Luis Monroy
Digital Content & Generative Artificial Intelligence Sr Manager
Sabadell
Summary
Digital marketing & content solutions leader with +10 years of expertise driving customer success through digital transformation initiatives and multi-million dollar campaigns, across the Food & Beverages, Personal Care and Airlines industries. Proven track record in mapping product capabilities to customer requirements, developing product management strategies, and managing cross-functional stakeholder relationships across 20+ markets. Currently leading AI and digital transformation initiatives for Colgate Latin America, with demonstrated success in pipeline growth and solution adoption.
Overview
10
10
years of professional experience
2
2
Languages
Work History
LATAM Content & Gen AI Senior Manager
Colgate Palmolive
05.2022 - Current
- Serve as primary solution advisor between technical teams and business stakeholders across 20+ markets for digital marketing, analysis and innovation initiatives
- Responsible for assisting brand teams in the development of a content strategy and execution across digital touchpoints for the three divisional categories: Oral Care, Home Care & Personal Care
- Divisional lead of the content management system
- Lead multiple AI experimentation projects simultaneously across LATAM division, coordinating with cross-functional teams including IT, Marketing,and business units
- Designed and implemented strategic framework for evaluating, documenting, and scaling AI projects, serving as liaison between technical teams and business stakeholders
- Successfully implemented digital marketing AI Assistants for business analysis, SEO, Google Ads, Website Analytics & eCommerce titles optimization
- Delivered trainings for the LATAM division on Generative AI safe use,eCommerce Content, Dynamic Content Optimization & Website Content Strategy
Digital Communications Manager
PesiCo
05.2019 - 05.2022
- Led change management initiatives focused on digital transformation, including stakeholder communication, training, and adoption of new digital systems
- Responsible for creatives & PR agencies budget management
- Responsible for developing, implementing & overseeing a digital reputation strategy for the Mexican subsidiary, with a strong focus on crisis management, social listening and brand protection
- Achievements: Developed a digital crisis management methodology to address consumer backlash during the pandemic & implemented it across the LATAM division
- Achieved the highest corporate brand engagement index in social media during 2020, according to Social Bakers
- Successfully launched PepsiCo's new corporate website
Digital Marketing & Journalism Professor
Anahuac University
08.2021 - 12.2024
- Achieved the highest score in students satisfaction evaluations for two semesters in a row.
Head of Content
Aeromexico Airlines
03.2015 - 08.2017
- Website content lead & copywriter for digital ads campaigns in social media, programmatic, and display. Successfully developed, from scratch, content for the airline's new website.
- Achievements:
- Developed a new tone & voice for digital channels across marketing units. Designed informative landing pages for the airline's new website & trained new hires on the website's content management system.
- Developed content for the airline's new app and airport kiosks.
Education
Master of Science - Science Communication
University of Edinburgh
05.2001 -
Bachelor of Arts - Communications
Anahuac University
Mexico City 05.2001 -
Skills
- Google Ads
- Semrush
- Sprinklr
- Google Analytics 4
- Stibo Management System
- Bynder
- Open & Drupal CMS
- Double Verify
- Salesforce Marketing Cloud
- Jira
- Power BI
- Snowflake
- Google Workspace
- Microsoft Office
- DOMO
- Facebook Business Manager
Timeline
LATAM Content & Gen AI Senior Manager
Colgate Palmolive
05.2022 - Current
Digital Marketing & Journalism Professor
Anahuac University
08.2021 - 12.2024
Digital Communications Manager
PesiCo
05.2019 - 05.2022
Head of Content
Aeromexico Airlines
03.2015 - 08.2017
Master of Science - Science Communication
University of Edinburgh
05.2001 -
Bachelor of Arts - Communications
Anahuac University
05.2001 -
Similar Profiles
Jeanine MontagueJeanine Montague
R&D Finance & Operations Administrator at Colgate Palmolive CoR&D Finance & Operations Administrator at Colgate Palmolive Co
Nathalia FarkuhNathalia Farkuh
Procurement Director, E2E Services, Americas at Colgate Palmolive CoProcurement Director, E2E Services, Americas at Colgate Palmolive Co
Cristian PietroiuCristian Pietroiu
Finance Director at Colgate-PalmoliveFinance Director at Colgate-Palmolive
Alfonso FernándezAlfonso Fernández
AMS Team Lead & Release Manager at OCA GlobalAMS Team Lead & Release Manager at OCA Global
Bashar AlmusaediBashar Almusaedi
Flight Instructor at Barcelona Flight SchoolFlight Instructor at Barcelona Flight School