Summary
Overview
Work History
Education
Skills
Timeline
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Luis Monroy

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 -

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Luis MonroyDigital Content & Generative Artificial Intelligence Sr Manager