Professional Experience
TV Azteca (Media Production & Cross-Platform Content Distribution) Creative Director Mexico City
Jun 2012 – Jul 2024
- Directed 200+ integrated campaigns across TV , digital, social (FB, IG, TikTok, YouTube, Twitch), e-commerce, and experiential channels, delivering measurable lifts in brand engagement (+35%) and conversion (+12%).
- Produced branded content for Infobae, El Heraldo, El Financiero, El País, and Azteca Noticias → +40% YoY brand visibility.
- Led 50+ influencer & celebrity partnerships across TikTok, Instagram, and YouTube, driving +5M impressions for automotive and FMCG campaigns and achieving a +20% conversion rate in health, pharma, and beauty activations.
- Developed static & video ads for streaming (Roku, Pluto TV , Tubi) → +25% VTR, stronger awareness among younger audiences/e-commerce assets for Amazon, Mercado Libre, Walmart, Elektra → +18% CTR, +12% sales conversion.
- Generated over $13.68B USD in billed sales through brand partnerships, product integrations, and strategic storytelling.
- Led and mentored a 12-person creative team, fostering cross-functional collaboration and trend-driven innovation.
Key Clients: Coca-Cola, Nestlé, P&G, Unilever, Henkel, Nissan, GWM, Ford, Kia, Stellantis, VW, Visa, MasterCard, KFC,
Domino’s, Novartis, Haleon, Nestlé Health Science, Amazon, Mercado Libre, Roku, Pluto TV , Tubi.
______________________________________________
Actidea (Advertising Services) Mexico City
Creative & Marketing Manager Jun 2010 – May 2012
- Oversaw strategy, ideation, and execution of BTL campaigns, guerrilla marketing, and experiential activations for clients like
Microsoft, Intel, SAP, BP, and Hasbro.
- Delivered high-impact campaigns translating into over $12.63M USD in client investments by leading creative development for corporate and public events, from launches to conferences and expos.
- Built brand equity through immersive consumer-brand experiences across diverse industries, including tech, pharma, and entertainment.
- Supervised an 8-person creative team, achieving recognition for elevating Actidea’s profile among top BTL and experiential marketing agencies in Mexico.
- Introduced early-stage digital integrations into BTL campaigns through branded microsites, social media tie-ins, and interactive event content, enhancing consumer reach and engagement beyond physical activations.
_________________________________________________
Leadership & Activities
Universidad Panamericana – HIPODEC (High Potential Development Center) Lecturer / Professor – Executive Education, Diplomas & Master’s Programs Mexico City, Mexico
Aug 2015 – May 2020
- Delivered advanced courses in Marketing, Advertising, Point of Sale Strategy, Leadership, and Future Trends.
- Conducted specialized executive seminars for top-tier companies such as EY (Ernst & Young), and Jugos del Valle - Coca-Cola
