Most marketing fails because the system around the idea is broken. I focus on fixing that. I'm not another strategist talking about "the intersection of culture." The real question is what gets seen, and why.

That didn't come from a straight line.

I grew up in rural Mexico, where most of what I knew about the world came from the media. At 15, after a horse accident that left me with 25 stitches on my head, I left home for the city to continue school. Not long after, a year in the Côte d'Azur made it clear how big the world actually was.

College in the U.S. came next. Along the way, I landed at Universal Music Group in LA, somewhere between culture and chaos, where the question shifted from what gets created to how it spreads. That's what pulled me into advertising.

I moved to NYC for R/GA, working across Corona, Mercedes-Benz, and Tiffany & Co., where I saw how platforms decide what sticks and what gets ignored. From there, brand work followed across Bud Light, Hennessy, Belvedere, and BMW, often leading work across multicultural audiences, and rebuilding Jaguar Land Rover's social ecosystem while expanding into CRM and digital. Around this time,
I also began teaching social strategy at Miami Ad School.

That's when the thinking shifted from editorial calendars to architecture.

At Publicis' The Community, I led brand and communications strategy for Porsche across Latin America. The work drove qualified leads that converted into sales. I also worked across Meta, Verizon, Samsung, and TikTok, defining social and creator ecosystems, with work recognized by Cannes Lions, One Show, ANDY, The Webbys, and more.

Around that time, campaigns stopped being the frame altogether.

I moved to Switzerland, where Web3 deepened my focus on ownership and attention. A Blockchain program at the University of Zurich and advising startups in Crypto Valley shaped that perspective, while work across Publix, Grammarly, and Baskin-Robbins kept the Web2 side sharp.

Back in NYC, most recently at The Martin Agency, I built full-funnel marketing systems across creative, media, and analytics for GEICO, TIAA, and OREO. That's where the shift from feed-based distribution to model-driven discovery became real. I also completed Pratt Institute's Creative AI Executive Program.

At this point, it stopped being about marketing. It became about systems.

Currently, I build tools, systems, and strategies across brand, communications, and AI, applying emerging technology to workflows, content, and discoverability. Based in NYC, I'm working on independent projects and open to full-time opportunities across agencies, in-house teams, and startups.