Experience & Practice
I lead brand systems, integrated campaigns, and experience-driven storytelling that connect strategy, culture, and commerce to measurable growth.
With over 20 years of experience across B2B and B2C environments, I work at the intersection of brand strategy, design systems, and emerging technology, using creative direction, consumer insight, and AI-enabled tools to build work that performs across mainstream and multicultural audiences, with a focus on the U.S. Hispanic market.
My experience spans retail, CPG, technology, telecom, luxury, QSR, tourism, and industrial sectors. I develop integrated brand systems that bring together strategy, storytelling, and shopper marketing to create cohesive experiences across physical, digital, and social environments.
I specialize in leading multidisciplinary teams and building scalable creative systems that balance strategic clarity with creative execution—delivering work that is both culturally relevant and performance-driven.
Brandvolution LLC
Executive Creative Director
Nov 2018 – Present | Houston, Texas
Creative leadership for emerging and entrepreneurial brands, focused on developing brand strategy, identity systems, and integrated campaigns. I build AI-informed creative workflows that accelerate insight development, content creation, and performance optimization across digital and social platforms.
Selected focus areas:
Brand strategy and identity systems
Integrated campaign development across digital, social, and experiential channels
AI-assisted creative development and audience insight modeling
Cross-functional team leadership across design, production, and content
New business concept development across multicultural and general markets
Clients: Kids Kicking Cancer – Heroes Circle, SongBanz, PCS Software, Choice Energy Network, Cosmixxology
Collaborate Architects
Communication Design Director
Nov 2023 – Present | Houston, Texas
I integrate brand identity with environmental and architectural design systems, translating strategy into physical space, wayfinding, and experiential environments that strengthen how brands are experienced in the real world.
The Scarab Club
Executive Creative Director / Board Member
Oct 2015 – Jan 2017 | Detroit, Michigan
Led a comprehensive rebrand for a historic arts institution founded in 1907, repositioning it as both a cultural landmark and an active creative space. Developed identity systems and experiential programming that deepened engagement between artists and the public.
The Mars Agency
Creative Director
Nov 2013 – Jun 2016 | Southfield, Michigan
Led shopper marketing and integrated campaign development for national CPG and QSR brands across major retail environments including Walmart, Target, Kroger, Dollar General, and Publix.
Focused on multicultural strategy, omnichannel retail campaigns, and consumer engagement systems.
Clients: Campbell’s, Pepperidge Farm, Walmart, Colgate-Palmolive, Hallmark
22Squared
VP, Creative Director
Feb 2011 – Jun 2013 | Tampa, Florida
Creative lead for Publix Supermarkets, overseeing broadcast and digital campaign development while managing creative teams, production workflows, and client strategy.
López Negrete Communications
Associate Creative Director
Aug 2005 – Feb 2011 | Houston, Texas
Led multicultural creative strategy and campaign development for national accounts. Directed ideation, production, and integrated advertising systems across broadcast and digital platforms.
Clients: Miller Lite, Walmart, Kraft, Sonic, Dr Pepper, 7 Up
Foote, Cone & Belding (FCB)
VP, Associate Creative Director
Feb 1992 – May 2004 | New York, NY
Led national and global campaigns across tourism, telecom, and CPG sectors, including a major brand repositioning initiative for the Jamaica Tourism Board. Directed production, creative teams, and new business development.
Clients: AT&T, Kraft, Tropicana, Jamaica Tourism
EDUCATION
Parsons School of Design
BFA, Communication Design/New York, NY
HONORS & AWARDS
NATAS Emmy Nominee (2023)
Communicator Awards: Gold, Silver, Award of Distinction
Awwwards Honorable Mentions
Art Directors Club Houston: Gold & Silver
ADDY Awards: Gold & Silver
New York Art Directors Club: Merit
New York Film Festival: Bronze