# Luis Calero, M.A. > GTM & Content Strategy | University of California Santa Cruz - Silicon Valley Extension Advisory Board Location: San Francisco Bay Area, United States Profile: https://flows.cv/luiscaleroma Bilingual (English & Spanish) GTM Strategist with 10+ years of experience driving growth for Meta, Cisco, and U.S. Bank. I architect scalable content engines and localization strategies that bridge the gap between high-level brand storytelling and technical execution within AEM, Strapi, and headless CMS environments. Specializing in regulated industries, I lead advanced SEO, GEO, and AEO initiatives to scale brand authority and conversions across global markets, ensuring content is culturally resonant and optimized for both human audiences and generative AI. - Growth & Search Strategy: I lead global search strategies across SEO, AEO, and GEO, focusing on multi-locale optimization to ensure brand dominance in both English and Spanish generative search landscapes. - Technical Writing & Documentation: I translate complex technical specifications into localized, user-friendly guides, white papers, ensuring adoption is seamless for Spanish-speaking users and across multilingual LLMs. - Creative Storytelling & Content: Using Adobe Creative Suite and GenAI, I produce culturally resonant, transcreated assets; I specialize in adapting brand narratives for Spanish-language markets to ensure they are prioritized by AI-driven search platforms. - Leadership & Operations: I manage cross-functional teams and international production workflows, building i18n-ready content models in headless CMS like Strapi and AEM to scale search-optimized delivery globally. - Technical Proficiency: Expert in AI Prompt Engineering, Global Search Strategy (SEO/AEO/GEO), English/Spanish Localization, Adobe Creative Suite, Salesforce, AEM, WordPress, and CRM platforms. ## Work Experience ### Growth Marketing & Bilingual Content Strategist @ Farmers Insurance Jan 2025 – Present | San Francisco Bay Area - Design and execute full-funnel campaigns and GTM frameworks, managing timelines and risk to ensure strong results in fast-paced settings. - Lead end-to-end production of video and static assets, from scripting and ideation to creative direction and multi-channel delivery. - Deploy AI-driven content and bilingual (English/Spanish) localization to maintain brand consistency and expand global visibility. - Leverage insights and performance data to refine creative, optimizing paid media and CRM to maximize ROI. - Architect end-to-end content roadmaps to drive revenue and growth. ### Go-To-Market Delivery Specialist @ Cisco Meraki Jan 2025 – Jan 2025 | San Francisco, CA - Developed and executed global GTM strategies for the Cisco Meraki portfolio, spearheading regional market adaptation and localization to drive international revenue and market share. - Authored high-impact localized technical documentation, customer case studies, and success stories; engineered multilingual interactive learning content for global LMS integration to accelerate worldwide user adoption. - Led cross-functional project management for GTM and marketing initiatives, coordinating global internal teams and regional translation vendors to ensure brand consistency and launch velocity across locales. - Utilized AI-powered analytics to generate data-driven insights across diverse geographic regions, refining locale-specific sales enablement and GTM strategies for maximum global impact. ### Program Chair for UX & Web Design @ UCSC Silicon Valley Extension Jan 2024 – Jan 2024 | Santa Clara, California, United States •Led curriculum design for a new UX & Web Design program, aligning coursework with industry tools like Figma and Adobe Creative Suite, WordPress, AEM, and SharePoint and eLearning tools. •Drove lead generation and brand awareness for a new program launch by executing targeted digital marketing campaigns and creating impactful promotional materials. •Executed targeted digital marketing campaigns and sales enablement content to increase leads and program enrollment. •Leveraged market insights to align program design with audience needs and drive engagement. ### Sr. Bilingual UX Conversation Designer @ Centene Corporation Jan 2023 – Jan 2024 | St Louis, Missouri, United States •Designed and optimized bilingual IVR flows (English and Spanish), improving call containment and efficiency. •Collaborated on user research and testing to ensure a cohesive and intuitive user experience. •Mapped the end-to-end user journey to identify friction points and opportunities for improving conversion rates throughout the customer lifecycle. •Optimized processes for scale, ensured cross-functional alignment across all marketing channels and touchpoints. •Led bilingual educational and digital training initiatives for clinical and non-clinical users in Centene’s healthcare technology environment. ### Digital Producer @ WM Jan 2023 – Jan 2023 | Texas, United States •Developed and published targeted web content for marketing campaigns aimed at generating inbound leads and building the sales pipeline, using AEM and WordPress CMS. •Collaborated with cross-functional teams to design and implement new UX/UI experiences. •Monitored content performance analytics to refine digital strategies, improving user engagement and progression through the marketing funnel. •Technical Project Management and workflow optimization expert. Integrated and managed GTM platforms to establish efficient, scalable workflows for content delivery and quickly adapt to new sales enablement tools. ### Reality Labs Marketing Insights Producer @ Meta Jan 2021 – Jan 2022 | Menlo Park, CA - Directed creative strategy and video production for Reality Labs, overseeing the localization and cultural adaptation of content for the Marketing Insights team. - Empowered partner teams with data-driven, localized content that accelerated the global sales pipeline. - Produced high-impact, multilingual video and marketing collateral across Facebook, Instagram, Oculus, and Portal, ensuring brand consistency across diverse regional markets. - Collaborated with Instagram and Facebook product teams to launch localized, integrated campaigns that resonated with global audiences. - Developed data-driven consumer journey maps across different locales, providing key regional insights to inform global product and marketing strategies. ### Content Strategist @ U.S. Bank Jan 2020 – Jan 2021 | San Francisco, California, United States •Translated complex financial information into clear, accessible concepts for multicultural audiences. •Contributed to a major product launch initiative by developing targeted content strategies for the nation's first Spanish-language voice assistant in banking, accelerating market adoption. •Led cross-functional collaboration between product, UX, and key business stakeholders to ensure cohesive messaging and a successful go-to-market execution. •Developed data-driven strategies to streamline financial information and boost user engagement. •Produced videos and collateral, ensuring integrity and commercial readiness by partnering with Product/Compliance and developing/delivering sales enablement training to maximize material impact. ### Video and Marketing Specialist @ SolutionWare Corporation - MazaCAM Mazatrol Programming Jan 2020 – Jan 2020 | San Jose, California, United States •Managed video and content creation for Computer numerical control (CNC) machines. •Lead production to craft polished, cohesive narratives by optimizing pacing and flow. Collaborated closely with stakeholders to align deliverables with strategic goals. •Handled ad creation, full-cycle email campaigns, and performance metrics. •Optimized paid media campaigns to maximize ROI and drive sales growth. •Hands-on experience with a variety of business analytics tools such as Adobe Analytics, Tableau, and Excel. •Ensure alignment across content, product marketing, brand, and growth. ### Video and Content Specialist @ Farmers Insurance Jan 2016 – Jan 2020 | San Francisco Bay Area •Led creative strategy and execution for marketing programs across social media and video platforms. •Managed a 3-person team of freelance creators and interns for content production and field events. •Spearheaded bilingual content (English/Spanish) to boost engagement with diverse customer segments. •Drove engagement using strategic, culturally relevant bilingual content and multimedia. •Created and integrated advanced motion graphics and visual effects to enhance storytelling, ensuring strict adherence to Farmers Insurance brand guidelines. ### Video Producer and Customer Success Associate @ Vyond Jan 2014 – Jan 2015 | San Mateo, California, United States •Led projects to develop animated video tutorials for key enterprise clients. •Created animated instructional videos and tutorials for the support center. •Provided bilingual (Spanish/English) support, training, and troubleshooting in video production. •Represented Vyond at industry trade shows, events, and conferences to engage with prospects and increase sales. ## Education ### Master's degree in Multimedia Communications Academy of Art University ### Bachelor's degree in Radio, Television, and Digital Communication San Francisco State University ## Contact & Social - LinkedIn: https://linkedin.com/in/luiscalero1 - Portfolio: http://www.luiscalero.com --- Source: https://flows.cv/luiscaleroma JSON Resume: https://flows.cv/luiscaleroma/resume.json Last updated: 2026-04-13