Freelance Strategy Consultant

I have 30+ years' experience working with brands to define the heart of their story with a humanistic lens on culture, business, and technology to embed products	or services in people's lives. Working on coordinated accounts for Mexico, Latin America, and Europe integrating all disciplines of Design and Marketing working	in fast-paced environments. Leadership style based on an innate ability to listen, preserving a playful frame of mind, the integrity of innovation, and implementation processes to bring creative and strategy intelligence forth.

Helping businesses address challenging problems across all industries and needs. Specialties include market research, corporate brand strategy, product launches, loyalty strategy, verbal branding, social media strategy, M&A brand consolidation, retail strategy, brand extensions, and just about any other marketing challenge you have.


Communication Strategy and Brand Consultant
Independent Consultant
Nov. 2017 - Present

Responsibilities
• Manage and direct the brand strategies, preventing dilution of the core concept
• Develop strategy and inspiring ideas through powerful and compelling consumer insights. Design Sprints following the Design Thinking methodology.
• Close collaboration/leadership with CEO, COO, and CMO to ensure that strategies and creative executions are relevant and consistently branded
• Shape marketing and Service Design programs and find innovative ways to root brand ideas in contemporary culture.
• Connect people with ideas and collaborate to create relevant brand stories and experiences that involve, invite, delight, challenge, serve, inspire, inform, entice, entertain and ultimately change behavior
• Develop close working relationships and leadership positions with clients and vendors/partners
• Write compelling creative briefs, then provide clear, persuasive briefings to internal or external creative teams. Remain an active contributor throughout the strategy and creative development process.
• Partner with and take a leadership role with other vendor agencies, specifically media, social, and experiential, to develop integrated channel strategies that drive awareness and consideration, change brand perceptions, influence customer behaviors, and set new industry standards for excellence and innovation.
• Uncover compelling insights from primary and secondary sources that inform strategic directions and drive inspiring ideas for creative teams
• Act as a consumer advocate to fully understand our communications from the consumer perspective
• Push the envelope with strategic thinking. Then get it done.
• Assist or lead in the development of presentations and POVs with and for clients
• Motivate, mentor, and junior coach staff.

Results
• Currently remote working pro-bono as a Strategic and Innovation Coach for the Mexicali Liaison Committee Mexicali in collaboration with the Economic Development Council, the Business Coordinating Council, Mexicali Liaison Committee, National Chamber of the Transformation, and local education institutions to promote lean strategies development to accelerate Small and Mid-size Business in pandemic recovery.

• Strategic and Innovation Coach for "Ecosistema MXL." An entrepreneurship and innovation ecosystem in the Mexicali-SLRC-Imperial Valley-Yuma micro-region.

• Developed and implemented Inmobiliaria EcoHogar and Gaia Residencial communication strategy, positioning, brand identity, and brand offer in el Sauzal, Ensenada. BC

• Lead Service Design Sprints to develop an agile, iterative approach to the communication strategy, positioning and Design System for Vinos El Cielo, at Valle de Guadalupe

• Lead Service Design Sprints to develop an agile, iterative approach to the communication strategy, positioning, and Design System for Hospital Almater, a provider in the health industry in Baja, California.

• Freelance Communications Director/COPARMEX Nacional. Heading the creative, strategy, and marketing teams in the Coordination and Co-development of the digital communication strategy and campaign for Debates Ciudadanos to promote civic engagement and an informed vote when electing representatives to office.

Responsibilities
• Work with the executive team to deeply understand assigned accounts brand's purpose	and the value they provide to its customers.
• Inspire the creative team to deliver consistently high-quality work across mediums.
• Manage brand identity and internal brand purpose alignment.
• Communicate a clear vision for the           evolution of brands
• Conceive integrated marketing campaigns, utilizing the strengths of available channels	to maximize the impact.
• Work with creative teams from briefing and conception into production and bring new thinking	to the ideation process.
• Collaborates with external creative partners to create and execute the overall brand vision.
• Provided support and guidance to creative sides as they execute against the brand vision.

Results
• Co-developed the Omni-media campaign to launch MasterPass Digital Wallet by MasterCard	to give consumers the freedom to shop across devices and channels.

• A key player in the development of the new worldwide creative platform, for MetLife.

• Creative and strategic led the day-to-day operations and short and long-term developments	of B2B and B2C initiatives for MetLife Mexico.

• Prompted the Strategic, Creative band brand development of InCredit & Leasing	a GM financial service.

• Build the business case for the creation of the business model and brand strategy	for McCann Mexico City's newest venture McCann Brand Lab. Proactively drove and built	existing and new client relationships, building both the scale and scope of client interaction	and the company's business.

• Created and implemented Inmobiliaria Vinte. Brand identity Co-framed the brand Core	and brand offers to support IPO Launch.

• Aiding in the development of new tools and methodologies to differentiate and reposition Editorial Televisa in a competitive marketplace, Developing and co-leading the brand strategy, architecture, naming, segmentation, identity, and implementation.
• A key player developing the plan and launch campaign for Weber Shandwick Mexico a McCann Worldgroup PR agency.

• Lead the developed of the Brand identity of the newly formed advertising agency Vector B an IPG Group venture to consolidate of all Grupo Bimbo's Bakery goods under one roof.

• Lead the establishment and implementation of the New Brand Guidelines for SuAuto Auto financiamiento. A GM financial service. Partnering with marketing to develop a consistent	message and brand consistency across multiple channels.

Group Creative Director

Responsibilities
Engage with all aspects and phases of the creative process including creative/art/design direction, consulting/advising/coaching, creative strategy, managing and mentoring, client pitches and presentations.

Clients: Chevrolet Mexico, Chevrolet Central America and the Caribbean, Chevrolet LATAM, Grupo BIMBO, Nine West Kids Shoes, Westies Shoes and purses, Nine & Co. Shoes and bags, BIC Shavers, Betty Crocker, The Non-Violence Project Foundation, Nestlé NIDO Family, Coffee-Mate and Svelty Gastro Protect, Nestlé Svelty Total Digest, and Svelty Lactose-Free.

Creative Director

Responsibilities
Engage with all aspects and phases of the creative process including creative/art/design direction, Marketing Communications Integrations, Brand Stewardship, Production Efficiencies, creative strategy, managing and mentoring, client pitches and presentations Regionally and Global

Regional and Global Clients: McCann MIA, Chevrolet LAM, Sony Ericsson and MasterCard

Associate Creative Director

Art Director

Jr. Art Director

Find out detailed information about Daniel Monroy, Freelance Strategy Consultant 

Daniel Monroy: Freelance Strategy Consultant

Daniel Monroy

BrandFederation

McCann Mexico City, Craft Mexico, McCann Brand Lab

McCann Mexico City, Commonwealth// McCann Mexico City

McCann Erickson London, McCann Enterprise Europe

Latin America and the Caribbean

McCann Erickson Mexico

McCann Erickson Mexico

Grey Group Mexico

McCann Erickson Mexico

DDB Needham Worldwide Mexico

McCann Erickson Mexico

Columbia Business School

Columbia Business School

MIT

Universidad Iberoamericana