THE WORK

Built in-culture framework across the 5-Ps and influencer campaigns, CX, CRM and experiences that connect and convert.

Cultural marketing and innovation across targets, products, value, markets, and platforms delivers real connections that impact.

Fuse bicultural insight, nonstop engagement and category, marketing, and dealer journey innovation to always be #1.

Led Hispanic strategy across segmentation, analytics, CRM, channels, GM and local integration. A Mi Manera / Life My Way brand platform fused storytelling, influencer education + DR, social, community, PR, passion-point experiences, and targeted tactics.

Integrated anti-soda platform Pura Vida. Live Healthy with Hispanics ‘Oprah’ Cristina Saralegui activated across brand, education, community, social and retail drove rapid awareness and sales despite low health interest and premium pricing at recession peak.

360° campaign with emotional shock value plus hard facts broke the ‘cool’ myth among youth, exposed second-hand dangers, and called out Big Tobacco’s targeting for true impact.

Efficient OOH and social blitz with playful culturally fluent creative making Vegas appealing to Hispanic grown-ups and kids alike drove record off-season growth and Year 2 expansion across platforms.

Identified an unmet cross-border health need through segmentation, geo-health data and low-awareness indexing, and created a new sub-brand, identity, and 360º campaign with grassroots, broker, and education tools that exceeded goals.

Data-driven Hispanic strategy with pillars of freshness, cultural food, value, inspiration, news, and app rewards, and local optimization for product mix, offers, shopper marketing, and community activation drove sustained Hispanic sales.

Disrupted canned default perceptions with pure and simple visuals paired with bold ‘juice-up’ CTA and blind sampling across OOH, digital, TV, radio, retail, and merch and grew all metrics and sales.