Lonchoarias

Executive Creative Leader and Entrepreneur with 25+ years of experience building brands, leading multidisciplinary teams, and driving growth across the United States, Mexico, and Latin America. Recognized for combining creativity, business strategy, multicultural expertise, and entrepreneurial thinking to create award-winning work and meaningful business impact.

Founder & Chief Creative Officer at the non agency (2019-01 – Present)

• Built an innovative distributed-talent agency model leveraging freelance specialists and subject matter experts
• Led branding, communications, and business growth initiatives across the U.S. and Latin America
• Created Ángeles Kids, Skyscanner U.S. launch, Venus Shoes launch, and Alimentos Maravilla energy drink launch

Part-Time Creative Director at Rock the Agency (2025-01 – 2026-01)

• Led communications and brand initiatives for Taco Palenque and affiliated brands

Group Creative Director at MARCA (2020-01 – 2023-12)

• Led DishLATINO initiatives featuring Eugenio Derbez and developed Rocket Mortgage's first Hispanic campaign in the United States

Creative Director at Conill (2016-01 – 2019-12)

• Led multicultural campaigns and vehicle launches for Toyota

Group Creative Director at Bravo Y&R (2014-01 – 2016-12)

• Led AT&T communications initiatives and created Coors Light x J Balvin's award-winning #DiarioDeUnaGira campaign

Creative Director at LatinWorks (2012-01 – 2014-12)

• Developed Bud Light's Ya Se Armó platform featuring Pitbull, Andrés Guardado, and Aaron Sánchez

Image and Promotions Creative Director / Channel 7 Director at TV Azteca

• Led network branding, promotions, and programming launches

Leadership Experience at DraftFCB Chicago

Worked on brands including Bimbo, Grupo Modelo, Kellogg's, DirecTV, Fisher-Price, Mattel, Hyundai, Liverpool, Banorte, Hershey's, Kraft Foods, McDonald's LATAM, LALA, Corona, Carta Blanca, and many others

Leadership Experience at OCH

Worked on brands including Bimbo, Grupo Modelo, Kellogg's, DirecTV, Fisher-Price, Mattel, Hyundai, Liverpool, Banorte, Hershey's, Kraft Foods, McDonald's LATAM, LALA, Corona, Carta Blanca, and many others

Leadership Experience at FCB Mexico

Worked on brands including Bimbo, Grupo Modelo, Kellogg's, DirecTV, Fisher-Price, Mattel, Hyundai, Liverpool, Banorte, Hershey's, Kraft Foods, McDonald's LATAM, LALA, Corona, Carta Blanca, and many others

Leadership Experience at Leo Burnett Mexico

Worked on brands including Bimbo, Grupo Modelo, Kellogg's, DirecTV, Fisher-Price, Mattel, Hyundai, Liverpool, Banorte, Hershey's, Kraft Foods, McDonald's LATAM, LALA, Corona, Carta Blanca, and many others

Leadership Experience at Ogilvy Mexico

Worked on brands including Bimbo, Grupo Modelo, Kellogg's, DirecTV, Fisher-Price, Mattel, Hyundai, Liverpool, Banorte, Hershey's, Kraft Foods, McDonald's LATAM, LALA, Corona, Carta Blanca, and many others

Executive MBA – OBS Business School / Universitat de Barcelona

Bachelor's degree in advertising – Institute of Marketing and Advertising, Mexico