Open to opportunities

Luis Medina

@luismedina2

Message

I build client relationships and grow brands through consultative sales, food innovation, and market strategy.

United States

Message

What I'm looking for

I'm looking to grow in automotive sales, applying my consultative selling, client relationship management, bilingual communication, and marketing background to deliver a high-touch customer experience.

I co-founded Box Roses Florist in Tampa, managing direct client sales for custom wedding, event, and corporate orders from consultation through purchase. I build trust through tailored recommendations, objection handling, follow-up, and a high-touch buying experience.

At DIGIOCA, I led the Colombian market entry for Venezuelan food products, adapting recipes, packaging, labeling, and brand identity for local consumers and INVIMA requirements. I also developed distribution strategy across supermarkets, wholesalers, and traditional trade, supporting a successful six-month launch.

Earlier at DIGIOCA in Venezuela, I built the product development and marketing department, developed food brands including BienStar and Buona Stella, and coordinated R&D, procurement, operations, and commercial teams. My work spans product positioning, sensory testing, packaging, retail activation, and portfolio strategy.

I've also contributed to UX, customer journeys, CRM implementation, market analysis, advertising production, and packaging refreshes for consumer brands. I bring bilingual Spanish-English communication, formal culinary training, and hands-on experience translating customer insight into products and brand experiences.

Experience

Work history, roles, and key accomplishments

Current

Co-Founder / Product & Brand Director

Current

Box Roses Florist

Jan 2020 - Present (6 years 9 months)

Co-founded and grew a family business by managing direct client sales, consultative selling, and the full sales cycle. Oversaw day-to-day operations, vendor coordination, and customer service across in-person and online channels.

Consultative Selling Customer Relationship Management Sales Operations Order Management Vendor coordination Customer Service Shopify Square Uber Eats DoorDash For Business

Marketing Manager (International Expansion)

DIGIOCA

Jan 2016 - Dec 2018 (2 years 11 months)

Adapted Venezuelan food products for the Colombian market, including recipe modifications and sensory testing. Led packaging adaptation to comply with INVIMA regulations and developed a localized brand identity and distribution strategy.

Market Research Nielsen Data Analysis Focus Groups Brand Identity Packaging Compliance Distribution Strategy Sensory Testing Invima Regulation

Marketing Manager

DIGIOCA

Jan 2013 - Dec 2018 (5 years 11 months)

Built the entire product development and marketing department from the ground up, establishing structure, processes, and brand architecture. Led development of BienStar and Buona Stella brands, directed packaging development, and coordinated cross-functional teams.

Product Development Brand Architecture Packaging Development R&D Coordination Corporate Branding Retail activation Portfolio Management Event Management

UX & Visual Product Contributor

SIGIS

Jan 2012 - Dec 2013 (1 year 11 months)

Improved usability and interface design of an insurance mobile app. Designed cross-platform UI elements and optimized user flows for clarity and efficiency.

UX Design UI Design Mobile App Design User Flows Digital Brand Identity

Brand Transformation & Product Experience Lead

Detektor / LoJack

Jan 2008 - Dec 2012 (4 years 11 months)

Led redesign of external brand identity and modernization of customer-facing product touchpoints. Implemented CRM tools and redesigned the service journey to improve customer retention.

Brand Identity Product and Experience CRM Implementation Customer Retention Product documentation Onboarding Flows Aftersales

Market Analyst – Food & Beverage Categories

Nielsen

Jan 2006 - Dec 2007 (1 year 11 months)

Contributed to the migration of Venezuelan retail audit data into Nielsen's global analytical format. Analyzed consumer behavior and sales performance across F&B categories for clients including Coca-Cola, DIAGEO, and Pernod Ricard.

Data Analysis consumer behavior Retail Audits Nielsen Audit Methodology FMCG

Sales Representative & Trade Marketing Support

C.A. Ron Santa Teresa

Jan 2004 - Dec 2005 (1 year 11 months)

Managed direct sales operations and provided trade marketing support across retail and traditional channels. Executed in-store brand activations and built relationships with distributors and key accounts.

Direct Sales Trade Marketing Merchandising Brand Visibility Key Account Management Market Intelligence consumer behavior

Junior Account Executive (Advertising)

Abraham Pulido & Asociados, AW Nazca

Jan 2004 - Dec 2004 (11 months)

Assisted in the production of national TV commercials for major FMCG brands. Coordinated between creative direction, production crews, and client teams to ensure accurate execution of scripts and brand guidelines.

TV Commercial Production Client Coordination Creative Development Storyboards Production Scheduling Quality Reviews

Creative & Design Team Contributor – Packaging & Brand Refresh

Fusión Promocional, C.A.

Jan 2002 - Dec 2004 (2 years 11 months)

Contributed to the packaging refresh of Sustagen®, a Reckitt Benckiser nutritional brand. Participated in concept development, visual identity updates, and packaging layout improvements.

Packaging Design Brand Refresh Visual Identity Concept Development Consumer Insights Category Trends