Luis Serrano

Luis Serrano is a Senior Executive Strategist with a 28-year career specializing in building businesses and brands with a focus on delivering quick and profitable results. His expertise spans across various industries such as OTC, Oral/Personal Care, Food, and Wine & Spirits, working with renowned companies like GlaxoSmithKline, Merck, Church & Dwight, Kraft Foods, Pernod Ricard, and more.

With a solid understanding of consumer markets and global brands, Luis has demonstrated strategic global thinking and effective leadership in integrating high-performance Marketing and Sales teams to drive business success. He excels in setting visionary strategies and translating them into actionable plans with a keen eye on P&L metrics.

Throughout his career, Luis has shown a remarkable ability to lead turnaround initiatives and deliver results by collaborating with cross-functional teams in diverse regions including the US, Latin America, Europe, Middle East, Africa, and Asia. He is fluent in both English and Spanish, and proficient in Portuguese, holding Mexican citizenship with U.S. legal residence status and a willingness to relocate globally.

Luis Serrano's expertise encompasses a wide range of areas including Country, Regional, and International Marketing, Strategic & Tactical Planning, Brand & Business building, Market Segmentation, Turnaround Strategies, Mergers, Consumer Insight & Market Research, Advertising & Media, Digital Marketing, New Product Development & Launch, Public Relations, Key Opinion Leader Management, Medical Marketing, Sales Management, and Consulting.

His educational background includes studies in Managing Global Virtual Teams at INSEAD, Key Account Development and Management at Tecnológico de Monterrey, Marketing at Instituto Tecnológico Autónomo de México, and a BS in Psychology from Universidad Nacional Autónoma de México.

Luis Serrano has held key positions in various organizations, serving as General Manager at Life is Grape SA de CV, In-House Consultant at Church & Dwight, Co., Inc., Marketing Director in multiple capacities at Merck and Pernod Ricard, Category Management Director at GlaxoSmithKline, and International Marketing Manager at Block Drug Co. He has also contributed his expertise to Kraft Foods Group in roles spanning Exports, Key Account Management, Brand Management, Training & Development, among others.