Luis Ortiz Email & Phone Number

Texas, United States

Chatsworth, Ca, Us

• Spearhead the development and implementation of corporate social media strategy, including global team and vendor management, content creation, cross-functional coordination, KPI-setting, reporting, and the management of advocacy and influencer programs.

Santa Clara, Ca, Us

• Own the development and execution of corporate social media strategy, global team & vendor management, content creation, cross-functional alignment, KPI-setting, reporting, advocacy & influencer programs.• Lead a high-performing global team that has 2X its social media follower base and consistently surpasses competitors in core KPIs.• Delivered over $160K in company savings, while increasing departmental capabilities and improving content quality, by streamlining software/platform vendors, right-sizing agency scopes, and adding rigor to budget management.• Orchestrated partnerships with key tech influencers on YouTube (Linus Tech Tips, Level1Techs, Interesting Engineering), which have generated over 1.6M impressions, over 2.3K engagements, and over 50K website visits.• Implemented a social selling and advocacy program that has resulted in 15,000+ employee shares, reach of over 48M by SMEs, and is recognized by DSMN8 as one of the World’s Top 10 most active employee advocacy programs in IT.• Instituted executive and crisis communications procedures to enable rapid company response to world events, as well as to help C-suite members define and build their personal social media presence.• Unified cross-functional content calendars to facilitate omni-channel planning, increase collaboration within and across teams, and give Marketing leadership line-of-sight to coordinated publication timing.• SME to marketing/communications organization on all social media matters, including trends, best practices, content planning and optimization, social listening, performance tracking and reporting, thought-leadership positioning, etc.• Introduced and enforce global and regional content review/approval processes, which ensure adherence to brand guidelines, enable coordinated world-wide roll outs of events and campaigns, and result in more effective storytelling.

Kansas City, Mo, Us

• Led organic and paid social media strategy/execution, including messaging, campaign ideation & content creation.• Drove significant improvement of: 10x growth in number of incremental pieces of original content published, total and average number of post impressions & engagements, engagement rate, social followers, new website visitors, total social referrals to website, demand generation, and raised CRB to the #1 engagement rate position among its competitive set over past 12 months.• Planned and maintained social media editorial and content calendars. Create, write, edit, proof and post social content.• Leveraged organic and paid social media across platforms to increase brand awareness, lead generation, and website traffic.• Launched and managed employee advocacy program to support business and marketing objectives.• SME on channel and competitive trends; informing content, platforms, and reach/engagement opportunities.• Provided company leadership with on-going social analytics reports, delivering actionable audience and content insights, and identifying areas for optimization.• Conducted social listening and monitoring to develop crisis communication strategies, analyze competition and audience segments.

Plano, Texas, Us

• Led the development and execution of JC Penney’s social media strategy.• Responsible for promotion of JC Penney brands, products and services via social media & community management. • Drove annual planning, set clear objectives, goals and KPIs, leveraged social analytics data to inform decisions, owned a customer-first social advocacy program, managed the social VOC and engagement, and identified new and trending opportunities.• Identified and executed community activation opportunities to build engagement and grow user-generated content.• Defined strategic deployment of social customer care monitoring, tools and personnel.• Influenced the creation of innovative content, and tested new/emerging opportunities in the social media space.• Created and managed social media content calendars in alignment with brand priorities and business goals.• Reviewed and approved all social posts, ensuring alignment with brand voice/personality and content best practices.• Leveraged trending and culturally-relevant topics to drive awareness, engagement, and brand perception.• Ensured organic and paid social are coordinated for maximum impact of customer funnel. • Partnered with influencer team to align on campaigns and leverage relevant influencer content for owned channels.• Crafted monthly, quarterly, and annual digital marketing reports for internal stakeholders.• Provided audience and performance insights through owned channels to impact future content-planning.

Chicago, Il, Us

• Led US brand management function focused on positioning Grant Thornton externally as a top employer. Developed and implemented people-focused marketing campaigns spanning all touch points, including the careers website, social media, digital, print and events.• Increased brand awareness and consideration among job-seekers through targeted, insights-based content marketing campaigns.• Increased social engagement by modernizing the firm’s recruitment marketing social media strategy, and launched Grant Thornton’s US Instagram page. Results include major increases in avg. monthly engagement rates across Facebook, Twitter and LinkedIn.• Improved clarity and effectiveness of the firm’s recruitment marketing by formulating a research-based value proposition, establishing structured messaging guidelines, modernizing the employer brand's visual identity and tone-of-voice, and executing a people-centric content marketing plan. • Spearheaded foundational employer brand research with executive buy-in from CMO and CHRO. Managed agencies and stakeholders through VOC research, psychographic interviews, focus groups, competitor audits, development of target personas and consumer insights.• Directed cross-functional marketing resources (content, design, web, social, and marketing analytics), resulting in successful launch of campaigns.• Developed award-winning campaigns that humanized the firm (Our Stories), illustrated the day-to-day work/life of auditors (Hanging with Bae), and promoted the audit profession (Auditor Proud).• Led strategic marketing-wide initiatives for CMO, including: Exploration of brand positioning assets, and the prototyping of signature brand experiences across client and job-seeker journeys.

Plano, Texas, Us

• Led concept ideation and product development process for the Stacy’s Pita Chips brand, resulting in a new product development roadmap consisting of 15 consumer- and Finance-validated product prototypes.• Conducted consumer insights research, strategic reviews, and profitability analysis of the Stacy’s Pita Chips product pipeline, resulting in leadership alignment on a proposal to develop breakthrough products outside the salty aisle.• Realized product development was not a long-term career path of interest and left to pursue roles that allowed me to return to the social media and content marketing arenas.

Kista, Stockholm, Se

• Responsible for ensuring the clear and effective communication of Ericsson's brand, as well as for driving brand education, evangelism and consistency• Responsible for developing and executing digital marketing strategy across ericsson.com, social media, apps, etc.• Launched, manage Ericsson's social media channels, aligned messaging with customer-facing teams, created content, oversaw editorial calendars, allocated and analyzed paid advertising, copy writing, managed agencies, coordinated with extended social media teams regionally and globally• Grew Ericsson N. America's Facebook audience into the biggest in the company, with more followers than its global page• Positioned Ericsson North America as the world's 3rd most important digital influencer in M2M, according to Onalytica research• Monitored social performance and presented monthly reports to VP of Communications• Winner of the Eagle Award; the highest recognition given to an Ericsson employee. Received for creating the Technology for Good Hackathon, an event benefiting the North Texas community while raising brand awareness, boosting recruitment, supporting a major customer, and conducting real-world testing of Ericsson APIs• Drove 222% improvement in customer perception, according to Millward Brown research• Helped drive the activation of an Ericsson/CNN programming partnership (Tomorrow Transformed)• Designed an online tool that enabled employees to automatically create ads and branded materials• Used Hootsuite, Brandwatch, Google/FB/TW Analytics, and other tools to monitor activity across social media, web, apps and internal channels• Designed UX/UI, features and content structure of Ericsson Go, an enterprise smartphone app that gave employees access to tools and information• Mentored junior staff and managed interns

St. Louis, Mo, Us

• Conducted consumer insights study of young professionals for Chevy Sonic’s launch, and leveraged those insights to create events that will showcase the Sonic during the State Fair of Texas.• Conducted research that helped shape AT&T’s iPhone photographer online marketing program, which will help AT&T connect with iPhone users and keep them in their network. • Conducted competitor analysis of Big Four accounting firms, and helped develop an online marketing strategy that establishes Ernst & Young as a thought-leader among executives in the Oil and Gas industry.• Used Radian6 to monitor and report to executives the social media response to Chevy’s initiatives at SXSW.• Conducted study that helped shape the marketing strategies my supervisors outlined in new business pitches for major brands like Revlon, Tropicana, and Southwest Airlines among others.• Led segmentation and car-buying trends study that is helping improve Chevrolet’s targeting of the Hispanic market.• Prepared Spanish-language press releases for Texas Tech University, Hispanicize Conference and AT&T.• Report to the Senior Vice President of Digital Marketing on all projects.

Dallas, Texas, Us

• Conducted consumer insights research of Generation Y and Hispanics for Home Depot, Ram Trucks and Honeywell, and wrote a creative brief outlining ways to communicate with these groups for Home Depot.• Conducted a prospective SWOT analysis for Home Depot that is shaping their retail and marketing strategy with an eye towards 2017.• Conduct market trends study and competitor analysis in the jewelry industry for Zales.• Analyzed key product categories for The Home Depot and created marketing guidelines for each category. • Analyzed focus group tapes and created a video outlining major findings for Home Depot’s regional managers.• Prepared and presented campaign strategy guidelines (Creative Briefs) for use by the Creative Department.• Utilized TRG’s Spherical Branding process to create and present an iconic Cause Marketing program for our client.• Used secondary market research vendors such as Mintel, MRI/Simmons, Millward Brown and Gfk Roper.

Richardson, Tx, Us

• Developed marketing campaign estimated to save $16M for Key Bank by shifting retail customers to online banking• Designed digital marketing strategy for CitySquare, a non-profit organization dedicated to identifying and eradicating the root causes of poverty• Created marketing materials and social media-based promotional strategy for CitySquare

Dallas, Tx, Us

• Coordinated $1M research project of medical device under FDA consideration (Niox Mino; approved).• Managed purchasing, scheduling, and coordination of program resources for three multi-year research projects. • Used SPSS to statistically analyze data for research published at top academic outlets.• Coordinated a team of physicians to ensure smooth process flow, integrity of data, and participant satisfaction.• Logged and reported progress to program principals• Supervised three undergraduate interns and their own research.

Full-Time (Cohort) Mba, Marketing And Brand Strategy

Phd Candidate, Psychology

Ba, Psychology