Luis Navarrete Gomez

Responsible for leading the regional Digital Marketing strategy for the Telecom Group LLA (lilak:NASDAQ) operating in 40 markets across the LATAM region. As a key leader of Digital Transformation, my role focused on increasing the share of the digital sales channel as well as driving the organizational change to create sustainable competitive advantages in the digital space and spearhead a Center of Excellence of Gen AI for marketing activities. Achievements: › Increased the share of digital sales from a starting point of 2% to 31% in 3 years, driving revenue growth of more than 85M USD on annualized revenue and increasing sales in more than 250K RGUs (revenue generating units) each year. › Transformed the marketing organization creating omnichannel client experiences across the complete funnel via integration of ATL and BTL activity, a new media agency operating model, automated customer base management campaigns, integration of brand awareness campaigns with performance marketing and deployed a new marketing technology stack to leverage first party data and the use of AI in marketing. › Led the commercial turnaround of worst performing markets with a strategy focused on increasing efficiencies of marketing activity, revamping of the product portfolio and improving the shopping experience to take market from a decline of -8% YoY to a sustained growth of >+11% YoY

Leading Global eCommerce marketing strategy as a member of the Global Center of Excellence for eCommerce leadership team, to develop and rollout a transformation program to build eCommerce capabilities with a strong focus on pure player platforms and developing regional activation teams across all geographies. Achievements: › Worked closely with the group Chief Digital Officer to successfully define the B2B E-Commerce marketing strategy to harmonize our digital marketing operating model across regions, share best practices and set the foundation for sustainable growth with a world class ecommerce execution able to respond to consumer demand in Covid times. › Responsible for building international paid media strategies and playbooks partnering with product marketing teams and creative and media agencies, leading to the best new product launches in eCommerce to date (ex. LEGO Super Mario, LEGO Vidiyo) › Implemented a new marketing technology roadmap for E-Commerce including CRM and led the negotiation with key Adtech technology platforms (Adobe, Google, Amazon, PacVue, Teikametrics) in order to develop a new operating model for our media activations in eCommerce. › Developed the Audience Management Strategy which successfully transformed the way we leverage first party data cross channel as a response to the demise of third party cookies, and implemented new processes and technology for data management resulting in more than $2M savings in media efficiencies and incremental revenue on the first year.