merchandising and installer programs, boosting visibility +35% and reshaping the purchase experience journey. • Behr (Paint, MX): Scaled a new brand to 10x sales in 5 years, expanding into 3 categories and 50+ SKUs through insights-driven launches and distributor partnerships. • Black & Decker (Electronics, LATAM): Closed category gaps, achieving #1 in Garment Care (Irons, Toaster Ovens) and #2 in Food Prep (Blenders, Rice Cookers, Sandwich Makers). • Jose Cuervo (FMCG, Mx): Repositioned a regional brand, driving 4x sales in 2 years via a differentiated value proposition and integrated trade + digital campaigns. I have built and scaled high-performance, multicultural teams across Mexico and LATAM (+10 countries including Brazil). I combine strategic vision with hands-on execution leveraging analytics, creativity and digital tools to maximize ROI. I thrive where market complexity meets growth ambition, and I’m passionate about building brands that matter, inspiring teams and turning strategy into results.
Marketing
Ciudad de México
2024.08-Current
(2 years)
Digital | App & Partner Business Development Led and supported to define business model: Fintech and/or platform support development effort by managing pilot testing and customer support, working in conjunction with internal and backend teams. 1. Strategic Brand Launch : Defined and executed the local new brand requirements for a new App launch, ensuring a solid and relevant market identity. 2. Pilot Test: Developed and led an internal App pilot test with over 100 employees, gathering data and feedback to optimize functionality and user experience before commercial launch. 3. Business Development and Regulatory Compliance: Collaborated in the evaluation of new business opportunities, identifying areas for improvement and ensuring compliance with legal and financial regulations, including local regulations. 公司:LB
Marketing Director
Ciudad de México
2024.07-Current
(2 years)
I am available for fractional and interim marketing leadership roles, as well as strategic advisory support, to help brands unlock their full potential and achieve sustained success in a competitive marketplace. As a Fractional CMO is a part-time executive responsible for all marketing results, running your project(s) and marketing team. I offer Fractional CMO Services to help your business: * Define brand strategy opportunities * New product opportunities * Develop and execute marketing plans in industries such as FMCG, household products, electronic appliances, tiles, paint, and tools. 1. Strategic: Comprehensive plans based on years of industry experience to achieve growth and brand development goals. 2. Cost-Effective: Access expert marketing guidance without the expense of a full-time executive. 3. Flexible: Scale your marketing efforts as your business grows, minimizing risk. 公司:Daltile México - Mohawk Industries 职位:Head of Trade Marketing | Showrooms | Merchandising | CRM |
Marketing Digital
Mexico City Area
2019.01-Current
(8 years)
Responsible for planning strategies, management and execute go to market initiatives for Vitromex, Arko and Artemis Flooring Tiles Brands. Maintenance +1200 Distributor points of sale (POS) showrooms and new stores, driving brand exhibitions, visual merchandising, trade shows, training, special events, loyalty plans, promo vendors, digital and CRM stores platform. Achievements: 1. Marketing. Growth strategy, Leadership. Planning. Execution • Turned around 90% of Vitromex POS brand exhibitions by updating +450 stores each year, creating new stores, effective team and with a new modular merchandising concept. 2. Digital + POS CRM • Led digital Journey 1.0 and CRM – POS Exhibitions platform development through execution delivering +900 POS census from equipment inventory, investment by deploying strategic improvements and action plans. Drive data democratization more accesible to all stakeholders. 3. Multi task, Connecting, training and special events • Reinforced sales teams and customers engagement by planning & execution: new product deployment events, + National Trade shows, special trips, Annual sales events, monthly training webinars and loyalty plans supporting sales growth. 公司:Mercado de Alimentos Selectos (MAS) 职位:Managing Director | Marketing Director | Gourmet food | Pita Bread |
Milk derivatives
Mexico City Area
2018.01-2019.01
(a year)
General Management. Gourmet food business unit (Bread, snacks, milkderivatives, hummus and Kosher food). Country Business Unit Manager responsible for P&L responsability, leading administrative team, human resources, production, quality, costs, purchases, integrated marketing, maintenance and sales. Responsible for team restructure, optimize cash flow, product costs visibility, hiring, savings, sales, purchases, inventories, employee's payroll and a liaison founder & employee. Investment decisions, problem solving and coaching team. Achievements: • Stablished growth strategy, sales target objectives, +25% increase sales growth by new process, forecasts, promotion proposals and hired directly a new Quality Manager and KAM for current and new customers. Problem solving, consumer marketing, p&l responsibility, commercial acumen and turnaround. • Optimized sales, brand equity, administrative and operation expenses saving +40% extra expenses. • Increased +25% daily volume production in bread & snack lines without extra hours and generating +15% savings by hiring directly a new production & quality manager, generated weekly & monthly production plans, improved process, equipment maintenance, redefined detail product costs, suppliers, recipes and inventories. • Supported the team to generate a new image, content creation, logos, packaging and digital platform aligned with budget. 公司:Behr Process Corporation 5 years 职位:Marketing and Training Director | CMO | Chief Marketing Officer | Paint,
brushes, waterproof
Mexico City Area
2015.01-2017.01
(2 years)
Head of Marketing and training. Lead, develop and manage agencies, marketing Co-op budget, new products, promotions and product sales training for >330 ambassadors. Impactful Brand Experience Integrated and Omnichannel delivering plans (Online & Offline) and execution. Achievements: 1. DIGITAL • Ultra (Paint + Seal) new product launch advertising mini video post reach above 1.5 M interactions and 40% engagement. Reducing bounce rate 60% by improving website and landing page for Ultra promo. • Business intelligence CRM data report Kiosk in store consumer interactions. Example: Top Popular colors preferences selected translated in execution promo material to cross merchandise. Bajio store with the highest # Kiosk visitors above 100 per day. • Google Analytics and web trends help us to seek powerful communication insights and opportunities to reinforce relevant content, deployment and optimization of the consumer channels (SEO/SEM) consumer engagement and meaningful connections. • Increased 20% FB mini video and tutorials +90% engagement vs last plan content by leading and creating first integrated annual social media marketing communication strategy. • Explored new tools like Opera browser achieving more than 95% completed view rate for Ultra launch TV commercial digital advertising in google search, display, AdWords, FB posts ads. Based on Opera’s information, this creative achieved the highest view rate compared with all their other clients throughout the year. • New color smart “Pinta Sueños” app tool launched, increasing 25% visitors and 10% downloads vs 2015.