PROFESSIONAL EXPERIENCE
As a visionary marketing executive with over 20 years of experience in the dynamic worlds of both B2B and B2C industries, I am passionate about creating transformative experiences that deeply resonate with diverse audiences. My expertise lies at the intersection of design, digital, AI innovation tools, 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 skillfully led teams and guided clients across a wide range of industries, including technology, luxury retail, pharma, telecom, consumer packaged goods, beer and beverages, quick-service restaurants, pharmaceuticals, tourism, oil and gas, agriculture, and luxury goods. My strategic approach seamlessly combines traditional, digital, and shopper marketing techniques to develop holistic and customized strategies for each unique market.
What sets me apart is a relentless dedication to excellence in creative direction. My innovative campaigns have consistently met and exceeded industry standards, earning recognition for their ingenuity and effectiveness. I look forward to bringing this extensive experience and proven success record to a dynamic team in the marketing and creative fields, where my passion for innovation and strategic insight can continue to grow and leave a lasting impact.
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.
As a creative leader for entrepreneurial companies, I help emerging brands shape their vision, identify niche opportunities, and develop market-ready strategies. I leverage AI tools to enhance audience insights, creative development, and content performance, strengthening digital-first messaging that boosts KPIs and brand engagement.
Highlights include:
Accelerating growth by shaping an integrated brand strategy supported by AI-informed insights
Enhancing product launch readiness using AI for rapid creative iteration and audience validation
Managing diverse teams of creatives, editors, directors, and production partners
Delivering new business concepts and breakthrough creative for national brands across multicultural, general market, and non-profit sectors
Collaborate Architects
Communication Design Director
Nov 2023 - Present, Houston, Texas
I bridge brand identity, environmental design, and architectural space to help clients fully realize their brand essence in the physical world. From immersive branded environments to subtle architectural details, I craft solutions that align seamlessly with both purpose and place. My work goes beyond aesthetics; it's about reinforcing brand messaging and creating lasting emotional connections. By collaborating closely with clients, I turn spaces into bold, memorable expressions of their brand, driving deeper engagement and standing out in a crowded market.
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
Led a full rebranding initiative for The Scarab Club, a historic Detroit arts institution founded in 1907. Developed a brand vision that fostered experiential connections between artists and art lovers, celebrating creative expression through unique exhibitions and community engagement. The rebrand elevated the Club’s role as both a cultural landmark and a working studio space for emerging artists—deepening public appreciation for the fine arts in Detroit’s Cultural Center Historic District.
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 shopper marketing strategy for national CPG and QSR accounts across major retailers, including Walmart, Target, Kroger, Dollar General, Albertsons, Meijer, and Publix. Drove multicultural (total market) growth by leveraging cultural insights and strategic planning to expand client opportunities. Focused on accelerating business development, identifying new prospects, and cultivating brand engagement through integrated omnichannel campaigns.
22Squared
VP, Creative Director
Feb 2011 - June 2013, Tampa, Florida
Client: Publix Supermarket
Served as the creative lead for Publix Supermarkets, contributing to the agency's brand council and overseeing broadcast and digital production teams. Regularly collaborated with client brand managers to plan and present seasonal concepts, develop creative briefs, and explore new marketing opportunities. Hired and mentored creative talent, managed end-to-end workflow, and led high-level client presentations and forecasting meetings, ensuring strategic alignment and consistent creative excellence.
Lopez Negrete Communications
Associate Creative Director
Aug 2005 - Feb 2011, Houston, Texas
Clients: Miller Lite, Walmart, Kraft, Sonic, Dr. Pepper, 7 Up
Partnered with senior management to lead multicultural business development and manage key national accounts. Crafted creative briefs and brand planning strategies while guiding ideation sessions across teams of senior and junior creatives. Championed innovation by introducing emerging trends, directors, and music partners to elevate the department’s creative culture and standards. Also managed production budgets and schedules for broadcast and digital campaigns, ensuring timely, high-quality delivery.
Foote, Cone and Belding
VP, Associate Creative Director
Feb 1992 - May 2004, New York, NY
Clients: Jamaica Tourism, Tropicana, AT&T, Kraft & Nabisco Foods,
Served as creative supervisor for national brands and global campaigns, including a high-impact initiative for the Jamaica Tourism Board. Played a pivotal role in positioning Jamaica as a premier Caribbean destination by shaping a unified brand message across diverse target audiences. Oversaw all production, hiring top-tier photographers and directors to bring the vision to life. Developed and pitched new business concepts to national clients, earning recognition through two nominations to the agency’s global advanced advertising leadership seminar in Chicago, an honor extended to top-performing creatives from across the 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