PROFESSIONAL EXPERIENCE
As a visionary marketing executive with a rich tapestry of over 20 years in the dynamic realms of both B2B and B2C industries, I am impassioned about crafting transformative experiences that resonate deeply with diverse audiences. My expertise thrives at the intersection of design, digital innovation, and strategic consumer insights, delivering impactful campaigns that captivate not only the General market but also the vibrant U.S. Hispanic demographic.
Throughout my career, I have adeptly orchestrated teams and guided clients across a spectrum of industries, including technology, luxury retail, telecom, consumer packaged goods, beer and beverages, quick-service restaurants, pharmaceuticals, tourism, oil and gas, agriculture, and luxury goods. My strategic approach seamlessly blends traditional, digital, and shopper marketing techniques, ensuring a holistic and tailored strategy for each unique market.
What sets me apart is a relentless commitment to excellence in creative direction. My innovative campaigns have not only met but exceeded industry standards, earning accolades for their ingenuity and effectiveness. I am eager to bring this wealth of experience and a proven track record of success to a dynamic team in the marketing and creative industry, where my passion for innovation and strategic prowess can continue to flourish and make a lasting impact.
Collaborate Architects
Director
Nov 2023 - Present, Houston, Texas
Bridging the worlds of brand identity and architectural space I help clients holistically understand their brand essence and objectives, I craft tailored solutions that seamlessly integrate with the physical environment. Whether it's designing branded spaces that reflect the client's identity or incorporating branding elements into architectural features, I ensure a cohesive and impactful experience for their audience. My expertise lies in leveraging the power of design to not only enhance aesthetics but also reinforce brand messaging and create memorable interactions. Through collaborative partnerships with clients, I transform their spaces into powerful expressions of their brand identity, driving engagement and differentiation in the market.
Brandvolution. LLC
Executive Creative Director
Nov 2018 – Present, Houston, Texas
Clients: Kids Kicking Cancer-Heroes Circle, SongBanz, Greater Houston Neurosurgery Center, Cosmixxology-Cosmetics, PCS Software, Choice Energy Network Inc.
Account manager and creative leader for entrepreneurial companies, helping young companies develop their brand vision and strategies to enter their market. Identified unique niches and recommended appropriate strategies to establish their brand presence. Also includes rebranding and creating effective digital messaging to increase awareness, key performance indicators (KPIs), and engagement among their target audiences. Reached success by collaborating and being able to work effectively with cross-functional teams.
• Served as an integral team leader in accelerating company growth.
• Supported product launches by working closely with Product Management, and clients to create new content and update existing content across the web, video, and art direction.
• Manage teams of creatives, video editors, film directors, music composers, stylists, and print vendors.
• Created new business concepts, presentations, and innovative brand launch strategies for national brands in multicultural, general, and non-profit sectors.
The Scarab Club
The Scarab Club is an artists' club, gallery, and studio in the Cultural Center Historic District of Detroit, Michigan.
Executive Creative Director / Board Member
Oct 2015 - Jan 2017, Detroit, Michigan
Created a comprehensive rebranding platform for The Scarab Club, of Detroit, which was established in 1907 in Detroit, Michigan's Cultural Center Historic District, and serves as an artists' club, gallery, and artistic class studio. As part of my responsibilities, developed the art institution to define its brand vision, which was to promote an experiential interaction between art lovers and art creators and encourage unique exhibits of art among Detroit residents. enhancing the appreciation of fine arts while providing a working facility for up-and-coming artists.
The Mars Agency
Creative Director
Nov 2013 - Jun 2016, Southfield, Michigan
Clients: Campbell's, Pepperidge Farms, Univision Mobile, Walmart USA, Walmart China, Colgate-Palmolive, Hallmark, Rich's Product Corp.
Led CPG and QSR’s accounts and strategies for shopper marketing platforms for national and regional retail markets including Walmart, Kroger, Target, Dollar General, Albertsons, Meijer, and Publix. Additionally, responsible for developing and growing multicultural (total market) businesses and opportunities with existing clients through innovative cultural insights and strategic planning. My duties involved driving business growth, identifying new business prospects, and cultivating brand omnichannel engagement.
22Squared
VP, Creative Director
Feb 2011 - June 2013, Tampa, Florida
Client: Publix Supermarket
As the creative leader for the agency’s client, Publix Supermarkets, I served on the agency's brand council, managed creative teams for both broadcast and digital production, and hired creative staff. I met with client brand managers weekly to organize, plan, and present seasonal concepts and deliverables. Worked closely with external client brand managers and account teams to develop creative briefs and marketing business opportunities. Mentored creative team members to grow within the agency and managed workflow and schedules from start to finish. Led top-tier client presentations and client business forecasting meetings.
Lopez Negrete Communications
Associate Creative Director
Aug 2005 - Feb 2011, Houston, Texas
Clients: Miller Lite, Walmart, Kraft, Sonic, Dr. Pepper, 7 Up
Collaborated with the principal management to oversee multicultural new businesses and existing national clients. Created creative briefs and devised brand planning strategies. During ideation sessions, supervised a team of senior to junior creatives to develop innovative concepts. I suggested emerging trade trends, film directors, and music production companies to improve the department's culture and standards. Additionally, I managed the production budget and team schedules for broadcast and digital projects on a project basis.
Foote, Cone and Belding
VP, Associate Creative Director
Feb 1992 - May 2004, New York, NY
Clients: Jamaica Tourism, Tropicana, AT&T, Kraft & Nabisco Foods,
Creative supervisor for national brands, and on strategic campaigns that were implemented worldwide. One of my major projects was working on the Jamaica Tourism Board account, where I played a key role in establishing the destination as one of the top vacation spots in the Caribbean. I ensured that tourists could enjoy a memorable experience and that the location had the necessary infrastructure and amenities to accommodate them. This account had multiple target segments and demographics, which needed to be considered while creating a cohesive brand message. Supervised all production and hired photographers and film directors to bring the creative vision to life. Also developed and presented new business concepts to national top-tier clients. My efforts were recognized and nominated twice to attend a worldwide supervisory advanced advertising management seminar at the agency's headquarters in Chicago, where I had the opportunity to meet with other top-performing peers from the agency’s global network.
EDUCATION
PARSONS SCHOOL OF DESIGN – BFA, COMMUNICATION DESIGN
New York, NY
HONORS & AWARDS
2023 NATAS EMMY NOMINEE Issued by 45th Annual Michigan Regional Emmy Awards
2017 Communicator Award - 2 Gold / 4 Silver
2017 Awwwards - Two Honorable Website Design Mentions
2015 Communicator Award - Award of Distinction
2015 The Scarab Art Club Board Member
55th Annual Art Directors Club of Houston, TX / Silver & Bronze 2010
53rd Annual Art Directors Club of Houston, TX / Gold 2008
46th AAF Addy Awards, Houston, TX - Gold & Silver 2007
World Trade Center Site Memorial Competition / 2003 (Entry #122162)
New York Film Festival - Bronze
New York Art Directors Club - Merit