Roberto Munoz

Munoz Comms

Communication is the elixir to deliver your strategy and set you apart. We build strategic foundations and roll up our sleeves to deliver results. 

Clients included: 
The Newcastle Network (consumer private equity), Infor (enterprise tech), Skillfully (tech recruitment platform), RBC (financial services), ABB (global engineering), BMS (healthcare)

→ Fractional Chief Communications Officer  
Need to scale your communications function quickly? A more affordable short-to-medium-term solution without investing in a full-time employee? We learn your business fast, slot in seamlessly and hit the ground running.  

→ Thought Leadership 
Looking to position leaders and elevate your brand? We develop strategic plans that cut through and make C-Suite executives stand out.  

→ Change Communications
Change is the new normal. It’s how you manage it that sets you apart. We’re experts in transformation and change bringing experience, leadership, and a steady pair of hands.  

→ Narrative Development & Positioning 
Smart communication is essential to delivering strategy. We build strong foundations with outcome-focused, purpose-driven communication to achieve results.  

→ Media Relations 
We have managed busy newsrooms, countless issues, and think beyond impressions. Our 360-programs are aligned to business and comms goals, grounded in delivering meaningful results.  

→ Comms Strategy 
We’ve led and executed internal and external comms for many top global brands. To achieve your goals, brands need a smart comms strategy. A strong foundation is essential for success.  

Contact:  
www.munozcommunications.com 
roberto@munozcommunications.com

CEO & Founder

Mixing Board

Mixing Board is a curated community of senior marketing and communications leaders who share experience, expertise, and mentorship to elevate our practice.

Mixing Board Member

The Newcastle Network

Member of The Newcastle Network's curated community of experts, operators, and entrepreneurs who bring specialized knowledge to create momentum and leverage across the full investment cycle.

Collaborator Network | Strategic Advisor

Fannie Mae

Officer & leader of ~20 external comms professionals
• Rebuilt function with multidisciplinary skills, agile ways of working, and measurement capabilities
• Navigated three CEO transitions in complex political, economic & regulatory environment
• Shifted focus from trade media to top-tier outlets & omnichannel consumer campaigns (front-page USA Today placement, WSJ exclusive, social influencers)
• Designed corporate decision-making framework for responding to topical societal issues
• Served on Diversity Advisory Council, championed & secured workforce surrogacy benefits

Vice President, External Communications

Munoz Communications

Communications consultancy specializing in transforming & repositioning brands. 
Clients: Royal Bank of Canada (RBC) • Bristol Myers Squibb (BMS) • ABB Group • Axiom legal
• Established RBC’s tech credentials ahead of AI trading product launch (as Edelman SVP)
• Launched BMS’s new brand identity & refreshed corporate positioning to global workforce (as Weber Shandwick EVP)
• Led integration communications strategy for ABB’s $2.6B GE acquisition 
• Elevated Axiom’s CEO & brand ahead of IPO (as Edelman SVP)

Principal | Change Communications & Brand Positioning Expert

HSBC

Led 14 media & employee engagement strategists across the UK & Europe 
• Launched company-first employee mobile app & oversaw head office relocation comms strategy 
• Modernized bank’s reputation with innovation-focused stories in top-tier media
• Mitigated multiple crises (from branch closures to system outages) & managed numerous daily inbound media inquiries  
• Elevated bank’s commitment to gender equality & developed award-winning campaign supporting transgender customers

Head of Communications, UK & Europe | Vice President

Tesco

• Garnered significant media coverage for customer-focused enhancements bolstering sales & reputation 
• Designed scalable local community program improving stakeholder affinity 
• Served as Public Relations Chair for Out at Tesco, the UK’s largest LGBTQ+ Employee Resource Group

Senior Communications Director

• Designed European comms playbook for high-profile horse meat crisis
• Developed campaign in Korea highlighting benefits of Tesco's investment
• Built international social media guidelines & trained global teams on best practice

International Communications Director, Europe, Asia & US

Fresh & Easy Neighborhood Market
• Launched Tesco’s US startup in 5 west coast markets
• Organized Prince Andrew’s 'food desert' Compton store opening 
• Designed popular Shop for Schools customer loyalty program

Neighborhood Affairs Manager

Witeck Communications

• Expanded Jaguar Land Rover’s LGBTQ+ purchase incentive program
• Spearheaded Motorola’s first-ever same-sex ad campaign

Diversity & Inclusion Communications Strategist

CEB, now Gartner

Developed retention strategies to retain critical accounts

Account Manager

Fractional Chief Comms Officer | Strategic Communications Leader | President, Munoz Comms

I'm CEO & Founder of Munoz Comms, a strategic communications consultancy, with 20+ years' experience protecting and promoting top brands--from startups to Fortune 500s.

HSBC • Tesco • Fannie Mae • Royal Bank of Canada • ABB • Bristol Myers Squibb • Axiom legal • Jaguar Land Rover • Motorola

Munoz Comms is designed to help brands navigate growth, change and transformation. Developing strategic communications that deliver measurable results. 

Our core services: 
→ Comms Strategy
→ Thought Leadership
→ Narrative & Positioning
→ Change Communications
→ Fractional Chief Comms Officer

My track record: 
• Global C-Suite executive who can navigate companies (multinational and start-up). 
• Industry leader who deeply understands the ever-changing media landscape.
• Trusted C-Suite leader and CEO confidant. 
• Transformational change agent with decades of in-house experience. 

What I do best: 
- Tell stories. 
- Deliver results.
- Focus on outcomes.
- Solve tough problems.
- Develop talented teams. 
- Shift stakeholder perceptions.  

Let’s connect: 
roberto@munozcommunications.com
www.munozcommunications.com

Mixing Board is an invite-only community of senior marketing and communications leaders who share experience, expertise, and mentorship to elevate our practice.

Uwins Research Group

Uwins Research Group moderates, designs and seamlessly executes qualitative research studies, using a variety of traditional and innovative methods. It is founded on my passion for connecting with people to uncover insights for brands, backed up by smart project design and management.

•	Moderators: By using reseachers with empathy and curiosity, we create human connection to reveal the underlying reasons behind behavior.
•	Design: Since the deepest insights often come from combining approaches, we utilize a variety of in-person, ethnographic and online methods, dependent on the research objectives.
•	Project Management: We seamlessly execute some or all elements of a research project, according to clients needs.
•	Findings: Since research is only valuable if it leads to action, we focus on surfacing the implications for the brand.

Founder, Uwins Research Group | Senior Qualitative Research Consultant

Lieberman Research Worldwide

As AGM, I played a pivotal role in developing the qualitative capability of LRW, as well as leading, developing and coaching project teams as they executed qualitative research projects. I enjoyed running the operational side of the business unit, while continuing to connect with consumers to uncover insights for brands.

•	Initiated, championed and evangelized LRW’s blogging, DIY ethnography, and passive video approach, one that has grown to become a particular strength and selling point for qualitative engagements.
•	Became expert at increasing operational efficiency,  making sure that qualitative projects do not sacrifice margin for quality.
•	Developed into LRW’s fashion/retail/design expert and forging strong client relationships in these industries – highlights include work for Kate Spade, Gap, Forever21 and Dickies. 
•	Hired, trained and developed project leaders and moderators to help them achieve excellent results (e.g., insightful reports, providing actionable recommendations to  inform business decisions for a variety of clients).
•	Developed and managed a pool of top quality external moderators, both domestic and international.

Assistant General Manager | Senior Qualitative Research Consultant

I successfully executed a wide range of qualitative research studies, using a variety of traditional (focus groups, IDI’s) and non-traditional methods (ethnographies, ideation sessions, van groups, shop alongs, and online). These spanned a broad range of categories, including retail, CPG, food service, entertainment, automotive and fashion.

•	Project managed all qualitative related responsibilities starting from facility selection, recruiting, discussion guides, moderation, through reporting.
•	Moderated all types of qualitative research ranging from focus groups, to IDI’s, to ethnographies (over 2000 focus groups and ethnographies personally moderated).
•	Interviewed a wide range of consumers, from children, tweens, right through to seniors.
•	Produced actionable and impactful “so what” driven reports and presented them to Fortune 500 clients.
•	Managed direct reports by providing strong mentorship of junior staff.

Senior Qualitative Research Director

Qualitative Research Director

Senior Research Manager, Qualitative

Qualitative Consultant

Research Manager, Qualitative

Assistant Account Executive

I find people fascinating. That’s why I’m drawn to qualitative research. I have an innate ability to connect with people, which enables me to easily uncover emotions and motivations that lie beneath the surface, and bring beliefs about brands and customer experience to light. Even after moderating thousands of focus groups, ethnographies and other in-person and online research methods, I still find every new encounter a fresh opportunity for insight.

People that know me also wonder how I get so much done. With many moving parts, qualitative research can be difficult to manage. Over the course of 14 years at LRW, I designed, executed, and provided actionable insights for countless complex qualitative studies, and built a reputation for seamless project management. And now I’ve set up Uwins Research Group, with my passion for qualitative research at its heart.

My experience spans a wide range of industries from retail, CPG and food service to entertainment, automotive and fashion. And since the deepest insights often come from combining methods, I've developed expertise across a variety of techniques including ethnography, shop-a-longs, blogs and mobile ethnography, as well as the more traditional focus groups and in-depth interviews. To supplement my experience, I've built a network of trusted partners both in the US and Internationally.

My qualifications include a BA in psychology and communication from the University of Southern California and a MA in communication from California State University Northridge. I developed, championed and evangelized certain qualitative methodologies unique to LRW, and have been published in the Qualitative Research Consultants Association’s magazine. And to share my experience and expertise, I guest lecture on qualitative research at the University of Southern California. 

Specialties: Active Listening, Customer Insight, Ethnography, Focus Groups, IDIs, Project Management, Rapport Building, Research Design, Report Writing.


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Roberto Munoz

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