Videogames
Luis Fernando Martínez Funes
Digital Director And Digital Strategy Consultant
Summary
Experienced digital strategy and transformation leader with 15+ years of success driving growth for top global companies like Coca-Cola, CEMEX, and Repsol. Strong analytical skills from McKinsey training combined with hands-on experience in scaling digital operations and teams. Proven ability to align advanced technologies with business goals to foster innovation and long-term success.
Overview
21
21
years of professional experience
4
4
Languages
Work History
Co-Founder – Strategy Director
FuneStrat
, Mexico
11.2008 - Current
- Company Overview: Digital Intelligence Consultancy
- Scaled consultancy to serve 20+ clients including Fortune 500 banks and publishers, achieving 90% retention rate
- Identified emerging trends through social listening, directly influencing 3 new clothing line launches
- Designed digital benchmarking system improving customer insights by 30% for major Latin American bank
- Conducted publishing group audit that reduced digital team size by 25% while increasing output
- Advised clients on AI tool adoption (Brandwatch, ChatGPT) for market intelligence and automation
- Digital Intelligence Consultancy
Digital Director
LLYC
CDMX, Mexico
03.2017 - 03.2020
- Company Overview: Head of Digital Strategy ($1.5M P&L)
- Managed 15-person cross-functional team, implementing career frameworks that reduced turnover by 30%
- Expanded key accounts (Coca-Cola, Repsol) through upselling digital packages (20% YoY revenue increase)
- Served as trusted strategist for CEOs and country managers on digital transformation roadmaps
- Led 'Market Entry of the Year' for energy client (2019 PRovoke Media Award)
- Consolidated MarTech stack saving $250K annually in licensing costs
- Partnered with AI vendors to deploy predictive monitoring, reducing response time by 40%
- Head of Digital Strategy ($1.5M P&L)
Digital Strategist
Ketogains
01.2016 - 01.2019
- Company Overview: Health Tech Community Growth
- Scaled community by 2,300% to 120K+ members through targeted content strategy
- Implemented chatbot moderators, reducing admin workload by 50%
- Established brand as keto industry leader through data-driven social media strategies
- Health Tech Community Growth
Business & Market Analyst
Invista
, Mexico
01.2006 - 03.2008
- Company Overview: Commercial Strategy & Operations
- Led analysis for Asian supplier partnerships in plastics/nylon sectors
- Developed recycled materials business model with 22% margin increase
- Boosted B2B NPS by 15 points through digital CRM implementation
- Commercial Strategy & Operations
Business Analyst
McKinsey & Company
01.2005 - 01.2006
- Company Overview: Management Consulting
- Redesigned energy client's operations structure (18% cost reduction)
- Developed financial models for $500M cross-border bank merger
- Created Excel-based contract scoring tool adopted firm-wide (30% time savings)
- Management Consulting
Education
B.S. - Chemical Engineering
Skills
Cross-functional team leadership
Interests
Data Analysis
Digital technology and trends
Dogs
Series, Movies and Anime
Boulangerie
Work Preference
Work Type
Full TimeContract WorkPart TimeWork Location
HybridRemoteImportant To Me
Work-life balanceCompany CultureFlexible work hoursWork from home optionCareer advancementAccomplishments
- Supervised team of 15 staff members successfully improving the digital and social media practice of a Top Global PR Agency, changing the focus from basic operations and CM to high level analysis, listening and better digital strategies
- Achieved the introduction to LATAM of the first social listening tools in the region through effectively helping with sales and marketing efforts complemented with a strong focus in high quality customer service.
- Collaborated with team of 15 people in the creation and development of the Social Media Club Mexico. An organization which became leader in the education and growth of the digital and social media industry in the region
- Created and managed a digital strategy consulting practice for more than 15 years. Maintaining a high quality service and coordinating small teams of experts to deliver fast results to small and medium companies in the implementation of digital strategies and operations.
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Languages
English
Bilingual or Proficient (C2)
Spanish
Bilingual or Proficient (C2)
French
Intermediate (B1)
Japanese
Elementary (A2)
Software
Excel
Powerpoint
Brandwatch
Google Sheets
Sentione
Salesforce Marketing Cloud
Hubspot
Hootsuite
Looker Studio
ChatGpt
Deepseek
Google Slides
Timeline
Digital Director - LLYC
03.2017 - 03.2020
Digital Strategist - Ketogains
01.2016 - 01.2019
Co-Founder – Strategy Director - FuneStrat
11.2008 - Current
Business & Market Analyst - Invista
01.2006 - 03.2008
Business Analyst - McKinsey & Company
01.2005 - 01.2006
Universidad Iberoamericana - B.S., Chemical Engineering
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