Luis Rodriguez Baptista




With over 20 years of marketing strategy and brand-building experience across different regions (US, Latin America, and EMEA), Luis has developed and implemented go-to-market strategies for local and international brands that resulted in significant improvements in top and bottom-line results. Luis has worked in global companies such as P&G, Chicco and AT&T, overseeing large teams. The latter half of his career he has been a consultant working across a variety of industries, both in B2C and B2B. Throughout his career, he has been a champion of transformational programs to foster growth, including brand-based organizational change, IMC and general marketing training, improving product & service portfolios, and optimizing customer experience. The industries where he has worked include telecommunications, technology, financial services, FMCG, leisure & entertainment, oil & gas, retail, real estate, and professional services. Luis describes himself as a customer experience geek. He is always learning how to improve listening skills to be able to translate customer needs into insights that deliver brand-based customer experiences to drive sales. His current independent research is focused on quantifying the value of the spectrum of customer experiences, so decision makers can define where, when and how to invest. Previously, Luis has done research on the business impact of implementing a brand-based culture within the organization. Academic Background • MBA, Kellogg School Of Management, Evanston, Illinois, US • Engineering Degree at Universidad Metropolitana, Caracas, Venezuela Professional Background • Global Delivery Team, EMM Group • Managing Partner, Galleon Blue Consulting • Founding Member, Prophet, Madrid • Manager, BBDO Consulting • General Manager, Chicco

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Sep 25th 2017

By taking this course you will be able to identify the critical information needed to develop a product and brand strategy that generates both quick-wins and long-term value. You will be in the position to create an activity plan to bring your brand strategy to life (both externally towards consumers and internally to employees) and you will be able to define the right metrics for determining success in the implementation of your product and brand strategy, considering any adjustments that may need to be made under a test and learn methodology.

Average: 3.9 (36 votes)
Sep 18th 2017

Luego de tomar este curso será capaz de identificar la información crítica que se necesita para desarrollar estrategias de marca y de producto que logren resultados inmediatos y también generen valor en el largo plazo. Estará en capacidad de crear un plan de actividades para hacer que su estrategia de marca se haga realidad (tanto externamente para los consumidores como internamente para los empleados).

Average: 7 (3 votes)