Luis A. Defaz Email & Phone Number

London, Gb

Greater London, England, United Kingdom

• Leading the creative vision of branding projects from conception to completion with discipline and strategic thinking.• Exploring and shaping marketing ideas while ensuring they are aligned with clients’ strategic goals.• Partnering with external agencies to deliver high-quality, creative work. • Presenting concepts and projects in an articulated and engaging manner to obtain approvals from CEOs, directors and other stakeholders.• Conducting brainstorming sessions with the creative team showing leadership and maintaining critical thinking to develop innovative and strong brands.• Working in and overseeing a variety of marketing fields, including marketing strategy, packaging design, and brand identity while keeping up with the latest industry trends.• Conceptualising, designing, supervising, and launching more than 30 brand projects both locally and internationally across several industries including finance, retail, hospitality, and FMCG.

Lancing, England, United Kingdom

• Creating and designing new products and their packaging for major retailers in the UK.• Exploring ideas and concepts and converting them into new product and packaging designs, meeting commercial objectives.• Liaising with manufacturers in China and supervising art production to ensure high-quality results.• Designing cutter guides and producing both digital and physical packaging mock-ups to a high standard.• Art direction of product photography sessions for packaging artwork and product catalogue• Conceptualising, designing, supervising, and launching 10 new products for Argos, Shop Direct, Swizzels Matlow, Accessorize, and Tesco.

Caracas, Federal District, Venezuela

• Developing and executing effective marketing strategies and marketing plans for clients, by working closely with their directors and other stakeholders, and analysing the market, competition, and business capabilities.• Developing value propositions for clients’ products and services based on customer’s pains while establishing the segmentation, targeting, and positioning of the brand. • Elevating marketing effectiveness, brand awareness, lead generation, and business growth by creating, executing, and continuously improving marketing campaigns in the digital marketing realm.• Managing and coordinating marketing partners such as media, research, PR, events, and branding.• Supervising website development to ensure written and visual content are in line with brand guidelines.• Planning, managing and execution of 29 marketing activations and 20 web design projects for FMCG, maintaining high quality standards, under rigorous work methodology and the scheduled time (Nestlé, Alcatel One Touch, Kraft Foods, Pernod Ricard, and Unilever)

Caracas, Federal District, Venezuela

• Conceptualising, designing and standardising Fast Moving Consumer Goods brands (brand positioning, brand stretching, brand architecture, brand identity, and brand guidelines)• Presenting projects at client and staff meetings.• Supervising, mentoring, and providing training to Junior Designers and Artworkers.• Conducting creative reviews on branding projects and reporting findings and recommendations to the Creative Director.• Planning, managing, and launching 15 brand projects, delivering distinct and focused visual identities (Mercantil Financial Services, London & Regional Properties, Locatel, Unity, Empresas Polar, and Nestlé)

Caracas, Federal District, Venezuela

• Conceptualising, designing and supervising Point of Sale trade marketing campaigns.• Supervising product launches, promotions and activities targeted to specific consumers.• Fostering product purchase through innovative concepts and incentive schemes for sales forces.• Establishing profitable and lasting relationships between brands and distribution channels by designing incentive plans aimed to increase shelf space and purchase volume.• Conceptualising, designing, supervising, and launching of more than 20 products at the POS.• Creation of promotions and marketing activities for multiple brands (Dove, Lux, Vaseline, Sedal, Ponds, Wall's, Sure, Lynx, Ragú, Hellmann's, Belmont, Kent, Lucky Strike, and Chivas Regal)• Conceptualising, designing, supervising, and launching 15 incentive plans for sales forces and distribution channels (Unilever, British American Tobacco and Pernod Ricard)

Master Of Science - Msc, Strategic Marketing

Master Of Business Administration - Mba, Business Administration And Management, General

Babson Entrepreneurship Program, Entrepreneurship/Entrepreneurial Studies

Bachelor Of Design Businesses Administration, Design And Visual Communications, General