Juan Felipe Muñoz, LLYC’s new U.S. CEO

LLYC has a new CEO in the United States. Starting today, Juan Felipe Muñoz will be leading the firm’s offices in Miami, Washington D.C. and New York. This key decision will help the firm grow in this market.

Muñoz, a Colombian and U.S. citizen, has more than 15 years of experience in the fields of strategic communications and digital transformation. He is an expert in value creation, financial services, risk management, branding and country brand reputation. He was the youngest member of Colombian President Juan Manuel Santos’ cabinet in 2012 serving as an image advisor and media relations consultant. In that role, Muñoz designed digital strategies for the president, his government, and the peace process with the FARC. He also helped position the country on the international stage to better attract foreign investment.

In addition to his experience in Colombia, Muñoz also worked with the Mexican Ministry of Tourism. He devised solutions to help the country deal with the negative reputation impacts of the Swine Flu (H1N1) pandemic and drug trafficking crisis. Muñoz began his career at Banco Santander, also working for Accenture and investment company Violy McCausland.

A trained economist, Muñoz studied at Los Andes University and the London School of Economics. He holds an MBA from the Kellogg School of Management at Northwestern University, and a second master’s in International Affairs from Columbia University in New York.

“We are certain that Juan Felipe’s expertise will enhance and decisively contribute to LLYC’s growth and consolidation within the U.S. market.” said Alejandro Romero, LLYC’s Partner and CEO of the Americas. “His experience will support our professionals’ efforts, always with a view toward achieving the business targets we have set ourselves. Our focus is on serving major U.S. companies with interests in Latin America; producing global communication campaigns; and working throughout the U.S. Hispanic market, where LLYC offers outstanding value.”

For his part, Muñoz, stated, “LLYC is no doubt the clearest embodiment of an entrepreneur’s vision, in this case that of its founder, Jose Antonio Llorente. What began over 25 years ago as a company with just three people is today an industry powerhouse with more than 650 professionals across 13 countries, all focused on a single objective: Providing a client-focused approach. That is what LLYC has been doing and what we will continue doing in the United States, with the goal of doubling the size of our business over the next two years”.