LMLuis Montes de Oca

Senior Marketing Leader · 20+ years

Turning marketing strategy into sustainable growth.

Senior Marketing Leader with more than 20 years of experience accelerating multinational brands through strategy, digital transformation, omnichannel marketing, and customer-centric initiatives.

Strategic vision, analytical thinking, and hands-on execution to build relevant brands and deliver measurable business results.

Explore my impactContact me
Barcelona, SpainOpen to marketing leadership and advisory opportunitiesLinkedIn ↗
Luis Montes de Oca Arjona — Senior Marketing Leader

Luis Montes de Oca Arjona

Senior Marketing Leader

01

Impact in numbers

20+

Years of experience

Leading marketing across multinational and international environments.

30%+

Business growth in Iberia

Contribution to the growth of hansgrohe and AXOR across the region.

1,200+

Trade partners

Engaged across the Iberian distribution and specification network.

80+

Retail & DIY locations

Point-of-sale, retail and trade marketing programs.

€700K+

Annual marketing budget

Planned, allocated and managed end to end.

5

Professionals per team

Multidisciplinary marketing teams led and developed.

1,000+

Professionals trained

Through the SMA Solar Academy training program.

02

Executive profile

I build marketing strategies that connect brand positioning, business development, digital transformation, and customer experience. Throughout my career, I have worked in multinational and international environments, combining strategic vision with hands-on execution alongside customers, partners, commercial teams, and key stakeholders.

Principle 01

Strategy connected to business outcomes

Principle 02

Brands built around customer needs

Principle 03

Measurable, results-oriented execution

03

Professional experience

2014 — Present

Hansgrohe

Marketing Manager Iberia

  • —Leadership of the marketing strategy for hansgrohe and AXOR across Iberia.
  • —Contribution to more than 30% business growth.
  • —Strategic positioning and differentiation of both brands.
  • —Coordination of pricing, communication, trade marketing, contract specification, retail and point-of-sale strategies.
  • —Omnichannel marketing, PR, social media, events, sponsorships and customer experience programs.
  • —Management of annual budgets exceeding €700K; multidisciplinary teams of up to five professionals.
  • —Engagement across a network of 1,200+ trade partners and 80+ retail and DIY locations.

2010 — 2013

SMA Solar Technology

Marketing & Communication Manager, Iberia & Chile

  • —Managed marketing and communications across Spain, Portugal and Chile.
  • —Led PR, media relations and corporate communications in the renewable energy sector.
  • —Managed SEO, SEM, websites, social media and content.
  • —Coordinated trade fairs, customer events, training programs and sponsorships.
  • —Contributed to the development of SMA Solar Academy, which trained more than 1,000 industry professionals.

2007 — 2010

SMA Solar Technology

Junior Marketing Manager

  • —Supported marketing operations, campaigns and customer engagement during a period of rapid industry growth.

Advisory experience

2016 — 2025

ADAN Medical Innovation

Shareholder & Marketing Advisor

Supported the company’s early-stage growth; defined brand positioning and communication strategy.

2013

47 Degrees

Business Developer, Advisory Role

Supported business development, partnerships and market expansion during the early development of a consultancy later acquired by Xebia.

04

Impact stories

Growing hansgrohe and AXOR across Iberia

Challenge

Strengthen the position of two premium brands in a competitive, channel-driven market.

Approach

An integrated strategy connecting pricing, communication, trade marketing, contract specification, retail and point-of-sale execution.

Outcome

Contribution to more than 30% business growth and clear strategic differentiation of both brands — recognized with global marketing awards in 2018 and 2020.

Building an omnichannel ecosystem for the trade

Challenge

Deliver a consistent brand and customer experience across 1,200+ trade partners, 80+ retail and DIY locations, and project stakeholders.

Approach

Omnichannel programs spanning digital, PR, social media, events, sponsorships and customer experience initiatives.

Outcome

A coherent brand experience across every channel, deepening relationships with partners, retailers and specifiers.

Marketing and training in renewable energy

Challenge

Build brand presence and market knowledge in the fast-growing solar sector across Spain, Portugal and Chile.

Approach

PR and corporate communications, digital marketing, trade fairs, customer events and structured professional training.

Outcome

Contributed to the SMA Solar Academy, which trained more than 1,000 industry professionals.

05

Areas of expertise

Strategy & growth

  • Marketing Strategy
  • Brand Management
  • Business Development
  • Product Management

Digital, data & innovation

  • Digital Marketing
  • AI-Powered Marketing
  • Marketing Technology & Analytics
  • Digital Transformation

Customer & channels

  • Customer Experience
  • Omnichannel Marketing
  • Trade Marketing
  • Sales Enablement

Leadership

  • Team Leadership
  • Stakeholder Management
  • Budget Management
  • International Collaboration

Awards & recognition

2020

Global Marketing Project Award

hansgrohe

2018

Global Marketing Project Award

AXOR

2013

Scholarship — Imagine Creativity Center

Silicon Valley

06

Education

2018

Master in Digital Business

ISDI

2014

Postgraduate Program in Mobile Marketing

Universitat de Barcelona

2013

Entrepreneurship Program

Imagine Creativity Center, Silicon Valley

2008

Postgraduate Program in Product Management

EADA Business School

2005–06

European Master in Renewable Energies

EUREC / Carl von Ossietzky Universität / CIRCE

1999–05

Environmental Science Bachelor’s Degree

Universidad de Cádiz

07

Languages

An international profile built on working fluently across five languages and markets.

SpanishNative
GermanC1 · Certified
EnglishC1 · Certified
PortugueseB2 · Certified
CatalanB2 · Certified

Looking to connect strategy, brand, and growth?

I’m open to conversations about marketing leadership roles, brand transformation, and strategic advisory projects.

Send an emailView LinkedInDownload CV

Barcelona · lmontesarjona@gmail.com · (+34) 619 683 857

Location

Barcelona, Spain