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.

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

What colleagues say

Recommendations from managers, peers and collaborators across my career.

“I had the opportunity to work with Luis in San Francisco as part of the Imagine.cc program in 2013. Since then I have reached out to Luis for sales and marketing advice that has always proven effective. After 7 years of knowing each other professionally I can say that Luis has a great mix of talents that makes me certain that he will achieve everything he sets his mind to. He is not only extremely creative and dynamic, but also a very hard-working professional who is always looking to improve and up his game, making him one of the most knowledgeable sales and marketing professionals I’ve worked with.”

OM

Oriana Méndez López

Product Marketing & Business Development, Amadeus

Worked together at Imagine.cc, 2013

“Luis was my right-hand man while I was marketing director at SMA Ibérica Tecnología Solar. I had never met a person with such creativity before. His ability to generate ideas and proposals of all kinds is difficult to match. He is a professional who feels like a fish in the water in dynamic environments; he is not afraid of change and is able to easily manage several projects at once, involving those around him with enthusiasm. Luis can be a key value to incorporate in teams where it is necessary to renew the creative capacity and where, by the weight of routine, things are done mechanically. He is fresh air and always eager to do things!”

MS

Miguel S. Pujol Rubio

Marketing & Communication Director

Managed Luis directly at SMA Solar

“As head of the marketing department Luis managed to combine operational and strategical tasks at the same time. One of Luis’ biggest strengths is clearly his eager to try and implement new approaches and technologies. He is always seeking development and improvement. This characteristic played a major role in improving brand awareness and recognition among the target group. His open-mindedness and trust helped me develop quickly. I really appreciated working for Luis and would recommend him as manager for a dynamic and agile team without reservation.”

BM

Birgit Mellert

Sustainability & Social Work

Reported to Luis directly

“He tenido la oportunidad de compartir un proyecto, tan apasionante como intenso, con Luís. En todo momento ha demostrado su tenacidad, compromiso, ganas de aprender y capacidad de aporte. Además, con un gran espíritu de equipo.”

AC

Andrés Cortijos

CSO / COO Grupo Almendras Llopis

Studied together

“Luis es un compañero con el que puedo decir que da gusto trabajar a todos los niveles, pero no sólo por su gran talento, sino también por la implicación y tesón que imprime en los proyectos en los que participa. Dinamiza los grupos de trabajo con su carácter y empatía por lo que volvería a trabajar con él sin lugar a dudas.”

GM

Guillermo Martínez Castro

Real Estate and Entertainment

Studied together

“Luis is a highly-creative and extremely talented marketing and communication professional. His intelligence, problem-solving skills, passion, hard-working and positive attitudes are the perfect ingredients for success in every project. A great asset that I would love to work with.”

AC

Arturo Calvo

CTO, People Made Machines

Worked together at Imagine.cc, 2013

“Siendo muy joven y con poca experiencia, llevó las actividades de Marketing de SMA en España con gran profesionalidad y eficacia. Organizando ferias y eventos con originalidad y brillantez, y gestionando la publicidad y comunicación con los medios con agilidad y buena negociación. Durante los 3 años que trabajé con él pude ver su gran evolución, y estoy convencida de que tiene un gran potencial por descubrir y gran futuro por delante.”

SP

Susanna Perez Grima

Head of Global Finance Governance, Fresenius Group

Senior to Luis at SMA Solar

“I’ve had the opportunity of working for Luis and I only have good words about his commitment with a job well done and his ability to improve constantly with his duties. A great on/off marketing professional.”

FC

Fernando Climent

Digital Business & Marketing Expert

Worked together

“I had the pleasure of working with Luis at 47 Degrees, and it was a truly remarkable experience. What sets Luis apart is his ability to read people beyond emails and meetings — he uses empathy as a genuine tool to understand what a client, a partner, or a project truly needs. He is creative, proactive, and brings deep marketing expertise to everything he does. Working alongside him was an absolute pleasure.”

JG

Jorge Galindo

Technology & Product

Worked together at 47 Degrees

06

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

07

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

08

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.

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

Location

Barcelona, Spain