Luis Gérardin


As the co-lead of Vivaldi's Buenos Aires office, Luis brings more than 30 years of experience in CPG and personal banking in both commercial and marketing sides, translating complex strategic issues into simple actionable plans with a strong track record of performance at The Coca-Cola Company. What moves Luis is the opportunity to find the sweet spot of state-of-the-art academic thinking with the pragmatic approach to make things really happen and make a true difference.

At Vivaldi he has led work for LATAM businesses, both legacy companies and start-ups, in several categories from CPG to BTB to fintech, in diverse challenges including Growth Strategy, Brand Strategy, Brand Architecture, Portfolio Strategy, and Value Proposition.

Prior to joining Vivaldi, Luis was VP of Marketing for The Coca-Cola Company in the South Latin Business Unit, where he led the Portfolio & Brand Growth Strategies and brand plans that contributed to the unit’s solid and continuous growth between 2007 and 2017. His team was internally awarded Best Marketing Worldwide on several occasions. Luis has been also recognized as Best Marketing Professional in Argentina, and The Coca-Cola Company was multi-awarded in several regional and global marketing and advertising forums. Luis’s experience on the client side allows him to empathize and help solve real business challenges and realize opportunities through action.

Luis has strong leadership skills, managing both local and virtual teams. He also has extensive experience in change management, restructuring teams, redesigning processes, leading people development programs, and driving cultural change.

Luis loves enjoying time with his family and friends, playing football and golf, and hosting great barbecues.

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Luis Gérardin - Vivaldi Partner

Challenges taken on recently

  • Developing Brand Strategy /Value Proposition for a start-up fintech
  • Developing Brand Strategy and Naming for a new invisible dental aligners company
  • Developing long term Growth Strategy for a regional services business oriented to migrants

Likes to talk about

  • Megatrends and social, political and business dynamics in the VUCA world
  • Business & brand strategy
  • Movies, football, golf and tennis

Is reading or listening to

  • “Noise: A Flaw in Human Judgment” by Cass R. Sunstein, Daniel Kahneman, and Olivier Sibony
  • “Digital Darwinism: Survival of the Fittest in the Age of Business Disruption” by Tom Goodwin
  • “Platform Revolution: How Networked Markets Are Transforming the Economy - And How to Make Them Work for You” by Geoffrey Parker, Marshall Van Alstyne, and Sangeet Paul Choudary