Updated May 2014

1. Luis Fernando Martínez Funes
Social Business Analyst
Estado de México, México.
Tw itter: @Gaw ed
Linkedin: http://linkd.in/gaw ed
E-mail: luisfer@funestrat.com
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Objective
To make an impact and difference in the digital industry overall. Helping raise the bar professionally and ethically
to the benefit of all through the creation of best practices, research, standards, etc.
To develop myself at a firm in which my knowledge of business, data analysis and social media/ social business can
be used as a strong asset in areas such as Professional Services, Strategic Planning, Customer Service, Consulting
and Advising Decision Makers; while at the same time be challenged and helped to further develop my skills. Also,
maintaining a steady personal and professional growth into high tier positions without compromising my values,
always acting with honesty and integrity.
Expertise Areas
 Social Business (Web 2.0, Monitoring, Social CRM) and networking.
 Social Media and Community Management.
 Digital Marketing
 Business Management Consulting with a high tier perspective.
 Business, financial and market analysis.
 End-product logistics, order fulfillment and customer service.
Skills
 High ethic standards; self-disciplined; accountable; proactive
 Customer focused with a strong interest in customer experience
 Leader and teamwork profile, Team player, Empowerment, Multitasking, Goal oriented, High pressure and
frustration handling abilities.
 Community management and research skills, monitoring, developing insights, crisis management, CRM
initiatives through social media.
 Strategic Planning and Thinking, Creativity.
 High skill in data gathering, sorting and analysis. Problem analysis, evaluation and solving. Numerical skills.
 High communication skills both in writing and speaking. Experience and training for communicating with
different social level and cultural audiences. Oral presentations. Clear, objective and concise communication.
 Blogger and networking; community management
 Technological skills and knowledge:
o Windows (all versions).
o Office: High level in Word, Excel and PowerPoint 2003-2007. Beginner level in Access.
o SAP R3 basic level
o Smedia: WordPress, blogger, posterous, twitter (several clients), Facebook, LinkedIn, hi5, Orkut,
foursquare, wikis. (Advanced)
o Smedia tools: Radian6, Brandwatch, Ondore, Analitic, Topsy, AgoraPulse, Hootsuite, Viralheat,
SproutSocial, Klout, Alterian SM2, Sysomos, UberVU, Spredfast, SocialBro,
 Languages: Spanish (Native); English (Advanced); French (Intermediate)
Work Experience
FuneStrat, México, D.F., México,
Owner – Strategy Director, March 2008 - to date. Strategy and Internet Consulting to SME and agencies.
Focused on Social Business, monitoring and analysis strategies to leverage the power of internet and web 2.0 tools
so that faster and leaner processes can be achieved with a customer centric culture.
Achievements: 40 projects (mainly small and medium enterprises) during existence with positive outcomes in ROI or
efficiency improvements. Several in-company trainings on social media, community management, social business,
social media monitoring, analysis, etc. Over 200 people trained. Achieving high status as a Latin-American Industry
analyst in the Social Monitoring, analysis and social business functional areas
Projects include: Social business strategy, Social monitoring strategy, Social monitoring and management tools
evaluation, maps of conversations, influence analysis, decision and customer service process design using
monitoring and 2.0 tools, community conversation analysis, community management and networking.
Keynote speaker in over 30 different events including international appearances to talk about monitoring and
analysis, also teaching monitoring and analysis classes in different diploma courses in LATAM.

2. Luis Fernando Martínez Funes
Social Business Analyst
Estado de México, México.
Tw itter: @Gaw ed
Linkedin: http://linkd.in/gaw ed
E-mail: luisfer@funestrat.com
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Solvis Consulting, México, D.F., México,
Social Business Consultant, November 2009 – August 2011. In charge of the Social business and monitoring
initiatives. Led evaluation and selling processes; consulting and coaching for clients in social media, social CRM and
social Business issues. Manager and Expert of the social media monitoring initiative (SMM) in the Mexico and Central
American region. In charge of consulting, training, profiles configuration and customer relationship building for the
Radian6 analysis platform distribution. Helping clients achieve a perfect monitoring effort with the scope and reach
to fulfill their business objectives in marketing, PR, CRM and Sales.
Achievements: 20% Conversion rate of leads. 90 accounts acquired. High customer satisfaction.
Invista, México, D.F., México,
Business and Market Analyst, June 2007 - March 2008. High Management decision support through the gathering
and analysis of market and/or financial data developing points of view and recommendations such as: new
investments, pricing, competition analysis. Also developed mathematical and financial models to help Directors’
decisions
Achievements: New Business development through recycling profits analysis. New market explored and achieved
through negotiations with major Indian client for new packaging ideas and ventures.
Invista, México, D.F., México,
Customer Service Analyst, February 2006 - June 2007. In charge of order fulfillment and customer service for
the plastic packaging materials area. Give full support to the commercial and sales area through the entire sales
and order fulfillment processes. Also support and assist customers when required to do so by them
Achievements: Redesign of the balanced scorecard and order control methods for the Business unit. Redefinition of
key performance indicators for the area improving the delivery delays rate and efficiency by 20%.
McKinsey & Co. Inc. México, México, D.F., México,
Business Analyst, February 2005 – February 2006. Management consulting for some of the major multinational
firms. Entry level focused on data gathering, sorting and analysis plus financial and mathematical modeling to help
develop efficient and creative solutions for the client. Also participant in the theoretical and practical development
and implementation of said solutions.
Achievements: Designed a control system using KPIs for the financial area of a major NOC. This board allowed the
improvement of the contracts and suppliers payments processes. Also assisted in the reorganization of the
Corporate Operations division of the same NOC to achieve greater efficiencies and improve results all over the
country.
Education
Universidad Iberoamericana, Distrito Federal,
University, B.S. in Chemical Engineering
September-2004, Score: 8.15/10
Biotechnology Subsystem. Member of the Alumni society of chemical engineering serving as public relations
secretary; also assisted in the organization of 3 Chemical Engineering Seminars and 1 International Chemical
Engineering summit.
Continuous Development
Diplomas Community Management and Digital Marketing Strategy
2013
Interlat, Universidad Pontificia Bolivariana, Universidad Panamericana. México, D.F. and Bogotá, Colombia
Full diploma course on social media and social business strategy as well as digital marketing strategy creation and
management while also serving as part of the faculty for the Monitoring and Analysis module.
Social Media and Social CRM Course
2009
Solvis Consulting. México, D.F.
Training on best practices to utilize the social media and web 2.0 technologies for the benefit of the community
and the customer improving the CRM process through the use of social interactions and analysis

3. Luis Fernando Martínez Funes
Social Business Analyst
Estado de México, México.
Tw itter: @Gaw ed
Linkedin: http://linkd.in/gaw ed
E-mail: luisfer@funestrat.com
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Global Forum of Marketing and Innovation; Expomanagement; Special Management Programs: Sales, Family
Business, Negotiation, Social Network Strategy, World Business Forum, World Innovation Forum, World
Leadership Forum, World Marketing Forum
2007 to 2015
WOBI (HSM), México, D.F.
International forums and summits where several management and marketing gurus share their experience and ideas
regarding management, marketing, innovation, leadership, sales and customer service
Business Analyst Training.
September- 2005
McKinsey & Co. Inc., Toronto, Canada.
Management Consulting Training. Abilities Development for high management interviewing, problem analysis and
solving, data gathering and analysis and high management results presentation, efficient team work, etc.
Basic Consulting Readiness.
March-2005
McKinsey & Co. Inc., Palo Alto, Ca. USA.
Training and development of basic Management Consulting abilities such as: problem solving, interpersonal
relationships, conflict resolutions.
Technology Training.
February-2005
McKinsey & Co. Inc., México, D.F.
Training on informatics and analysis Tools such as Office and basic programming.
Extracurricular Activities
Mexican Association of Cultural Tourism
VP Digital Strategy
México, D.F.
2014 - Present
Social Media Club México
Co-founder, member of ther board
México, D.F.
2009 -2013
Twestival
Organizer and Leader
México, D.F.
2009 - 2013
Personal Information: Single; Birth date: October 25th, 1980; Nationality: Mexican; US Work Visa: NO