Luis Monserrate Castillo

CEO at CREATE, the brand that merges functionality and quality with design, fashion and lifestyle. Because we believe that the objects that suround us and their beauty impact in ourselves, our emotions and our stories. We work to make Create´s reach global and to develop the best version of itself. Create, the live you want to live in

Faculty at the program specialised on Fashion and Luxury industry. Mi goal has been to share my personal vision about the disruption in the Fashion Industry due to the entrance on the digital economy and offer my guidance for the students for specific business cases.

Fashion category direction, leading the evolution from a cross border model to a local competitive framework, all in the scope of the Alibaba's entrance to Europe. • Market Intelligence • Strategy definition • Project scope and project management • Business Development Lead • Category and operation plan development • Team structure definition and recruiting

Leading the digital Transformation of the company. Built a team that crosses the whole organisation with the purpose of evolving the business model to a digital environment: • Wholesale: Business strategy and development on digital penetration. Pure players + Traditional Multibrand. • Direct to Consumer: Ecommerce Direction and co-leadership on building an omnichannel business model. • Marketing: Digital Marketing Direction • Creative: Create and lead the digital art team: Editorials, Product Photo, Content. Highlighted Milestones: Achieved +600% growth, launched the brands on main marketplaces (Zalando partner program among others), premium positioning on leading windows, both, either pure players (Amazon, Zalando, etc.) and traditional (Galeries Lafayette, El Corte Inglés, etc.), optimised ecom operations, results driven marketing strategy, new tech platform, etc.

Responsible for boosting the global revenue through online business. Results and customer experience driven. Acquisition and conversion strategy through an omnichannel vision. Digital knowledge canalization through the whole organization. • Performance: Set up the strategy and driven key initiatives to improve traffic and conversion globally. Brought external capabilities and manage different teams internally (IT, Product, Marketing, etc.) to make it succeed. • Decision making & Strategy: Definition and implementation of a Data Based Decision Taking model. Implemented the technology to have a solid scientific methodology to understand the impact of every decision before taking it and deploying globally. • Delivery experience: Set up the strategy for consumer delivery globally, based on customer centric principles. • Innovation: Analysis leadership and implementation of new technologies oriented to improve customer experience and create wow factor: • Omnichannel: Participated on the definition and execution of the omnichannel strategy of the brand.

General Management: • Idea inception and Business Plan development. • Negotiation and Fund Rising. Shareholders model based on Venture Capital and Tech Partner. Fund Rising: 1M € • Design and management of the tech platform. • Definition and launch of the logistics model. • Marketing Strategy and Plan definition and execution. • Team recruiting and management • Company reestructure to meet financial needs. • Big player partnerships, national and international.

Development of different Strategic, Operational and financial projects for private corporations, national and international, and for Governs and Public Entities.

Development of the Economic and Financial Plan for 2004-2007 periods. Bond of the financial product through risk covenants, commercial strategy strategy definition and team set up. Marketing Plan and Investors Book. Design and execution of the media plan.