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Luis Montero is CEO of global creative agency the community, headquartered in Miami, Florida. For more than 20 years, Luis has helped leading brands in the U.S., Latin America, and Europe forge meaningful connections with their most important audiences through creative communications and experiences.
Since joining the community in 2013, Luis has been a strong advocate for culturally reflective brand-building, helping the agency secure long-term partnerships with brands like Verizon, Volkswagen, Samsung, Porsche, and Mondelez. Under his leadership, the community has grown from 40 to 200+ communitarians, expanded its footprint to a global network across continents, and won some of the industry’s most prestigious awards. Some of those awards include being selected as one of Fast Company’s Most Innovative Companies of 2022, Adweek’s Fastest Growing Companies of 2019, Campaign’s Top 25 agencies of the last 50 years, and being honored in Ad Age’s A-List 8 of the last 10 years, most recently in 2022.
Before joining the community, Luis was a Partner at The Montero Group (TMG), a strategic consultancy focused on helping Latin American and European companies enter and build their brands and businesses in the U.S. One of those companies was Real Madrid, the highest valued global soccer franchise in the world; Luis worked with them for four years helping develop a US youth soccer development platform and market entry strategy as well as establish other key partnerships.
Prior to TMG, Luis was SVP and Managing Director at Jack Morton Worldwide, a global brand experience agency in the IPG network for about 9 years. Working out of LA and NY, Luis helped develop and activate many award-winning B2B and B2C campaigns and experiences across the country for brands such as Hyundai, Activision, Intel, NBC, and others. While at Jack Morton, Luis also founded and ran its U.S. multicultural business unit focused on creating culturally relevant experiences for Hispanic and Black communities.
Luis is a graduate of The Georgia Institute of Technology, having attained his degree in Industrial Engineering. While at Georgia Tech he became the first student in the university’s history to achieve an international co-op program degree with The Coca-Cola Company. As part of the co-op program, Luis helped develop and implement a supply chain optimization process for bottling distribution and fulfillment centers in multiple countries including Spain, Mexico, Sweden, Ecuador, and Brazil. Luis also worked with The Walt Disney Company in Orlando helping develop and implement efficiency processes for several Disney parks and resorts.
Throughout his career Luis has been a passionate advocate of Diversity, Equity, and Inclusion, consistently working to help close the equity gap for underserved communities and create a more inclusive experience for all in the marketing and communications industry. Luis often contributes to thought leadership on the topic, supports many local Hispanic organizations, has been on the Diversity Council for one of his clients Verizon, for the last 8 years, and spearheads several programs at his agency and across various client organizations.
In addition to his professional experiences, Luis is a passionate writer and screenwriter having spent time in Los Angeles early in his career writing and marketing stories for TV and film.
Born in Atlanta to a Cuban mother and Spanish father, Luis has lived and conducted business in more than 10 countries and speaks Spanish fluently. When not in the office, Luis lives in Atlanta, Georgia and is focused on being a loving husband to his wife Mary, and a loving father to daughter Lucia and son Diego.