I have dedicated my career to crafting culturally resonant brand experiences that authentically connect my clients with their target consumers. I specialize in Cultural Brand Strategy, leveraging experiential marketing, sponsorship activations, mobile tours, digital campaigns, social media, influencer collaborations, and music to strategically concept and execute national campaigns.

My approach is rooted in understanding the intersection of culture and consumer behavior, ensuring our campaigns not only resonate deeply but also foster meaningful connections that endure. I am passionate about pushing creative boundaries and leading teams to deliver outstanding results that exceed client expectations and elevate brand presence in today’s dynamic marketplace.

With a proven track record working directly with prestigious brands such as Target, Marvel, Dominican University, General Mills, Pandora, MNUFC, Concacaf, Toyota, AARP, Sprint, Kellogg’s, Budweiser, Chevy, Bud Light Corona, Advanced Autoparts, Tecate, Mike’s Harder Lemonade, Bank of America, Tylenol, Goya Foods, Nike, Neutrogena, Les Mills/Reebok , Kettle One Vodka, Captain Morgan Rum, I bring a wealth of experience in delivering impactful strategies that drive consumer engagement and brand affinity.

From 2006 to 2020, I spearheaded the creative department for the premier Latin Music Concert Producer in the USA, CMN, Cárdenas Marketing Network.

For over 14 years, I developed and produced fully integrated brand campaigns, partnerships, sponsorships, and endorsements for CMN’s illustrious music and sports properties. From concept to completion, I orchestrated the brand imaging for over 350 concerts annually, alongside numerous sporting events and music festivals. Producing all promotional collateral (Print, Radio, TV, Digital, and Social) in-house, ensuring seamless continuity and brand integrity across every channel. My responsibilities encompassed tour marketing and sponsorship materials for CMN’s elite roster of top Latin Music artists, including Bad Bunny, Maluma, Marc Anthony, Maná, Shakira, Ricky Martin, and JLo.

My success was reflected in millions of tickets sold, countless brand impressions, triumphant campaigns, and delighted clients.

Since 1999, I've been at the forefront of creative and sports marketing, having marketed over 150 soccer matches featuring clubs and National Teams from Mexico, Argentina, Colombia, El Salvador, Brazil, Ecuador, and the United States.

During this time, I've witnessed the explosive growth of soccer and its profound impact on brand engagement. I specialize in crafting and executing integrated marketing campaigns that passionately connect brands with fans.

My portfolio includes collaborations with clients such as Target USA CUP, Concacaf, Coors Light, Minnesota United FC, Nike, Sears, NFL, FIFA, Reebok, Anheuser-Busch/InBev, Goya, Sprint, Johnson & Johnson, Mars - Wrigley, Tecate, and Heineken USA.

Drawing on my deep understanding of sports culture and consumer behavior, I consistently deliver innovative strategies that elevate brand visibility and resonate deeply with audiences. My passion for creative excellence and sports marketing drives me to push boundaries and deliver unparalleled results for every client engagement.

The Maestro Cares Foundation is a non-profit organization that seeks to help the most vulnerable and act risk children of Latin America and the United States. It is the only foundation that build brick and mortar housing, schools and orphanages. My role has been to oversee their creative needs, assist with staffing and provide best practices for their brand image. For the past 7 years, I have produced a series of original short films for their Annual Gala in order to help in their fundraising efforts.

Great storytelling evokes a personal connection. It takes more than beautiful visuals, compelling copy,  and the right music, It needs to have heart and soul.

The challenge is for It to be equally engaging on the big screen as in the palm of your hand.

Awards:

Grand prize International Motion Art Awards 5 (2016)

Associated Press Award (2016)

Best Sound Design, Brian Yessian (2016)

Cannes Film Festival Entry (2016)

What do you get get when Mike’s Harder Lemonade, Fox Studios and Deadpool 2 team up? You get a blockbuster campaign that boosts the brand’s presence beyond product placement in the film.

In the months leading up to the movie’s launch Mike’s Harder released limited edition cans and packaging featuring Ryan Reynold’s anti-hero alter ego. We create a robust campaign, producing retail POS materials, out of home, paid digital and social media posts. Our goal was to take it beyond retail shelves and into popular culture.

We created an amazing experience that transported consumers straight into the movie, the Sister Margaret’s Pop Up bar. Two of the coolest underground dive bars were selected and given a Harder edge. The scene was set with custom coolers to display the product, a cast of movie accurate cosplayers and adorned with Easter eggs to reward super fans.

The Toyota Music platform connected and engaged Latino music lovers with the Toyota brand by utilizing cutting edge technology and interactive entertainment to showcase key vehicle features.

Our activation connected festival goers with Toyota brand and “Vayamos Juntos” campaign while providing entertainment/education on key vehicle feature of the Camry, Corolla, Prius, and RAV4 Hybrid.

Bud Light as the Official Beer Sponsor of the NFL- was looking to leverage their limited-edition team cans. We created fan-centric campaigns for 9 NFL teams including; New York Giants, New York Jets, Baltimore Ravens, Washington Redskins, Pittsburg Steelers, Philadelphia Eagles, New England Patriots & Buffalo Bills.

By creating individual fan-focused campaigns, we tapped into local fandom through experiential, digital, social, OOH, and retail execution to put cans in fans hands.

Doors by Harder was an invitation only brand experience that brought to life the What’s Out There Starts Here campaign.

Designed to surprise attendees with what’s next in an entertaining and engage way and as a result, to differentiate the HARDER brand.

Guest navigated numerous themed rooms, a massive ball pit, live professional wrestling, 360º projection mapped video, burlesque dancers. The evening culminated with a live DJ set but EDM artist Gryffin.

Budweiser Hazla (Make It, Your Way) was a campaign that made a culturally relevant connection with Hispanics in Denver. We selected local celebrities who embodied Budweiser’s spirit, risk-takers who believe in the American dream. Their stories were featured in a video series, extensive, out of home, POS and thru digital and social.

We designed a large, fun and soccer centric footprint for Kellogg’s, the official snack of Major League Soccer, to engage fans attending the MLS All Star Game.

The Soccer Celebration engaged consumer with a Soccer-centric experience and sample the featured brands; Rice Krispies Treats, Pringles, Famous Amos and Cheez-Its.

Here are some examples of ideas pitched over the years, but not developed further. Enjoy!