Luis is a partner in True’s global Consumer practice. His expertise is in the placement of chief marketing, branding, and digital officers, as well CEO/board, president, and general management roles within Fortune 100, PE-backed and VC consumer facing companies. With a deep understanding of the evolution of marketing, technology and consumer engagement, he focuses on best-in-class marketing talent across industries and works closely with clients to evaluate, assess and build out modern, digital and technology driven marketing organizations.
Prior to joining True, Luis was a partner at Heidrick & Struggles in their global consumer practice and global digital practice, where he worked with a diverse portfolio of clients and made key placements at Bank of America, California Pizza Kitchen, Citi, Estee Lauder, Home Depot, Nordstrom, 2K Interactive and Walmart. His passion and ability to connect with both clients and candidates regarding the ever changing world of marketing and technology stems from his two decades as an operator in the advertising industry.
Before transitioning into executive recruiting, Luis was the president and CEO of TBWA\Chiat\Day Los Angeles, where he fostered relationships and drove award winning work for clients that included Nissan, Airbnb, adidas, Netflix, MillerCoors, Twitter, and Gatorade. Luis was also the international managing director for Media\Arts\Lab, the bespoke agency for Apple, and was responsible for opening offices in Shanghai, Sydney, Tokyo, Seoul, while overseeing advertising across 14 countries. He spent ten years in Japan, working across APAC, and as the chief operating officer of TBWA\Hakuhodo grew the newly formed joint venture into one of the most recognized international agencies in Japan. Today, Luis lives in Los Angeles with his wife Lisa, son Kaito, daughter Anju, and their rescue dog Marvel.