I'm a fully bilingual, multicultural Creative Director helping tv networks, ad agencies, brands and in-house teams transform their creative, develop new strategies, and build successful teams and processes.
In my previous position at NBC Universal I built and led all creative teams and processes for NBC Universo from the ground up, also overseeing all creative work for the network, developing and managing the budget for the department. leading the launch of all new properties, a re-brand of the network, all advertising efforts, and ultimately helping the network become the fastest growing cable channel in it's category.
I was also VP Creative Director of NBC Deportes, leading all efforts for the Olympics and the 2018 FIFA World Cup across NBC Universo, Telemundo and all local stations.
Before that I founded The Creative Institute, a creative shop that became the agency of record for ESPN Deportes, launching and re-branding their sales website and leading marketing and advertising efforts for properties like NFL's Monday Night Football, MLB, the NBA, Dream Job, A Los Golpes, Europa League and many others.
Until 2009 I was a Creative Director Copy for agencies like Euro RSCG and Y&R/Bravo, where I worked on brands such as Wrigley's, Miller Lite, ATT, Verizon, Jaguar, Chivas Regal, Mazda, Sears, Chase, Nestle and Kraft.
Prior to advertising I was a Techno DJ/Producer throughout the US and Latin America, I founded Deep Productions, an events company that created branded events for Coca-Cola, Toyota and Budweiser, and Tekatex Records, an Electronic Music label.
Experience
Present: Freelance Multicultural Creative Director
Roles: Team building • Creative strategy and Direction • Multicultural Creative • Creative process
Agencies and brands: VCCP - Ready Set Rocket - Vice News - Dex - Mondelez - Amex - FIFA - Absolut - McCann - NBA - spectrum
2017: VP Creative - NBC Universo & Telemundo Deportes
• Built creative department, strategies and processes for NBC Universo, which became the fastest growing Hispanic Cable network in the US within a year and a half.
• Led all creative development for on-air, off-air, support for social media and branding.
• Led all sports related properties for Telemundo
• Rebranded both Telemundo Deportes and NBC Universo. rebranding strategy and creative would later be adopted and adapted for other properties in the nbc family.
• Organized plan to create and deliver creative work for the Río Olympics across all platforms for all departments and stations.
• Developed working plan to promote the 2018 World Cup across all platforms, including scope of work, creative strategy, budgets, manpower and selection of agencies.
2015: Independent Creative Director - ESPN
• Led ideation and production until final delivery of ESPN Deportes consumer advertising efforts for MLB, NFL, NBA, Serie Del Caribe, Boxing, Dream Job, and others.
• Led creative ideation and development for ESPN Deportes Marketing Sales efforts, particularly its digital campaigns.
• Led building of the ESPN Deportes Marketing Sales website, including all web development, videos, design and copy.
• In my tenure at ESPN, viewership saw a marked increase for Monday Night Football, MLB, The Caribbean World Series and the NBA. Our work won awards for the launch of Dream Job, an original aspen deportes series, as well as for our promo campaigns for the NBA, the Caribbean World Series and others.
2012: Creative Director Copy - NYC & Company
• Developed original multi-platform campaigns for all marketing efforts, including International Tourism efforts, city-wide programs, tourism trade events, meetings campaigns and promoting nycgo.com.
• nyc programs included restaurant week, broadway week, off-broadway week and Nyc's official ambassador program.
• developed naming and original launch campaign for nyc x design.