I am much more than what I do for a living

 

I am someone who believes empathy matters, humor is essential, and dogs make life better. I care deeply about people and about using my talents to contribute something positive to the world.

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For more than two decades I have worked as a creative director, brand strategist, and designer helping organizations build brands and tell stories that resonate with people. Throughout my career I have developed campaigns and brand experiences for companies such as Kellogg’s, IBM, and Heineken, working across different industries, cultures, and international markets.

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My work has always focused on finding the human truth behind a product, a service, or a mission, and turning that insight into ideas that connect.

I am also the author of Effective Marketing Decoded: A DIY Guide for Small Business, a book written to help entrepreneurs and small business owners understand how marketing really works and how they can apply its principles without needing a large team or a large budget.

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In addition to my consulting work, I teach Digital Marketing in the Global MBA program at Tecnológico de Monterrey (EGADE Business School). Working with students from around the world allows me to explore the future of marketing, including the role of creativity, strategy, data, and artificial intelligence in shaping how organizations communicate and grow.

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I am also passionate about emerging technologies, particularly artificial intelligence. I encourage my students and clients to explore it thoughtfully, because AI is rapidly transforming how we create, analyze, and communicate. The real question today is not whether we should use AI, but how well we use it and how up to date we stay with the tools shaping our industry.

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I see AI exactly as that: a powerful tool. Like any tool, it requires human judgment, creativity, and ethical responsibility to be used well. When combined with strategic thinking and human insight, it can open extraordinary possibilities for innovation and problem solving.

Over the years I have also had the privilege of serving the marketing community through the American Marketing Association San Francisco, including a two-term as President.

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Whether through branding, teaching, writing, or mentoring, my goal is always the same: to help ideas connect with people in ways that are honest, meaningful, and lasting.