work
VP of Strategy
Remezcla, Chicago IL
2023-present
Lead strategy for The Remezcla Agency and consult across media and brand partnerships.
As a bespoke agency within the cultural Latine powerhouse of Remezcla, I work to bring clarity and understanding to our clients on all things Latine & culture. We pride ourselves in work that not only moves business but also positively influences and benefits the Latine culture and community.
As an agency lead, I am responsible for shaping the overall direction and focus of the organization together with the founder & Account leads, guiding agency PR, directives and prospecting.
Strategy Director
The Marketing Arm, Chicago IL
2020-2023
Lead consumer strategy team for the State Farm brand across the full funnel (above the line, bellow the line, experiential, employee engagement and digital, social, and content creation).
Manage a team comprised of senior, mid-level, associate and freelance strategists across multiple work streams with an overarching objective of modernizing and refreshing the State Farm brand across the US. Contribute to overarching goals for strategic direction, staffing, agency process and implementation across the agency. Advocate for DE&I growth across the State Farm process, knowledge building and habit unlearning in order for the work to accurately represent the US population and for personal growth as a colleague and collaborator.
Strategy Director & Multicultural Lead
EnergyBBDO, Chicago IL
2019-2020
Lead brand strategy for the American Egg Board and Avocados From Mexico. Work across IAT and IMC teams on both Avocados and the Egg Board as lead agency guiding overall strategic direction across digital, social, media, and experiential. Partner with CCOs to develop and implement Avocados From Mexico direction for Super Bowl 2020. Lead strategist and consultant within the agency for any Multicultural projects within existing clients across categories, and across the network. Partner with CSO to develop strategies on global new business, most recent win with Brown Foreman.
Strategy Director
Geometry Global, Chicago IL
2017-2019
Lead brand strategy for Coca-Cola brands. Develop strategy for all Coca-Cola’s portfolio of brands national programs. Partner with retail strategists to develop detailed consumer purchase decision journey by channel and retailer to identify the ideal moment to influence behavior change. Collaborate with account, creative, and research leads across the US, creating the ideal mix of talent across disciplines to answer each project as needed. Involved in the leadership committee determining path forward and ways of working across the agency as well as implementing processes and collaboration norms for the strategic department.
Strategy Director
mcgarrybowen, Chicago IL
2015-2017
Manage strategic planning for Marriott Hotel Brands in the Mid and Upper -Moderate Tier & Oscar Mayer brands. Build and determine the overall Content Strategy for these brands and inform the holistic plan of how these brands behave, act, and evolve through communication in the world.
Work in conjunction with creative teams and account team members to develop overall strategic direction and creative brief for the brands as well as for individual tactical brand projects. Continuously ensure brand communications and ecosystems remain in line strategically throughout campaign and brand evolution.
Work together with the rest of the planning department in identifying national and global trends and how brands can activate them.
Senior Strategic Planner
Latinworks, Austin TX
2011-2015
Manage strategic planning for Capital One, Target & Anheuser-Busch brands. Work in conjunction with creative teams to develop overall strategic direction and idea brief for the brands as well as for individual brand projects. Advocate and profile target consumer & mindset, employing archetypes to arrive at underlying drivers & motivations as well as resonance and dissonance with brand archetype. Develop a new model for segmentation of the Hispanic market utilizing Simmons and derived from insights gathered from proprietary research. Pioneered a new portfolio strategy in both the macro and micro level for Anheuser-Busch brands that included the successful launch of a new beer brand in 2014, the repositioning of the iconic Budweiser brand and the revamp of the Bud Light brand for the Hispanic market.
about
strategist. cultural curator. baker of yummy things. happy sufferer of constant wanderlust. movie buff. wannabe stylist and designer. geek. tech junkie. lover of empathy-driven design. boricua forever.
brand creative strategist
Seasoned strategist with over 20 years of experience in brand marketing covering media, research, creative & branding strategy, entertainment partnerships, experiential and digital.
Passionate team leader, focused on driving efficiency through organization and encouraging innovative ways to tackle brand problems.
self described data geek and forever curious about what makes people tick.
As part of the plan to modernize the brand and connect with younger consumers, State Farm has focused efforts among GenZ and Millennial gamers, specifically within the streaming and esports space. As part of that our team innovated and State Farm became the first brand ever to integrate an NPC character in any videogame with the NBA2k gaming franchise.