Caroll Herrera

Brand and marketing professional with experience spanning consultancy, in-house brand development and multinational corporate communications. Combines research and positioning with marketing strategy, creative development and digital execution. Experienced in defining project roadmaps, presenting strategic recommendations and guiding design and communications teams through implementation.

Brand & Marketing Manager at Luis Luna (2026-05 – Present)

• Built the brand and marketing strategy from the ground up, defining positioning, priorities and the roadmap for execution across digital channels and the retail experience.
• Created the complete brand identity and creative direction, defining its narrative, photography, packaging and proposed storefront and window displays.
• Audited the e-commerce website and planned its restructuring across architecture, navigation and SEO, using keyword research to prioritise content and coordinate technical improvements.
• Organise project responsibilities, priorities and timelines through shared workflows.
• Developed annual marketing strategies defining objectives, audiences, customer journeys and channel priorities, translating them into campaigns and editorial plans.
• Defined website strategies and architecture, supported by keyword research and on-page SEO.

Brand & Marketing Consultant at Small (2022-06 – 2025-10)

• Developed brand strategies for B2B and B2C clients across sectors, using audience and competitor research to define positioning, value propositions and project roadmaps.
• Developed annual marketing strategies defining objectives, audiences, customer journeys and channel priorities, translating them into campaigns and editorial plans.
• Defined website strategies and architecture, supported by keyword research and on-page SEO.
• Managed paid media campaigns, audiences and budgets; developed email segmentation, automated workflows and A/B tests, and planned influencer activity.
• Created brand narratives, messaging, taglines and campaign concepts.
• Managed projects independently against agreed timelines, presented and justified recommendations, guided design and communications teams, and trained and supervised an intern.
• Developed measurement frameworks, defined KPIs and monitored performance, using insights to adjust plans and optimise results.

Internal Communications Intern at Cemex (2021-01 – 2022-01)

• Supported internal communications and corporate culture initiatives for an audience of 2,000+ employees, producing communications for numerous countries.
• Contributed to communication strategies and internal campaigns, developing content and materials under the communications manager's supervision.
• Interviewed employees and managers to produce internal news and corporate communications.

Private Master's Programme in Branding in Branding – Masterbrand (2024-01 – 2024-03)

Master's in Marketing in Marketing – University of Alicante (2022-09 – 2023-09)

Bachelor's Degree in Communication and Journalism in Communication and Journalism – University of Sergio Arboleda (2017-01 – 2021-09)