Luis is recognized as a subject matter expert in connecting consumers with brands. He does this by conceptualizing and delivering marketing and branding strategies that drive loyalty, consumer engagement and brand awareness. With a flexible mindset and ability to thrive in a fast-moving environment, Luis has directed the development of various marketing strategies that achieve short- and long-term revenue growth.
As part of his efforts, Luis assumes responsibility for developing and nurturing talent and supporting operations that foster high performance. His strengths include the ability to cultivate relationships throughout all levels of an organization, including gaining buy-in from executive leadership for the implementation of new marketing and branding ideas.
Luis’s track record of success is evident across the following industries: multi-unit retail service/franchise (retail, QSR & wireless/consumer electronics) organizations; consumer packaged goods (CPG) companies; and network entertainment/media organizations.
Luis’s core competencies include the following:
- Strategic marketing & communications initiatives
- Thought leadership & stakeholder engagement
- Client relationship management
- Market segmentation & consumer engagement
- Multicultural go-to-market strategy
- Business planning & program creation
- Budget development and P&L oversight
- Brand architecture planning & development
Luis joined Cox in 2013 to lead the Hispanic Strategy for the company. He is a Texas transplant to Phoenix, where he now lives with his wife Deb and two daughters, Sofia and Ava. He is an avid cyclist, big sports fan, and voracious reader. He often states that at the age of eight, he read The Sun Also Rises and The Archetypes and the Collective Unconscious, hence his obsession with bullfights and human behavior.