VP Marketing at Leapfactor
Mexico City Area, Mexico
- Current
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- VP Marketing at LeapFactor
- Country Manager, Latin3 México at Latin3
- Past
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- Director NMS Latino at New Media Strategies
- Managing Director at The Bravo Group
- Business Solutions Manager / Product Manager at NEORIS
- Web Design Manager at Alterbrain (acquired by Neoris in 2001)
- Creative Manager at Netxpression, Grupo DCA (acquired by Alterbrain in 2000)
- Creative Consultant at Activamente
- Education
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- Universidad Intercontinental
- Universidad Nacional Autónoma de México (UNAM)
- Olinca
- Recommended
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4 people have recommended Luis - Connections
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416
connections
- Industry
- Marketing and Advertising
Luis Cabrera’s Summary
Luis brings exceptional competencies to any company, most notably a deep expertise in marketing and a wide-ranging vision of digital technologies coupled with a strong business sense.
Today, Luis heads up the marketing efforts of Leapfactor and leads the Latin3 offices in Mexico City. Latin3 provides Digital Marketing services in Latin America and the U.S. Hispanic markets and is one of the top U.S. Hispanic Advertising Agencies, according to the 2007 Annual Report by Advertising Age.
Previously, he worked at New Media Strategies (NMS) in Washington DC as the architect and leader of the Hispanic practice. NMS is one of the first online media firms of the Web 2.0 era, a pioneer in online intelligence, word of mouth marketing and digital PR; NMS was recently acquired by Meredith Corporation (NYSE: MDP).
Earlier Luis worked as Managing Director of Bravo Uno-a-Uno, the experiential business unit at The Bravo Group, WPP’s US Hispanic advertising agency (NYSE:WPP). At Bravo, he led the creative and strategic operations of his unit and worked closely with other non-Hispanic agencies to ensure brand consistency and maximize efficiencies at all time.
Luis’s background consists in a formal education in media and communications, and by a solid professional development that includes being a strategist for Neoris, a global consultancy where he designed programs to leverage digital platforms to deliver operational efficiencies and elevate marketing program results.
Having lead international award winning projects, his exposure to a wide range of industries and having worked in different Latin American countries, gives Luis a unique perspective to approach business challenges and great insights and multicultural management skills.
Luis Cabrera’s Specialties:
Digital Solutions, Interactive Marketing, US Hispanic Market, Hispanic Advertising, LATAM, Web Development, Communication, Knowledge Management, Product Management, Business Consulting, Fortune 500 experience, startup, new business development.
Luis Cabrera’s Experience
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VP Marketing
LeapFactor
(Privately Held; Computer Software industry)
October 2009 — Present (2 months)
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Country Manager, Latin3 México
Latin3
(Privately Held; Internet industry)
February 2009 — Present (10 months)
As the leader of Latin3 Mexico, Luis oversees the day to day operations of the agency and develops go-to-market strategy, including detailed market analysis, growth plans, promotional tactics, regional expansion and long term vision.
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Director NMS Latino
New Media Strategies
(Public Company; MDP; Marketing and Advertising industry)
May 2008 — February 2009 (10 months)
With the launch of NMS Latino, NMS is pioneering again by being the first company in the web 2.0 sphere to offer digital word of mouth, PR and brand protection services for the US Hispanic market.
NMS Latino's strength and competitive advantage relies on a combination of a thorough understanding of the US Hispanic Market and the use of a strong and proven infrastructure that no other agency has.
As the initiator of this group, Luis Cabrera is responsible for:
- Being an external Ambassador for NMS in the Hispanic Market
- Manage department P&L
- Nurture and grow existing client relationships
- New Buisiness Development
- Provide strategic resource planning -
Managing Director
The Bravo Group
(Public Company; 201-500 employees; Marketing and Advertising industry)
May 2005 — May 2008 (3 years 1 month)
The Bravo Group is one of the largest US Hispanic advertising agencies, a Young and Rubicam Brand, 100% owned by WPP.
As the Managing Director of Bravo Uno-a-Uno, Luis Cabrera:
- Developed a new business unit with focus on direct, digital and CRM marketing practices with P&L responsibility.
- Meshed the strengths and skills of a traditional advertising practice with digital practices and digital-thinking into the fabric of the agency.
- Increased profitability by an aggressive growth plan in core accounts, the adoption of outsourcing practices and the development of strategic alliances with other agencies in the group, major media companies, technology partners and research companies.
- Key Clients: Chevron, HP, Mazda, Microsoft, Sears, The New York Times, Wrigley, Wyeth. -
Business Solutions Manager / Product Manager
NEORIS
(Privately Held; 1001-5000 employees; Information Technology and Services industry)
November 1999 — April 2005 (5 years 6 months)
Neoris is a global consultancy, ranked as the 2nd largest IT Consultant and Systems Integrator in Latin America and the 1st in Mexico in according to IDC.
Luis Cabrera's main responsibilities:
- Global Strategic Solutions leader with focus new business development and leads generation.
- New product development for Neoris’s innovation portfolio; including conception, specifications, roadmap, business strategy, packaging, marketing and communications.
- Senior consultant and project leader on eMarketing, Knowledge Management and Emerging Technologies projects.
- Project and account leader with industry expertise ranging from retail, travel, natural resources, financial services and government to consumer manufacturing, high tech/telecom and logistics.
- Key clients: CEMEX, CFE (Comisión Federal de Electricidad), Grupo Desc, Ford Motor Company, SCA Sancela, Seguros Monterrey-New York Life. -
Web Design Manager
Alterbrain (acquired by Neoris in 2001)
(Privately Held; 51-200 employees; Information Technology and Services industry)
January 2000 — November 2001 (1 year 11 months)
Alterbrain, one of the largest e-builders in Latin America, was acquired by Neoris in 2001.
At Alterbrain, Luis Cabrera's role was defined by:
- User Experience and Web Design department leader responsible for client management, staffing and processes.
- Senior e-business strategist.
- Synchronization early creative and web design methodologies with Rational Unified Process (RUP).
- Key clients: Aventis, Coca-Cola, Grupo Posadas, Kimberly-Clark, Monte de Piedad, Mexicana Airlines, Motorola, Praxair, Unilever and Zurich. -
Creative Manager
Netxpression, Grupo DCA (acquired by Alterbrain in 2000)
(Privately Held; 11-50 employees; Information Technology and Services industry)
November 1999 — November 2000 (1 year 1 month)
NetXpression, a creative digital shop, was acquired by Alterbrain in 2000.
While working in Netxpression, Luis Cabrera was
- Leader of the creative staff and principal project leader.
- Ultimate responsible for the online branding and information architecture artifacts.
- Key clients: Lotería Mexicana, Mexicana Airlines, TFM and Unilever. -
Creative Consultant
Activamente
(Privately Held; 11-50 employees; Internet industry)
May 1999 — October 1999 (6 months)
Opening its doors in 1996, Activ@Mente is one of the first and most successful purely interactive agencies in Mexico.
During his time at Activ@mente, Luis Cabrera was responsible for:
- Website development and project management.
- Content development, art direction and copywriting.
- Development and execution of Internet advertising strategies.
- Key clients: Casa Pedro Domecq and Bristol-Myers Squibb.
Luis Cabrera’s Education
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Universidad Intercontinental
BA , Communications , 1995 — 1999
- Activities and Societies:
- Director of Stereo UIC, an experimental radio station (1997-1999)
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Universidad Nacional Autónoma de México (UNAM)
Diploma , Information Technology , January 1998 — July 1998
"Tecnologías de la Información Aplicadas al Periodismo"
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Olinca
Additional Information
Luis Cabrera’s Honors:
- Concieved and directed consultoriodelpuma.com for Wrigley's Eclipse gum brand; Gold winner in AdAge awards 2008 and Gold winner in international award Diente 2007
- Speaker ad-tech Miami 2007 (Viral Marketing) and moderator at NHCC 2008.
- 2 times web-advisor for Grupo Reforma, the largest newspaper company in Mexico
- 1st. place, Premio Nacional de la Publicidad in Mexico for campaign against child abuse
As a recognized thought leader in new marketing practices, Luis has been interviewed by a number of media entities, including CNN en Español.
Luis Cabrera also dedicates some of his time giving technology advice to non-profit organizations and people that support philanthropic or noble causes. Some of these organizations include: Mariela Dabbah, Fundación Nacional de Transplantes (FUNAT), Dalai Lama in Mexico and The Miami Chamber of Commerce Mexico-USA.
