Executive Director, Miral
Multi-cultural business executive, with an innate entrepreneurial spirit, Gerardo Llanes possesses a strong background of proven global success in marketing, general management, and consulting with leading multinational companies. Llanes was born and raised in Mexico City and grew up fully bicultural and bilingual. He holds a Master in International Management from Thunderbird Graduate School of International Management and has over a quarter century experience in international business management and marketing.
After beginning his career with McCann-Erickson, Llanes went on to hold management positions for companies including Coca-Cola and Kellogg Company. While at Kellogg, Llanes held several positions, from new product manager to having full P&L responsibility for major operations in Argentina, Chile, Uruguay, Paraguay, Colombia, Venezuela, Peru, Ecuador, Puerto Rico, and all the Caribbean Islands.
In 2001 he founded the consulting firm BrandsLab, where he developed a proprietary branding model. Llanes has consulted and helped grow major companies like Royal Caribbean, Mazatlan, Riviera Nayarit, Unilever, Miller Brewing Company, Frito Lay, Coors, Quaker and many others in Mexico, Latin America, and the United States.
In March 2011 he became Chief Marketing officer of the Mexico Tourism Board, with the responsibility of marketing Mexico Worldwide. In his tenure, Gerardo helped Mexico move to a top 10 global position of international tourist arrivals. In 2013 and 2014 Gerardo was named among the top 30 Marketers of the year by the Internationalist.